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In the introduction, the editors lay out the contemporary debates on globalization and culture, which they divide into two major lines of argument:
- culture-of-globalization (also called 'cultural turn'), focusing primarily on how culture is being co-opted and deployed by capitalism.
- globalization-of-culture (also called 'global turn'), focusing on the flow of cultural products (images, symbols, lifestyles etc.) via mass media.
The final recommendation - which I find quite pertinent for anyone interested in the alleged dissolution of the nation-state under global pressures - is to move away from simply looking at the economic and cultural dynamics on macro scale, and to rather focus on "the response - or impact - side of globalization; that is to say, how it is actually understood, interpreted, employed, reshaped, resisted, or even rejected by the targeted consumers of its material and symbolic content" (pp. 9-10).
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