How media production and fan play interact to shape the aesthetics of a global anime franchise
Since its debut in 1984, Dragon Ball has become one of the most popular, influential, and lucrative media franchises in the world. In Next Time on Dragon Ball, Vincent Haddad investigates how the franchise has maintained huge global demand despite its formulaic plotlines. Examining its exhaustive repetition of storytelling forms across comics, TV series, games, and merchandise, Haddad argues that the convergence of play, fandom, and narrative made Dragon Ball an unlikely success—and a harbinger of broader shifts in the media landscape of franchises from the 1980s to the present.
Haddad conceives of Dragon Ball as a “franchise toy,” a corporate media property that is constantly remixed by its fans in ways that its owners resist but also ultimately embrace: appropriation is essential to the franchise’s popularity. Over the past forty years, Haddad argues, Dragon Ball’s deployment of familiar tropes, cultural references, and narrative forms—from classical Chinese stories and the films of Bruce Lee and Jackie Chan to American franchises like Superman and Star Wars—has invited unique transcultural play. Through diverse examples of how fans use its characters as “playthings,” Haddad shows how Dragon Ball travels across international networked fandoms, highlighting the queer, gendered, and racialized dimensions of this play.
Parsing the dynamics of “sites of conflict” between authorized media and fan content, Next Time on Dragon Ball illuminates how fan engagement across the Americas changes the parameters of what a manga and anime franchise is and can be.
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