The Anime Boom In The United States

"The Anime Boom in the United States provides a comprehensive and empirically-grounded study of the various stages of anime marketing and commercial expansion into the United States. It also examines the supporting organizational and cultural processes, thereby describing a transnational, embedded system for globalizing and localizing commodified culture.Focusing primarily on television anime series but also significant theatrical releases, the book draws on several sources, including in-depth interviews with Japanese and American professionals in the animation industry, field research, and a wide-scale market survey. The authors investigate the ways in which anime has been exported to the United States since the 1960s, and explore the transnational networks of anime production and marketing. They also investigate the many cultural and artistic processes anime inspired.The analysis of the rise and fall of the U.S. anime boom is the starting point for a wider investigation of the multidirectional globalization of contemporary culture and the way in which global creative industries operate in an age of media digitalization and convergence. This story carries broad significance for those interested in understanding the dynamics of power structures in cultural and media globalization."

Drawing on in-depth interviews with animation professionals, field research, and a wide-scale market survey, The Anime Boom in the United States investigates the Japanese export of anime television and film to the United States. This story carries broad significance for those interested in understanding the cultural and media globalization.

The Anime Boom in the United States is a comprehensive and empirically grounded study of the expansion of anime marketing and sales into the United States. It explores the transnational networks of anime production and marketing while also investigating the cultural and artistic processes the art form inspired.

"Both entertaining and a splendid introduction to the country's economic problems."—Chalmers Johnson

Japanese manga comic books have attracted a devoted global following. In the popular press manga is said to have “invaded” and “conquered” the United States, and its success is held up as a quintessential example of the globalization of popular culture challenging American hegemony in the twenty-first century. In Manga in America - the first ever book-length study of the history, structure, and practices of the American manga publishing industry - Casey Brienza explodes this assumption. Drawing on extensive field research and interviews with industry insiders about licensing deals, processes of translation, adaptation, and marketing, new digital publishing and distribution models, and more, Brienza shows that the transnational production of culture is an active, labor-intensive, and oft-contested process of “domestication.” Ultimately, Manga in America argues that the domestication of manga reinforces the very same imbalances of national power that might otherwise seem to have been transformed by it and that the success of Japanese manga in the United States actually serves to make manga everywhere more American.

For students, fans, and scholars alike, this wide-ranging primer on anime employs a panoply of critical approaches Well-known through hit movies like Spirited Away, Akira, and Ghost in the Shell, anime has a long history spanning a wide range of directors, genres, and styles. Christopher Bolton’s Interpreting Anime is a thoughtful, carefully organized introduction to Japanese animation for anyone eager to see why this genre has remained a vital, adaptable art form for decades. Interpreting Anime is easily accessible and structured around individual films and a broad array of critical approaches. Each chapter centers on a different feature-length anime film, juxtaposing it with a particular medium—like literary fiction, classical Japanese theater, and contemporary stage drama—to reveal what is unique about anime’s way of representing the world. This analysis is abetted by a suite of questions provoked by each film, along with Bolton’s incisive responses. Throughout, Interpreting Anime applies multiple frames, such as queer theory, psychoanalysis, and theories of postmodernism, giving readers a thorough understanding of both the cultural underpinnings and critical significance of each film. What emerges from the sweep of Interpreting Anime is Bolton’s original, articulate case for what makes anime unique as a medium: how it at once engages profound social and political realities while also drawing attention to the very challenges of representing reality in animation’s imaginative and compelling visual forms.

"A penetrating overview of Japan, from a historical, social, political, economic, and cultural perspective"--

Contents tourism is tourism induced by the contents (narratives, characters, locations and other creative elements) of films, novels, games, manga, anime, television dramas and other forms of popular culture. Amidst the boom in global interest in Japanese popular culture, the utilization of popular culture to induce tourism domestically and internationally has been central to the "Cool Japan" strategy and, since 2005, government policy for local community revitalization. This book presents four main case studies of contents tourism: the phenomenon of "anime pilgrimage" to sites appearing in animated film; the travel behaviours and "pop-spiritualism" of female history fans to heritage sites; the collaboration between local community, fans and copyright holders that underpinned an anime-induced tourism boom in a small town north of Tokyo; and the large-scale economic impacts of tourism induced by NHK’s annual samurai period drama (Taiga Drama). It is the first major collection of articles published in English about media-induced tourism in Japan using the "contents tourism" approach. This book will be of particular interest to students and researchers of media and tourism studies in Asia. This book was previously published as a special issue of Japan Forum.