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Cross-Cultural Identity and Media Globalization, Localization
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Recent years witness the great concerns and anxieties from an increasing number of researchers upon the issue of media globalization and culture identity, or rather homogenization and heterogeneity. There, however, exists a harmonious relationship be?tween media globalization and culture identity, rather than a contradictive one. Media globalization can effectively represent audi?ence’s culture identity in its process of localization. In sense of culture, reasons to media localization and measures to achieve lo?calization will be discussed from the commercial, social and practical perspectives.
culture identitymedia globalizationlocalization
ZHANG Hai-yan
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School of Language&Communication, Beijing Jiaotong University, Beijing 100044, China
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