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Title: Glocal strategies by cosmopolitan in China
Other Title: 美国《时尚》品牌杂志在中国的全球本土化策略
Authors: Wu, DD 
Issue Date: 2017
Source: 外语与外语教学 (Foreign languages and their teaching), 2017, no. 3, p. 62-67
Abstract: 本文对《时尚》(在美国创立并最初基于美国的全球品牌时尚杂志)在中国所采用的全球本土化策略进行系统性研究。作者通过访谈、内容分析、多模态话语分析及语言分析,对该杂志的中国版本与相对应的美国版本做了对比研究。研究表明,在中英文版本都保持一部分全球通用的语篇结构的同时,该杂志的中文版本采取了广泛的本土化策略,如使用本土模特及其故事,使用中国人特有的非言语交际模式,并将中西方价值观融为一体,将本土地方方言和表达方式与外来词、字母词糅合在一起。
The paper examines the glocalization strategies used by the global fashion magazine Cosmopolitan in its re-branding, recontextualization process in China. Incorporating methods of ethnographic observation, thematic analysis,multimodal discourse analysis and linguistic analysis, the study reveals that while the local/Chinese version of the magazine has observed some common,global generic structures, it manifests extensive localization/glocalization strategies,e. g., in the choice of local models and stories, in the visual,non-verbal presentation of the local models, in the hybridization of both American and Chinese values,and in the mixing of English,Standard Written Chinese and the vernacular expressions in the narrative.
Keywords: Glocalization
Cosmopolitan
Branding
Transcultural communication
Discourse analysis
Publisher: 大連外國語學院學報編輯部
Journal: 外语与外语教学 (Foreign languages and their teaching) 
ISSN: 1004-6038
Rights: © 2017 中国学术期刊电子杂志出版社。本内容的使用仅限于教育、科研之目的。
© 2017 China Academic Journal Electronic Publishing House. It is to be used strictly for educational and research purposes.
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