Submitted by syntaxfactory on February 16, 2016 - 12:08pm
Manga in America: Transnational Book Publishing and the Domestication of Japanese Comics, by Casey Brienza
Published by Bloomsbury, January 2016
Summary: 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.
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? (2015).
Table Of Contents:
1. Introduction: Manga and the Domestication of Culture
2. Theorizing Domestication: Manga and the Transnational Production of Culture
3. Book Trade: History and Structure of U.S. Manga Publishing
4. A License to Produce: Founding Companies, Negotiating Rights
5. Working from Home: Editors, Translators, Letterers, and Other Invisibles
6. Off the Page: New Publishing Models for a Digital Future
7. Conclusion: Making Manga American
Appendix: House Calls - Notes on Research Methodology