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Straight from the HeartGender, Intimacy, and the Cultural Production of Shojo Manga$
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Jennifer S. Prough

Print publication date: 2010

Print ISBN-13: 9780824834579

Published to University Press Scholarship Online: November 2016

DOI: 10.21313/hawaii/9780824834579.001.0001

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date: 20 August 2017

Shōjo Manga at Large

Shōjo Manga at Large

Chapter:
(p.135) Epilogue Shōjo Manga at Large
Source:
Straight from the Heart
Author(s):

Jennifer S. Prough

Publisher:
University of Hawai'i Press
DOI:10.21313/hawaii/9780824834579.003.0006

This chapter draws attention to the changes wrought on the shōjo manga gyōkai (business world) in recent years, most notably in relation to new media and the new markets. In keeping with the questions examined throughout the preceding chapters, it asks: How might foreign markets affect the blurring of production and consumption seen in the industry itself, as well as notions of “what girls want,” discussed throughout this book? Thus, the chapter zooms out from an ethnographic analysis of the production of shōjo manga to the context of this moment wherein Japanese popular culture is a hot commodity, inquiring how issues of gender and intimacy, production and consumption in late capitalist Japan translate to the global milieu.

Keywords:   shōjo manga industry, new media, new markets, production, consumption, Japanese popular culture, gender

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