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Brienza, Casey E. Manga in America: Transnational book publishing and the domestication of japanese comics. New York: Bloomsbury, 2016. 
Added by: joachim (5/30/15, 12:40 PM)   
Resource type: Book
Language: en: English
ID no. (ISBN etc.): 1472595866
BibTeX citation key: Brienza2016
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Categories: General
Keywords: Interculturalism, Japan, Manga, Reception, USA
Creators: Brienza
Publisher: Bloomsbury (New York)
Views: 5/674
Japanese comic books have attracted a devoted global following. These books, called manga, are even said to have “invaded” and “conquered” the United States, and they are held up as a quintessential example of the globalization of popular culture and multi-directional cultural flows which challenge American hegemony in the twenty-first century.
In Manga in America, Casey Brienza explodes this assumption in the first ever book-length study of the history, structure, and practices of the American manga publishing industry. 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 which she terms “domestication.” Ultimately, this book argues, domesticating manga rearticulates the very same imbalances of national power that might otherwise seem to have been transformed by it. This leads to the paradoxical-and controversial-conclusion that Japanese manga in the United States actually serves to make manga everywhere more American.

Table Of Contents

1. Introduction: Manga and the Domestication of Culture
2. Book Trade: History and Structure of U.S. Manga Publishing
3. A License to Produce: Founding Companies, Negotiating Rights
4. Working from Home: Editors, Translators, Letterers, and Other Invisibles
5. Off the Page: New Publishing Models for a Digital Future
6. Conclusion: Making Manga American

Appendix: House Calls – Notes on Research Methodology


Added by: joachim  Last edited by: joachim
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