After the American Century: The Ends of U.S. Culture in the

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After the American Century: The Ends of U.S. Culture in the Middle East

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 Now, in the digital twenty-first century, the American century has been superseded, as American movies, music, and video games are received, understood, and transformed.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 phenomenaâ€•such as comic books, teen romances, social-networking sites, and ways of expressing sexualityâ€•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.
Country USA
Brand Columbia University Press
Manufacturer Columbia University Press
Binding Hardcover
ItemPartNumber 21 black & white illustrations
UnitCount 1
EANs 9780231174008
ReleaseDate 0000-00-00

Country	USA
Brand	Columbia University Press
Manufacturer	Columbia University Press
Binding	Hardcover
ItemPartNumber	21 black & white illustrations
UnitCount	1
EANs	9780231174008
ReleaseDate	0000-00-00

After the American Century: The Ends of U.S. Culture in the Middle East

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