Casey Brienza

Written by a leading manga commentator, this is the first academic study to examine the story of how Japanese comics conquered America.

Transnational Book Publishing and the Domestication of Japanese Comics

Manga in America

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 Manga in America - 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.

Laura Robinson

Barry Wellman

Wenhong Chen

Shelia Cotten

Sponsored by the Communication, Information Technologies, and Media Sociology section of the American Sociological Association (CITAMS), this volume celebrates the section's thirtieth anniversary. It looks at the history of the section, reviews some of its most important themes, and sets the agenda for future discussion.

Now and Then and Tomorrow

Networks, Hacking and Media - CITAMS@30

Paddy Johnston

This anthology explores tensions between the individualistic artistic ideals and the collective industrial realities of contemporary cultural production with eighteen all-new chapters presenting pioneering empirical research on the complexities and controversies of comics work. Art Spiegelman. Alan Moore. Osamu Tezuka. Neil Gaiman. Names such as these have become synonymous with the medium of comics. Meanwhile, the large numbers of people without whose collective action no comic book would ever exist in the first place are routinely overlooked. Cultures of Comics Work unveils this hidden, global industrial labor of writers, illustrators, graphic designers, letterers, editors, printers, typesetters, publicists, publishers, distributors, translators, retailers, and countless others both directly and indirectly involved in the creative production of what is commonly thought of as the comic book. Drawing upon diverse theoretical and methodological perspectives, an international and interdisciplinary cohort of cutting-edge researchers and practitioners intervenes in debates about cultural work and paves innovative directions for comics scholarship.

Cultures of Comics Work

Shelia R. Cotten

Volume 18 of Emerald Studies in Media and Communications celebrates the thirty year anniversary of the Communications, Information Technology, and Media Sociology Section of the American Sociological Association.

Media Sociology

The "M" in CITAMS@30

Outside Japan, the term ’manga’ usually refers to comics originally published in Japan. Yet nowadays many publications labelled ’manga’ are not translations of Japanese works but rather have been wholly conceived and created elsewhere. These comics, although often derided and dismissed as ’fake manga’, represent an important but understudied global cultural phenomenon which, controversially, may even point to a future of ’Japanese’ comics without Japan. This book takes seriously the political economy and cultural production of this so-called ’global manga’ produced throughout the Americas, Europe, and Asia and explores the conditions under which it arises and flourishes; what counts as ’manga’ and who gets to decide; the implications of global manga for contemporary economies of cultural and creative labour; the ways in which it is shaped by or mixes with local cultural forms and contexts; and, ultimately, what it means for manga to be ’authentically’ Japanese in the first place. Presenting new empirical research on the production of global manga culture from scholars across the humanities and social sciences, as well as first person pieces and historical overviews written by global manga artists and industry insiders, Global Manga will appeal to scholars of cultural and media studies, Japanese studies, and popular and visual culture.

Casey Brienza

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