Cross-Cultural Identity and Media Globalization,Localization

Abstract:Recent years witness the great concerns and anxieties from an increasing number of researchers upon the issue of media globalization and culture identity,or rather homogenization and heterogeneity.There,however,exists a harmonious relationship between media globalization and culture identity,rather than a contradictive one.Media globalization can effectively represent audience’s culture identity in its process of localization.In sense of culture,reasons to media localization and measures to achieve localization will be discussed from the commercial,social and practical perspectives.