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An Alternative Globalization
Global Generations, Cultural Commodities, and Soft Power from East Asia to the World
Series: - Youth in a Globalizing World, Volume: 26
What do "The Way of the Dragon" (1972), "Mario Bros" (1983), "The Great Wall" (2016), and "Squid Game" (2021) have in common? These are the titles of cultural goods from East Asia. Following Hong Kong martial arts films and Japanese cultural products, South Korean pop culture is making its mark, while Chinese investment in digital industries is becoming massive. This volume plunges the reader into the discovery of this alternative pop culture by analyzing its historical dynamics, questioning the soft power associated with its success, examining the strategies put in place by intermediaries to favor it, and investigating its reception among global generations.
Vincenzo Cicchelli, Ph.D., is Associate Professor at Ceped (IRD/Université Paris Cité). He has extensively published on youth, globalization and cosmopolitanism including The Sociology of Hallyu Pop Culture (Palgrave, 2021) (with Sylvie Octobre). He is co-editor of Global Youth Studies (Brill).
Sylvie Octobre, Ph.D., is Researcher at Deps (Ministère de la Culture) and Centre Max Weber. She has extensively published on culture, childhood and youth, and globalization, including The Sociology of Hallyu Pop Culture (Palgrave, 2021) (with Vincenzo Cicchelli). She is co-editor of Global Youth Studies (Brill).
Juhyun Lee, Ph.D., is Senior Researcher at the Institute of Social Science (Sogang University). Her research interests focus on culture, generations, and health, approached through an interdisciplinary lens connecting social theory and contemporary issues.
Sylvie Octobre, Ph.D., is Researcher at Deps (Ministère de la Culture) and Centre Max Weber. She has extensively published on culture, childhood and youth, and globalization, including The Sociology of Hallyu Pop Culture (Palgrave, 2021) (with Vincenzo Cicchelli). She is co-editor of Global Youth Studies (Brill).
Juhyun Lee, Ph.D., is Senior Researcher at the Institute of Social Science (Sogang University). Her research interests focus on culture, generations, and health, approached through an interdisciplinary lens connecting social theory and contemporary issues.
Contents
List of Figures and Tables
Abbreviations
Notes on Contributors
Introduction: The Sun of Pop Culture Rises in the EastâTowards an Alternative Cultural Globalization
âVincenzo Cicchelli and Sylvie Octobre
Part 1 When East Asian Pop Culture Goes Global
1 Globalization of the Korean Wave: New Perspectives
âDal Yong Jin
2 On the Alternativeness of East Asian Media Culture: Critically Engaging with Cross-Border Dialogue
âKoichi Iwabuchi
3 Fostering Alternative Culture: Puppets and Puppet Masters in the Global Film Industry
âJimmyn Parc
4 Chinese Cultural Investments in the Belt and Road Initiative
âNashidil Rouiaï
â5âThe Globalization of South Korean Cultural Production in the Era of Platforms: The Case of Kakao and Naverâs Webtoon Business
âTaeyoung Kim
6 Redefining Virtual Spaces: The Influence of Chinese Aesthetics and AI in the Metaverse
âVincenzo De Masi
Part 2 Varieties of East-Asian Soft Power
7 Ceci nâest pas du Soft Power: Criticalities of East Asian Creative Output in Europe through the Cases of Japanese and Chinese Animation
âMarco Pellitteri
8 The Use of Cinema in the Soft Power of East Asian China, Hong Kong, Japan, South Korea and Taiwan
âFrédéric Monvoisin
9 âCool Japanâ Policy: Missed Opportunity or Illusion?
