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Cultural Barriers to the Success of Foreign Media Content
Ulrike Rohn
其他書名
Western Media in China, India, and Japan
出版
Peter Lang
, 2009
主題
Art / General
Art / Business Aspects
Business & Economics / General
Business & Economics / Business Communication / General
Business & Economics / Education
Business & Economics / Marketing / General
Drama / General
Language Arts & Disciplines / Communication Studies
Language Arts & Disciplines / Style Manuals
Social Science / Media Studies
ISBN
3631594305
9783631594308
URL
http://books.google.com.hk/books?id=xWl7coVHCncC&hl=&source=gbs_api
EBook
SAMPLE
註釋
What media content attracts audiences across cultures and what does not? What does the cross-cultural audience demand depend on? The author takes a new approach to understanding cultural barriers to the success of foreign media content by analyzing the entry strategies of Time Warner, Disney, Viacom, News Corporation, and Bertelsmann with regard to China, India, and Japan in terms of their respective localization efforts. In-depth interviews with companies' representatives give an insight into how they view the need for locally-produced media in these countries. The author develops and employs the Lacuna and Universal Model that provides a new theoretical classification of reasons for the cross-cultural success and failure of media content, as well as the Vertical Barrier Chain that locates cultural barriers in the wider context of legal, political, and economic barriers to successful entry into foreign media markets.