Mythologized Glocalization of Popular Culture: a Postcolonial Perspective
This netnographic research reveals that the glocalization process of popular culture (Korean) cannot be reduced to a uni-discursive thesis that immortalizes the themes of cultural imperialism. Globalization of popular culture necessitates hybridity that uses the same traditional ingredients but transforms into a new taste based on a new cultural recipe.
Soonkwan Hong and Chang-Ho Kim (2012) ,"Mythologized Glocalization of Popular Culture: a Postcolonial Perspective", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 972-973.
Soonkwan Hong, Michigan Technological University, USA
Chang-Ho Kim, Nam-Seoul University, South Korea
NA - Advances in Consumer Research Volume 40 | 2012
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