영화 속 영웅을 통해 본 진정한 세계화 : 새로운 전 세계적 영웅(Universal Superheroes)

조소연(Cho, Soyeon) 글로벌문화콘텐츠학회 2009 글로벌문화콘텐츠 Vol.0 No.2

진정한 세계화(glocalization)는 세계화(globalization)의 패러다임을 넘어선 또 하나의 새로운 이 시대의 변화의 물결이다. 강대국 중심으로 세계의 질서가 재편된 세계화는 진정한 의미의 세계화가 될 수 없다, ‘지역적 세계화’라고도 해석되는 Glocalization은 기존 세계화와는 차별성을 가지고 지역적으로 접근하는 국제화를 가리킨다. 이 개념은 ‘국가’라는 단위 보다 ‘지역’의 단위로 해체되어 재조합되는 새로운 ‘국경’을 보여준다. 이 변화의 중심에는 국가를 초월하여 활발하게 유통되는 ‘문화콘텐츠’가 있다. 이러한 현상을 하나의 사례를 통해 좀 더 자세히 알아 보기위해 본 연구에서는 전 세계적으로 소비되는 문화콘텐츠인 영화에 초점을 맞추었다. 특히 영화는 ‘영화산업’이라 독립적으로 불릴 만큼 큰 규모를 가지고 있으며 미학, 철학, 영상학 등의 여러 학문이 녹아들어있는 예술로써 그 가치를 인정받고 있으며, 대중들이 가장 손쉽게 접할 수 있는 예술이자 여가시간 활용의 수단으로도 사랑받고 있다. 새로운 국경의 시대 영화는 어떤 모습으로 변화하였는지 그 모습을 보기위해 영화 중에서도 특히 ‘영웅’을 주인공으로 하는 영웅영화만을 가지고 논의를 전개했다. 영웅영화는 전 세계 최대 영화 공급지라 할 수 있는 할리우드를 대표하는 영화인 동시에, 할리우드가 있는 ‘미국’을 대표하는 미국의 색이 짙은 영화라 할 수 있기 때문이다. 그러나 자국민을 대상으로 제작되던 영회는 세계 시장의 범위가 변화함에 따라 관객의 범위가 전 세계인으로 확대되면서 그 영화가 가지고 있던 세계관도 함께 변화하는 것을 알 수 있다. 최근 할리우드 영화 속 세계관과 할리우드 영웅영화의 변화를 통해 영화의 진정한 세계화(glocalization)를 보고, 한편으로는 거대공급원이 아닌 지역의 영웅 영화를 통해 ‘수신→발신’이 정형화된 과거의 영화시장이 ‘수·발신↔수·발신’이라는 새로운 모형을 보여주고 있다는 것을 알 수 있다. 이제 영화시장은 ‘일방적인 제작과 소비’의 형태로는 설명되지 않는다. 이러한 변화는 세계화(globalization)의 부작용이라 일컬어지는 ‘문화침략’이나 ‘문화침투’의 우려를 불식시키고 진정한 세계화(glocalization)를 정착시킬 수 있는 여건의 변화를 보여준다. 그러나 타문화에의 진정한 관심과 올바른 이해 없이는 자칫 왜곡된 문화를 영화 속에 녹여낼 것이며, 그것은 소비하는 관람객들에게 잘못된 문화인식을 심어주게 될 것이다. 이것을 경계하고 글로컬 시대에 맞는 글로컬 문화콘텐츠를 만들어내기 위한 바람직한 자세를 결론에서 간단하게 언급해보고자 한다. Glocalization is a new phase of transition that goes beyond the preexistent paradigm of globalization, which has been based on the hierarchy of dominant nations. On the contrary, glocalization or local globalization refers to internationalization with an emphasis on the uniqueness of local cultures. It demarcates new boundaries which can be drawn by the unit of a region instead of the one of a nation. Cultural content is in the heart of all these changes by being circulated regardless of national boundaries. This essay mainly argue about cinema as the exemplary cultural content that has been appreciated on a worldwide scale. Cinema has been burgeoning into one of the most important modern genres as remarkably as it even has established its own territory called movie industry . In terms of culture, it is not only the most accessible genre but also the highly acclaimed field in which aesthetics, philosophy, motion-applied media aesthetics and other disciplines intermingle with one another. Hero movies are mainly discussed in the essay in order to trace back how cinema has been changed in the era of new boundaries. It is because they represent both Hollywood, the biggest distributor of movies to the world, and the American mentality. Movies are not made at the target of their nation-state citizens any longer; instead, the whole world has become its spectator. The emergence of new type of audience has forced Hollywood movies to reflect different world views from the past. We can see how glocalization is achieved through the world views and transformation of heroes in those movies. We can also understand that the hero movies released from local minor distributors schematize a new communication model: it replaces the old linear model of send versus receive with the one of send-receive versus send-receive . The film market can be no longer explained to its full extent with the term of one-way production and consumption. The fact is a positive clue to indicate that the side effects of globalization such as cultural aggression and cultural penetration have retreated from our culture, and that glocalization will be stabilized in our society thereby. In the conclusion, I will make a short remark on the desirable attitude to produce glocal cultural content that by nature corresponds to this glocal age. The attitude would prevent us from representing another culture on the basis of nonsensical ignorance and prejudice, and from instilling the insalubrious cultural conceptions into audience.

