ABSTRACT
In the last two decades, we have witnessed dramatic developments in the production of media cultures and their transnational circulation in many parts of the world. East Asia is one of the key regions in which these alternative cultural expressions flourish, in which cultural mixing and corporate collaboration are intensifying, and in which intraregional consumption has been set in motion. Such cultural dynamics have illuminated new kinds of cultural creativity and connection, and have advanced them beyond national borders. This chapter argues that the exploration of intraregional interaction through inter-Asian referencing is one significant and innovative approach for making sense of the rise of popular culture flows and connections in East Asia. This reciprocal cross-border learning process enables us to develop a nuanced comprehension of East Asian experiences and allows us to critically reconsider approaches and theories that are derived from Euro-American experiences. Furthermore, inter-Asian referencing is significant because it has become an integral part of the production and consumption of popular culture in the region. As such, inter-Asian referencing is not just a matter of academic theorization but is now part of media producers’ and consumers’ mundane practices of meeting Asian neighbors, sensing other Asian modernities, and promoting cultural exchange. This chapter suggests there is great potential in the transgressive cross-border dialogue that East Asian popular cultural flows and connections have been fostering as well as points out the challenges posed by market-driven cultural globalization.
