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.
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