가도카와(角川) 유형으로 본 에도 후기(江戸後期) 미디어믹스 전개

A Study on the Development of Media Mix of the Late Edo Period through KADOKAWA Type - Focusing on Sekai, Shukō and Characters -

This paper focuses on the development of media mix of the late Edo Period through KADOKAWA type. In case of Kusazōshi like Kibyōshi and Gōkan, the methods of production and patterns of consumption at that time are very similar to the system of today’s media mix. To examine such features, I attempt to make use of the KADOKAWA type of media mix, which is known as a pioneering enterprise of media mix in Japan today. The media mix of KADOKAWA took the first step by Kadokawa Haruki, using the aspects of trans‐media between novels and movies, and it worked. However, Tsuguhiko, a successor of Haruki, took a different approach on business. He used the idea of Sekai and Shukō and put every genre under the selected Sekai with various Shukō, which is exactly the same method found in Edo media. Additionally, as the most important feature of media mix, the aspect of characters also appeared in the late Edo media. This kind of development of media mix is quite likelyto go on by targeting the specific consumers who are both producers and consumers in the future. Therefore, I would like to suggest a direction through the examples of Tsuguhiko and the late Edo media.