글로컬라이제이션의 역사학

최갑수 영남대학교 인문과학연구소 2009 人文硏究 Vol.- No.57

세방화(世方化) is a korean translated word for 'glocalization' as a compound word of 'global localization'. What is doing the history of glocalization? For me as historian, glocalization is a method of study as well as an object of study. 1) Glocalization is equivalent of globalization as a historical entity. So the history of glocalization is exactly a history of globalization. But it examines closely the heterogeneity and variety, not the unilaterality and homogeneity of the globalization. After all, it means a multifaceted approach to globalization. 2) Also, the history of glocalization demands to consider two aspects of 'globalization' and 'localization' together. Though all the historical phenomena do not comprise these two aspects as synchrony, I can discover new features of many modern revolutions through the problématique of glocalization. Because a revolution could be seen really as a shortcut pathway to modernity, we can discern the influences which revolutionaires' strategies of appropriating and 'localizing' the contents of revolution had given to the historical processes of modernity in the form of the revolution. To sum up, here I propose a new approach as an analytical means, which would be called as the Studies of Revolutions in terms of Glocalization. ‘세방화’(世方化)란 ‘glocalization’의 번역어인데, 이는 ‘global localization’의 합성어이다. 세방화의 역사학을 한다는 것은 무엇을 행하는 것일까? 역사가로서 필자는 세방화를 연구주제이자 연구대상인 동시에, 연구의 관점이자 방법으로 본다. 1) 세방화란 역사적 흐름에서는 ‘세계화’에 다름 아니다. 따라서 세방화의 역사학이란 곧 세계화의 역사학을 말한다. 하지만 그것은 후자와는 달리 세계화의 일방성이나 동질성을 찾기보다는 비균질성과 다양성을 규명한다. 결국 세방화의 역사학이란 세계화에 대한 풍성한 접근을 뜻한다. 2) 아울러 세방화의 역사학이란 ‘세계화’와 ‘지방화’의 두 측면을 함께 고려할 것을 요청한다. 모든 역사현상이 이런 두 측면을 공시태로 함께 아우르고 있지는 않지만, 필자는 19-20세기의 혁명들은 세방화의 문제의식을 통해 접근하여 새로운 면모를 발견할 수 있다고 본다. 사실 혁명은 근대세계에서 근대성을 속성(速成)으로 이룩해내는 지름길의 역할을 하는 것으로 간주되었는데, 우리는 혁명이라는 근대성의 형식 속에서 혁명가들이 그 내용을 전유하여 ‘지방화’하는 전략이 역사과정에 미친 영향을 가늠해 볼 수 있다. 여기선 결국 일종의 가설을 제시하는 셈인데, 그것을 세방화의 혁명학(革命學)이라 이름할 수 있을 것이다.

