Show Summary Details

Page of

PRINTED FROM OXFORD HANDBOOKS ONLINE ( © Oxford University Press, 2018. All Rights Reserved. Under the terms of the licence agreement, an individual user may print out a PDF of a single chapter of a title in Oxford Handbooks Online for personal use (for details see Privacy Policy and Legal Notice).

date: 19 June 2021

Abstract and Keywords

This article traces the media mix system in Japan by focusing primarily on examples from anime and manga. For this, it utilizes a metaphorological approach to analyze the effects of underlying and structuring metaphors such as single and multiple worlds or liquidity. Taking theories on the media mix from Japan into account, it on the one hand connects them to specific practices and discourses in law, policy, economy, and consumption that the media mix is tied to. On the other hand it examines how these practices and discourses are related to certain textual strategies that become increasingly prominent in media mix texts. Finally, it proposes that the media mix encourages a potentially problematic perception of history and possible futures.

Keywords: anime, manga, media mix, metaphorology, liquidity, transmedia, multiple worlds, copyright, consumption

Access to the complete content on Oxford Handbooks Online requires a subscription or purchase. Public users are able to search the site and view the abstracts and keywords for each book and chapter without a subscription.

Please subscribe or login to access full text content.

If you have purchased a print title that contains an access token, please see the token for information about how to register your code.

For questions on access or troubleshooting, please check our FAQs, and if you can''t find the answer there, please contact us.