media studies 114 midterm

convergence (global research paradigm)

Pieterse - Growing sameness

Fear: cultures lost

-Aren't hearing "authentic" stories, small countries films influenced by Hollywood

Hope: modernization and democratization

-What people to have choices (democratization)

Differentiation (global research paradigm)

Pieterse - Conflicting differences

1. "Seeing" other cultures as competitors; theories a "clash" of civilizations

-; ie: American vs Soviet way

Huntington's model → the differentiation paradigm

2. Theories of culture used to distinguish one group from another (p.1390)

-Men should understand women's experience

hybridity (global research paradigm)

Pieterse - blending/mixing

Theory: mixing of cultures to create new social identities

Ie; japanese in cholo-style.. Cultural appropriation?

transnational public sphere

Fraser; communicative space between those of the public opinion and those of government in a democracy

A space for the "communicative generation of public opinion"

6 presuppositions (fraser)

1. Addressee is the state

2. public=national citizenry ('demos')

3. Main topic ('topos') is national economic matters

About taxation

4. Public will channeled thru national communication infrastructure

5. Single national language

6. Shared national vernacular literature (we are all on the same page)

Political efficacy: does PubOpinion have an effect for the public?

Normative legitimacy: is the PO inclusive for all those affected?

fraser says can be no transnational public sphere because of these

global public sphere

cosmopolitanism

castells; small but influential minority of people, be it in terms of the environment, human rights, moral principles, global economic interdependency, or geopolitical security; he project of sharing collective values on a planetary scale and thereby building a human community that transcends boundaries and specificity on behalf of a superior principle;

an elite with shared values and information

global imagination

orgad; seeing, understanding and feeling, at a global level, to a sense of 'who we are, how we fit together...what we might expect from each other...

is enabled through ongoing process of symbolic construction of the real and the possible in image and narrative. It interacts and competes with other collective and individual imaginations,

largely in the media, production and circulation of images and stories

new visibility (Global imagination)

orgad; 1. Representation is a contest

More media representations more well known

2. Battle over mediated intimacy at a distance

Getting your story to key target audience

3. Visibility has real world consequences

ethnoscape (5 scapes of globalization)

Migration of people across political and cultural borders

1200 BCE; global apocalypse

Geography and culture

Globalization term: diaspora

The dispersion of any people from their original homeland to other parts of the world

technoscapes (5 scapes of globalization)

How tech facilitates exchange across borders

How tech knowledge moves across borders

ideoscapes (5 scapes of globalization)

Movement of political and ideological views across formerly isolated region

financescapes (5 scapes of globalization)

Global markets for goods and labors

-Toyota moving manufacturer to mexico, cheaper labor

Capital investment across borders

Interdependent economies

mediascapes (5 scapes of globalization)

Movement of media around the world

-Representation of other cultures

-Political work, emphasized by Orgad

-K-dramas; expose us to Korean culture

-Imagined communities shaped via media

-Also represents people in the US to ppl in the US

Scripts and narratives develop (Orgad)

media uses (cold war)

1. Cold war shaped international media as a tool for national defense

2. Ideological battle blurred lines between gov and private news organizations

3. Natinlay system still firmly in place, no global village yet

-Restricting movie exports

-Ie; A Birth of a Nation

-International news service "Compub"

-Established libraries/reading rooms abroad

-Avoided 'ethic rhetoric' about Germans... but not entirely:

-Dehumanization in posters

Radio free/ Radio Liberty (foreign campaign)

"Ostensibly private" radio broadcasts of wedge techniques

CIA doing a lot of the funding

Ex: communist sexual predator (Osgood, 92)

Ex; anti-semitism (Osgood, 92)

amplify and try to send through the iron curtain

The cold war media globalization exposed US racial injustice and reshaped race relations

International media amplified marginalized voices in the United States

White supremacy became an embarrassment to Federal gov.

