Modernization and Tradition in an Age of Globalization: Cultural Values in Chinese Television Commercials

The authors analyzed commercial advertisements (N = 496) being broadcasted by three television stations in China in the summer of 2000, clarified the theme of key value, and analyzed 13 value themes applicable to the current sample Was identified. Research found that the most dominant theme in commercial advertising in China is product quality / effect, family, modernity, beauty / youth and happiness, spreading of utilitarian value and traditional value in Chinese advertising industry And showed the coexistence of contemporary value. The value theme specified in this research was compared with the previous conceptualization and discussed in the context of globalization and Chinese cultural change.

It is an abstraction. In this article I will explain the influence of Chinese traditional and contemporary cultural values ​​on academic performance and how it is reflected in parents and children's beliefs. Traditionally, Chinese philosophy emphasizes human plasticity and the value of self improvement. Chinese parents set higher standards than American colleagues and do more homework with their children. These factors may help explain the outstanding achievements of Chinese children in cross country comparative mathematics.

Chinese young people risk losing traditional value. It is widely believed that western values ​​such as individualism and materialism are brought into Chinese culture and cause a series of changes in the process of globalization in Chinese society. While reaching out to the culture of the world, Chinese young people are faced with the task of maintaining traditional values ​​and internalizing traditional cultural awareness. Brock and Tulasiewicz (Parmenter, 1997, p. 27) argues that cultural identity is "a world view developed and developed by individuals who talk to others." Clearly, unlike the world view held by the traditional large Chinese culture in contact with the world culture, the prospects of the young Chinese world are challenging. Therefore, globalization and Western values ​​are challenging the cultural identity of Chinese youth.