GLOBALIZATION OF MANGA: RATIONALE OF ITS POPULARITY IN THE WORLD IN COMPARISON WITH UKRAINE
Abstract
Research Methodology. During the research, we used the following methods: systematic analysis, descripting method, comparison and structural analysis.
Results. The academic paper is devoted to Japanese comics manga in Ukraine. This piece of work aims to rationalize manga popularity in the world and to show if there is an impact of manga on Ukrainian realities. The research reveals globalization of manga as one of the main means of print media in Japan, reasons of its popularity around the world. The author of this paper scrutinizes the points of view of different scholars regarding the concept of Japanese mass culture, the place of manga in it and the causes of its attractiveness to young reader audience. Moreover, the paper represents the types of manga on Ukrainian market. The research justifies the role of media convergence and franchising in manga globalization. The academic work presents an analysis of manga markets in Japan, USA, France and Ukraine. The author of the paper also examines the first Ukrainian manga magazine.
Novelty. We make a comparison between manga editions: original Japanese manga, manga by Russian publishing houses which are being sold in Ukraine, American and French licensed manga, and Ukrainian manga magazine for the first time. We compare the main characteristics of each type such as price, circulation, number of pages, language and availability in Ukrainian book stores.
The practical significance. The results of the work can be used for the further research of Japanese media theory in domestic and foreign academic discourses. The results of the research can be used for the further study of Japanese media.
Key words: manga, popularity of manga, franchising, media convergence, media mix, manga in Ukraine, globalization of Japanese mass culture, Japanese media model, The first Ukrainian manga magazine.
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