After the American Century: The Ends of U.S. Culture in the Middle East

Hardcover | December 1, 2015

byBrian T. Edwards

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When Henry Luce announced in 1941 that we were living in the "American century," he believed that the international popularity of American culture made the world favorable to U.S. interests. Now, in the digital twenty-first century, the American century has been superseded, as American movies, music, video games, and television shows are received, understood, and transformed.

How do we make sense of this shift? Building on a decade of fieldwork in Cairo, Casablanca, and Tehran, Brian T. Edwards maps new routes of cultural exchange that are innovative, accelerated, and full of diversions. Shaped by the digital revolution, these paths are entwined with the growing fragility of American "soft" power. They indicate an era after the American century, in which popular American products and phenomena-such as comic books, teen romances, social-networking sites, and ways of expressing sexuality-are stripped of their associations with the United States and recast in very different forms.

Arguing against those who talk about a world in which American culture is merely replicated or appropriated, Edwards focuses on creative moments of uptake, in which Arabs and Iranians make something unexpected. He argues that these products do more than extend the reach of the original. They reflect a world in which culture endlessly circulates and gathers new meanings.

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When Henry Luce announced in 1941 that we were living in the "American century," he believed that the international popularity of American culture made the world favorable to U.S. interests. Now, in the digital twenty-first century, the American century has been superseded, as American movies, music, video games, and television shows ...

Brian T. Edwards is Crown Professor in Middle East Studies and professor of English and comparative literary studies at Northwestern University, where he is also the founding director of the Program in Middle East and North African Studies. He is the author of Morocco Bound: Disorienting America's Maghreb, from Casablanca to the Marra...

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Format:HardcoverDimensions:288 pages, 9 × 6 × 0.98 inPublished:December 1, 2015Publisher:Columbia University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0231174004

ISBN - 13:9780231174008

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Table of Contents

Preface1. After the American Century: Ends of Circulation2. Jumping Publics: Egyptian Fictions of the Digital Age3. "Argo Fuck Yourself": Iranian Cinema and the Curious Logics of Circulation4. Coming Out in Casablanca: Shrek, Sex, and the Teen Pic in Contemporary MoroccoEpilogue: Embracing Orientalism in the HomelandAcknowledgmentsNotesIndex

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Now that American power is receding across the globe it is a good time to ask how... methodologies might adapt to these new circumstances, and what we might name such an academic adaptation. Brian T. Edwards' important new book... provides us with a possible answer to this arguably urgent question.