I. Contexts and Issues

1. Introduction / Joseph Tobin 3

2. Structure, Agency, and Pedagogy in Children's Media Culture / David Buckingham and Julian Sefton-Green 1

3. Cuteness as Japan's Millennial Product / Anne Allison 34

II Global Circulation

4. How "Japanese" Is Pokemon? / Kiochi Iwabuchi 53

5. Localizing the Pokemon TV Series for the American Market / Hirofumi Katsuno and Jeffery Maret 80

6. Panic Attacks: Anti-Pokemon voices in Global Markets / Christine R. Yano 108

III Places and Practices

7. Initiation Rites: A Small Boy in a Poke-World / Julian Sefton-Green 141

8. Pokemon in Israel / Dafna Lemish and Linda-Renee Bloch 165

9. How Much Is a Pokemon Worth? Pokemon in France / Gilles Brougere 187

IV Pokemon Goes to School

10. Localizing Pokemon through Narrative Play / Helen Bromley 211

11. The Multiple Identities of Pokemon Fans / Rebekah Willett 226

12. Masculinity, Maturity, and the End of Pokemon / Samuel Tobin 241

13. Conclusion: The Rise and Fall of the Pokemon Empire / Joseph Tobin 257

Contributors 293

Index 295

Joseph Tobin

David Buckingham

Anne Allison

Koichi Iwabuchi

Hirofumi Katsuno

Christine R. Yano

Dafna Lemish

Gilles Brougere

Helen Bromley

Rebekah Willet

Samuel Tobin

Julian Sefton-Green

Jeffrey Maret

Linda Renee-Bloch

“I took a peek at the table of contents for Pikachu’s Global Adventure, then read a little of the introduction, and the next thing I knew I was deep, deep in the book and didn’t want to stop. The writing was that engaging, the information and arguments that compelling.”—Henry Jenkins, coeditor of Hop on Pop: The Politics and Pleasures of Popular Culture — N/A

“The contributors to this volume are the smartest scholars working today in the areas of global media and children’s media. This book tells an entertaining and surprising tale of how the little Japanese Pokémon transformed children’s culture and global media economics. The changes that Pikachu wrought are only the beginning of fascinating new trends in role-playing games, video games, cartoons, and toys and the accelerated spread of such fads via the Internet.”—Ellen Seiter, author of Sold Separately: Children and Parents in Consumer Culture — N/A

Permission to Photocopy (coursepacks)

If you are requesting permission to photocopy material for classroom use, please contact the Copyright Clearance Center at copyright.com;

If the Copyright Clearance Center cannot grant permission, you may request permission from our Copyrights & Permissions Manager (use Contact Information listed below).

Permission to Reprint

If you are requesting permission to reprint DUP material (journal or book selection) in another book or in any other format, contact our Copyrights & Permissions Manager (use Contact Information listed below).

Images/Art

Many images/art used in material copyrighted by Duke University Press are controlled, not by the Press, but by the owner of the image. Please check the credit line adjacent to the illustration, as well as the front and back matter of the book for a list of credits. You must obtain permission directly from the owner of the image. Occasionally, Duke University Press controls the rights to maps or other drawings. Please direct permission requests for these images to permissions@dukeupress.edu.
For book covers to accompany reviews, please contact the publicity department.

Subsidiary Rights/Foreign Translations

If you're interested in a Duke University Press book for subsidiary rights/translations, please contact permissions@dukeupress.edu. Include the book title/author, rights sought, and estimated print run.

Disability Requests

Instructions for requesting an electronic text on behalf of a student with disabilities are available here.

Rights & Permissions Contact Information

Email: permissions@dukeupress.edu

Email contact for coursepacks: asstpermissions@dukeupress.edu

Fax: 919-688-4574

Mail:
Duke University Press
Rights and Permissions
905 W. Main Street
Suite 18B
Durham, NC 27701

For all requests please include:

1. Author's name. If book has an editor that is different from the article author, include editor's name also.

2. Title of the journal article or book chapter and title of journal or title of book

3. Page numbers (if excerpting, provide specifics)

For coursepacks, please also note: The number of copies requested, the school and professor requesting

For reprints and subsidiary rights, please also note: Your volume title, publication date, publisher, print run, page count, rights sought