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Cultural Studies and Cultural Industries in Northeast AsiaWhat a Difference a Region Makes$
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Chris Berry, Nicola Liscutin, and Jonathan D. Mackintosh

Print publication date: 2009

Print ISBN-13: 9789622099746

Published to Hong Kong Scholarship Online: September 2011

DOI: 10.5790/hongkong/9789622099746.001.0001

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PRINTED FROM HONG KONG SCHOLARSHIP ONLINE (www.hongkong.universitypressscholarship.com). (c) Copyright Hong Kong University Press, 2021. An individual user may print out a PDF of a single chapter of a monograph in HKSO for personal use.date: 26 July 2021

The East Asian Brandscape:

The East Asian Brandscape:

Distribution of Japanese Brands in the Age of Globalization

(p.135) 8 The East Asian Brandscape:
Cultural Studies and Cultural Industries in Northeast Asia

Shinji Oyama

Hong Kong University Press

There are fluid but distinctively East Asian flows of brands constituting what this chapter calls the “East Asian brandscape.” The chapter analyzes East Asian brandscape as one paradigmatic manifestation of the distribution of cultural power in the age of globalization. It draws on Arjun Appadurai, who characterizes globalization as “disjunctures” among five scapes: the ethnoscape, the technoscape, the financescape, the ideoscape, and the mediascape. The chapter understands the brand not so much as another flowing object but rather as a multilayered and complex object that cuts across these different scapes, driving and putting an order to otherwise chaotic flows. The brandscape seen in this way is not the distribution of national cultural power, as it is usually imagined, but an organization of disjunctive and globally dispersed forces.

Keywords:   East Asia, brandscape, cultural power, globalization, Arjun Appadurai, ethnoscape, technoscape, financescape, ideoscape, mediascape

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