How to write a Press Kit
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Press Kit Themes
Common Themes and Points of Emphasis
When the basic structure of the press kit has been decided upon, the next step is to write the associated text for each section. However, it is extremely important that a unified gesture be made in each and every press kit to uniformly describe several themes. This is a point of debate among many fan organizations, as there are some things in anime which simply cannot be consistently agreed upon. However there are several basic details that are generally agreed upon, and if the opportunity arises to describe any of the themes and points found below, every effort should be made to describe it in a similar, if not identical, manner.The reasoning behind this is has to do with the pragmatic ideals of the press kit to make anime fandom a viable resource to the media to complement or surpass the knowledge of professional sources if anime information. If a media source receives two press kits that present different views of the same basic theme, the media may become confused or lose faith in fandom as a resource. Furthermore, as more press kits become available to the media, they must be able to solidly describe certain concepts so as to create a general sense of what anime and anime fandom is. In this way the media can be prepared for subsequent efforts on their part, when no press kit is available, to write in an informed fashion.
The specific themes and points of emphasis are below, each accompanied by a short description of why it is important. This list will change and grow with anime fandom and the general perception of anime, and is also open to some interpretation. However, they present key themes in anime fandom.
Anime is a medium: By "medium", it is implied that anime is best described in the same way one would describe the word "radio" or "primetime television". This means that anime is composed of many diverse styles and genres, including sci-fi, juvenile, drama, romantic comedy, and yes, even pornography. Many media sources separate anime based on content; for example, that "Akira" is anime and "Hello Kitty" is not due to the graphic nature of one and the simplistic nature of the other. This is like comparing "Jerry Springer" with "Sesame Street".
Anime isn't just cartoons: The traditional view of animation in North America is that virtually anything animated is either for kids or families (the typical cartoon fare), or for adult comedy entertainment (The Simpsons, Beavis & Butthead, South Park). Of course, there is anime for all ages and for all tastes, separately or together.
Anime isn't just for kids: Self explanatory. For that matter, anime is not just for gothic personalities or fans of the erotic or hyper-violent; nor is it more a male-dominated demographic. There is something for everyone.
There is no one "style" of anime: Anime most directly refers to "animation from Japan". This means that if the animation is produced, directed and written in Japan, it can be classified as anime (this is the popular fandom definition). There are exceptions: for example, "Laputa" is loosely based on a Jonathan Swift novel but is undeniably anime.
Anime is becoming a mainstream phenomenon: Due to the activities of professional companies that release anime to video and to television, and anime fandom activities such as conventions and festivals as well as efforts like the anime press kit, anime is being regarded less and less as a fringe or extreme element and is becoming more accepted as part of the mainstream culture. As more and more people get into anime, the volume of anime available to consumers increases as well.
Fandom is part of the anime industry: Fandom and anime drive each other in a sort of "positive feedback loop", meaning that one increases the activity of the other, which then increases its own activity. It is because of people who are fans of anime that much of the industry growth occurs.
Anime fans aren't all overweight, anti-social couch potatoes: The old stereotypes of anime fans are out-dated and often insulting to the current generation of fans. This has caused many fans to become pro-active in promoting anime and anime fandom, through efforts such as the anime press kit, conventions and festivals.
Summary
If these themes are properly described, media sources will avoid many common stereotypes and misconceptions about anime. It is not necessary to make an effort to include all of the above topics, as it may detract from the particular press kit's focus or topic. Still, as described, it is important to correctly present each point with as much background or explanation as is feasible. Many media mistakes can be avoided in this manner.
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