2. 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.
3. 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.
5. Globalization
General definition:
The transmission of popular culture globally.
Process:
Communication/transportation: Through different media/movements
Identification: special/common content accepted by people around the world
Deepening: interconnectedness among different populations and cultures
Traits ：
Foundation: solid
Speed: fast
Content : wide
Result: with culture diversity
6. 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
7. 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)
8. Year-end Music Chart
(picture from wikipedia: Gangnam Style
Retrieved from: http://en.wikipedia.org/wiki/Gangnam_Style）
10. 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
11. 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)
12. Gangnam Style
“Localization → Globalization”
The results of globalization:
1. From Korean point of view
Promote 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, 2012
2. For the whole world:
Connect different parts of the world →
Promote peace
Understand 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
13. 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?
14. PART TWO: Localization of
popular culture
A Case Study
An analysis of Wal-Mart in China
Hu, Yangzhou
15. 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.
16. Wal-Mart
1. A popular trend
2. A Cathedral
consumption
3. A do-it-yourself
attitude, a self-
service facility
4. Faster, better,
cheaper
5. Bigger, more
global,
standardized
shopping
17. 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.
18. 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)
19. 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.
20. 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.
21. 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)
22. 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
23. 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
24. PART THREE: The factor of its
interactions-----glocalization
1.dochakuka
2.in business world
Li, Yongchang
25. Two angles to conclude
• In the link between Glocalization itself and the
market
• In the feature of popular culture
26. 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
27. In the feature of popular culture
• Being associated with
commercial products
28. Developing from a local, to a national,
to a global level
The needs
the trend
popular culture is spread out
for bigger market and more
profit
29. Allowing consumers to have
widespread access to it
Barriers--politics,distances,favors,etc
The motivation of profit and market.
30. Constantly changing and evolving
• Popular culture demands change if it is to
remain appealing.
• Teresa Teng--Micheal Jackson--Gangnan Style
31. 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.
32. 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)
33. 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.
34. Let’s watch a movie first.
https://www.youtube.com/watch?v=2nMtVnw9wr0&list=PL2sIATDKjuOCDWFM
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)
35. 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.
39. • "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)
41. More examples
(China and western countries)
• Western food & Chinese food
• Chinese operas & Western operas
• Dragon Boat Festival & Christmas
42. 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
become 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.
43. • Goal
• Seek economic interests and get profits from the sales of
cultural 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
and a sense of pride, to make them submit to foreign culture,
finally let they abandon their own nation, to achieve the goal
of invasion.
44. • Harm
Restrict the development of national cultural
industry.
Loss of national cohesion and sence of identity,
which is extremely horrible. Much more than politics
Aggression, military aggression and economic
aggression.
46. 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….
47. 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.
48. References:
巴力 (2007). 浅析全球化背景下外来文化的负面影响及其对策 辽宁师专学报（社会科学
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