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Hybridity And The Rise Of Korean Popular Culture

Hybridity And The Rise Of Korean Popular Culture - 1...

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Unformatted text preview: 1 Hybridity And The Rise Of Korean Popular Culture In Asia Doobo Shim NATIONAL UNIVERSITY OF SINGAPORE Media, Culture & Society © 2006 SAGE Publications (London, Thousand Oaks and New Delhi), Vol. 28(1): 25–44 Background Background ¡ Over the past few years, an increasing amount of Korean popular cultural content – including television dramas, movies, pop songs and their associated celebrities – has gained immense popularity in China, Taiwan, Hong Kong and other East and Southeast Asian countries. • `According to Hollywood Reporter , ‘Korea has transformed itself from an embattled cinematic backwater into the hottest film market in Asia’ Background: Three Strains Of Globalization Discourse ¡ The first approach views globalization as an outgrowth of cultural imperialism following the New World Information and Communication Order (NWICO) discussions of the 1970s. • it is no longer the case that a one way flow of Western media content exists due to the increasing contra flow in international media and the growing plurality of regional media players based on what Straubhaar (1991) calls the ‘cultural proximity’ factor. • In addition, this approach has missed the complexity of audience reception of media content. • Finally, there is a danger of romanticizing and fetishizing ‘national’ culture . 2 Background: Three Strains Of Globalization Discourse ¡ In the second view, globalization is understood as an outcome of the workings of the project of modernity…it is ‘the spread of the culture of modernity itself. • idea that capitalism is a natural extension of the progress of reason and freedom associated with the Enlightenment. • that humanity has entered a new historical epoch since the 1970s (moving from modernity to postmodernity; from capitalism to late capitalism), made possible by the development of new technologies. • an outcome of modernity because it tends to provide an aura of ‘inevitability’ to the rise of neoliberalism and concentrated corporate control (and hyper commercialization) of the media in the present era. Background: Three Strains Of Globalization Discourse ¡ third approach comprises discourses that identify cultural hybridity and investigate power relations …globalization encourages local peoples to rediscover the ‘local’ that they have neglected or forgotten in their drive towards Western- imposed modernization • There are two distinct modes of re-localization in non-Western political and cultural formations. ¡ some forces and groups – such as Hindu nationalists in India, and the Taliban in Afghanistan – campaign for a return to the imagined ‘good old days’, ¡ Locals appropriate global goods, conventions and styles, including music, cuisine, cinema, fashion and so on, and inscribe their everyday meaning into them What is the Korean wave?...
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