Manga and anime: fluidity and hybridity in global imagery

Along with the rapid spread of manga and anime in the global media market in recent years, there has been a growing interest in how this diffusion has occurred. With this in mind, this paper explores the ways in which manga and anime have been manipulated to generate diverse, hybridised commodities. It also examines how manga and anime have become a site of fluid, multilayered cultural interpenetration: translation involves reinterpretation of these media on multiple levels, in which representations and perceptions of the source culture continuously change; cultural interpenetration also occurs when consumers interact with manga and anime, and each other, in both virtual and physical worlds.