nep-cul New Economics Papers
on Cultural Economics
Issue of 2009‒05‒16
two papers chosen by
Roberto Zanola
University of the Piemonte Orientale

  1. The Diffusion of Foreign Cultural Products: The Case Analysis of Japanese Comics (Manga) Market in the US By Takeshi Matsui
  2. Using Revealed and Stated Preference Data to Estimate the Demand and Consumption Benefits of Sporting Events: An Application to National Hockey League Game Trips By John C. Whitehead; Bruce K. Johnson; Daniel S. Mason; Gordon J. Walker

  1. By: Takeshi Matsui (Hitotsubashi University and Princeton University)
    Abstract: This paper outlines the historical development of the US manga (Japanese comics) industry from the 1980s through the present in order to address the question why foreign cultural products become popular in offshore markets in spite of cultural difference. This paper focuses on local publishers as “gatekeepers” in the introduction of foreign culture. Using complete data on manga titles published in the US market from 1980 to 2006 (n=1,058), this paper shows what kinds of manga have been translated, published, and distributed for over twenty years and how the competition between the two market leaders, Viz and Tokyopop, created the rapid market growth. This case analysis finds two main reasons for the growth of the manga market in the US. First is the path dependency of market growth: without Viz’s pioneering effort in the localization of manga in the 1980s, Tokyopop’s standardization in the 2000s would not have boosted the market expansion, and vice versa. The second is stigma management by publishers. By selecting proper titles, censoring them, and establishing age rating systems, publishers sought to avoid the stigma attached to American mainstream comics and establish the legitimacy of manga as acceptable entertainment.
    Date: 2009–01
  2. By: John C. Whitehead; Bruce K. Johnson; Daniel S. Mason; Gordon J. Walker
    Abstract: This paper examines the demand for hockey game trips among metropolitan and non-metropolitan residents of Alberta, Canada. Using data on both revealed and stated preference game trip behaviour from a telephone survey conducted throughout Alberta, we estimate the effect of ticket prices, team quality, arena amenities, and capacity on the latent demand for NHL hockey. We find that lower ticket prices, higher team quality and additional capacity encourage attendance. The base case consumer surplus per game is $50 for those who had attended hockey games and about 50% less for those who had not attended games. Exploiting the stated preference data, we develop a number of other consumer surplus estimates. We also include travel costs in the estimation of the demand function and estimate the full value of the game trip considering both ticket prices and travel costs. Sold out arenas in Calgary and Edmonton generate annual consumption benefits of $40 and $35 million. Considering the full price consumer surplus for the Calgary Flames of $103 per game trip, the annual consumption benefits may be as high as $82 million. Key Words: Hockey demand, revealed preference, stated preference, consumer surplus
    JEL: R22 L83 D61
    Date: 2009

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