The South Korean series Squid Game became a global phenomenon, illustrating the shift from Western-dominated entertainment to transnational flows. The show’s critique of neoliberal debt and inequality resonated across cultures, while its distinctly Korean aesthetics (children’s games, dalgona candy) became globally recognizable. This case challenges the one-way model of cultural imperialism, showing instead a “cultural proximity” effect where local stories with universal themes travel widely (Straubhaar, 1991). However, Netflix’s ownership of distribution rights also highlights new forms of platform imperialism.
For media consumers and citizens, the stakes are high. Developing critical media literacy—the ability to analyze, evaluate, and create media across platforms—is no longer optional. Entertainment will remain central to human experience; the question is whether we will be passive passengers or active navigators of the stories that shape our world. Dixon, T. L. (2019). Black Panther and the politics of representation. Journal of Popular Film and Television , 47(2), 66–75. Vixen.20.05.05.Mia.Melano.Intimates.Series.XXX....
Gerbner, G. (1976). Living with television: The violence profile. Journal of Communication , 26(2), 172–199. The South Korean series Squid Game became a
Together, these theories allow for a nuanced analysis: entertainment is neither all-powerful propaganda nor neutral fun, but rather a contested terrain shaped by industry imperatives, audience agency, and cumulative cultural effects. 3.1 The Broadcast Era (1950s–1990s) In the era of three television networks (NBC, CBS, ABC), entertainment content was mass-produced for a “general audience,” which effectively meant white, middle-class, heteronormative families. Shows like I Love Lucy and The Andy Griffith Show reinforced domestic ideals, while variety shows created shared national rituals. However, this homogeneity also excluded and marginalized non-dominant groups. The civil rights and feminist movements gradually forced changes, leading to more diverse representation in the 1980s–90s ( The Cosby Show , Murphy Brown ). Entertainment will remain central to human experience; the
Gerbner (1976) argued that heavy television viewing “cultivates” perceptions of reality congruent with media portrayals. For example, frequent viewers of crime dramas overestimate real-world violence. In the streaming era, binge-watching intensifies cultivation effects, as immersive narratives shape viewers’ baseline assumptions about relationships, success, and danger.
This perspective reframes audiences as active agents who select media to satisfy specific needs: cognitive (information), affective (emotional release), personal integrative (status), social integrative (belonging), and tension-free (escape) (Katz et al., 1973). Entertainment content thus competes for attention by fulfilling psychological functions, explaining the appeal of genres from horror to romance.