글로컬리즘과 지역문화연구

홍순권 ( Soon Kwon Hong ) 東亞大學校附設 石堂傳統文化硏究院 2010 石堂論叢 Vol.0 No.46

최근 학계에서는 글로컬라이제이션을 글로벌라이제이션에 대한 보완적 또는 대안적 현상으로 인식하는 경향이 뚜렷하다. 이러한 ``글로칼적인`` 세계화의 중요한 특징은 교류의 주체가 반드시 국가일 필요는 없으며 오히려 국가의 경계를 넘어서 지역단위 또는 개별 생산단위 주체간의 직접적인 교류가 확대된다는 데 있다. 이는 ``지역의 자립``과 ``지역과 지역간 네트워크``를 통한 새로운 차원 수평적 관계의 새로운 공동체간 관계의 형성이라는 이념적 지향을 담고 있다. 오늘날 글로컬리즘에 대한 관심의 고조 현상은 세계화에 대응한 지역(지방)의 자율성에 대한 인식의 확대와도 조응하는 것이기 때문에, 그것은 지역문화에 대한 새로운 인식과 새로운 해석에 대한 욕구를 반영한다. 그러나 이러한 지역문화에 대한 관심은 산업화의 관점에 머물고 있을 뿐, 아직은 ``글로컬리즘`` 시대에 걸맞은 지역문화에 대한 정확한 인식과 새로운 가치의 창출에는 이르지 못하고 있다. 이를 위해서 글로컬리즘에 의한 지역문화 개념을 새롭게 정립할 필요가 있다. 글로컬리제이젼을 문화학의 관점에서 재해석해 보면, ``글로컬리즘``이란 인간적 삶의 표현으로서의 문화가 생산되는 공동체로서의 지역을 바탕으로 하는 문화적 관계망을 의미하는 개념이 된다. 한마디로 ``세계적인 동시에 자국적인[지역적인] 공간``이 ``글로벌-로컬 공간``이며, 이러한 공간의 발전이 바로 ``글로컬리즘 공간``이다. 이러한 문화 공간을 해석하는 문화이론이 곧 ``문화-글로컬리즘``이다. 지역문화는 중앙과의 관계 속에서가 아니라 그 자체로서 독자적인 생산과 소비, 그 양자를 매개하는 유통의 문화공간으로 파악되어야 한다. 즉, 글로컬리즘의 관점에서는 민족문화에 있어서 지역문화의 자립화와 국제간 교류(세계화)에 주목하는 것이 중요하며 지역문화의 정체성을 민족문화의 범주를 뛰어넘어 연구하는 것이 필요하다. 이러한 시각에서 우리는 현대 도시가 안고 있는 문제점을 다각적으로 파악하고, 도시문화의 실상에 대한 실증적 연구를 중심으로 세계 여러 도시문화의 비교 연구를 통해 다문화주의 또는 글로컬리즘 시대의 도시화, 즉 지역문화의 이상적 모델을 탐구할 수 있다. 오늘날 도시문화의 특징적 현상인 이주문화, 다문화 또한 글로컬리즘의 해석이 요구되는 지역문화 연구의 주요한 과제이다. The concerns about the local culture have grown rapidly since the local autocracy system began in the early 1990s in Korea. As a reflection of such a phenomenon, the concept of the glocalization or glocalism has widely spreaded so far recently in the academical society of Korea. The ``glocalization`` is a newly-coined word which was combined with both words, globalization and localization. The glocalization or the glocalism means that the today`s world has inclination to develop both the globalization and the localization which are quite different and contradicted each other in appearance. The glocalization or the glocalism was used as a business terminology at least before 1990, but it is used now also as a cultural or sociological concept explaining the new phenomenon which happens between the regions(local communities) nowadays. The ``Hanlyu``(the spread of the Korean styles) is often incited as one of examples which support such a view. The glocalization does not mean the parallel phenomenon of both the globalizaion and localization. It expresses a will to make the new formation of the horizontal relation between the local communities through the various information networks. In other word, it could be translated into the inter-local relation, which is different from the inter-national relation. It is generalized more and more rapidly in a few decades. It is a cultural-social phenomenon internationally, but can not be identified with the cutural imperialism. Today the great concern about the glocalism demands the new recognition on the local culture. That is, we have to study and interpretate the local culture newly from the perspective of the glocalism. Because the local culture is not the sub-culture subjective to the national or global culture, but it belongs to its independent category of the local culture itself from the viewpoint of glocalism. In short, the space of glocal cuture explained as a local space and a global space at same time. This explanation of cutural space, so-called ``the culture glocalism`` is supported by the culture theorist such as Ramond Williams and other theorists on cultural science. There are many examples which explain the glocal phenomenon of culture in the past pre-modern society as well as in modern or post-modern society. Through all the times the best example of the glocal cultural space is the city. As we know, the city has been and is now the symbolic space of the cultural exchange between the local communities. Especially, the open ports of the modern East Asia will be good examples of the research if we want to study the urban culture as a local culture at this time from the view of the glocalism. So, I suggest the joint research of culture, history, and the other social sciences about the he open ports of the modern East Asia, which will help us understand more deeply the phenomenon of the cultural glocalism in the 21th century.

