In Japanese culture and entertainment, media mix (wasei-eigo: メディアミックス, mediamikkusu) is a strategy to disperse content across multiple representations: different broadcast media, gaming technologies, cell phones, toys, amusement parks, and other methods. It is the Japanese equivalent of a media franchise.
The penetration into the American market of the series such as Pokémon and Yu-Gi-Oh! gave rise to the recognition of what is variously called transmedia storytelling, crossmedia, transmediation, media synergy, etc.
The book Anime's Media Mix: Franchising Toys and Characters in Japan by Marc Steinberg details the evolution of the media mix in Japan.
- アニメ化 [anime-ka], recast as anime
- ドラマ化 [dorama-ka], recast as drama
- ゲーム化 [ge:mu-ka], recast as computer game
- ノベライズ [noberaizu] ("novelize") recast as novel
- コミカライズ [komikaraizu] ("comicalize") or 漫画化 [manga-ka], recast as manga
- 映画化 [eiga-ka] recast as movie
- Henry Jenkins, Convergence Culture: Where Old and New Media Collide, p. 110
- Denison, Rayna. "Manga Movies Project Report 1 - Transmedia Japanese Franchising". academia.edu. academia.edu. Retrieved 2015-07-31.
- Steinberg, p. vi
- Marc Steinberg, Anime's Media Mix: Franchising Toys and Characters in Japan.
- The book references and cites numerous sources on the subject