As members of a globalised and connected society, it's fair to assume that everyone reading this post has access to some form of internet. This access, which most would claim to be a human right in 2022, has not only bridged continents, but cultures, redefining what we internet users would define as pop culture.
In its simplest form, Pop Culture is considered trending media, practices, beliefs, and even objects highly used in mass media outlets. As our world becomes increasingly interconnected, the media sources we have access to also increase, providing us viewers with a highly diverse range of media flowing in from various cultures and languages. With the introduction of on-demand streaming platforms like Netflix, we've gained access to a whole new world of media originating from cultures all across the globe.
Squid Game and The Good Doctor are some examples of global content that I have experienced due to newfound ease of access with online streaming services, both available on Netflix. These two media texts both make use of Ksiazek and Webster's cultural proximity theory, which articulates that audiences instinctively gravitate towards media based on their own culture and/or language. The concept acknowledges that cultural cues such as language, mannerisms, gestures, clothing, architecture and even eye contact all work together to construct a stronger narrative. When these cues match those of the viewer, it becomes easier to relate and connect with the text.
The Squid Game series was filmed in Korean but was released with an English voiceover version. Following the theory of cultural proximity, Netflix automatically pushed the English version to Australia, England, The USA and other English-speaking locations. As a result, Squid Game quickly became Netflix's most successful show, drawing over 100 million viewers since launch.
The Good Doctor is based entirely on the popular South Korean show Good Doctor, which follows the same plotline as the American remake we have all seen. By taking the blueprint of the Korean Good Doctor and injecting it with English (American) culture and language, it makes it much more appealing to an English audience. Similarly, with Netflix's Squid Game, by performing an English voiceover for the series, they expanded their audience to both Korean and English, driving the show into an additional 67 English-speaking counties' media markets, which ultimately resulted in the success of the show.
Globalisation has developed an interconnected global society, and with that comes the blending of international media and their cultures. With the introduction of more and more streaming services, it's becoming more accessible than ever to explore media from other counties. Netflix's use of algorithmic cultural proximity to share global media on their platform has been proven a success via Squid Game and the adaptation of the Korean Good Doctor, which was also highly successful, actually becoming the ABC's most-watched freshman series in 13 years. Highlighting the effectiveness of Ksiazek and Webster's theory of cultural proximity.