Directions for Glocalization of English Education in Korea

( Sang Ho Han ) 글로벌영어교육학회(구 호남영어교육학회) 2014 Studies in English education Vol.19 No.1

This paper theorizes the concept of glocalization as a wavicle of globalization and glocalization, and suggests lobalization as its future directions for English education in Korean EFL context. The paper begins with discussion of wavicle as non-dualistic Zen Buddhist representation of wave-particle continuity of matter which has been in use since the New Physics movement of 1920`s. This wavicle logic representing itself as both A and B as complement to the mechanistic classical view of either A or B, is applied to discussion of glocalization. The study points out that glocalization as expansion from globalization has been framing the mind-sets of ELT professionals in a value-neutral, autonomous mechanism where effectiveness is pursued at the cost of value and human integrity. In an effort to redress this unbalanced practice of glocalization, the author argues as much emphasis should be placed on local sensitivity as on global awareness. Master`s way, or the Beginner`s mind approach to teaching English is introduced as an example of this inclusive glocalization, Finally, the concept of lobalization is proposed as possible future directions for glocalization.

글로컬리즘과 지역문화연구

홍순권 동아대학교 석당학술원 2010 石堂論叢 Vol.0 No.46

The concerns about the local culture have grown rapidly since the local autocracy system began in the early 1990s in Korea. As a reflection of such a phenomenon, the concept of the glocalization or glocalism has widely spreaded so far recently in the academical society of Korea. The ‘glocalization’ is a newly-coined word which was combined with both words, globalization and localization. The glocalization or the glocalism means that the today's world has inclination to develop both the globalization and the localization which are quite different and contradicted each other in appearance. The glocalization or the glocalism was used as a business terminology at least before 1990, but it is used now also as a cultural or sociological concept explaining the new phenomenon which happens between the regions(local communities) nowadays. The ‘Hanlyu’(the spread of the Korean styles) is often incited as one of examples which support such a view. The glocalization does not mean the parallel phenomenon of both the globalizaion and localization. It expresses a will to make the new formation of the horizontal relation between the local communities through the various information networks. In other word, it could be translated into the inter-local relation, which is different from the inter-national relation. It is generalized more and more rapidly in a few decades. It is a cultural-social phenomenon internationally, but can not be identified with the cutural imperialism. Today the great concern about the glocalism demands the new recognition on the local culture. That is, we have to study and interpretate the local culture newly from the perspective of the glocalism. Because the local culture is not the sub-culture subjective to the national or global