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On April 24, 2019, the final episode of Avengers: Endgame was finally released worldwide, marking the end of an era for the Marvel Avengers series. Although the Avengers is just one of many Marvel series, it continues to captivate audiences. Over the 11 years of the Marvel series, countless people have cheered for these superheroes. It's as if these stories unfolded right beside them—they're drawn in by the superheroes' perfect faces and bodies; they're addicted to the richly imaginative storylines and supercool movie special effects; and they're moved by the flesh-and-blood struggles of the superheroes. Undoubtedly, the Marvel series has created lasting memories for a generation and influenced their growth. With each new episode, it becomes the hottest topic in town, drawing great attention from almost everyone.
The popularity of Marvel movies has sparked discussions around two theories. Some argue that the popularity of Stan Lee's cartoons is an expression of American cultural imperialism. According to Banerjee's article, ' 'Cultural imperialism' refers to the one-way flow of media products and services from advanced industrial countries to Third World nations, undermining their cultures, morals, and values.' Since cultural imperialism emphasizes domination and hegemony, there is no equality between the sender and receiver (Banerjee, I. 2002). This is why many view American cultural imperialism negatively.
On the other hand, some believe that the popularity of Stan Lee's cartoons is due to American cultural globalization. Compared to American cultural imperialism, American cultural globalization is seen as better for the development of developing countries. American cultural globalization represents a transformation of cultural globalization, where ideas, meanings, and values spread globally through channels such as the internet, popular culture media, movies, and music, intensifying social relations. Furthermore, it emphasizes cultural change, diversity, and interconnectedness within the broader cultural environment (Banerjee, I. 2002).
American cultural globalization entails the dominance of American culture as the global norm, which many view as unfair to other countries. Additionally, American cultural globalization is seen as a trend toward homogeneity that could make human experiences identical everywhere (Watson, J. L. 2017). However, proponents argue that American cultural globalization is beneficial because it focuses more on the autonomy of developing countries and active audiences. It does not erode the cultural identity of weaker countries; instead, it encourages cultural pluralism, stimulating the development of new cultures that blend external influences with local traditions. Despite the homogenizing effect of American cultural globalization on daily life—where people watch the same movies, listen to the same music, eat the same food, and wear the same brands—their original lifestyles are not significantly affected because they can incorporate American culture into their lives.
In conclusion, both American cultural globalization and American cultural imperialism have their drawbacks and merits. They differ in their approaches and impacts. American cultural imperialism is unequal to many developing countries, whereas American cultural globalization focuses more on the autonomy of developing countries. We cannot overlook the interconnectedness and interaction between them. It's crucial to consider both structural inequalities and active agency. However, which of these phenomena is more beneficial to global development depends on the perspective from which we analyze the issue.
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