【作者】 吕蓁；

【导师】 李敬一；

【作者基本信息】 武汉大学 ， 传播学， 2005， 硕士

【摘要】 媒介“本土化”和“全球化”之间存在的竞争,反映了作为博弈双方的本土媒介组织与跨国媒介集团之间在争夺受众市场时的复杂关系。引发媒介“本土化”策略的原因,除了媒介自身追求经济利益的自我因素外,文化维模原理和文化适应原理是迫使媒介采取“本土化”策略的深层原因。博弈论为分析媒介“本土化”策略提供了独特的方法。在这一理论关照下,多方博弈成为媒介竞争的常态:一定时间的有限策略和长期竞争的无限策略并存为媒介竞争提供了多种策略选择机会;在竞争状态上,处在动态博弈状况下的媒介竞争既存在着一定时间内同类媒介之间的零和博弈状态,也同时在进行着媒介整体竞争的变和博弈。而这些博弈特征决定了媒介竞争的策略必须是“融入其中而有所作为”。由此得出“媒介本土化策略实质上是掩盖媒介复杂的竞争实质的外包装”这一结论,这个结论对深刻认识媒介竞争具有重要意义。“本土化”要求节目内容的本土化、文化构成的本土化、审美品格的本土化和表述方式的本土化,这些方面被跨国媒介演绎成以本土化的形式传播异质文化的价值取向的现实,对这种竞争实质的分析既有助于深刻认识媒介“本土化”和“全球化”的实质,也给中国本土媒介参与“全球化”竞争提供了可供借鉴的方法。更多还原

【Abstract】 There is competition between localization and globalization of media .This competition shows complicated relations between local media and transnational media in contending with each other for the market of audience .The reason for taking local strategy is that media itself pursues economic interest .Added to this ,Culture Latency theory and Culture Adaptive theory are deep-seated reasons that why media is taking local strategy .Game theory has found a unique way to analyze local strategy . In this angle of view , multidirectional game has become normal .When people choose strategy ,both of limited strategy and limitless strategy are always be chosen in media competition. Media competition in the state of dynamic game not only has zero-sum game among the same kind of media in it, but also has mutative-sum game among all kinds of media. The characteristic of game decide that the strategy of media competition must be to join in it and to do something. On the grounds of this way ,we can conclude that the fact of local strategy is the cover of the competition among medias .This conclusion would make sense for us to understand the significance of media competition .Localization demands in 4 aspects ,program content ,culture components ,program taste and expression .In practice ,these aspects have been deduced as communicating essence of different culture with local method .To analyze the fact of this kind of competition can help us to recognize media localization and globalization deeply .In addition ,it shows an available way to local media that how to join the global competition .更多还原