全球化与文化移植

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《全球化与文化移植》是2012年浙江大学出版社出版的图书,作者是曾立人。
书    名
全球化与文化移植
作    者
曾立人
ISBN
9787308099509
页    数
190
定    价
35.00元
出版社
浙江大学出版社
出版时间
2012-5

全球化与文化移植内容简介

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《全球化与文化移植:中美广告对比研究视角下的中国文化变迁》通过对1979-1998年间中国和美国流行杂志的5737幅随机抽样的图片广告进行分析,发现在改革开放后的二十年间,全球化仅造成了部分文化移植:在广告的技术制作、专业标准和部分卖点上,中国广告不断向美国广告靠拢;但是在广告的深层次文化理念和文化表征上没有显著变化。本书在此基础上提出了中西方文化不同的信息传播模型。[1] 

全球化与文化移植编辑推荐

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广告是一个社会经济和文化发展的标杆。《全球化与文化移植——中美广告对比研究视角下的中国文化变迁》从杂志平面广告的视觉文化表征入手,研究全球化对中国文化产生的影响。通过问卷调查,选择了1979—1998年间国内最有影响力的18种杂志,对通过随机抽样选出的262期杂志里的3916幅广告进行了卖点和视觉表征分析。

全球化与文化移植目录

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Introduction
  1.1 Goals of the Book
  1.2 Theoretical Reasons for Country and Time Period Selection
  1.2.1 Pragmatic and Personal Reasons
  1.2.2 Selection of Time Period
  1.3 Problem Statement
  Literature Review
  2.1 Theories of Globalization
  2.1.1 The Modernization Perspective
  2.1.2 The Dependency Perspective
  2.1.3 The World-system Perspective
  2.1.4 Globalization
  2.1.5 Cultural Dependency and Cultural-media Imperialism
  2.2 Theories of Intercultural Communication
  2.2.1 Culture Defined
  2.2.2 Hofstede's Four Dimensions
  2.2.3 Time Perception
  2.2.4 Hall's Context Framework
  2.2.5 Yum's In- and Out-Group Differentiation
  2.2.6 Bernstein's "Elaborated" and "Restricted" Codes
  2.3 Culture and Advertising
  2.3.1 The Critics of Advertising
  2.3.2 The Advocates of Advertising
  2.3.3 An Interactive Model of Advertising,Society and Culture
  2.4 Methods for Analyzing Advertisements
  2.4.1 Content Analysis as a Research Method
  2.4.2 Semiotics as a Research Method
  2.4.3 The Semiotic System of Advertisements
  2.4.4 Dyer's Three-level Advertisement Analysis Framework.
  2.4.5 Leiss et al.'s Basic Advertising Format Framework
  2.4.6 Interactive Meaning Framework
  Hypotheses and Significance of the Study
  3.1 Format Analysis Hypotheses
  3.2 Socio-cultural and Ideological Analysis Hypotheses
  3.2.1 Cultural Appeals
  3.2.2 Ideological Analysis
  3.3 Hypothesis on the Impact of Globalization
  3.4 Methodological Contribution
  3.5 Contributions to Theory-building in Different Areas
  4 Research Methodology
  4.1 General Design
  4.2 Magazine Selection
  4.3 Sampling Scheme
  4.4 Data Collection
  4.5 Measurement Instrument and Coding Procedures
  4.6 Reliability Tests
  5 Results
  5.1 Format Analysis
  5.1.1 Number of Ads in Each Magazine Issue
  5.1.2 Layout Size of Each Ad
  5.1.3 Pictorial/Text Ad Ratio
  5.1.4 Basic Advertising Format
  5.2 Cultural Appeals
  5.3 Ideological Analysis
  5.3.1 Depiction of Women
  5.3.2 Minority Depiction
  5.3.3 Contact
  5.3.4 Social Distance
  5.3.5 Attitude
  5.3.6 Modality
  6 Conclusions and Diseussions
  6.1 Format Analysis and Implications
  6.2 Cultural Analysis Results and Implications
  6.3 Ideological Analysis Results and Implications
  6.3.1 Depiction of Women
  6.3.2 Depiction of Minorities and Westerners
  6.4 Implications on Transfer of Media Professionalism and Globalization
  6.5 Limitations of the Study and Suggestions for Future Research
  6.6 Communication,Culture and Society:A New Model
  6.6.1 Two Basic Modes of Intercultural Communication
  6.6.2 A Bimodal Model of Intercultural Communication
  Appendix A:Magazine Titles and Frequencies Nominated by Interviewees
  Appendix B:Matrix of Nominated Magazines and Categories
  Appendix C:List of Magazines Sampled
  Appendix D:Advertisement Survey Statistics Recording Sheet
  Appendix E:Shooting Instructions
  Appendix F:Photographing Record Sheet
  Appendix G:Coding Book
  Appendix H:Examples of Chinese Ads in Each Category
  References
参考资料
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