Adventure of Local Online Games toward Globalization
Adventure of Local Online Games toward Globalization
Using the Lineage games of NCsoft in conjunction with Korean online games as a case study, this chapter examines the globalization process of the local online game industry. It traces production dynamics to identify the conditions that have rendered a contra-flow in culture (i.e., cultural flow from non-Western countries to Western countries). It discusses the process by which a local culture is appropriated for the global audience in terms of hybridization in both content and marketing. The goal of the chapter is to understand the critical dialogue played by the global-local paradigm in “glocalizing” local culture for the global cultural market.
Keywords: online games, online gaming, role-playing games, multiplayer games, Lineage, global market, local culture
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