HARVARD EAST ASIAN MONOGRAPHS
Cover: The Anime Boom in the United States: Lessons for Global Creative Industries, from Harvard University PressCover: The Anime Boom in the United States in HARDCOVER

Harvard East Asian Monographs 406

The Anime Boom in the United States

Lessons for Global Creative Industries

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Product Details

HARDCOVER

$39.95 • £31.95 • €36.00

ISBN 9780674976993

Publication: November 2017

Text

230 pages

6 x 9 inches

8 color illustrations (insert), 4 halftones

Harvard University Asia Center > Harvard East Asian Monographs

World

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.