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a Korean Webtoon series created in South-Korea by South-Koreans, most of the South-Korean aspects of the story has been replaced by Japanese cultural references in its Japanese animated adaptation.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
