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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 Hawaii Scholarship Online: November 2016

DOI: 10.21313/hawaii/9780824834579.001.0001

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PRINTED FROM HAWAII SCHOLARSHIP ONLINE (www.hawaii.universitypressscholarship.com). (c) Copyright Hawaii University Press, 2018. All Rights Reserved. Under the terms of the licence agreement, an individual user may print out a PDF of a single chapter of a monograph in HSO for personal use (for details see www.universitypressscholarship.com/page/privacy-policy).date: 19 November 2018

Shōjo Manga at Large

Shōjo Manga at Large

(p.135) Epilogue Shōjo Manga at Large
Straight from the Heart

Jennifer S. Prough

University of Hawai'i Press

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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