Reader Response Draft 2

In "Globalization of Culture Through the Media" Kraidy (2002) discusses the controversy between cultural imperialism and globalisation. He mentions the view that "cultural imperialism", once dominant from the West through media, has evolve into globalisation and hybridisation, where cultural flows are multilateral. He suggests that "cultural hybridity" is not a new phenomenon but one that has existed in the past.

Kraidy (2002) in his article discusses the opposing perspectives that globalisation, thus cultural hybridity homogenises cultures and undermines present local cultures. However, I feel that rather than homogenising local cultures, hybridisation actually reinvents and revives local cultures. The exchange of ideas and information, from the interaction between traders and villagers in the past to the present prevalent usage of media, causing culture to evolve and change over time. As interaction occurs, parties pick up relevant ideas and information, adapting them into their respective cultures, modifying and leading to cultural hybridisation. With globalisation, the interconnectedness of countries accelerates interactions, resulting in more intensive exchange of ideas. Cultures that operate at a global scale are what Featherstone (1995) mentioned as "third cultures", which nation states no longer have complete control in, resembling many of the cultural influences we see today.

For example the recent K-Pop craze, by adopting Western pop culture into its music genre, Korea has not only modified its local culture but also marketing it to the world. With the extensive use of media such as television and internet, people around the world are constantly being exposed to K-pop. The popularity of K-pop and its worldwide subscription sells Korea as a tourist destination. Fans from around the world are eager to learn Korean, and through the language are able to better understand the local culture. This is not a one-way interaction where Korea adopts the Western pop culture but also the acceptance of K-pop around the world in countries like USA, Singapore and China.

However, it can be said that popular consumption of K-pop has led to its commercialisation. As McEwan and Daya (2012) suggest "culture has become increasingly commodified". One can see in the global market, K-pop music are usually catchy and contemporary which appeals to the general audience. Instead of portraying traditional cultures of Korea to the audience, the music is being commercialised for consumption. Therefore, a balance has to be struck between commercialising and promoting the local culture, in order not to undermine and dilute it into a totally different one.

400 words

References:

Featherstone, M. (1995). Undoing Culture: Globalization, Postmodernism and Identity (Vol. 39). Sage.

McEwan, C. and Daya, S. (2012) "Geography, culture and global change", in P. Daniels, M. Bradshaw, D. Shaw and J. Sidaway (eds.), An Introduction to Human Geography (Harlow: Pearson), Chapter 13, pp. 272-287.