Study On Phoenix TV Under The Glocalization

"Glocalization"means different cultures effected on each other in different ways. Now multi-national corporations and organizations, however, put the powerful political-economical effects on culture interflow, with the result of crisis of culture homogenization. However, glocalization means opportunities for the local culture also. Local culture can have it's own inflluence on the whole word. On culture is also on how to live, live in wich life way. During the interactive process between local culture and outcoming culture, culture will demonstrate a colorful landscape.Homogenization or heterogenization in culture hide diffent ways of living. When different culture cluster together, the one who dominate the explantation right will have the upper hand in the competiton. As a form of culture, what kinds of choice should be make for media, and what result and meaning will be for this kind of choice.In this dissereation, we will expound on that culture will not be homogenized as cultural inperialism said with the help of concepts from Robertson, Giddens and Castells during the process of interative culture. Through dis-embedded and re-embedded, global and local will communicate with each other. Local will not accept glocal passively. Through movement, local person will make suitable choice by the way of reflexivity.By analyzing the political-economia power which effect Phoenix TV, we got to know that it had enormous influence on glocalization. By analyzing the practice of Phoenix TV, we see it how to make choice, how to take advantage of media to agglomerate local sense. When Phoenix TV face homogenization and heterogenization, he stands on the side of reserve local culture. Via the emphasize of local culture and practice, Phoenix TV, on the one side demonstrate the initiative ability in cultural construction, on the other side, call for the members from the local society to make effort to reserve local culture.