The Study On Glocal Strategies Of Production Of Media Products

Glocalization is a concept combining the ideas of globalization and localization, which is the inevitable result and trend of economic and cultural globalization. Among all the realms, the media serve as an important one in which glocal strategies are widely demonstrated since the media are important for the function of connecting international market and the local one. This study adopts text analysis method and cultural studies approach, and aims to sort out and analyze the glocal strategies of the production of media products in four aspects, including documentary, teleplay, animation, and reality show.In a documentary, glocal strategy can be seen in the selection of subjects, content creation and value permeation. It put great emphasis on the universality of the subjects, objectivity, and the demands of the audiences. In the content production, international standard production skills are combined with local elements. In the value permeation, it focuses on the dialogues between different values and viewpoints, which skillfully and effectively expresses the local values in a global way. It is very common and popular to transplant the Reality television, which is adapted to a local on the cater for the market. As to the reality show, it is very common and popular to transplant it to a local market, and it creates new cultural phenomena due to its wide popularity.Animation, as one of the media discourses, also adopts glocal strategies into its content production. For instance, both "Mulan" and "Kung Fu Panda" received global success and they use glocal strategies technically into their production:glocal reconstruction of the classic subjects, glocal remodeling of the roles, and glocal resetting of the main ideas.Teleplay, as one of the highest-selling media products, emphasizes multi-cultural identity. One the one hand, it constructs a diversified cultural landscape through cultural mixture, on the other hand, it introduces daily life aesthetics to the palace of art, lowering the barriers of appreciating different cultures for the audiences.In the context of glocalization, local culture is repackaged and reconfirmed by remaking and adapting classic teleplays to achieve a win-win situation for economic and social benefits. Another glocal strategy used by teleplay is to adopt consumer texts to cater the audiences, which eliminates differences in meanings and creates differences of signs to balance globalization and localization.