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After the American Century - The Ends of U.S. Culture in the Middle East (Hardcover)
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After the American Century - The Ends of U.S. Culture in the Middle East (Hardcover)
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When Henry Luce announced in 1941 that we were living in the
"American century," he believed that the international popularity
of American culture made the world favorable to U.S. interests.
Now, in the digital twenty-first century, the American century has
been superseded, as American movies, music, and video games are
received, understood, and transformed. How do we make sense of this
shift? Building on a decade of fieldwork in Cairo, Casablanca, and
Tehran, Brian T. Edwards maps new routes of cultural exchange that
are innovative, accelerated, and full of diversions. Shaped by the
digital revolution, these paths are entwined with the growing
fragility of American "soft" power. They indicate an era after the
American century, in which popular American products and
phenomena-such as comic books, teen romances, social-networking
sites, and ways of expressing sexuality-are stripped of their
associations with the United States and recast in very different
forms. Arguing against those who talk about a world in which
American culture is merely replicated or appropriated, Edwards
focuses on creative moments of uptake, in which Arabs and Iranians
make something unexpected. He argues that these products do more
than extend the reach of the original. They reflect a world in
which culture endlessly circulates and gathers new meanings.
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