culture, but it belongs to its independent category of the local culture itself from the viewpoint of glocalism. In short, the space of glocal cuture explained as a local space and a global space at same time. This explanation of cutural space, so-called ‘the culture glocalism’ is supported by the culture theorist such as Ramond Williams and other theorists on cultural science. There are many examples which explain the glocal phenomenon of culture in the past pre-modern society as well as in modern or post-modern society. Through all the times the best example of the glocal cultural space is the city. As we know, the city has been and is now the symbolic space of the cultural exchange between the local communities. Especially, the open ports of the modern East Asia will be good examples of the research if we want to study the urban culture as a local culture at this time from the view of the glocalism. So, I suggest the joint research of culture, history, and the other social sciences about the he open ports of the modern East Asia, which will help us understand more deeply the phenomenon of the cultural glocalism in the 21th century. 최근 학계에서는 글로컬라이제이션을 글로벌라이제이션에 대한 보완적 또는 대안적 현상으로 인식하는 경향이 뚜렷하다. 이러한 ‘글로칼적인’ 세계화의 중요한 특징은 교류의 주체가 반드시 국가일 필요는 없으며 오히려 국가의 경계를 넘어서 지역단위 또는 개별 생산단위 주체간의 직접적인 교류가 확대된다는 데 있다. 이는 ‘지역의 자립’과 ‘지역과 지역간 네트워크’를 통한 새로운 차원 수평적 관계의 새로운 공동체간 관계의 형성이라는 이념적 지향을 담고 있다. 오늘날 글로컬리즘에 대한 관심의 고조 현상은 세계화에 대응한 지역(지방)의 자율성에 대한 인식의 확대와도 조응하는 것이기 때문에, 그것은 지역문화에 대한 새로운 인식과 새로운 해석에 대한 욕구를 반영한다. 그러나 이러한 지역문화에 대한 관심은 산업화의 관점에 머물고 있을 뿐, 아직은 ‘글로컬리즘’ 시대에 걸맞은 지역문화에 대한 정확한 인식과 새로운 가치의 창출에는 이르지 못하고 있다. 이를 위해서 글로컬리즘에 의한 지역문화 개념을 새롭게 정립할 필요가 있다. 글로컬리제이젼을 문화학의 관점에서 재해석해 보면, ‘글로컬리즘’이란 인간적 삶의 표현으로서의 문화가 생산되는 공동체로서의 지역을 바탕으로 하는 문화적 관계망을 의미하는 개념이 된다. 한마디로 ‘세계적인 동시에 자국적인[지역적인] 공간’이 ’글로벌-로컬 공간‘이며, 이러한 공간의 발전이 바로 ’글로컬리즘 공간‘이다. 이러한 문화 공간을 해석하는 문화이론이 곧 ’문화-글로컬리즘‘이다. 지역문화는 중앙과의 관계 속에서가 아니라 그 자체로서 독자적인 생산과 소비, 그 양자를 매개하는 유통의 문화공간으로 파악되어야 한다. 즉, 글로컬리즘의 관점에서는 민족문화에 있어서 지역문화의 자립화와 국제간 교류(세계화)에 주목하는 것이 중요하며 지역문화의 정체성을 민족문화의 범주를 뛰어넘어 연구하는 것이 필요하다. 이러한 시각에서 우리는 현대 도시가 안고 있는 문제점을 다각적으로 파악하고, 도시문화의 실상에 대한 실증적 연구를 중심으로 세계 여러 도시문화의 비교 연구를 통해 다문화주의 또는 글로컬리즘 시대의 도시화, 즉 지역문화의 이상적 모델을 탐구할 수 있다. 오늘날 도시문화의 특징적 현상인 이주문화, 다문화 또한 글로컬리즘의 해석이 요구되는 지역문화 연구의 주요한 과제이다.

글로컬 문화연구에 대한 메타분석

유제상 글로컬창의산업연구센터 2015 글로컬창의문화연구 Vol.4 No.1

Glocalization is an alternative term for ‘globalization’. Glocalization is often used as a background theory in recent cultural studies. The reason is that the culture has an opposite position to ‘global’ unified. And culture includes a ‘variety’. Therefore glocalization form a region called glocal cultural studies. Glocalization covers a variety of destinations, such as space, visualization, publishing, marketing, and (so called) ‘Korean Wave’. However, it is not discussed in more detail above for glocalization meth layer yet. The reason for this is that researchers study was recently started to glocalization. Therefore, researchers do not feel the need to gather together glocal cultural studies. This study analyzed the existing research on the glocal cultures. This analysis will show the importance of glocal cultures.

