A vast cultural movement is emerging from outside the Western world. Truly global in its range and allure, it is the biggest challenge yet to Hollywood, McDonald's, blue jeans, and other aspects of American mass-produced popular culture. This is a book about the new arbiters of mass culture -India's Bollywood films, Turkey's soap operas, or dizi, and South Korea's pop music. Carefully packaging not always secular modernity, combined with traditional...