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In order to characterize and explain regional formation processes, theories in the field of international relations have focused primarily on political and economic parameters that were drawn from experiences in Western Europe. In East Asia, however, it is often mentioned that "regional dynamism" and cross-border economic activities, rather than formal agreements between governments, or shared historical or cultural "Asian" background generates the formation of the region. This article, however, examines the role popular culture plays in shaping and regionalizing East Asia. It focuses on the process by which confluences of culture have diffused throughout East Asian markets in the decades surrounding the 1990s and the concurrent formation of regional media alliances. An attempt is made to go beyond state-centric explanations of regionalization and extend the cultural approach to regionalization, demonstrating how popular culture can affect regional formation.
Introduction
Regional formation ideas and theories have existed before and throughout the twentieth century.1 However, it was only after the end of the Cold War and the collapse of its bipolarized world system that ideas of regional formation came to be espoused in many parts of the world (Mansfield and Milner 1999). The rise of regionalism in world politics has undergone further reappraisal in an area of globalization, both as a response and a challenge (Mittelman 1996; Hettne et al. 1999). Manifestations of this phenomenon are pronounced in the progress that the European Union has achieved, as well as in other ongoing regional formation attempts, such as in North America (NAFTA), South America (Mercosur), Africa (AU), Asia (ASEAN, EAEC], and the Asia-Pacific (APEQ.
Throughout most of the twentieth century Asia was a relatively divided continent. In terms of regional formation, the term "Asia" itself was not much more than a matter of nomenclature, which merely indicated the continent's geographic location. Previous attempts to promote solidarity among Asians did take place,2 but those seemed to have been futile or stagnant, at best. However, in the last two decades areas within Asia are increasingly being "pushed" towards each other. A new international manoeuvring away from the American and Soviet Union dominated Cold War era politics, together with the ever-evolving political and economic integrating forces, provided the right incentives for this region's governments and markets to come closer together. In...