Patterns of global-local fusion in chinese internet advertising

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

4 Citations (Scopus)

Abstract

To investigate phenomena related to the global production of the local and the localization of the global and the possible patterns of global-local fusion, the present study has examined a range of image and language resources deployed by multinational as well as local corporations in China and developed a systematic, quantitative method of measuring glocalization.
Original languageEnglish
Title of host publicationDiscourses of Cultural China in the Globalizing Age
PublisherHong Kong University Press, HKU
Pages99-112
Number of pages14
ISBN (Print)9789622099128
Publication statusPublished - 1 Dec 2008

ASJC Scopus subject areas

  • Social Sciences(all)
  • Arts and Humanities(all)

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