Group member: Zhang Haipei, Hu Yangzhou, Li Yongchang, Min Jiayi, Wang Zihan

Presentation Structure

Globalization: Zhang Haipei (April)

Localization: Hu Yangzhou (Yolanda)

Factors of its interactions: Li Yongchang

(Lily)

Positive impact: Min Jiayi (Sibyl)

Negative impact: Wang Zihan (Sally)

Aim: to know more about globalization, localization, and their impact to popular culture.

Definition:

Globalization refers to processes of international integration arising from the interchange of world views, products, ideas, and other aspects of culture. Advances in transportation and telecommunications infrastructure, including the rise of the telegraph and its posterity the Internet, are major factors in globalization, generating further interdependence of economic and cultural activities.

Local means existing in or belonging to the area where you live, or to the area that you are talking about.

Popular culture is the entirety of ideas, perspectives, attitudes, memes, images, and other phenomena that are within the mainstream of a given culture, especially Western culture of the early to mid 20th century and the emerging global mainstream of the late 20th and early 21st century.

PART ONE: Globalization of local popular culture

Case study

<Gangnam Style>

Zhang, Haipei

Globalization General definition:The transmission of popular culture globally.

Process: Communication/transportation: Through different media/movementsIdentification: special/common content accepted by people around the worldDeepening: interconnectedness among different populations and cultures

Traits ： Foundation: solid Speed: fast Content : wide Result: with culture diversity

Gangnam Style “Localization → Globalization”

Localization ： “Gangnam Style” is a Korean neologism( 新词 that refers to a lifestyle associated with the Gangnam District of Seoul, where people are trendy, hip and exude a certain supposed "class". 

According to Psy……

"Gangnam Style" was originally produced only for local K-pop fans

In the video, the character is imagined as a rich celebrity who lives in Ganganam district by himself. However, the fact is that he is only an ordinary person. The contrast between the fantasy and the reality is a meaningful satire which can be comprehended by local Korean people

Gangnam Style

“Localization → Globalization”The manifestation(表现） of globalization——popularity around the world: Data from worldwide video website/music chart/awards/:

Records: •Most viewed K-pop video on YouTube– On September 1, 2012, it overtook "Gee" by the 9-member K-Pop idol-group Girls' Generation with 89 million views.•Most liked video on YouTube – On September 13, 2012, it overtook "Party Rock Anthem" by the American electro recording duo LMFAO upon receiving 1.57 million "likes", and subsequently won its first Guinness World Record one week later.•First K-pop song to top the UK Singles Chart – On October 6, 2012, the song reached number one of the UK singles chart and Psy became the first South Korean musician to achieve that feat.[300][301]

•Most viewed video on YouTube – On November 24, 2012, it overtook "Baby" by the Canadian singer-songwriter Justin Bieber after receiving more than 803 million views.•First video in Internet history to be viewed more than a billion times – On December 21, 2012, it acquired its billionth view at around 15:50UTC.

(data from wikipedia: Gangnam Style Retrieved from: http://en.wikipedia.org/wiki/Gangnam_Style)

Year-end Music Chart(picture from wikipedia: Gangnam Style

Retrieved from: http://en.wikipedia.org/wiki/Gangnam_Style）

Awards and nominations:

(picture from wikipedia: Gangnam Style Retrieved from: http://en.wikipedia.org/wiki/Gangnam_Style)

Gangnam Style “Localization → Globalization”

The manifestation(表现） of globalization——popularity around the world: Popularity around the world: Imitation shows all over the world ( special manifestation)

Video:《五分钟看遍全球江南 Style 史上最全模仿秀》•Mainland, China 《 China style 》《红军 style 》•Hong Kong ： 《香港 style 》 2’12’’•Taiwan ： 《学尬干那塞》 台语版Worldwide:•Lifeguards in the USA 美国救生员版本 1’ 09’’•Company 2’05’’•Thailand 2’ 36’’•Ohio University 俄亥俄大学 2’58’’•West Point 西点军校版 3’20’’•Philippine Prisoners 菲律宾囚犯版 3’39’’•Djokovic 小德中网颁奖版 3’48’’•Obama 4’13’’•Malaysia 4’40’’•U.S. Navy 美国海军版•

Gangnam Style “Localization → Globalization”

The reasons/factors of globalization:

•Direct/starting point: The promotional teasers for "Gangnam Style" to their subscribers on YouTube. ( The worldwide media promotion)

•Celebrity charm ( 名人效应）：The promotion on Twitter from popular culture top stars including Britney Spears, Katy Perry…..

“I am LOVING this video-so fun ！” from Britney on 29, August.

