East Asia Media and Advertising 4

East Asia Media and Advertising 4

? East Asian Media Cultures and Advertising
? Based on the two articles about ‘East Asian Media Cultures and Advertising, write a literature review that gives a detailed discussion and assessment of how experts have approached this issue.
Compare and contrast the works you are discussing. The review should show their strengths and weaknesses, how they agree/disagree, and what contribution they make to your understanding of the topic.
Globalization, East Asian media cultures and their publics
Koichi Iwabuchi
School of International Liberal Studies, Waseda University, 1-6-1 Nishi-Waseda, Shinjuku,
Tokyo 169-8050, Japan
(Received 8 December 2009; final version received 19 January 2010)
In the last two decades, media and cultural globalization has reached another level
of development and penetration.While various (national) media markets have been
penetrated and integrated by the powerful missionaries of global media culture
such as News Corporation, Disney and Time Warner, the development of East
Asian media cultural production and inter-Asian media co-production, circulation
and consumption has become no less conspicuous.
On the one hand, these
developments have highlighted the de-Westernized patterns of cultural production,
circulation and connection in, from and within the region. However, on the other, it
is still questionable if these developments have eventually challenged uneven
transnational media cultural flows and have truthfully promoted dialogic connections
among people of various places, as they reproduce hierarchy, unevenness and
This article will critically review how the rise of Asian media
culture production and inter-Asian connections fails to serve wider public interests
locally, nationally and transnationally, especially in terms of the promotion of
uneven globalization process in which the logic of market has deeply governed the
production, circulation and consumption of media culture.
Given that the states
are supporting the activities of transnational media culture industries, it is
imperative for researchers to examine more rigorously the unevenness, inequality
and marginalization in the inter-Asian mass culture network, and to collaborate
transnationally with various social actors so as to advance inter-Asian media
culture connections in more democratic and dialogic ways.
Keywords: media globalization; inter-Asian connection; decentered power
structures; dialogue and unevenness; ‘inter-nationalism’; publicness of media
WatchingKorean TV dramas, listening to Chinese popmusic, reading Japanese comic
books and enjoying internationally co-produced Asian films are now part of the
mundane landscape of East Asian cities.
Younger generations might take it for
granted, but it was something inconceivable just 20 years ago. While inter-Asian
media culture connections have a longer history, the changes and developments that
we have witnessed since early 1990s are really drastic.

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