The global, the local, and the hybrid: A native ethnography of glocalization

Kraidy, Marwan M.

doi:10.1080/15295039909367111

Cited by 154 publications

(103 citation statements)

References 26 publications

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“…This is not so much a statement about the intentions and fallacies of the many scholars who have worked in the field as a comment on the situatedness of the field itself in the geopolitics of history. (p. 86) Paradoxically, Juluri's work, like many other non-Western media scholars (e.g., Kraidy, 1999;Leal, 1990;Mankekar, 1999;Parameswaran, 2001), represents a new sort of pluralism grounded in both its own situatedness and, to borrow from his own use of Stuart Hall, its "detour through the West." 3 Because of this growing global trend, it is becoming as important to locate from where and with whom authors are exchanging ideas as it is to ask how writers are constructing ethnographic texts.…”

Section: Media Ethnography ''Goes Global''mentioning

confidence: 99%

“…It is perhaps the most immediate, consistent, and pervasive ways that "globality" is experienced. Prioritizing such an investigative agenda for international communication means taking seriously the global-local articulations that various media scholars (e.g., Kraidy, 1999Kraidy, , 2002bMurphy, 2003;Sreberny-Mohammadi, 1991;Thussu, 1998) have argued are at the heart of transnational media and cultural dynamics. Working out the details of this agenda demands wading through three areas of communication and media cultural studies that have experienced their own difficulties, namely (a) the crisis of representation in ethnographic inquiry; (b) the locational complexity that characterizes all social and cultural phenomena; and (c) the postcultural imperialism theoretical malaise in international communication.…”

Section: Fielding Ethnography In Media Receptionmentioning

confidence: 99%

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International Communication, Ethnography, and the Challenge of Globalization

Murphy

Kraidy

2003

Commun Theory

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This article articulates media ethnography with international communication theory in the context of globalization. It explores the history and regional trajectories of media ethnography, as well as anthropology's epistemological and political issues of representation that have become relevant to media studies. The authors argue that rethinking the limits and potential of media ethnography to address cultural consumption also necessarily involves considering how ethnography can serve to engender a vision of international communication theory grounded in the practices of everyday life. This reformulation is crucial at a time when some media scholars celebrate difference via microassessments of postcolonial locales and the plurality of cultures without attempting to consider global structural concerns. In fact, the authors argue, if media ethnographies are rigorously developed, they can offer international communication theory the material to bridge the gap between meaning and structure without losing site of the complexity, context, and power imbalances inherent in processes of globalization.

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Section: Media Ethnography ''Goes Global''mentioning

confidence: 99%

Section: Fielding Ethnography In Media Receptionmentioning

confidence: 99%

International Communication, Ethnography, and the Challenge of Globalization

Murphy

Kraidy

2003

Commun Theory

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“…As a matter of fact, women compare Victoria with domestic channels and seek in satellite programs to find some real character of women which are absent in domestic series. Many different researches indicated that women are shown in inferior positions in visual contexts (Ezazi, 2001;Haj Mohamad Yari, 2003;Islamic Republic of Iran Broadcasting, 1992, 1999, 2003a, 2003bJahandideh, 2003;Karimi, 2004;Pirhayati, 1994;Ravadrad et al, 2008;Ravadrad, 2001;Research Group of Cultural Studies, 2005;Rezaei and Afshar, 2010;Rezaei and Kazemi, 2008). According these researches domestic series represent an unfair and degrading depiction of women in national TV serials.…”

Section: Desire Matters: Ideal Character and Lovementioning

confidence: 99%

Double Negotiation: Iranian Women and the Global

Rezaei¹,

Kalantary²

2016

ASS

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In this article we examine Iranian women's reading of Victoria, a very popular TV series in Iran. Based on Active Audience and especially Cross-Cultural Consumption Theory (CCCT), we tried to study how the audiences consume Victoria in different manners. By using a qualitative method, in depth interviewing among 30 women, and thematic analysis, we distinguished some themes which explain why they like Victoria and how they read it. We showed that women were being attracted by and simultaneously very cautious of Victoria. In fact, they know that Victoria present them different cods which are not compatible with their own situation. In addition, comparison between ours and theirs provided them with a situation to read the text actively. Accordingly, women distinguished unpleasant native from pleasant foreigner which provided them with an imaginary situation to identify with a desirable and pleasant role.

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“…For instance, this concept has been used to theorize cultural identities at the intersection of the global and the local (Kraidy, 1999;Pieterse, 1994Pieterse, , 1995Pieterse, , 1997, modernity and tradition (Garcia Canclini, 1995) and the colonial and the colonized (Bhabha, 1994;Young, 1995). Studies on youth identities (Butcher and Thomas, 2002;Kraidy, 1999;Noble, Poynting and Tabar, 1999) and on ethnicity (Meerwald, 2001;Romberg, 1996;Slabbert and Finlayson, 2000) have also drawn on this concept to analyze diverse ethnic and linguistic border-crossing experiences.…”

Section: Discourse Hybridity and Francophone Identitiesmentioning

confidence: 99%