Communist alternative allowed racial activists to leverage greater civil rights

white propaganda (cold war)

Intentional suppression of potentially harmful information and ideas

Deliberate promotion of positive information ie supporting famine in S America gonna advertise that

Distract attention from problematic events

black propaganda (cold war)

Deliberate and strategic transmission of lies ie: Operation Infection out of USSR claimed CIA created AIDS

Aims to improve propagandist or damage opposition

gray propaganda (cold war)

Careless or reckless use of information

Aims to promote desired public response with little regard for truth

public diplomacy (cold war)

Use of mass media to communicate that intent and/or character of a group/nation

Rapid development with radio; film

Direct public engagement; "going below their heads"

Increasing use of advertising/PR techniques

International news as "agenda setting"

News as diplomacy?

Radio sputnik, Kansas City Radio (Russian Propaganda)

Case study points to consider:

Russian paid $2 million over three years for Washington DC radio broadcasts

Russia takes frequency used for city's black community (jazz)

Soft power?

Anti-soft power?

economic inducements (soft power)

Transnational Corporations (TNCs)

Oligopolistic market conditions (McChesney, 189)

-Power of the few; 3 or 4 companies not just one; too tempting for those few to work together, illegal for them to form a trust bc undermines capitalism; consumers lose

Horizontal integration

-Ex; mergers and acquisitions; NY Times buys Boston Globe, Ford buys Chevy

Vertical integration

-Ex; buying businesses related to media production

-Ford buys Michelin tires

-Best you can do is be the producer and the distributor; all in house

-Ex: NBC buys Comcast

military power (soft power)

Nye; Politics has become a contest of competitive credibility. The world of traditional power politics is typically about whose military or economy wins.

in wartime, military psychological operations ("psyops") are an important way to influence foreign behavior.

The dangers of a military role in public diplomacy arise when it tries to apply wartime tactics in ambiguous situations.

cultural attraction (soft power)

Nye;But cultural soft power can be undercut by policies that are seen as illegitimate.f cultural diplomacy?art, books, exchanges?which had a "trickledown effect," and those who favored the fast information media of radio, movies,and newsreels, which promised more immediate and visible "bang for the buck

Each of these three dimensions of public diplomacy plays an important role in helping to create an attractive image of a country that can improve its prospects for obtaining its desired outcomes.

appropriation

cultural appropriation can sometimes be associated with hybridization

K-pop is appropriated as a cultural resource for young people to negotiate their ethnic identities and strategies. (Yoon)

reappropriated not only as a diasporic export from the ancestral home-land but also as a signifier that connotes youthful, new, and advanced cultural form for global youth. In the young fans' accounts, K-pop is a stylistic youth cultural form that can be enjoyed by any 'cool' young people regardless of their ethnic backgrounds (yoon)

cultural/media imperialism

premises on fact there Are unequal relationships at a global scale; hdcs, ldcs

Unequal relationships in terms of media production and infrastructure

Media communicate "foreign" ideologies to less developed countries

Imports undermine local cultural production

-Cheaper to buy stories that pay for all aspects of production

one way flow (media imperialism)

1974, US cultural imperialism It is very much a one-way flow, since only about 2% of US TV programmes are foreign imports (compared to about a third in most countries). Such flows are often more regionalized, based on shared language and cultural affinity. Governments often seek to control media flows as a way of protecting national culture but online media have undermined this cultural gatekeeper role

asymmetrical interdependence

(Straubhaar)Wide range of differences, and emphasizes its not just a one way flow it goes a couple different ways

Key features: Recognizes the varying degrees of dependence

Audiences have independent interpretations and different viewing contexts

-Party viewing vs solo of a show

local cultures (and media systems) regain independence

-Multiculturalism and heterogeneity preserved?

cultural proximity (asym. interdependence)

(Straubhaar) "Cultural proximity" of media products matters

Illustration: Al Shamshoons (2005 Saudi adaptation)

Homer becomes Omar

Christianity cut out

Beer references removed

Homers gluttony removed

Satire of politicians removed

contraflow

The movement of culture form the global south to north through migration snd "reversed" media flows

two main factors:

-Growth of non-Western media production centers

-New forms of distribution (satellite, internet, app-based content sales and markets)

center periphery (contraflow)

