Glocalising voice and style of cosmopolitan in China

Doreen D. Wu, Agatha Man Kwan Chung

Research output: Chapter in book / Conference proceedingChapter in an edited book (as author)Academic researchpeer-review

2 Citations (Scopus)


This paper attempts to apply and extend the glocalisation perspective proposed by Wu (2008a) to systematically investigate the strategic localisation strategies of Cosmopolitan (the global brand fashion magazine founded and originally based in USA) in China. Content analysis, multimodal discourse analysis and linguistic analysis, in addition to ethnographic observation, have been conducted to compare the construction of the local/Chinese versions of the magazine with their American counterparts. It is found that while both the Chinese and English versions share some common/global generic structures, the Chinese version of the magazine manifests extensive localisation strategies in the choice of local models and voices, in the hybridisation of American and Chinese values, and in the use of local vernacular patterns and expressions. The paper concludes with a discussion on the significance of glocalisation for trans-cultural communication and for teaching and researching translation studies.
Original languageEnglish
Title of host publicationTranslation and Cross-Cultural Communication Studies in the Asia Pacific
Number of pages13
ISBN (Electronic)9789004299245
ISBN (Print)9789004299238
Publication statusPublished - 1 Jun 2015


  • Discourse analysis
  • Glocalisation
  • Transcultural communication
  • Translating global brand fashion magazines in china

ASJC Scopus subject areas

  • General Arts and Humanities
  • General Social Sciences


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