《全球化與文化移植》是2012年浙江大學出版社出版的圖書，作者是曾立人。
基本介紹
- 書名：全球化與文化移植
- 作者：曾立人
- ISBN：9787308099509
- 頁數：190
- 定價：35.00元
- 出版社：浙江大學出版社
- 出版時間：2012-5
內容簡介,編輯推薦,目錄,
內容簡介
《全球化與文化移植:中美廣告對比研究視角下的中國文化變遷》通過對1979-1998年間中國和美國流行雜誌的5737幅隨機抽樣的圖片廣告進行分析，發現在改革開放後的二十年間，全球化僅造成了部分文化移植：在廣告的技術製作、專業標準和部分賣點上，中國廣告不斷向美國廣告靠攏；但是在廣告的深層次文化理念和文化表征上沒有顯著變化。本書在此基礎上提出了中西方文化不同的信息傳播模型。
編輯推薦
廣告是一個社會經濟和文化發展的標桿。《全球化與文化移植——中美廣告對比研究視角下的中國文化變遷》從雜誌平面廣告的視覺文化表征入手，研究全球化對中國文化產生的影響。通過問卷調查，選擇了1979—1998年間國內最有影響力的18種雜誌，對通過隨機抽樣選出的262期雜誌里的3916幅廣告進行了賣點和視覺表征分析。
目錄
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
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
