TY  - BOOK
AU  - Edwards,Brian
TI  - After the American Century: The Ends of U.S. Culture in the Middle East 
SN  - 9780231174008
PY  - 2015///]
CY  - New York, NY
PB  - Columbia University Press
KW  - Culture diffusion
KW  - Middle East
KW  - Ethnic attitudes
KW  - Globalization
KW  - Social aspects
KW  - Orientalism
KW  - United States
KW  - Popular culture
KW  - LITERARY CRITICISM / American / General
KW  - bisacsh
N1  - Frontmatter --; Contents --; Preface --; 1. After the American Century --; 2. Jumping Publics --; 3. “Argo Fuck Yourself” --; 4. Coming Out In Casablanca --; Epilogue --; Acknowledgments --; Notes --; Index; restricted access
N2  - 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 Now, in the digital twenty-first century, the American century has been superseded, as American movies, music, and video games are received, understood, and transformed.How do we make sense of this shift?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 phenomena—such as comic books, teen romances, social-networking sites, and ways of expressing sexuality—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
UR  - https://www.degruyter.com/isbn/9780231540551
UR  - https://www.degruyter.com/document/cover/isbn/9780231540551/original
ER  -