圖書標籤: 動畫 文化研究 美國 社會學 日本 文化 媒體研究 theory
发表于2024-11-08
Anime’s Media Mix pdf epub mobi txt 電子書 下載 2024
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.
對看似三言兩語就能說明白的聯動錶象作瞭更細緻且有說服力的論述。紙芝居的關聯一節蠻亮眼。日文版https://book.douban.com/subject/26891712/ 的章節安排不一樣,按日文版作者後記是為瞭麵嚮日本讀者作瞭調整增刪,另附有大塚英誌解讀一篇。
評分3.5,差不多讀到尾瞭。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;某些方麵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瞭。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。
評分另一個角度
評分3.5,差不多讀到尾瞭。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;某些方麵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瞭。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。
評分對看似三言兩語就能說明白的聯動錶象作瞭更細緻且有說服力的論述。紙芝居的關聯一節蠻亮眼。日文版https://book.douban.com/subject/26891712/ 的章節安排不一樣,按日文版作者後記是為瞭麵嚮日本讀者作瞭調整增刪,另附有大塚英誌解讀一篇。
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Anime’s Media Mix pdf epub mobi txt 電子書 下載 2024