In order to understand how transnational exchanges have evolved and how a home video market has been organized in France, this paper tries to trace a history of the beginnings of the VHS industry from the late 1970s to the early 2000s. We will focus on three phases of market development to show how pricing strategy and short-term development prospects damage the image of the product and perceived quality of Japanese cartoons. After a first period, in which anime seem to be treated as non-significant cultural by-products, during the second phase of growing the market is intensified by the activity of amateurs through the creation of distribution networks. They tried to change the image of the product using different methods of legitimation. But in the third era, the rapid collapse of the market is favour by overproduction and the technological transition from the VHS to DVD, and because of the dumping of prices, the cartoon is once again considered a cheap product.
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Copyright (c) 2017 Bounthavy Suvilay