Distribution of Culture in the Creative Industries

In a way, culture is monotonized because there is a general interest in popular culture.  Popular culture is thus spanning globally because anyone with internet access has access to such information.  However, there are still bits of local culture that are translated through certain media like videos on YouTube.  In Introducing Creative Industries: From Theory to Practice by Rosamund Davies and Gauti Sigthorsson, it is understood that “[m]any creative products and services are distributed globally or attract an international audience; yet, the traditions, ideas, languages, skills and talent that they draw on are all in some way local” (3).  When focusing on lifestyle videos on YouTube, it is evident when “youtubers”, individuals who take part in the YouTube-verse, are drawing from local culture in their videos. Eatyourkimchi, a lifestyle video blog that takes place in South Korea, is a good example of this.

Screenshot of eatyourkimchi homepage on YouTube

Screenshot of eatyourkimchi homepage on YouTube

Although Simon and Martina, a married couple from Canada that stars and produces in eatyourkimchi, are both foreign to South Korea, they are fluent enough in South Korean culture to translate it to their viewers.  The translation is both a literal and figurative translation of language and culture to those who are from places with a strong influence of western culture.  This is a strong example of how global and local culture intertwines.  Though South Korean culture is local to eatyourkimchi, their viewership is global.

Social sites like Facebook, Twitter and even YouTube has propelled companies and startups, like eatyourkimchi, by using these social media sites as marketing strategies. Simon and Martina started their Youtube account as a way of showing family, back in Canada, how they are doing and what they are doing.  Over time, as their fan base grew with the social platform of YouTube, they became more professional, and started a production team for the purpose of making more videos for the eatyourkimchi YouTube channel.  As a lifestyle video blog in South Korea, eatyourkimchi collaborates with Korean Pop music stars as well as collaborate with other YouTube channels to create a variety of content.  As Davies and Sigthorsson describes, South Korea can be a symbolic product that eatyourkimchi is selling (3).  Culture can be seen as a product in tourism.

In the creative industry, it is difficult to see local culture as a product on the service.  In a way, we must scratch the surface of our society to understand that digital culture encompasses culture from all over the world.  From anime like Pokémon, which originates in Japan, to Facebook, which originates in the United States, we must understand that with this accessibility comes the variety of networks that intertwine, allowing for further development of digital culture.

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