(Thussu) Implicated in the space-based logics of acceleration, decentralization, and dispersion, these global cities are organized around the place-based logics of agglomeration, concentration, and accretion

Dominant media flows (contraflow)

(Thussu) US led Western media available across the globe

transnational flows (contraflow)

(Thussu) strong regional presence but also courting foreign audiences

geo-cultural flows (contraflow)

(Thussu) caters to specific cultural/ linguistic audience that is dispersed (diaspora)

diaspora

The dispersion of any people from their original homeland to other parts of the world; also can be understood as geo-cultural flows

free flow of information

occurs when information flows as freely as possible between countries

mcdonaldization

(Ritzer)

1. Designing systems for efficiency

2. Ensuring systems are calculable

3. Creating predictability

4. Exert control over most aspects of system

But

5. Irrationality of rationality

-PPA, per person average

underlines structural changes at economic, political, and other institutional levels

rationalization

weber; historical drive towards a world in which "one can, in principle, master all things by calculation"

Rationalization of commercial production:

Format sales

-Bachelor, masked singer, etc

Genre adoption

Production techniques

Cultural themes

rating/box office metrics

Predictable profits: sequels

models of multiculturalism

monoculture, melting pot, cultural mosaic, cultural stratification

monoculture (models of multiculturalism)

Single culture

Homogenous society

Gue to geography

Broad consensus on values

Low immigration

Japanese “uchi-soto” (in-out)

Belief: cultural exclusion

melting pot (models of multiculturalism)

metaphor

Heterogeneous societies

assimilation/convergence goals

High immigration, ex. US

United States

Belief: common ideology

cultural mosaic (models of multiculturalism)

Defines Canada, and canadian policy

Heterogeneous

Culturally diverse groups coexist but remain distinct

Canada (3rd language policy)

Media policy set out; wanted to cater to third language broadcasting

Immigrants don't need to get rid off identity

Contrasts to melting pot

Belief: culture matters

cultural stratification (models of multiculturalism)

Model for governments to achieve multicultural society

Heterogeneous-homogeneous

Cultural diversity exists but is suppressed

Turkey (vs. Kurdish subculture)

Any other time of subculture should be pushed out

Belief: cultural superiority, policies actively suppress the language, religion, and culture of the people

korean war and rok

US Korean War (1950-1953)

N. Korea and S. Korea conflict

*proxy war + allow countries to fall into US capitalism or Soviet communism

Follows Imperial Japanese rule in Korea (1910-1945)

Cold War "proxy" conflict

North supported by China and Soviet Union

South supported by U.S. and UN

Post-WWII (1945) Korea divided at 38th parallel

American Forces Korea Network and base gigs

Gives American GIs something to listen to

Shin Joong Hyun

Born 1930s during Japanese occupation of Korea

1957 Shin (age 19) made his debut at a U.S. military base in South Korea

Routinely played American base gigs 1950s and 1960s

One of many musical groups catering of American GIs in Korea

Shin Joong Hyun: The Add 4

What does the history of Korean "Rok" tell us about music and culture?

Solo album (1958) included traditional Korean songs with American rock tracks

"The Woman in the Rain" with add 4 (1964)

Vocal group as new formation

Park's State Modernization project (1961-1970s) encouraged Western pop

AFKN and state-controlled KBS (1961 onward)

Park Regime and Music

Music and entertainment industry execs hired by the Pentagon evaluated Korean band auditions

Kayo still preferred rural Korea vs urban pop scene "vocal groups"

General Park military coup in 1961: high speed industrialization, urbanization, oppression of dissent

Not mere imperialism but reconfiguration and localization through "fatherland modernization"

A moral agent trying to modernize and sanitize

Art shaped by foreign influence, under Park regime, became a tool to define national a cultural identity

Can also serve the interests of the state (ie propaganda)

Korean society embraced American popular culture during the 1960s and 1970s modernization period

korean film

Klein- Media imperialism is not the end but only one stage of Korean film

Bong is self-reflective in his use of foreign genres and uses them as commentary

"Genre collision/subversion" rather than adoption defines Bong's film style (The Host)

American Studies should use genre for transnational analysis

1987: 27%

1993: 16% after "liberalization"

1999: local films took four of the top ten box office

2006: Korean films domestic market share of 60%

Ambivalent Bong: used by or using Hollywood?

