This paper studies the effects of glocalization on the inter-Asian cultural media exchange within East Asia. Through the case study of the Japanese animated series called "Noblesse", this paper...Show moreThis paper studies the effects of glocalization on the inter-Asian cultural media exchange within East Asia. Through the case study of the Japanese animated series called "Noblesse", this paper argues that with glocalization and cultural exchange also comes the neglect or replacement of the culture of origin, often resulting in an unequal cultural exchange. In the case of "Noblesse", originally a Korean Webtoon series created in South-Korea by South-Koreans, most of the South-Korean aspects of the story has been replaced by Japanese cultural references in its Japanese animated adaptation. This paper discusses the workings of this inter-Asian cultural exchange and argues how globalization, and in extension glocalization, affect inter-Asian transnational cultural media exchange. In addition, using the case study of "Noblesse", the contextual discursive approach, and the notion of glocalization, this paper aims to answer the question why cultural references have been replaced and what role the Asian animation industry and (global) audience of Japanese animation and Korean Webtoon play in the process of inter-Asian cultural exchange and how they affect it.Show less
This article uses the Japanese otome game (video games for women) as an example to examine the exoticism during cultural exchanges in this current globalized world. This article mainly argues that,...Show moreThis article uses the Japanese otome game (video games for women) as an example to examine the exoticism during cultural exchanges in this current globalized world. This article mainly argues that, even though we are getting in touch with cultural products such as video games that contain the mixture of global cultures, what attracts most of the people is the ‘exoticism’; which indicates that what seems to erase or blur cultural borders in a globalized world is actually enlarge and emphasize on the cultural differences. By carefully analyzing four otome games that based their stories outside Japan, this article shows how most of the foreign elements are used 'exteriorly' in these Japanese products. The article ends up with an elaboration on similar cases in other cultural aspects, which indicates that the chase of exoticism is rather common all over the world. It is difficult to be certain of whether the cultural gap under globalization is narrower and wider than before, but instead of the convergence, the diversity of cultures is probably more emphasized in the contemporary world.Show less
This paper examines the differences between marketing strategies of Japanese and Western entertainment giants The Walt Disney Company and The Pokémon Company. Specifically glocalization strategies...Show moreThis paper examines the differences between marketing strategies of Japanese and Western entertainment giants The Walt Disney Company and The Pokémon Company. Specifically glocalization strategies and media mix strategies are compared to gain a more in-depth understanding of underlying structures of globalization and soft power in the West and Japan. The findings present the uniqueness of marketing strategies used by The Pokémon Company.Show less
Both the Russian and Soviet youths demonstrated an attraction for Western music. With the collapse of the USSR, American popular music has had the opportunity to increment its leverage on the...Show moreBoth the Russian and Soviet youths demonstrated an attraction for Western music. With the collapse of the USSR, American popular music has had the opportunity to increment its leverage on the cultural and political developments of the country. Nowadays, rap is a genre that is playing a major role in Russia society. Even Putin is aware of the magnitude and the influence that rap has on local youth. Indeed, a major control over the development of this genre has been recently brought up to debate by the president. Taking into account the strong censorship which characterized the freedom of music expression during Soviet Union and the importance of the relation between culture and politics in this region; an analysis of the lyrics of contemporary Russian artists can be regarded as an opportunity to better comprehend Russia’s culture and its political stances within today’s globalized reality. Therefore, the concept of glocalization will be adopted in order to pinpoint the adaptation of Hip hop subculture in Russia and its political and cultural impacts on the society of the country.Show less
This thesis sets to find out what kind of marketing strategies the Hillsong Church uses and how this influences its popularity. The goal of this thesis is to look for the success of Hillsong Church...Show moreThis thesis sets to find out what kind of marketing strategies the Hillsong Church uses and how this influences its popularity. The goal of this thesis is to look for the success of Hillsong Church not only in its music, but in Hillsong as a whole, as a company selling a religion with the use of marketing strategies such as branding and glocalization. To put Hillsong in the context of today’s religion landscape and what this means for the kind of marketing strategies it used and must use to be popular.Show less
