Concordia University

Marc Steinberg, PhD

Associate Professor, Film Studies, Cinema
Graduate Program Director, MA in Film Studies, Cinema

Office: S-FB 421-9 
Faubourg Building,
1250 Guy
Phone: (514) 848-2424 ext. 8728

Marc Steinberg is the author of the award-winning books, Anime’s Media Mix: Franchising Toys and Characters in Japan (University of Minnesota Press, 2012) and Naze Nihon wa “media mikkusu suru kuni” nano ka (Why is Japan a “Media Mixing Nation”?, trans. Nakagawa Yuzuru and supervised by Ōtsuka Eiji, Tokyo: Kadokawa E-Pub, 2015). His essays on transmedia, animation, fan cultures, the moving image, franchising and digital culture have been published in Japan Forum, Animation: An Interdisciplinary Journal, Journal of Visual Culture, Theory, Culture & Society, Mechademia, and Canadian Journal of Film Studies. His co-edited volume with Alexander Zalhten on Media Theory in Japan (Duke University Press, 2017) reframes the parameters of media theory through an examination of Japanese media cultures. His current research project examines the formation and evolution of digital platforms in Japan, South Korea and North America - from feature phones and smartphones to streaming sites, mobile games and chat apps. This work pays particular attention to the ways managerial theory and logistical systems mediate contemporary media culture and cultural production. These issues are addressed in his forthcoming book, The Platform Economy: How Japan Transformed the Commercial Internet (University of Minnesota Press, 2019) (


PhD (Brown University)

Areas of expertise

Animation, industry studies, Asian media industries, anime, Japanese cinema, material culture, media theory, digital culture, platforms, smartphones, convergence

Anime’s Media Mix - Franchising Toys and Characters in Japan
Media Theory in Japan, co-edited with Alexander Zahlten
The Platform Economy: How Japan Transformed the Consumer Internet
Photo credit:

Teaching activities


  • Animation Ecologies
  • Digital Media and Animation
  • Transmedia
  • Global Film Industries
  • Media Theory
  • Material Cultures of the Moving Image
  • Anime Media Histories
  • Managing Media



The Platform Economy: How Japan Transformed the Consumer Internet, forthcoming from University of  Minnesota Press (March 2019) (


なぜ日本は〈メディアミックスする国〉なのかNaze Nihon wa “media mikkusu suru kuni” nanoka Why is Japan a“Media Mixing Nation”?), translation by Nakagawa Yuzuru, supervised by Ōtsuka Eiji. Tokyo: Kadokawa E-Pub/Kadokawa Gakugei Shuppan, 2015. 


Anime’s Media Mix: Franchising Toys and Characters in Japan,Minneapolis: University of Minnesota Press, 2012. 314 pp. Italian translation forthcoming.

-Awarded the ITRA-BTHA Prize (Senior Prize) from the International Toy Research Association for 2014.

-Awarded the Japan Society for Animation Studies Book Prize for 2015 (along with Why is Japan a “Media Mixing Nation”?).

Edited Collections

Media Theory in Japan, co-edited with Alexander Zahlten, Duke University Press, 2017. 432pp.


Regional Platforms, co-edited with Jinying Li, special issue of the journal Asiascape: Digital Asia 4(3), Fall 2017


“Media Mix Mobilization: Social Mobilization and Yo-Kai Watch” in Animation: An  Interdiscplinary Journal (2017) 12(3): 244-258. (Invited contribution) 


“Genesis of the Platform Concept: iMode and Platform Theory in Japan” in Asiascape: Digital Asia 4(3) (2017), 184-208.


“Introduction: Regional Platforms” (co-written with Jinying Li) in Asiascape: Digital Asia 4(3) (2017), 184-208


“8-Bit Manga: Kadokawa’s Madara, or, The Gameic Media Mix,” Kinephanos, Vol 5, Issue 1 (December 2015) (Invited contribution)


“McLuhan’s World, Or, Understanding Media in Japan,” in Journal of Visual CultureSpecial 

Issue: “Marshall McLuhan’s Understanding Media at 50,” 13:1 (April 2014) (Invited contribution),  97-99.

“Copying Atomu,” Mechademia (January 2014) (Invited contribution), 127-136.


 “Condensing the Media Mix: Tatami Galaxy’s Multiple Possible Worlds,” in the Canadian  Journal of Film Studies, Fall 2012, 71-92.

Book Chapters

“Delivering Media: The Convenience Store as Media Mix Hub” in Point of Sale: Analyzing Media Retail, edited by Derek Johnson and Daniel Herbert (under contract with Rutgers University Press) (7500 words). 


“Otaku Pedestrians” (co-written with Edo Ernest dit Alban), in Wiley Companion to Media Fandom and Fan Studies, edited by Paul Booth. (Oxford, UK: Wiley Pub) (Wiley-Blackwell 2018) (8000 words)

“Platform Producer Meet Game Master: On the Conditions for the Media Mix,” in World Building: Transmedia, Fans, Industries, ed. Marta Boni (Amsterdam University Press, 2017)


“Converging Contents and Platforms: Niconico Video and Japan’s Media Mix Ecology” in Asian Video Cultures, ed. Joshua Neves and Bhaskar Sarkar (Duke University Press, 2017), 91-113.


“McLuhan as Prescription Drug: Actionable Theory and Advertising Industries,” in Media Theory in Japan, ed. Marc Steinberg and Alexander Zahlten (Duke University Press, 2017), 131-150.


“Introduction” (co-written with Alexander Zahlten) inMedia Theory in Japan, ed. Marc Steinberg and Alexander Zahlten (Duke University Press, 2017), 1-29.


“Realism in the Animation Media Environment: Japanese Debates Around Manga, Anime, and Videogames,”Animating Film Theory, ed. Karen Redrobe (formerly Beckman) (Duke University Press, 2014).

Conference Organization

Society of Animation Studies Annual Conference 2018: Then | Now | Next, co-organizer, Concordia University, June 18-21, 2018.


Porting Media II, co-organizer, Concordia University, October 12-14, 2017.


Media Ecologies, co-organizer and principal investigator for workshop grants, Concordia University and McGill University, December 1-3, 2016.


Porting Media: Asia, co-organizer and principal investigator for workshop grants, Concordia University, May 15-17, 2015.


SCMS Conference: Montreal local organizing committee, March 25-29, 2015.


Media Theory in Japan, organized between Harvard University and Concordia University, held at Harvard University, November 15-16, 2013.


Practices of World Building: Fans, Industries, Media Fields, Concordia University, June 6-7, 2013, Scientific Committee.


Experiencing the Media Mix, President’s Conference Series, Concordia University, February 4-6, 2012.

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