Shift in emphasis from production consumption as focus of analysis

Consumption (or use) points to a more complex picture than imperialism models

Bong 'appropriates" Hollywood; not imitation but a symbolic dimension of the films

an hybridity in Korean art overcome cultural imperialism?

Shim: "In this transnational context of a meeting between the periphery and the center, hybridity reveals itself as new practices of cultural and performative expression" (p.27).

"The master's tools will never dismantle the master's house." -Audre Lorde

Use of monster as a genre as a tool to say something else; relationship between American military and Korean society and what influences does it have

transnational genre

Klein:use of genre indicates self-aware hybridity

Example: police procedural/horror, imported genres tweaked in meaningful ways

genre films have driven global cinematic flows. Their formulaic nature makes them easy to export, requiring of viewers no deep familiarity with a foreign culture but only the more easily acquired mastery of a set of generic conventions. Once absorbed into a new film culture, these "Lego pieces" (asJeanine Basinger calls the recurring bits of story, setting, and character that constitute any given genre) are combined by local filmmakers in new ways to carry new meanings. 1 1 Genres' structural balance of repetition and variation, rigidity and flexibility, familiarity and innovation, thus make them ideal candidates for transnational circulation

Bong rearranges lego pieces of genre to show a korean reality

liberalization

1988: Forced liberalization of media industries

Surrender certain policies, protections, and barriers in order to get access to markets

of media industries;

1. Removal of state ownership and government control of content

Political change: toward public sphere

2. Shift to private-commercial ownership of media outlets

More authentic public sphere because not dictated by the government

Economic change: commercialization

3. Opening to foreign direct investment and ownership

Increased freedom as a globe as a whole when free trades

Economic change: toward TNC power

liberalization of Chinese media system enabled K-Wave

1993: 16% after "liberalization"

988the Korean government allowed Hollywood studios to distribute filmsdirectly to local theatres and, by 1994, more than 10 Korean film importershad shut down their businesses. This opening of the market to Hollywoodmajors affected the vitality of the local film industry in general, such thatthe number of films produced annually fell from 121 in 1991 to 63 in 1994.In 1994, Hollywood's market share in the local market reached 80 percent,from 53 percent in 1987

modernization

Bong's film represented a resurgence of Korean film

Rapid economic growth post-Korean War: "Miracle of the Han."

Japanese and American assistance echoed colonial past

Park's State Modernization project (1961-1970s) encouraged Western pop

Not mere imperialism but reconfiguration and localization through "fatherland modernization"

-A moral agent trying to modernize and sanitize

Korean society embraced American popular culture during the 1960s and 1970s modernization period

system interdependence

complex systems depend on other systems to be able to operate.

armed forces network

American Forces Korea Network and base gigs

Gives American GIs something to listen to

the first to experience American popular culture up close, mainly through the broadcasts of the American Forces Korea Network (AFKN). "The AFKN quenched my thirst for music," Shin has recalled. "I was instantly fascinated by jazz and rock 'n' roll, which brought me to my true passion and inner self." Before long, he found himself performing in front of American servicemen the music he had learned from the AFKN. Like many of his contemporaries,Shin cut his teeth as a professional musician on the stages of the U.S. military clubs. (Kim and Shim)

U.S. military presence was a catalyst for significant changes in local music culture.

Pieterse, J

"Globalization and Culture: Three Paradigms"; convergence; differentiation; hybridity

clash of civilizations; civilisational spheres as tectonic plates at whose fault lines conflict,no longer subsumed under ideology

mcdonaldization; it would be more appropriate to consider McDonaldisation as a form of intercultural hybridisation,partly in its origins and certainly in its present globally localising variety of forms

consumerist is globalization; market-driven commodification (pieterse's Mcdonaldization) ie people value prada, high brands

Fraser, N

"Transnationalizing the Public Sphere"

Public sphere--> A space for the "communicative generation of public opinion" (fraser, p.7)

Communicative spaces?

