CULTURAL IDENTITY IN AN ERA OF GLOBALIZATION
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CULTURAL IDENTITY IN AN ERA OF GLOBALIZATION book
The predicted “global village” is closer than ever to realization following the improvement of the modern political environment and prosperity of advanced technologies. Theoretical discussions in recent media studies have therefore paid special concerns to ethnicity and cultural identity in the context of recent developments toward globalization and localization of culture (Gillespie, 1995). While researchers report that information and cultural products move mainly in a unidirectional way from Western societies to less developed nations (Straubhaar, 1994; Varis, 1991; Nordenstreng and Varis, 1974), the general public’s tastes still show a different orientation. Exchange models, for example, are easily obtainable; famous Brazilian telenovela as well as Indian movies and the music television program Made in India are all accepted in countries like the United States and China, or in Europe. A further example is the Spanish popular music Macarena, which has thrived in markets around the world (Yeh, 1998; Hinchberger, 1997; Paxman, 1996).