The Contemporary World and Ongoing Challenges - Exporting Culture

The Contemporary World and Ongoing Challenges HIST 1301 | History Exporting Culture Multinational companies (MNCs)—many of which have their headquarters in the United States—have a profound impact on cultural as well as economic domains, which has facilitated the spread of Western, especially American, popular culture. Globally, this cultural exporting has drawn praise and criticism. On the one hand, a large number of individuals worldwide have adopted Western styles, popular music, movies, TV shows, fast food, and clothing, finding satisfaction and a feeling of community in these cultural components. However, there is also a great deal of worry that these influences can weaken regional cultures and result in what is known as "Americanization," or the standardisation of world culture. This phenomena has become most noticeable in the years after World War II, when the US became the world's preeminent force. American servicemen stationed at military installations in Europe and Asia were essential in this cultural transfer because they exposed the local populace to American customs, sports, and social mores. The worldwide consumption of American goods, such as Coca-Cola and Levi's jeans, as well as Hollywood films, which not only supported American lifestyles but also contributed to the development of the American accent of English, increased this first exposure. In other cases, the export of American culture was a calculated tactic, especially in postWorld War II Germany and Japan, where the United States sought to build the framework for democratic administration by using popular culture to advance values of freedom and prosperity. In other areas, like South Korea and South Vietnam, where young people enthusiastically embraced American fast food chains like Pizza Hut and McDonald's, adopted Western clothing styles like blue jeans and T-shirts, watched American television, and listened to the newest American music releases, this tactic proved appealing. But many nations were concerned about the possible loss of their own cultural identities and the negative impact on their own businesses as a result of the widespread adoption of American culture. Several countries, such as Brazil, Greece, Spain, and South Korea, imposed screen quotas as a countermeasure to restrict the amount of foreign films that may be shown in their theatres. Parallel to this, France demonstrated its resolve in 1993 when it mandated that forty percent of the music aired on national radio stations originate from France, safeguarding and advancing regional cultural output. Even if Hollywood films and American musicians continue to have a great deal of influence, there has been a revival of cultural variety across the world in the twenty-first century. The popularity of Japanese anime and manga, which have attracted viewers well beyond Japan's boundaries, serves as an example of this diversification. South Korean cultural exports have also become quite popular all over the world, especially in the fields of popular music and television. South Korean K-pop groups like Got7, iKon, and BTS have amassed sizable fan following in Europe and the US in addition to Asia. Other prosperous South Korean media endeavours, like the Netflix series "Squid Game," which became the platform's most-watched show ever in 2021, and the enormous appeal of Korean dramas in Southeast Asia, especially in nations like the Philippines, have followed the cultural phenomenon of K-pop. Even though American cultural trends have affected Korean popular culture, it sets itself apart by combining these aspects with uniquely Korean traits. For example, K-pop borrows American hip-hop's big group formations and complex choreography, but it does it in original ways that appeal to both domestic and international fans. This fusion of cultural elements is a potent reminder that, rather than imposing cultural standards in one direction, globalisation frequently entails a dynamic process of cultural interchange and adaptation. A larger trend that non-Western cultures are progressively claiming their presence and influence on the international scene and adding to a more diverse and linked global cultural environment is reflected in the increase of Korean cultural exports. Because of this, the story of cultural globalisation that we tell today is one of reciprocal adaptation and sharing, which captures the intricate and nuanced character of modern cultural exchanges.