Cover

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pp. 1-5

Contents

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pp. 6-7

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Introduction: Rethinking Convergence in Japan

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pp. vii-xvii

Convergence. As Henry Jenkins points out, the term first got its life within industry discourse, media studies, and popular culture as a designation for the promised convergence of all media into one black box. At some point in the 2000s, the term shifted from designating the fated collapse of distinction between hardware platforms—the idea that television, video ...

Part I. Anime Transformations: Tetsuwan Atomu

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1. Limiting Movement, Inventing Anime

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pp. 1-36

Discussions of animation often begin with etymologies of the word itself. In this vein, Paul Wells presents the following conventional definition of the term animation in the opening section to his Understanding Animation: ...

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2. Candies, Premiums, and Character Merchandising: The Meiji–Atomu Marketing Campaign

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pp. 37-85

The eleventh episode of the Tetsuwan Atomu anime, “The Time Machine,” is of some interest for thinking about the question of transmedia connectivity. Broadcast on March 12, 1963, this episode follows a boy’s pursuit of his father through time, each traveling in his own separate time machine. Atomu and his private detective friend, Higeoyaji, join the boy (unnamed in the anime) in his search ...

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3. Material Communication and the Mass Media Toy

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pp. 87-132

In a prescient 1964 article, Yamakawa Hiroji, an employee in the “Planning Center” of the mammoth Japanese ad firm Dentsū, and a frequent contributor to the advertising journal Senden kaigi (Advertising Meeting), suggested an important term for thinking about the communicational dimension of things in the media mix age: mono komi, or “thing communication.” ...

Part II. Media Mixes and Character Consumption: Kadokawa Books

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4. Media Mixes, Media Transformations

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pp. 135-169

Since the 1980s, 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. ...

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5. Character, World, Consumption

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pp. 171-203

In the previous chapter, I noted the profound differences that separate the phenomenon of what is now called the media mix from its terminological origins in marketing discourse. I also emphasized the similarities between the de facto media mix that crystallized around anime circa 1963 and the media mix that Kadokawa is now popularly .....

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Acknowledgments

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pp. 205-207

Much of the initial form of this book was written at Brown University, where I can safely say that I had an extraordinary graduate experience. I thank my advisors, Mary Ann Doane and Philip Rosen, for their warm welcome and firm intellectual guidance as well as the other faculty of Modern Culture and Media, including Rey Chow, Wendy Chun, and Lynne Joyrich, for an education parallel to none. My colleagues and ...

Notes

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pp. 209-260

Bibliography

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pp. 261-286

Index

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pp. 287-314