Reader Response Draft 1

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 perception that globalisation, thus cultural hybridity homogenises cultures and undermines the 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 the media, causing culture to evolve and change over time. As interaction occurs, parties pick up relevant ideas and information from one another and adapt it into their respective culture, often modifying and leading to cultural hybridisation. With globalisation, the interconnectedness of countries accelerates interactions, resulting in even more intensive exchange of ideas.

For example the recent K-Pop craze, by adopting the Western pop culture into its genre of music, Korea has not only modified its local culture but also market 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 the popular consumption of K-pop has led to its commercialisation. As one can see in the global market, K-pop music are usually catchy and contemporary which appeals to the general market. Instead of portraying the 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.

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