Geography Reference
In-Depth Information
American fast-food outlets are becoming common
features of urban landscapes. For example, there is a
Starbucks coffee shop on the Great Wall of China. As of
2008 there were 1,000 McDonalds restaurants in China.
McDonalds has signed a deal with Sinopec, the huge gas
station chain, to build drive-through restaurants along
China' s new highways.
In India, call center workers are trained to imitate
American accents. In order to get it right, they watch
American soap operas and game shows. During working
lunches in offshoring firms, they are as likely to order
from Domino' s or Pizza Hut as from restaurants serving
Indian food. Even India' s poor are targeted by some prod-
ucts. For example, a cup of Pepsi can be bought for six
rupees, about a penny , in rural areas.
Vietnamese versions of rap music boom in taxis and
from music shops in Hanoi and Saigon. Japan is famous for
its American-style game shows. Y ou can still find pictures
of Mohammed Ali and Rambo in village houses and mar-
kets in Asia. On a visit to a small village in northern Laos,
an elderly man offered me a swig of homemade rice wine
out of a Jack Daniel' s bottle. Once I witnessed a group of
elderly women squatting around a TV on the floor of a
communal longhouse in a remote region of Indonesian
Borneo. They were laughing, pointing, and shaking their
heads at the apparent silliness in front of them. It was MTV .
These are all examples of American popular culture,
which is spreading into the remotest corners of Asia. What
impact does this trend have on lives and landscapes?
Although many , especially young people, have fallen
in love with American-style fast food, clothing styles,
music, and stars, there are others who are displeased
with what they perceive as negative aspects of American
culture. In places such as Taiwan, Malaysia, and Thai-
land, some people think that American popular culture is
detrimental to traditional values, especially those con-
cerning youth behavior and familial relationships and re-
sponsibilities. In India, cooked-chicken sellers protested
against Kentucky Fried Chicken for ruining their busi-
nesses. Elsewhere, small, family-run shops are being re-
placed by franchise chains such as 7-Eleven, and
homemade ice cream parlors by such franchises as
Baskin-Robbins. Avon, Amway , and other direct mar-
keters are changing long-held relationships between cus-
tomers and local merchants.
Americanization is controversial. Although it is true
that such enterprises provide employment, where do
most of the profits go? T Televisions are becoming ubiqui-
tous in Asia. Although television can be a way of teach-
ing and promoting public health or family planning, it
also increases expectations and promotes consumerism.
Figure 1-17
This Kentucky Fried Chicken on the island of Java in Indonesia
showcultural integration with the inclusion of Ayam Goreng
fried chicken with specific Indonesian spices, commonly in peanut
sauce. Photograph courtesy of B. A. Weightman.
This may be good for business, but is it good for society
in general? How does this medium and American pro-
gramming such as CNN, MTV , and various comedy ,
crime, and drama series influence perception and behav-
ior? In South Korea and China, leaders are concerned
about rising levels of obesity related to the increased
availability of junk food. Malaysians and Taiwanese
worry about inappropriate youth behavior. As young
people move away from their families to pursue careers,
older people worry about whether traditional networks
of care will be available for them in their old age.
Conservatives, especially in Muslim populations,
view popular culture as contributing to secularism and
liberalism. While modernization and change often have
positive consequences, many are convinced that their
own national cultures should transcend such potentially
“harmful” Western elements.
THE RISE OF ASIAN “POP-CUL TURE”
Disillusionment with Americanization along with the
expansion of communication systems within Asia have
intensified the popularity of indigenous modes of pop-
ular culture. T Two countries stand out in terms of their
influence: Japan and Korea. Japanese movies are well
attended, and many Japanese movie stars are icons in
the region. Japanese manga comic topics are read by
millions of young people. The animated characters
“Hello Kitty ,” “Ampan Man,” and “Poke'mon” can be
seen on T T-shirts, backpacks, and a myriad of other
items in shops around the world, especially in Europe.
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