Willard Mitt Romne ( Politician), Eric Emerson Schmidt (Business man)

•The content of the song—— rhythm and dance

•The satisfaction of social needs for entertainment （ provide an easy way to release stress)

Gangnam Style “Localization → Globalization”

The results of globalization: 1. From Korean point of viewPromote the local culture Enhance the national image Culture Minister of Korea Choe Kwang-shik said at a press conference held to mark his first year in the ministry’s top post.“Psy’s ‘Gangnam Style,’ (with Korean lyrics) for instance, directly introduced not only his famous horse dance but our language, life and style to the world.”——from Hallyu can help spread Korean: minister. Korea Herald. Sep 17, 20122. For the whole world: Connect different parts of the world →Promote peaceUnderstand other culture and civilization UN Secretary General Ban Ki-moon said that "In this era of instability and intolerance we need to promote better understanding through the power of music.“——from AFP news （法新社） Oct 9, 2012

Gangnam Style “Localization → Globalization”

However, there remains possibilities:

1.There is some unhealthy which is not suitable for children. So the globalization may increase the bad influence.

2.Can the globalization of one popular culture be regarded as culture invasion( 文化入侵） which can decrease the diversity of other culture?

PART TWO: Localization of popular culture

A Case Study

An analysis of Wal-Mart in China

Hu, Yangzhou

Localization

• 1. An interaction of the global and the local.• 2. adjustable, location-friendly, flexibility.• 3. More chances to succeed when it is catered

specifically.• 4. Enforcing culture values does not always

work.

Wal-Mart1. A popular trend2. A Cathedral

consumption3. A do-it-yourself

attitude, a self-service facility

4. Faster, better, cheaper

5. Bigger, more global, standardized shopping

Wal-Mart• 1. The localization of Wal-

Mart shopping practices,• 2. The localization of Wal-

Mart products,• 3. The acquiescence of the

store to the Communist Party of China-supported trade unions,

• 4. The adaptation to local employees’ values,

• 5.Wal-Mart’s retailtainment in China.

Wal-Mart shopping practices

• 1. Rack heights, layout, aisles, checkout counters are different.

• 2.Smaller package size.• 3. Display its frozen foods in open

freezers with scoops and bags.• 4. Add something unusual to

something valuable.(example: wine)

Wal-Mart products• 1. Local delicacies: barbecued

pigeons, exotic fruits, litchi nuts, horsemeat sausage etc.

• 2.Different region, different food taste.(example: Shenzhen and northern cities)

• 3.Fresh fish and shrimps.• 4. Display detergent for hand-

washing laundry instead of soap.

Acquiescence to trade unions

• 1. China is the only nation that allows the retailer’s employees to be members of trade unions.

• 2. Trade unions Communist Party of China (CPC)

• 3.Develop harmonious relationships between capital and labor, move to extensive localization and show considerable effort to fit in a culture.

The local employees’ values• 1. Have to be gratified• 2. A day-to-day working value• 3. A “work unit” rituals of

harmony, social interaction• 4. Proper implementation and

respect of Chinese corporate culture personal transformation and professional success (much friendlier)

Retailtainment • 1. A modern trend• 2. Fusing shopping and

entertainment opportunities for customers

• 3.Purpose: add excitement

• 4. Shopping as an engaging and interactive experience

Wal-Mart’s retailtainment in China

• 1. Performances given by local school groups

• 2. Fashion shows • 3. Karaoke parties• 4. Jugglers• 5. Big televisions

with soccer games

PART THREE: The factor of its interactions-----glocalization

1.dochakuka2.in business world

Li, Yongchang

Two angles to conclude

• In the link between Glocalization itself and the market

• In the feature of popular culture

In the link between Glocalization itself and the market

1.Increase Marketing Relevance and Personalization

2.Provide More Autonomy and Control Over Local Markets

3.Improve Marketing Efficiency and Productivity and Reduce or Optimize Content Production Costs

In the feature of popular culture

• Being associated with commercial products

Developing from a local, to a national, to a global level

The needsthe trend

popular culture is spread out for bigger market and more profit

Allowing consumers to have widespread access to it

Barriers--politics,distances,favors,etc

The motivation of profit and market.

Constantly changing and evolving

• Popular culture demands change if it is to remain appealing.

• Teresa Teng--Micheal Jackson--Gangnan Style

PART FOUR:Positive impact

Min Jiayi

GLOBALIZATION: Promoting the indigenous popular culture to spread outside. (Confucius Institute)

GLOBALIZATION: Have some cooperation/benefit in economic field. (lost in Thailand)

LOCALIZATION: Gain more profit for the company.

Thanks to globalization, nowadays the world is becoming a global village, the interaction between countries is more and more frequently. At the same time, some popular culture gains a chance to spread outside. They shows the specific culture identity of a country, and at the same time they can gain chance to develop the original one.

