Main Article Content
This article presents cultural globalisation as a highly uneven and selective process, seeing that the exact nature of this “selectivity” of which cultural elements become globalised has not been intensively studied yet. In the case of online representations of places for the purpose of attracting tourists, certain place-schemata are selected to represent the destination and become globalised, while others are left behind. This study set out to analyze what global processes have allowed the Gangnam-style representation of the Gangnam district in Seoul to dominate its touristic online representation, while traditional heritage of the district which includes a UNESCO heritage site has become subsumed in terms of importance for representing the district online. The article draws on scholars of cultural globalisation such as Appadurai (1990), Harvey (1990) and Ritzer (2002) as well as empirical findings around Gangnam-style and the Gangnam district to analyze these processes of selective globalisation. We found that Gangnam-style becomes easily globalised through its fluid nature, being able to freely move through space and time, as well as being largely devoid of distinct content, which renders it more feasible for purposes of globalisation in this period of the globalisation of nothing. Gangnam-style also represents a certain a lifestyle that fits well into global consumer culture, as it promotes consumption and can easily become commoditized. Because traditional heritage on the other hand still travels “slowly” through time and space and is full of distinct local meanings and less easily commoditized, it is a less feasible place-scheme for representing Gangnam online to tourists. We discuss the implication of this drawing on the theory of the Tourist Gaze 3.0, as well as how the findings relate to authenticity and intra-Asian travel.
All articles published in Illuminare are open-access articles, published and distributed under the terms of the Creative Commons Attribution 3.0 License, which permits reproduction, distribution, derives and commercial use, provided the original work is properly cited and authors and publisher is properly identified.
All authors who send their manuscripts to Illuminare and whose articles are published in Illuminare retain full copyright of their articles. Notwithstanding this, the author(s) grant Illuminare, its editors, publishers, owners and other persons associated with Illuminare and other users/readers, a license to use the article as described in the License Agreement section below. In future Illuminare may produce printed copies of articles in any form. Without prejudice to the terms of the license given below, we reserve the right to reproduce author's articles in this way.
BREIF SUMMARY OF THE LICENSE AGREEMENT
By submitting your research article(s) to Illuminare, you agree that:
- Anyone is free: to copy, distribute, and display the work; to make derivative works; to make commercial use of the work;
- Under the following conditions: Attribution the original author and publisher are clearly and fully given credit (but not in any way that suggests that author and publisher endorse the user or user's use of the work); for any reuse or distribution, it must be made clear to others what the license terms of this work are; any of these conditions can be waived if the copyright holder gives explicit permission.