Anime’s Media Mix 在线电子书 图书标签: 动画 文化研究 美國 社會學 日本 文化 媒體研究 theory
发表于2024-12-23
Anime’s Media Mix 在线电子书 pdf 下载 txt下载 epub 下载 mobi 下载 2024
另一个角度
评分对看似三言两语就能说明白的联动表象作了更细致且有说服力的论述。纸芝居的关联一节蛮亮眼。日文版https://book.douban.com/subject/26891712/ 的章节安排不一样,按日文版作者后记是为了面向日本读者作了调整增删,另附有大塚英志解读一篇。
评分3.5,差不多讀到尾了。其實講的論點並不新鮮,不過側重點和傳統以迷群研究為主的焦點不同,改以市場策略和傳銷的角度,連帶當時的社會脈絡講深夜動畫(也就是阿童木)的誕生。史料在很奇怪的地方很齊全,例如同時期的玩具、媒體、廣告策略和市場等等;某些方面感覺是用個很高大上的詞語包裝一些非常簡單的事情(例如說,「角色」為什麼會被選中成為 Media Mix 的核心、Dynamic Immobility 這個詞語的一詞多義),而且不斷重用同一個現象。但我比較不喜歡的地方是,似乎沒分析過阿童木的內容與阿童木成功的關係——但這似乎是刻意為之所以也不好講了。不知道讀完最後一章會否有所改觀,整體而言差不多就這樣。
评分对看似三言两语就能说明白的联动表象作了更细致且有说服力的论述。纸芝居的关联一节蛮亮眼。日文版https://book.douban.com/subject/26891712/ 的章节安排不一样,按日文版作者后记是为了面向日本读者作了调整增删,另附有大塚英志解读一篇。
评分另一个角度
In" Anime's Media Mix," Marc Steinberg convincingly shows that anime is far more than a style of Japanese animation. Beyond its immediate form of cartooning, anime is also a unique mode of cultural production and consumption that led to the phenomenon that is today called "media mix" in Japan and "convergence" in the West. According to Steinberg, both anime and the media mix were ignited on January 1, 1963, when "Astro Boy" hit Japanese TV screens for the first time. Sponsored by a chocolate manufacturer with savvy marketing skills, Astro Boy quickly became a cultural icon in Japan. He was the poster boy (or, in his case, "sticker boy") both for Meiji Seika's chocolates and for what could happen when a goggle-eyed cartoon child fell into the eager clutches of creative marketers. It was only a short step, Steinberg makes clear, from Astro Boy to Pokemon and beyond. Steinberg traces the cultural genealogy that spawned Astro Boy to the transformations of Japanese media culture that followed--and forward to the even more profound developments in global capitalism supported by the circulation of characters like Doraemon, Hello Kitty, and Suzumiya Haruhi. He details how convergence was sparked by anime, with its astoundingly broad merchandising of images and its franchising across media and commodities. He also explains, for the first time, how the rise of anime cannot be understood properly--historically, economically, and culturally--without grasping the integral role that the media mix played from the start. Engaging with film, animation, and media studies, as well as analyses of consumer culture and theories of capitalism, Steinberg offers the first sustained study of the Japanese mode of convergence that informs global media practices to this day.
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Anime’s Media Mix 在线电子书 pdf 下载 txt下载 epub 下载 mobi 下载 2024