Jump to ContentJump to Main Navigation
Anime's Media MixFranchising Toys and Characters in Japan$
Users without a subscription are not able to see the full content.

Marc Steinberg

Print publication date: 2012

Print ISBN-13: 9780816675494

Published to Minnesota Scholarship Online: August 2015

DOI: 10.5749/minnesota/9780816675494.001.0001

Show Summary Details
Page of

PRINTED FROM MINNESOTA SCHOLARSHIP ONLINE (www.minnesota.universitypressscholarship.com). (c) Copyright University of Minnesota Press, 2022. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in MNSO for personal use.date: 16 May 2022

Media Mixes, Media Transformations

Media Mixes, Media Transformations

(p.135) 4 Media Mixes, Media Transformations
Anime's Media Mix

Marc Steinberg

University of Minnesota Press

The term media mix has been the most widely used word to describe the phenomenon of transmedia communication, specifically, the development of a particular media franchise across multiple media types, over a particular period of time. In a word, it is the Japanese term for what is known in North America as media convergence. Yet, despite its importance for understanding the present and past of Japanese media, this term is undertheorized and suffers from a surprising lack of historicization. This chapter examines the use of the media mix strategy by publisher Kadokawa Shoten (Kadokawa Books). It suggests that Kadokawa’s entrance into film production in the mid-1970s was a landmark in the development of the media mix, drawing on and expanding the anime media mix to a wider, film-and-novel-centered audience, developing a broader media mix practice that other companies were quick to emulate. It also shows that both the anime and Kadokawa media mixes are responsible for, and bound up with, the historical shift from a modern or Fordist social regime to a postmodern or post-Fordist one.

Keywords:   media mix, Kadokawa Shoten, Kadokawa Books, anime, transmedia communication, media convergence, Fordist social regime

Minnesota Scholarship Online requires a subscription or purchase to access the full text of books within the service. Public users can however freely search the site and view the abstracts and keywords for each book and chapter.

Please, subscribe or login to access full text content.

If you think you should have access to this title, please contact your librarian.

To troubleshoot, please check our FAQs, and if you can't find the answer there, please contact us.