This book is an interdisciplinary collection exploring the impact of emergent technologies on the production, distribution and reception of media content in the Asia-Pacific region. Exploring case studies from China, Japan, South Korea, India, Thailand and Australia, as well as American co-productions, this collection takes a Cultural Studies approach to the constantly evolving ways of accessing and interacting with visual content. The study of the social and technological impact of online on-demand services is a burgeoning field of investigation, dating back to the early-2010s. This project will be a valuable update to existing conversations, and a cornerstone for future discussions about topics such as online technologies, popular culture, soft power, and social media.
Author(s): Michael Samuel, Louisa Mitchell
Publisher: Palgrave Macmillan
Year: 2022
Language: English
Pages: 333
City: Cham
Contents
Notes on Contributors
Introduction
Streaming and Screen Cultures in the Asia-Pacific
Bibliography
Part I: Soft Power and Streaming Wars
KonMari to Queer Eye: Netflix, Soft Power, and the International Streaming Wars
Soft Power
A Brief History of Expansion
Digital Colonialism, Cultural Imperialism
Queer Eye: We’re in Japan!
Tidying Up with Marie Kondo
Conclusion
Bibliography
Riding the Wavve: Platform Imperialism and South Korea’s Streaming Market
The Rise of South Korean Television
Trends in the East Asian Streaming Market
The “Foreign Threat”
The South Korean Response
Riding the Wavve
Conclusion
Bibliography
Reconfiguring the K-Drama Business Model: The Co-production of Mr. Sunshine by Netflix and Studio Dragon
The Media Economics of Netflix’s Investment in Global Media Industries
Korean Production Companies’ Relationship with Legacy Television
The Compatible Storytelling Business of Netflix and Studio Dragon
The Netflix Factor in the Development of the Production Business Model for K-Drama
Conclusion
Bibliography
Short Video as Streaming Media: A Symbolic Expression of Chinese Compressed Modernity
Short Video Aesthetics and Condensed Expression
Compressed Modernity in China
A Reversed Power in Media Representation: Big Wolf Dog Zheng Jianpeng Couple
A Satire on Labour and Social Hierarchy: Zhu Yidan’s Boring Life
Conclusion
Bibliography
Eastern Promise? Marco Polo and the Role of Medieval Drama in Netflix’s Strategy for Development in East Asia
Netflix’s Pivot to Asia: The Commercial Basis
A Problematic Designation: Marco Polo as a ‘Flop’
The Representation and Marketing of Marco Polo
Conclusion
Bibliography
A New Kind of 2Getherness: Screening Thai Soft Power in Thai Boys Love (BL) Lakhon
Interfacing Thai Queer Culture and Post-1997 Screen Culture
Same, Same, but Different: The Rise of Thai BL Lakhon
The Quarantine Couple: The Case of #Brightwin
#Sanaall: Thai Soft Power and the Philippine Case
Conclusion
Bibliography
Content Carnival? (Re)Viewing Representation, Indianness, and OTT Culture in India
Netflix Indian(ness), Diaspora, and the “Global Flows”
“Hurting Religious Sentiments”: Religion, Regulation, and Representation
Looking Back, Moving Forward
Bibliography
Part II: Streaming Technologies and Interactivity
An Engagement-Based Model: Chinese Online Video Streaming Services for Chinese Viewers
China’s Online Video Streaming Industry
Chinese Online Streaming Services’ Business Model
Content Library and Branding Agenda
Interactive Streaming Service Interface
An Engagement-Based Service Model
Conclusion
Bibliography
Chinese Otaku Culture and Alternative Public Spheres: A Study of Bullet Comments and Bilibili
The Cultural Specificity of Bullet Comments
The Transnational History of Bullet Comments
Previous Studies on Bullet Comments
Public Sphere: From Sociology to Film Studies
Bullet Comments as a Mediated Public Sphere
Participatory, Connected, and Collective Viewing
Conclusion: Reconsidering Public Sphere in the Post-globalisation Age
Bibliography
How Much Does a Subtitle Say?: A Critical Reception Study of Chinese Television Dramas Streamed Overseas
Reception of Transnational TV Dramas and Subtitling
Understanding “Oppositional” Audiences
Chinese Television Dramas on Rakuten Viki
Critical Reviews of Costume Dramas
Critical Reviews in the Genre of Contemporary Drama
Discussions: Audiences and Subtitling Reception
Conclusion
Bibliography
Attaining #fame: Female Cover Musician’s Self-Fashioning and Socio-musical Interactions with Live Stream Audiences in Chennai and Beyond
Female Self-Fashioning on #fametamil
Embracing the Roles of #famestar and Audience Through Socio-musical Interactions
Conclusion
Bibliography
Part III: Textual Analysis
She Eats Well: Exploring Power and Desire Through Food and Romance in Korean Dramas
Boys over Flowers: Developing Emotional Autonomy
Coffee Prince: Freedom in Responsibility
Strong Girl Bong Soon: The Power of Collective Eating
Conclusion
Bibliography
The Cosmopolitics of Asian Magical Realism: Decentralisation and Localisation of Chinese Folklore in the Global Netflix Series The Ghost Bride
The Cosmopolitan Peranakans
The Ghost Bride Franchise as Asian Magical Realism
The Cosmopolitics of Netflix and the (Chinese) Transnational Imaginary
Conclusion
Bibliography
Sounding Local? The Use of Music in Original Australian Streaming Productions
Screen Music and Australian Identity
Tidelands and Wolf Creek
Cal’s Homecoming in Tidelands
Mick’s Loss of Home in Wolf Creek
Conclusion
Bibliography
Crunchyroll and the Webtoon-Image: Reterritorialising the Korean Digital Wave in Telecom Animation’s Tower of God (2020) and MAPPA’s The God of High School (2020)
From Scrolls to Screens: Seeing-Stars in the Webtoon World-Image
“There is Something Called the Sky”: Tracing SIU’s Poetic Pillow Shots in Tower of God
Staring at the Stars: The Starry Eyes of The God of High School
Conclusion: A Gateway into Joseon Hell
Bibliography
Liminal Space Between Social Strata: Voice-Over Narration in The Great Buddha+
The Sociolinguistic Division Between Mainlanders and Local People in Taiwan After 1949
Liminality as a Theoretical Approach
La Double Vie de Réalisateur: The Paradoxical Place of Huang Hsin-Yao
Liminality Between Image and Voice: Voyeurism as Point of View
Conclusion
Bibliography
Index