세계화와 세방화 구현 - 수렴성과 다양성의 선택 -

안상욱 영남대학교 인문과학연구소 2009 人文硏究 Vol.- No.57

Glocalization is a hybrid combination strategy of globalization along with localization. However, its definition is ambiguous. It results from the vagueness of the word "globalization". This article categorizes the positions on the globalization. It applies the view of moderates to analyze the impacts of the globalization. With the focus on the Internationalization, Liberalization and Universalization of the globalization, it lays down the definition of the globalization. Through this study, the glocalization is considered as the adaptation of globalized merchandise and concept to the local environment. Mc Donald's and Nokia are these examples. This article examines if the tendency from globalization to glocalization exists and it notes that the multinational corporations choose the strategy of globalization or the strategy of glocalization as occasion calls. It noted also that the glocalization is not easily distinguished from the existing term of localization and that almost of global merchandises and concepts are adapted to the local environment by passage of time. Therefore, the glocalization is not a new concept. 세방화는 세계화와 지역화의 합성어이다. 그러나 그 개념은 명확하게 정의되어 있지 못하다. 이는 세방화의 한 부분인 세계화의 개념이 모호하게 정립되어있기 때문이다. 본고에서는 세계화에 대한 다양한 입장에 관한 정리 작업을 하면서, 세계화의 중요성에 대한 온건주의적인 입장을 견지한다. 세계화의 다양한 측면 중에서는 국제화, 자유화, 보편화의 측면에 주목하여 본고에서 사용할 세계화의 개념을 정립한다. 이를 통해 세방화를 세계화된 상품 및 개념의 지역적 구현이라고 인식을 하고 이에 대한 사례로 맥도날드와 노키아의 예를 제시한다. 또한 세계화에서 세방화로의 경향성이 존재하는가를 검토하면서 ‘세계화’와 ‘세방화’ 전략은 기업에 의해 필요시에 선택적으로 사용되었음을 파악한다. 또한 세방화가 기존의 현지화라는 개념과 크게 구분이 되지 않는 것, 또한 기존의 상품과 개념이 이미 오랜 세월에 걸쳐 현지에 적응된 형태로 사용되었음을 인식하여, 세방화 현상이 새로운 것이 아니라는 것을 제시한다.

환태평양 시대 도시의 글로컬라이제이션: 후쿠오카시의 도시외교와 도시브랜딩을 중심으로

정현일 국립부경대학교 글로벌지역학연구소 2024 Journal of Global and Area Studies(JGA) Vol.8 No.1

This study examines the glocalization of cities in the Trans-Pacific era. To do so, it analyzes the case of Fukuoka City, which is actively leveraging the global and the local to raise its global status in the Trans-Pacific era. The theoretical perspective is based on city diplomacy and city branding, which are the practical strategies of urban glocalization. The analysis shows that Fukuoka City has responded to the Trans-Pacific era by combining the global and the local while recognizing the historical and geographical conditions of being an Asian gateway city through the cooperation of industry, academia, government, and the people. In particular, Fukuoka City has been engaged in city diplomacy in various fields, promoting the city and attracting useful resources and information. In addition, through city branding, Fukuoka City condensed various local scales that are subordinate to the global scale, such as Kyushu, Japan, and Asia, and established the identities of “Asian Base City”, “Mature City in Asia”, and “Asian Leader City”. These identities were embodied in policies, landscapes, logos, slogans, and large-scale events to solidify Fukuoka’s status as an Asian city. In this way, Fukuoka City has consistently and faithfully carried out “glocal externalization” through city diplomacy and “glocal internalization” through city branding from the 1980s to the present, and as a result, its status on the global scale has increased, attracting international organizations dedicated to Asia and the Trans-Pacific. In conclusion, Fukuoka City’s glocalization has been about condensing multilayered local scales into the city through public-private partnerships, thereby strengthening its connectivity to the global scale. Fukuoka City’s glocalization, which actively connects various scales through public-private partnerships, demonstrates a model and potential for cities to become more competitive in the Trans-Pacific era. This study provides a strategy and direction for glocalization that can be adopted by many “ordinary cities” in the Trans-Pacific era.