Town meetings, coffee shops, newspapers, online forums...

Media→ medium of exchange

International public sphere?

-Fraser say no; normative legitimacy and political efficacy

Public sphere: 6 presuppositions (fraser)

1. Addressee is the state

2. public=national citizenry ('demos')

3. Main topic ('topos') is national economic matters

About taxation

4. Public will channeled thru national communication infrastructure

5. Single national language

6. Shared national vernacular literature (we are all on the same page)

Cant even start with someone because you have no basis

Is the PS restricted to the "westphalian" state?

Fraser says no

A public sphere needs:

Political efficacy: does P.O. (public opinion) have an effect for the public?

Normative legitimacy: is the PO inclusive for all those affected?

All affected principle? All those who are affected should have a say

Iraqis? Palestinians?

Italy; if you're an Italian citizen but live in America you can vote in Italian elections

Castells, M

Globalization: common cultures expanding beyond specific regions (democracy; consumerism)

After WWII lots of democracies emerging; expansion

Identification: regional identities reassert themselves (catalonia vs spanish)

Tension between identification; individual separate, unique vs what makes a common

Individualism: individual needs over group/nation

Not wanting to be on public transit, instead of not driving bc of environment

Communalism: collective good over individual

Getting on the bart even if uncomfortable, good for environment

Castell's: three levels of global culture

1. Cosmopolitan globalization: an elite with shared values and information

2. Multicultural globalization: hybridity and coexisting difference

3. Consumerist globalization: market-driven commodification (pieterse's Mcdonaldization) ie people value prada, high brands,

Homogenization; try to express how put together they by shared value of high end bag

castells vs fraser

Castells

Broad and overarching

Multiple processes at once

Grand map of trends

culture

Fraser

Specific and exacting

Focused on PS as concept

Doubtful picture of political potential

Politics

osgood, k

"hearts and minds," overt + covert propaganda campaigns (radio), public diplomacy

The Cold War, the works reviewed here remind us, was an ideological, psychological, and cultural contest for hearts and minds.

American policy makers increasingly realized that the Cold War would be won or lost on the plane of public opinion,rather than by blood shed on the battleªeld. The United States used both overt and covert actions to wage this battle for hearts and minds—both behind the Iron Curtain and within the Free World.

Further complicating the picture is the fact that psychological warfare and propaganda were not the exclusive province of USIA or the CIA. Dozens of agencies participated in Cold War propaganda campaigns

if the United States could win popular opinion to its side, this would put pressure on foreign governments and create a favorable atmosphere for U.S. policies.

Radio free/ Radio Liberty (foreign campaign)

"Ostensibly private" radio broadcasts of wedge techniques

CIA doing a lot of the funding

Ex: communist sexual predator (Osgood, 92)

Ex; anti-semitism (Osgood, 92)

Anything they got their hands on , would amplify and try to send through the iron curtain

Free Europe Committee extended beyond mere ra-dio propaganda in Eastern Europe. The RFE/RL operation also provided cover for a sophisticated propaganda campaign designed to drum up support or the Cold War at home.

Propaganda, psychological warfare, andcovert operations were critical instruments of U.S. foreign policy in the earlyCold War. The "unconventional Cold War" was not a peripheral but a centralaspect of the Cold War.

CIA and Crusade for Freedom (technically illegal domestic operation)

Law in place executive branch couldn't propaganda american people

State private networks (96)- linkages between the government and private groups

Ritzer, G

"McDonaldization"-

Principles of McDonaldization

1. Designing systems for efficiency

2. Ensuring systems are calculable

3. Creating predictability

4. Exert control over most aspects of system

But

5. Irrationality of rationality

PPA, per person average

Corporate control: standardization of employee cheer

McDonaldization ad Theories of Modernity

Max Weber and Modernization

Early 20th century social theorist; super influencer

Known for "rationalization thesis," a grand historical analysis of the dominance of west in modern times

