The concept of customization acknowledges the viewer's role in reconstructing cultural objects and practices and forming them to fit their new location.
According to Campbell in his piece “The Craft Consumer”, this is done by selecting goods with specific intentions in mind to alter them.
The producer of the baseball cap designed it to be worn with the bill facing forward, while the ‘customizer’ might have a different intended purpose.
In his piece the “German Dual System”, Theodor Lewis argues that during this process a ‘decommodification’ occurs, where a commodity changes from being the “norm” to holding a personal value, often cultural.
Reporter Jeong explains within the article that due to the borrowing of this system, South Korea was able to modernize rapidly.
Taking a customization approach is a “quick study of the experiences of older industrialized countries (468 Lewis).