Manga in America - Transnational Book Publishing and the Domestication of Japanese Comics

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 - 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.>

About the author

Casey Brienza is Lecturer in the Department of Sociology and Centre for Culture and the Creative Industries at City University London, UK. She is also editor of Global Manga: "Japanese" Comics without Japan?

Product details

• Authors: Casey Brienza, Casey (Lecturer in Publishing and Digital Media Brienza, Dr. Casey Brienza
• Publisher: Bloomsbury Academic
• Languages: English
• Product format: Hardback
• Released: 31.01.2016
• EAN: 9781472595867
• ISBN: 978-1-4725-9586-7
• No. of pages: 232
• Subjects: Fiction > Comic, cartoon, humour, satire > Manga, Manhwa; Social sciences, law, business > Media, communication > Journalism; Graphic Novels und Comics: Handbuch und Rezension, Belletristik: begleitende Literatur, Mangas und asiatische Comics, BUSINESS & ECONOMICS / Industries / Media & Communications, Graphic novels: history & criticism, Graphic Novels: Manga, Publishing industry & book trade, Publishing and book trade, Manga and East Asian style / tradition comic books, COMICS & GRAPHIC NOVELS / East Asian Style / Manga / General, COMICS & GRAPHIC NOVELS / Reference, Guides & Companions