Topic:
Globalization/Localization (Because we know they work together!)
Relation: The Avatar is set in an Asian influenced
world, where Chinese mythology is altered for the enjoyment of American
entertainment, specifically the audience of children. In our Wednesday lecture when we covered the ideas
of Globalization, Anthropologist Arjun Appadurai proposed the idea that globalization is the flow or exchange of
cultural forms across landscapes. Appadurai said that this is done through
various carries, such as technology, finances, media, ideologies, and religion.
In this case, the certain carrier is the media.
Description: Avatar: The Last Airbender is an American animated television series that aired for three seasons on Nickelodeon from 2005 to 2008. The series was created and produced by Michael Dante DiMartino and Bryan Konietzko. Avatar is set in an Asian-influenced world where some of the characters are able to manipulate the classical elements by use of psychokinetic variants of Chinese martial arts known as "bending." The show combined the styles of Chinese anime and American cartoons, and relied heavily upon various images from East-Asian, Inuit, and South-American societies. During week six we focused on globalization and localization and I wanted to use that knowledge while watching one of my favorite T.V Shows. As I watched the Avatar and its character I wanted to first see how they were portrayed with an American lens. In the episode from book two, I watched the behaviors of the characters where honesty and loyalty was above all the most important quality in a character. When reading into the history of Chinese mythology, being honest and loyal are also important. So while the characters attitudes are still consistent, how the media localized this show is very apparent. This is mainly shown through the language used by the characters. The characters often use words like, “stupid”, “dumb” and for the funny moments, “check it!” These words and expressions not well known, if at all, to the old Chinese mythology. While in the past times of the Chinese mythology, women carried no rights to “bending”, the female characters were allowed to practice bending. In one of the episodes Kutara, a water bender, arrived to a town where women were not allowed to use water bending unless it was for the use of medicine and healing. Kutara challenged this law and in the end was able to practice her bending for fighting showing how in American Television women were allowed to challenge ideas and fight, which we know from American history that that was not always the case.
Commentary/Analysis: During week six we focused on Globalization and Localization, and a lot of the readings talked about this topic as well, like Hip-Hop in Japan. I enjoyed the topic and wanted to view Avatar in that way. The more and more and watched episode after episode, I noticed that they all kept the mythology ideas, the spirit world, and bending but it was just how the characters portrayed the Chinese ideas. That is what Localization is, where we have Globalization happening carried over through the media. The media takes the general culture, pictures, clothing, and traits, generally the ideas that made up the Chinese Mythology. These ideas are then transcended into more Americanized ideas, what we make different to fit the views of the American audience. I don’t know if I would have enjoyed Avatar as much if it wasn’t transitioned over into a more American version. Localization allows countries to use other ideas from around the globe and to make it into something the people of that country or time can enjoy.
I like your choice for your blog post this week. I have watched a little anime before so I was familiar with your discussion ideas. I thought your insight into the attitudes of characters was great. Eastern culture prefers honesty and community and I am glad to see this as an influence on American children. Most shows from America still focus on "me" and it is refreshing to see a show focus on integrity and loyalty. I also liked your insight into the discrimination faced against women in this show. It shows how embedded TV shows are in some of these old norms and I am glad to see this begin to be resolved and addressed. Also very refreshing. Great post!
ReplyDeleteI think it's interesting how shows based around other cultures pick and choose what stays true to the traditional culture, and what is Americanized. I wonder how the creators and writers go about deciding what should be changed to fit the American audience. For instance, like you mentioned, the fact that in Chinese history women weren't allowed to bend the elements, but in the TV show they can. Our society has become one in which the majority of people agree with the feminist ideals-- that the sexes should be equal. I wonder what, then, qualifies a traditional idea to stay in the show.
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