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. Designed for courses covering international mass media media and
globalization and introduction to Japanese culture the book is written primarily for
undergraduates and includes many student-friendly features such as a glossary timeline and
source list.