Take China as an example. Nowadays, there are a lot of popular culture products such as Hollywood movies, apple electronic devices, western food, etc. are all promoted to China. At the same time, China also has some popular culture ‘products’ which had been promoted overseas too. For example, the Confucius Institute. Confucius Institutes are non-profit public institutions aligned with the Government of the People's Republic of China.

The aim of setting Confucius Institute around the world is for promoting Chinese language culture, supporting local Chinese teaching internationally, and facilitate cultural exchanges. It does not have academic goals, but the goal of improving China’s image abroad and assuaging concerns of a “China threat” in the context of the country’s increasingly powerful economy and military.

GLOBALIZATION: Promoting the indigenous popular culture to spread outside. (Confucius Institute)

Besides, Confucius Institute program as an exercise in soft power, expanding China's economic, cultural, and diplomatic reach through the promotion of Chinese language and culture, while others have suggested a possible role in intelligence collection. The positive impact of setting Confucius institute is obvious. From 2004, when the first Confucius Institute is settled in Seoul , Korea, until now, more than four hundred Confucius Institutes have been seen settled down in different part of the world, the number of people learning Chinese is increasing continuously, and in a way, which raise a Mandarin Fever in the rest of the world. What’s more, more and more foreigners come to China in order to gain edification from Chinese culture. By promoting popular culture, people all around the world may feel the culture diversity, sharing different perspectives, and getting more familiar with the region. More importantly, promoting indigenous popular culture is a kind of soft power. It may also have impact on people’s thought.

Let’s watch a movie first.

https://www.youtube.com/watch?v=2nMtVnw9wr0&list=PL2sIATDKjuOCDWFMwItV1sal6OWVWLE2X

Lost in Thailand, a movie which directed by a Chinese director, Xu Zheng, and he chose the sceneries in Thailand. In this movie, beside those laughter and funny lines, the beauty of Thailand is no place to hide. Not to say the movie earned twelve hundred million yuan after it had been showed, Thailand also gains a lot of benefits from tourism. Besides, Thailand prime minister Yingluck also makes an appointment with Xu Zheng, to express gratitude and appreciation for his great contribution to Thailand tourism. And at the time when Chinese prime minister Li Keqiang went to Thailand, he also gave high evaluation to Lost in Thailand.

GLOBALIZATION: Have some cooperation/benefit in economic field. (lost in Thailand)

LOCALIZATION: Gain more profit for the company.

There are a lot of foreign industries established in different region. However, not all of them can survive in local region. There is one way for it to survive long, localization. Take McDonalds as an example. Everyone in here has eaten McDonalds. Have you ever been to other countries and enjoy it? Well, it is not hard to understand that in different region, McDonalds have different menu. People in different region have different eating behavior, so if the company wants to survive in a local region, it needs to be localized. If nobody wants to buy it, how can it survive?Localization is not a bad thing. By localized, the industry can find new aspiration which may lead new opportunity to help it survive long, and increasing the diversity of a company.Popular culture can bring positive impact, however, the negative impact should not be ignored. Now, Sally will talk about negative impact of popular culture.

PART FIVE:Negative impact

Wang, Zihan

Negative impact of popular culture's globalization

•

•

• "Hollywood will have the mission of spreading, spreading the core value American's ideas and beliefs to the world."

(Matthew Fretthew, "Weapons of Mass Distraction:Soft power and the American empire")

"As the world language film use, it is more conducive to express America plans and goals."

(former American president: Woodrow Wilson)

（文化入侵）

• A conquest behavior by the reconstruction of culture and thought

More examples(China and western countries)

• Western food & Chinese food

• Chinese operas & Western operas

• Dragon Boat Festival & Christmas

Popular culture's globalization give shortcut to cultural invasion.

• In time of war A country forced people in other countries to learn and use its

language.

• Nowadays Because of popular culture's globalization, cultural diffusion be

come more convenient. Some developed countries reconstruct the culture and thought

of people in developing countries &impede developing countries' cultural inheritance by monopoly( 壟斷） of developing countries' cultural products market.

• Goal • Seek economic interests and get profits from the sales of cultu

ral products Seek political interests and promote their national culture and

ideology of the country, thus support their internationally voice.

• Procedure Change people's values, dilute their sense of national identity a

nd a sense of pride, to make them submit to foreign culture, finally let they abandon their own nation, to achieve the goal of invasion.

• Harm Restrict the development of national cultural industry. Loss of national cohesion and sence of identity, whic

h is extremely horrible. Much more than politics Aggression, military aggression and economic aggression.

Negative impact of popular culture's localization

Why?

• Maybe the abilities of Chinese writers are also very strong….

• Compositions are translated into English….

• Something the writers want to express may be changed or even disappeared….

Translation is only one way of localization of popular culture.

We can know...

Localization may change the primary meaning of the culture in some ways.

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