Preserving American Dominance Through Global Culture Construction In Avatar: The Last Airbender

Oleh :
Arwan Wisnu Pradana - C0306001 - Fak. Sastra dan Seni Rupa

This research is purposed to explain how the global culture is constructed in the animation series and how the global culture construction preserves Americandominance, whether the creators respond to the changing course of global culture in construction of Avatar: the Last Airbenderortheypreserve the American culture in the construction of the global culture. This research is a descriptive qualitative research which uses several episodes of Avatar: the Last Airbenderanimation seriesas its source of data. The primary data consists of dialogues, characters and characterization, and setting of place. It is supported with secondary data taken from of journals, internet articles and another animation series. The research is conducted under the framework of American Studieswhich is an interdisciplinary study. Therefore, it involves some disciplines in the forms of theory and approach in analysing the animation series.In answering the research question, the researcher uses global culture theory, semiotic theory, and socio-cultural approach. After conducting the research, it is found that Avatar: the Last Airbenderis constructed with global culture value that combines American and Asian culture. The construction of the main characters, setting of place, and the story showtheglobal cultureasa combination of American andAsian culture influence. However,the animation series still preservesAmerican culture dominancedespite its rich Asian culture influence.It can be said as American value in Asian package. This is an Americans’ response ofthe emergence of Asian rising power thatmakes a changing course of global culture.They try to find a way to welcome Asia as the new global culture and at the same time preserve their domination in the world's cultural contestation. Keywords: global culture, popular culture, Asian culture, American dominance, animation.