Rationalization: historical drive towards a world in which "one can, in principle, master all things by calculation"

McMedia? Rationalization of commercial production

Format sales

Bachelor, masked singer, etc

Genre adoption

Production techniques

Cultural themes

rating/box office metrics

Predictable profits: sequels

Sequels make money, guaranteed success in box office

Key point: McDonaldization underlines structural changes at economic, political, and other institutional levels

McDonaldization highlights how rationalization has renders society at large: homogenization

may ignore forms of resistance and symbolic diversity within processes of rationalization

the growth of cultural "separatism" undermines McDonaldization as a general social process

Yoon, K

"Diasporic youth culture of K-pop"

TV dramas allowed [immigrants] to acquire a form of 'cultural citizenship," which means the right to be different" (Yoon, p.3)

Yoon's definition of K-Pop

1. Produced in Korea

2. Young, same sex groups

3. Signature dance moves

4. Visually attractive music videos

Korea 2013 vs U.S. 1998

Ie, NSYNC

assimilation/entrance/mainstreaming/"de-ethnicized (identity path for multicultural societies)

Yoon illustrates one relationship between global pop culture and hybrid identities

Media play a central role in cultural integration

Hybrid cultural practices: an uneasy relationship with appropriation, imperialism and social stability

Klein, C

"Why American Studies Needs to Think about Korean Cinema, or, Transnational Genres in the Films of Bong Joon-ho"

use of genre indicates self-aware hybridity

Example: police procedural/horror, imported genres tweaked in meaningful ways

"Han": unresolved resentment at life's injustices and helplessness

Media imperialism is not the end but only one stage of Korean film

Bong is self-reflective in his use of foreign genres and uses them as commentary

"Genre collision/subversion" rather than adoption defines Bong's film style

American Studies should use genre for transnational analysis

Tyson, T

"Radio Free Dixie"

Robert F. Williams-

NAACP leader but radical

"N with Guns" (book)

Fled Monroe, NC

Cuba received him with open arms

1961 Cuba: broadcast to South on Radio Havana

1966 China: continued broadcast/activism

CIA jammed the signal, FBI tried to shut it down

Radio Free Dixie (1964)

Content: jazz, blues and racial justice messages

Black American musical traditions and innovations

-"New psychological" type of propaganda

-CIA jammed signal; FBI monitored, Cuba censored

Influence of RFD in Civil Rights

-Drew together socialism and racial justice

-Influenced US anti-war groups

-Student Nonviolent coordination committee (SNCC)

-Inspired American racial justice groups

-Black Panther Party

-Revolutionary Action Movement (RAM)

-Republic of New Africa (RNA)

-Deacons for Defense and Justice

This was really the first true radio where the black people could say what they want to say and they didn't have to worry about sponsors, they didn't have to worry about censors.

Nye, J

"Public Diplomacy and Soft Power"

Three pillars of Soft Power:

1. Culture

2. Political Values

3. Foreign Policies

"If a state can make its power seem legitimate in the eyes of others, it will encounter less resistance to its wishes." -Nye

Soft power relies on cultural, ideological, and institutional appeal of a nation

Versus economic "carrots" and military "sticks" (reward and punishment)

Credibility: Actions/Policies matter; nott just messaging

According to Nye America's soft power diminished after the invasion of Iraq following the events of 9/11. Nye believes that a country's soft power can be undercut by policies that seem illegitimate, and this is how many countries and people felt after this decision. According to a BBC poll in 2007, 25 countries reported that they felt the US played a negative role in the world. This decline in support for the US's decisions caused their soft power to be disabling rather than enabling. Many thought that the treatment of prisoners at Guantanamo and Abu Ghraib, were inconsistent with American values and led to perceptions of hypocrisy. Nye argues that America's soft power diminished after the Iraq war, because many felt their actions taken were hypocritical and undercut the policies in place making them seem illegitimate and loss their credibility.

