Abstract

"From 1993 to 2003, exports of Japan's cartoon arts tripled in value, to $12.5 billion. Fan phenomena around the world-- in U.S. malls, teen girls flock to purchase the latest Fruits Basket graphic novel; in Hungary, young people gather for a summer "cosplay" (costume dress- up) event--illustrate the global popularity of manga and anime.Drawing on extensive research and more than 100 original interviews, Anne Cooper-Chen explains how and why the un-Disney has penetrated nearly every corner of the planet. This book uses concepts such as cultural proximity, uses and gratifications, and cultural variability to explain cross-cultural adaptations in a broad international approach. It emphasizes that overseas acceptance has surprised the Japanese, who create manga and anime primarily for a domestic audience. Including some sobering facts about the future of the industry, the book highlights how overseas enthusiasm could actually save a domestic industry that may decline in the contracting and graying country of its birth."--Book Jacket.

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