K-pop i kreatywne konsumowanie kultury popularnej
K-pop and creative consumption of popular culture

Summary/Abstract: To say that we are losing ourselves in the homogenizing mass which is consuming the same products sold around the globe would be a simplification. In the example of K-pop, I am trying to delineate the ways in which creative consumption makes corporations comply with the local traditions and the tastes of individual consumers in developing effective marketing strategies. Indeed, the power of cultural diversity does not consist in being isolated from pop culture, but it results from the nature of consumption practices, because it does matter to people what things they creatively consume and how they do this. This work is an important part of the process of identity formation.

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