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Mass MediationsNew Approaches to Popular Culture in the Middle East and Beyond$
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Walter Armbrust

Print publication date: 2000

Print ISBN-13: 9780520219250

Published to California Scholarship Online: May 2012

DOI: 10.1525/california/9780520219250.001.0001

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Playing It Both Ways

Playing It Both Ways

Local Egyptian Performers between Regional Identity and International Markets

(p.120) Five Playing It Both Ways
Mass Mediations
Walter Armbrust
University of California Press

This chapter presents an alternative view of transnational media consumption, studying two Egyptian performance communities that relate differently to both global and national trends. The first is the Cairene community of Muhammad 'Ali street, which largely exists outside the influence of global culture markets and has experienced both the state's favor and disfavor. The second community is Upper Egyptian, which is marginal within Egypt, and is precisely the kind of phenomenon that is favored in metropolitan “world beat” music which aims to present itself as an alternative to leading metropolitan trends.

Keywords:   transnational media consumption, performance communities, global trends, national trends, Cairene community, global culture markets, Upper Egyptian, metropolitan world beat, metropolitan trends

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