Translation, Transmedia, and Transformation: Pretty Guardian Sailor Moon and the Marketing of Transnational Media Products
Japanese popular culture has proliferated into the global culture industry, but the prevalence of Japanese goods in foreign locations was not always as successful as it has become. This project compares the domestic and American releases of the Pretty Guardian Sailor Moon franchise and uses this property to examine how media markets and audience expectations influenced the international appeal of the series. Pivotal to this research is the role of established channels for media texts to travel through, finding that Pretty Guardian Sailor Moon benefitted from a Japanese media ecology which offered space for girls popular culture to strive through transmedia approaches while the North American media landscape struggled to gather a similar audience due to a lack of dedicated market space and an overarching sense of uncertainty in the Western appeal of Japanese girls media texts which led to conflicts in the localization process. This research is in dialogue with international popular culture studies, specifically works that study transmedia models, female fandom, and audience reception, and showcases how the relationship between producers and consumers is altered by the available avenues of textual access as well as the perceived desires of nationally different audiences and the marketers presenting a franchise.
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| Work Title | Translation, Transmedia, and Transformation: Pretty Guardian Sailor Moon and the Marketing of Transnational Media Products |
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| License | No Copyright - U.S. |
| Work Type | Article |
| Publication Date | 2025 |
| Deposited | April 10, 2025 |
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