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"There is a vast cultural movement emerging from beyond the Western world. Truly global in its range and allure, it is the biggest challenge yet to Hollywood, McDonald's, and blue jeans. This is a book about these new arbiters of mass culture arising from the East-India's Bollywood films, Turkish soap opera, or dizi, and South Korean pop music. Carefully packaging not always secular modernity with traditional values in urbanized settings, they have...
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