Chapter

The East Asian Brandscape:

Shinji Oyama

in Cultural Studies and Cultural Industries in Northeast Asia

Published by Hong Kong University Press

Published in print May 2009 | ISBN: 9789622099746
Published online September 2011 | e-ISBN: 9789882206793 | DOI: http://dx.doi.org/10.5790/hongkong/9789622099746.003.0009
The East Asian Brandscape:

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There are fluid but distinctively East Asian flows of brands constituting what this chapter calls the “East Asian brandscape.” The chapter analyzes East Asian brandscape as one paradigmatic manifestation of the distribution of cultural power in the age of globalization. It draws on Arjun Appadurai, who characterizes globalization as “disjunctures” among five scapes: the ethnoscape, the technoscape, the financescape, the ideoscape, and the mediascape. The chapter understands the brand not so much as another flowing object but rather as a multilayered and complex object that cuts across these different scapes, driving and putting an order to otherwise chaotic flows. The brandscape seen in this way is not the distribution of national cultural power, as it is usually imagined, but an organization of disjunctive and globally dispersed forces.

Keywords: East Asia; brandscape; cultural power; globalization; Arjun Appadurai; ethnoscape; technoscape; financescape; ideoscape; mediascape

Chapter.  6534 words. 

Subjects: Society and Culture

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