individuals may choose to actively consume foreign cultural products, embrace ideas, values and beliefs that they can promote
Example
award winning film Braveheart led to 300% increase in tourists visits to the National Wallace monument in Scotland the year after it was released
Example
teen comedy “to all the boys I’ve loved before” caused a rise in interest in Yakult, drink from Japan that was featured in comedy
Example
film “blackfish” documented the poor treatment of captive killer whales at SeaWorld - US marine park 21 mil viewers attracted to movie. SeaWorld forced to end killer whale breeding program.
last case resort - you can use how many people embrace fast food chains, McDonalds etc.
individuals and communities may also choose to resist the influences of cultural globalisation due to various social, political or economic reasons to protect local industries / culture / way of life from becoming diluted → they may reject foreign cultural products
Example
korean wave enjoyed great popularity in Japan Kpop often taps music charts, and K dramas are frequently broadcasted on local TV
it also received hate from locals
- concerns over how korean influences threaten / dilute Japanese culture and cultural businesses
result → some japanese do not buy korean products bc they are made in Korea. major japanese websites that promote Korean culture have also seen dramatic declines in number of visitors