Reconsidering East Asian Connectivity and the Usefulness of Media and Cultural Studies
Reconsidering East Asian Connectivity and the Usefulness of Media and Cultural Studies
This chapter looks first at how the logic of corporatism has deeply penetrated transnational media culture flows and how states are also joining the game of corporate branding of the nation in ways in which the publicness of media culture and the possibility of transborder dialogue are severely hampered by the logic of market profit and national interests. It focuses on three issues: decentering and recentering of transnational media cultural power, the increasingly systematized connections of national dominant cultures, and the development of state policies to brand national cultures. Since these developments are closely related to the prevalent discourses on the pragmatic uses of culture in neoliberal terms, they inevitably compel one to reconsider the meaning of usefulness and practicality in regard to critical research, to pursue effective ways, not just theoretically, of intervention in the realpolitik.
Keywords: corporatism, transnational, corporate branding, state policies, national cultures, cultural power
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