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Superhero discourse in Americanization

Superhero discourse in Americanization

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We think that Superhero movies are not cultural, not ideological, but it is totally cultural. Moreover, it delivers Americanization as if it is Globalization. We analyze this topic on cultural way, and suggest its ideal way.

We think that Superhero movies are not cultural, not ideological, but it is totally cultural. Moreover, it delivers Americanization as if it is Globalization. We analyze this topic on cultural way, and suggest its ideal way.

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Superhero discourse in Americanization

  1. 1. It is the time to save the world “together”. Jaehyun Ahn + Seohee Kong AMC2031-01 10/12/2014 Dear. Superheroes
  2. 2. • The success of Superhero movie is an influential cultural phenomenon worldwide. • The dominant discourse is looking at the phenomenon of globalization as Americanization, a cultural homogenization. • We argue that this situation will gradually change toward globalization including Americanization, a cultural heterogenization. 2 THESIS
  3. 3. What is symbolized by Superheroes? 3 Superhero Movie, influential cultural phenomenon worldwide Illustration of superman, a tribute to real 9/11 heroes By Marvel Comics Funeral of 7-year-old boy in Philadelphia 1. http://www.comicvine.com/forums/gen-discussion-1/what-would-superman-have-done-during-9-11-1501241/ 2. http://www.edweek.org/ew/articles/2014/06/04/33philly_ep.h33.html
  4. 4. Superhero Movie, influential cultural phenomenon worldwide Superheroes spread worldwide… 4 Vote for Spiderman: Indian politician scales buildings as superhero in bid for voters 1. http://www.vancouverdesi.com/news/vote-for-spiderman-indian-man-scales-buildings-as-superhero-in-bid-for-voters-w-video-photos/ 739713/ 2. http://blog.daum.net/landjstyle/3 Wall paining at a Korean pub
  5. 5. 5 Superhero Movie, influential cultural phenomenon worldwide Super pope Graffiti Appears @Vatican 1. http://washington.cbslocal.com/2014/01/29/vatican-tweets-graffiti-of-super-pope/ Man of Steel (2013)
  6. 6. 6 Superhero Movie Americanization = Globalization 1. Dress in “Stars and Stripes”
  7. 7. 7 2. Movie scenes Superhero Movie Americanization = Globalization
  8. 8. 8 3. Story Superhero Movie Americanization = Globalization Analogy!
  9. 9. 9 4. Fetishism of Consumer Superhero Movie Americanization = Globalization
  10. 10. Superhero movie Moving toward Globalization including Americanization Applying Appadurai’s Five Scapes, 10 Financescape Mediascape Ideoscape Ethnoscape Technoscape
  11. 11. 11 Superhero movie Moving toward Globalization including Americanization Explicit scenes of Americanization
  12. 12. Superhero movie Moving toward Globalization including Americanization Heterogenization of Superheroes 12 KRRISH: Indian Batman RA-One: Indian Ironman Application of Appadurai’s ‘Active Agency’ 1. http://www.cla.purdue.edu/English/theory/postmodernism/modules/baudrillardsimulation.html
  13. 13. Superhero movie Moving toward Globalization including Americanization Emergence of new superheroes 13 Transformer4 (2014) Hancock(2012) X-men(2014)
  14. 14. 14 Superhero movie Moving toward Globalization including Americanization Changing of the main character Terminator2 (1991) Terminator5 (2015)
  15. 15. 15 CONCLUSION  We anticipate that one day, we can confront superheroes, not fixed to American stereotypes but that is comopolitan, achieving cultural heterogenization form of globalization.

Editor's Notes

  • Hi everybody. we are Jaehyun and Seohee to present our idea.
    It is very happy to share our idea with you. Now let’s move on to our main topic,

    Our message is this
    “Dear. Superheroes, it is the time to save the world together” (천천히 읽기)

    What we are going to deal with this topic is, (click)
  • First of all, we found that the huge success of superhero movies these days is an influential cultural phenomenon worldwide.
    Superhero movies are spreading out to all of the world and we are going analyze how it arouses cultural effects thoughtout the world.

    Secondly, these superhero movies spread Americanization as if it is globalization.

    Finally, we conclude that this situation will change gradually toward globalization including Americanization, like multicultural society.
  • 미국에서는 국가적 비극을 비극 그 자체로 다루는 것이 아니라 슈퍼맨이 우는 것과 같은 9.11 일러스트를 통해 상징화하여 사람들에게 호소한다. (Symbol)
  • 히어로 캐릭터는 미국 국가 자체를 담고 있다 해도 과언이 아닐 정도이며 20세기에 이어 21세기, 지금까지 가장 성공한 캐릭터 슈퍼 히어로에는 미국 문화적 상징 이미지가 잘 나타나 있다.
    슈퍼맨과 같이 성공한 캐릭터는 그 자체로 끝나는 것이 아니라 국가의 아이덴티티(경쟁력) 강화 수단으로 쓰이기도 한다. 그래서 우리는 슈퍼히어로 영화가 우리에게 영향을 주고 있다고 생각했다. --“Popular culture”: how culture gets consumed
    Solomon, Berger, Williams – how people are shaped or manipulated by cultural forces


  • Superhero movies spread globalization as Americanization. Let’s look at the example.
    Movies of superhero, usually the hero or heroine wears the Stars and the Stripes’ patterned dress like this. (click)
    This is wonder woman, 1st generation of superwoman-hero.
    And (click) this is Captain America, and (click) this is Iron patriot on Iron-man 3. He also wears American flag over his body
  • Moreover, if we observe the scenes of superhero movie, we can easily find American flags.
    (click) this is spiderman2, after this scene, Spiderman finish up villain.
    (click) this is Man of steel movie of Superman.
    (click) this is a scene of Transformer4.
    And lastly, (click) this is Iron man1. After this scene, he said that “Iron man will save peace of America, and save the world”
  • In addition, we have to look at these Superhero movies’ story. Almost of these stories follows the plot of(click)
    An alien, (click) invading NYC, and (click) Superhero (click) defensing/protecting the city.
    It looks normal. However, if we look at this story closely, we can find that
    If America, (click) cannot fight over the alien, then (click) there is no one to save our planet/whole universe.
    So this implies a new (click) analogy.
  • Lastly, How are we constantly led to believe that our primary site of agency is though consumer sovereignty?
    What I mean is our perception is actually shaped by the superhero movies.

    (click) No Asian, No Indian and no minority race superhero.

    Raymond Williams, said, “themselves are not the actors, but they are the signs”

    Likewise, all of superheroes are signs. They copies to each other’s message in the same way. That is, “only America can be your umbrella.”

    This is 3rd order of simulacra, what Baudrillard said.
  • Man of Steel, 2013
    미국,캐나다
    Henry Cavill (Superman) (영국)
    Zack Snyder (director) (미국)
  • The success of Superhero movie is an influential cultural phenomenon worldwide.

    The dominant discourse is looking at the phenomenon of globalization as Americanization, a cultural homogenization.

    We argue that this situation will gradually change toward globalization including Americanization, a cultural heterogenization.

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