âNobuko Kawashima
10 Effective Chinese Soft Power?: Chinaâs Film Strategy in Rivalries with the US
âCaleb Moïse
11 The Soft Power of Hard Cash: China and the (Re)Making of American Popular Culture
âLane Crothers
12 Chinaâs Image Building in the 21st Century
âXiaoling Zhang
â13âPoliticizing Korean Pop Culture: Hallyu as a Policymaking Metaphorical Tool
âDongjoon Lee
Part 3 Intermediaries
14 Festivals and the State: From the Legitimation to the Commercialization of South Korean Cinema in the Global Space
âEunyoung Won
15 Japanese Contemporary Art Presence in Europe from Diffusion by The National Center of Visual Arts (CNAP)
âHarumi Kinoshita
16 Staging Globalized Japan in the UK: Producing and Consuming Japan through the Hyper Japan Festival
âChristopher J. Hayes
17 A Discovery of Japanese Popular Culture without a User Manual: The Arrival of Toei Animation Series in France
âMathieu Gaulène
18 The Distribution and Reception of Japanese Animated Series on French Television (1978â1997)
âMarie Pruvost-Delaspre
Part 4 Narratives and Reception
19 Notes from Hong Kong: Global (Youth) Culture in Flux in the 20th and 21st Century
âCindy Hing-Yuk Wong and Gary W. McDonogh
20 The South Korean Comics, a Platform for Societal Issues
âBenjamin Joinau
21 Global Reception of Chinese Games Narratives
âGabriele Aroni
22 The Glocalization of K-pop for Self-Empowerment: East Meets West in Philadelphia
âA. Stefanie Ruiz
23 The Aftermath of the Korean Wave: K-pop Fandom(s) Facing a Shift from Sub-culture to âMainstreamâ
âMathieu Berbiguier
24 Digital Learning by Manga and Anime Fans in France: A Historical and Biographical Approach to Global and Informal Transmission
âOlivier Vanhée
General Conclusion: East Asian Pop Culture on the Move
âVincenzo Cicchelli and Sylvie Octobre
List of Figures and Tables
Abbreviations
Notes on Contributors
Introduction: The Sun of Pop Culture Rises in the EastâTowards an Alternative Cultural Globalization
âVincenzo Cicchelli and Sylvie Octobre
Part 1 When East Asian Pop Culture Goes Global
1 Globalization of the Korean Wave: New Perspectives
âDal Yong Jin
2 On the Alternativeness of East Asian Media Culture: Critically Engaging with Cross-Border Dialogue
âKoichi Iwabuchi
3 Fostering Alternative Culture: Puppets and Puppet Masters in the Global Film Industry
âJimmyn Parc
4 Chinese Cultural Investments in the Belt and Road Initiative
âNashidil Rouiaï
â5âThe Globalization of South Korean Cultural Production in the Era of Platforms: The Case of Kakao and Naverâs Webtoon Business
âTaeyoung Kim
6 Redefining Virtual Spaces: The Influence of Chinese Aesthetics and AI in the Metaverse
âVincenzo De Masi
Part 2 Varieties of East-Asian Soft Power
7 Ceci nâest pas du Soft Power: Criticalities of East Asian Creative Output in Europe through the Cases of Japanese and Chinese Animation
âMarco Pellitteri
8 The Use of Cinema in the Soft Power of East Asian China, Hong Kong, Japan, South Korea and Taiwan
âFrédéric Monvoisin
9 âCool Japanâ Policy: Missed Opportunity or Illusion?
âNobuko Kawashima
10 Effective Chinese Soft Power?: Chinaâs Film Strategy in Rivalries with the US
âCaleb Moïse
11 The Soft Power of Hard Cash: China and the (Re)Making of American Popular Culture
âLane Crothers
12 Chinaâs Image Building in the 21st Century
âXiaoling Zhang
â13âPoliticizing Korean Pop Culture: Hallyu as a Policymaking Metaphorical Tool
âDongjoon Lee
Part 3 Intermediaries
14 Festivals and the State: From the Legitimation to the Commercialization of South Korean Cinema in the Global Space
âEunyoung Won
15 Japanese Contemporary Art Presence in Europe from Diffusion by The National Center of Visual Arts (CNAP)
âHarumi Kinoshita
16 Staging Globalized Japan in the UK: Producing and Consuming Japan through the Hyper Japan Festival
âChristopher J. Hayes
17 A Discovery of Japanese Popular Culture without a User Manual: The Arrival of Toei Animation Series in France
âMathieu Gaulène
18 The Distribution and Reception of Japanese Animated Series on French Television (1978â1997)
âMarie Pruvost-Delaspre
Part 4 Narratives and Reception
19 Notes from Hong Kong: Global (Youth) Culture in Flux in the 20th and 21st Century
âCindy Hing-Yuk Wong and Gary W. McDonogh
20 The South Korean Comics, a Platform for Societal Issues
âBenjamin Joinau
21 Global Reception of Chinese Games Narratives
âGabriele Aroni
22 The Glocalization of K-pop for Self-Empowerment: East Meets West in Philadelphia
âA. Stefanie Ruiz
23 The Aftermath of the Korean Wave: K-pop Fandom(s) Facing a Shift from Sub-culture to âMainstreamâ
âMathieu Berbiguier
24 Digital Learning by Manga and Anime Fans in France: A Historical and Biographical Approach to Global and Informal Transmission
âOlivier Vanhée
General Conclusion: East Asian Pop Culture on the Move
âVincenzo Cicchelli and Sylvie Octobre
This book is especially relevant for students and scholars, interested in a deeper understanding of the worldwide success of East Asian pop culture as an alternative cultural globalization.