맥도날드화를 통해 본 세계화와 지구지역화

김수자,송태현 이화여자대학교 이화인문과학원 2010 탈경계인문학 Vol.3 No.3

For some years, there have been widespread and on-going discussions over the issue of globalization from various perspectives. Some take a positive view of the issue, saying that globalization, in the end, benefits all of us; others take a defensive stance against globalization, defining it as imperialist invasion. The same goes for the cultural globalization issue. Some argue that unless we make efforts to preserve our local culture, our cultures will be homogenized into one dominant global culture, and our cultural objects will become mere commodities in the global market with the trend of cultural imperialism. Others welcome globalization as benefiting cultural diversity, greatly esteeming the willingness of local cultures to embrace the larger global culture and assimilate into it. With our world globalizing, we are witnessing the phenomena of cultural homogenization as well as cultural heterogenization and cultural pluralism, all at the same time. In this context, the concept of glocality becomes very significant because glocalization, a combination of the terms "global" and "local," can serve as an alternative to globalization. Instead of local cultures becoming objects assimilated into global culture, glocalization may enable local cultures to better understand different cultures of the world. McDonald’s, a leading global brand, has become a symbol of globalization in cultural and economic contexts. McDonald’s, at the same time, represents glocalization with its regionalization efforts accommodating local cultures as it expands into many international markets. Since 1997, McDonald’s in Korea has been adapting to local Korean culture, offering a regionalized version of its menu, such as the Bulgogi Burger and the Shrimp Burger, to satisfy the palate of the Korean people. This wouldn’t have been possible without a deep understanding of Korean culture as well as of the sentiments of Koreans. As a multinational corporation, McDonald’s clearly saw the importance of keeping up with the current trends of local culture, communicating effectively inter-culturally, and implementing cultural regionalization strategically. Yet, on a closer look, we see the phenomenon of McDonald’s glocalization efforts as only superficial. In other words, McDonald’s regionalization efforts were made only for the purpose of making maximum profits in the market, without genuine interest in going local. Therefore, in research on glocality, we need to explore how two important issues of the preservation of local culture and the integration into global culture can go hand in hand and how a new paradigm of glocalized culture can be created.

맥도날드의 진출을 통해 본 세계화와 지구지역화

김수자,송태현 이화여자대학교 이화인문과학원 2010 탈경계 인문학 Vol.3 No.3

For some years, there have been widespread and on-going discussions over the issue of globalization from various perspectives. Some take a positive view of the issue, saying that globalization, in the end, benefits all of us; others take a defensive stance against globalization, defining it as imperialist invasion. The same goes for the cultural globalization issue. Some argue that unless we make efforts to preserve our local culture, our cultures will be homogenized into one dominant global culture, and our cultural objects will become mere commodities in the global market with the trend of cultural imperialism. Others welcome globalization as benefiting cultural diversity, greatly esteeming the willingness of local cultures to embrace the larger global culture and assimilate into it. With our world globalizing, we are witnessing the phenomena of cultural homogenization as well as cultural heterogenization and cultural pluralism, all at the same time. In this context, the concept of glocality becomes very significant because glocalization, a combination of the terms "global" and "local," can serve as an alternative to globalization. Instead of local cultures becoming objects assimilated into global culture, glocalization may enable local cultures to better understand different cultures of the world. McDonald’s, a leading global brand, has become a symbol of globalization in cultural and economic contexts. McDonald’s, at the same time, represents glocalization with its regionalization efforts accommodating local cultures as it expands into many international markets. Since 1997, McDonald’s in Korea has been adapting to local Korean culture, offering a regionalized version of its menu, such as the Bulgogi Burger and the Shrimp Burger, to satisfy the palate of the Korean people. This wouldn’t have been possible without a deep understanding of Korean culture as well as of the sentiments of Koreans. As a multinational corporation, McDonald’s clearly saw the importance of keeping up with the current trends of local culture, communicating effectively inter-culturally, and implementing cultural regionalization strategically. Yet, on a closer look, we see the phenomenon of McDonald’s glocalization efforts as only superficial. In other words, McDonald’s regionalization efforts were made only for the purpose of making maximum profits in the market, without genuine interest in going local. Therefore, in research on glocality, we need to explore how two important issues of the preservation of local culture and the integration into global culture can go hand in hand and how a new paradigm of glocalized culture can be created.