Abstract
Globalization of media and culture brings about complicated impacts. On the one hand, the flow and connection beyond national borders has promoted new kinds of cross-border exchange, alliance, and dialogue. On the other, however, what is even more conspicuous is the fortification of national cultural borders. This chapter discusses how such introverted forces gain momentum in the 21st century context of market-driven globalism by examining the rise of cyber-driven neo-nationalism, nation branding, and commercial nationalism in Japan. It shows how the protection and promotion of national interest has become a governing code that works hand in hand with the intolerance of “anti-Japanese” and eventually overwhelms transgressive and dialogic dynamism of globalization.
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