Mythologized globalization of popular culture: A postcolonial perspective

Document Type

Conference Proceeding

Publication Date



This netnographic research reveals that the glocalization process of popular culture (Korean) cannot be reduced to a uni-discursive thesis that immortalizes the themes of cultural imperialism. Globalization of popular culture necessitates hybridity that uses the same traditional ingredients but transforms into a new taste based on a new cultural recipe.

Publisher's Statement

©2012 Association for Consumer Research

Publication Title

Advances in Consumer Research