The Transcultural Transmedia Media Mix
Keywords:
transcultural adaptation, media mix model, transmedia storytelling, convergent media, Japanese-American cultural exchange, global media flowsAbstract
This article analyzes the mutual influence of Japan and America’s entertainment media industries in terms of their approach to multi-platform production strategies. The paper explores how global information flows have transformed media consumption, with Japanese manga and anime becoming mainstream in American popular culture. By comparing the Japanese anime media mix model with its American adaptation, the authors argue that transcultural adaptation can emerge as a potential force for innovation rather than mimicry. The study examines how transmedia storytelling has incorporated media mix techniques but also developed distinct idioms such as grassroots activist productions and multi-participant alternate reality games. The article demonstrates that while globalization may lead to cultural homogenization, local media retain distinctive characteristics that foster unique iterations of global trends. The significance of this work lies in its examination of the complex interplay between cultural influence, resistance, and transformation in the context of convergent media production strategies.(The abstract and keywords were prepared retrospectively for indexing purposes using AI-assisted tools and editorial review, based on the original article. They did not appear in the original publication.)
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