Mythologized globalization of popular culture: A postcolonial perspective
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.
Advances in Consumer Research
Mythologized globalization of popular culture: A postcolonial perspective.
Advances in Consumer Research,
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