Boyd-Barret, O

"Media and Cultural Imperialism"

term is better thought of notas denoting a specific theory, but as a field of study whose broad subject is the dense cluster of relationships of every kind between phenomena that are regularly described as "imperialism" on the one hand, and those that are regularly described as "media"on the other. This encompasses theories that talk about imperialism as the cause of cultural changes, for example, and theories about practices of cultural resistance against imperialism, of changes in the culture of the imperialist power upon its interactions with a colonial power, of the emergence of syncretic or hybrid cultures, and so on

Straubhaar, J

Beyond Media Imperialism (Straubhaar)

audience interpretative agency and cultural proximity

Dependency theory for media studies:

The ideological role of media as a cultural dimension of economic dependency among nations

Active audience theories:

I. audiences choose

II. audiences interpret (polysemy)

"Asymmetrical Interdependence"

-Wide range of differences, and emphasizes its not just a one way flow it goes a couple different ways

local cultures (and media systems) regain independence

cultural proximity; the idea of audiences actively searching for cultural proximity in cultural goods, as a way to reincorporate the role of audiences in the media imperialism debate.

Thussu, D

Global Media Flows; "Media on the Move"

Thussu's categories

Dominant media floes: US led Western media available across the globe

Transnational flows: strong regional presence but also courting foreign audiences

Geocultural flows: caters to specific cultural/ linguistic audience that is dispersed (diaspora)

Thussu's broader points: new diversity

1990: no "ethnic" Europe TV channels; 2005: 51 operating

2024, internet users worldwide: 5.35 billion (nearly 60%)

Global (western) media interact with local to produce hybridized ("glocal") media products

Glocalization: co-opting local culture or genuine hybrid cultural products?

Hybridity: celebrated new diversity or "reconfiguration of hegemony"?

Kim and Shin

"The Birth of Rok Cultural Imp Korean War"

Shin Joong Hyun

Born 1930s during Japanese occupation of Korea

1957 Shin (age 19) made his debut at a U.S. military base in South Korea

Routinely played American base gigs 1950s and 1960s

One of many musical groups catering of American GIs in Korea

Shin Joong Hyun: The Add 4

What does the history of Korean "Rok" tell us about music and culture?

Solo album (1958) included traditional Korean songs with American rock tracks

"The Woman in the Rain" with add 4 (1964)

Vocal group as new formation

Park's State Modernization project (1961-1970s) encouraged Western pop

AFKN and state-controlled KBS (1961 onward)

Park Regime and Music

Music and entertainment industry execs hired by the Pentagon evaluated Korean band auditions

Kayo still preferred rural Korea vs urban pop scene "vocal groups"

General Park military coup in 1961: high speed industrialization, urbanization, oppression of dissent

Not mere imperialism but reconfiguration and localization through "fatherland modernization"

A moral agent trying to modernize and sanitize

Art shaped by foreign influence, under Park regime, became a tool to define national a cultural identity

Can also serve the interests of the state (ie propaganda)

Korean society embraced American popular culture during the 1960s and 1970s modernization period

Shim, D

"Hybridity and the rise of Korean popular culture in Asia"

3 "strains" of globalization discourse

1. That identify cultural imperialism

Disagree: one way flow of Western media content is over

Due to the growth of regional media players (cultural proximity) and contraflow

There is a danger of romanticizing and fetishizing "national" culture

2. That identify modernity reshaping the world

Disagree: confuses capitalism with modernity

Modernity is also about human freedom not just profit and rationalization of productivity

3. That identify cultural hybridity

"Relocalization" in process of globalization

Two types: resurgence of nationalism vs. "postcolonial" glocalizing development routes

"Hybridity.. As new practices of cultural and performative expression" (p.27)

K-Wave

1988: Forced liberalization of media industries

Surrender certain policies, protections, and barriers in order to get access to markets

Hollywood market share increases from 53% to 80%

Korean theaters showing American films

By 1994: 10 Korean film companies shut down

Korean productions fall: 121 (1991) to 63 (1994)

Korean government recognizes power of industry; established "Cultural Industry Bureau" in 1994

"Learning from Hollywood," vertical integration

Renewed commercial orientation and large-capital firms (MBAs now at the helm)

Business people start to take over film industry

Ganti, T

Global Public Sphere