Au-delà du « Cool Japan », la globalization culturelle...

The spread of Japanese media culture to many parts of the world has been domestically and internationally acclaimed for its cultural creativity that stands out from its American counterparts and for its promotion of Japan's "soft power." However, such an affirmative discourse tends to ignore how it has been occurring in the uneven globalization process. This paper will argue that the developments of Japanese media culture export are symptomatic of the restructuring of unevenness in the transnational media and cultural flows, in the process of which the logic of neoliberalism has deeply penetrated not only the corporate production and circulation of media culture but also the state's cultural policies in its opportunistic uses to maximize national interests.