Modernization and tradition in an age of globalization: Cultural values in Chinese television commercials

N2 - Analyze commercial advertisements (N = 496) being broadcast on three television stations in China in the summer of 2000, identify key theme themes, identify 13 value themes applicable to the current sample Did. 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.

AB - The authors analyzed the commercial advertisement (N = 496) being broadcast at three television stations in China in the summer of 2000, clarified major value themes, and found 13 value themes applicable to the current sample I identified it. 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.

China's youth identity crisis in the context of globalization can mainly be analyzed from two aspects. Cultural identity crisis and social identity crisis. The crisis of cultural identity is the crisis of Chinese traditional world view and cultural values, invading China's traditional cultural values ​​in the process of Western culture and values, the social identity crisis Arise from the identity of an individual and the classification of others. Therefore, belonging to this group (Tajfel, 1981), in the case of China, the subsequent article will analyze how young Chinese in China are classified by group. But first of all, in this article I will explain the uniqueness of Chinese youth under the influence of globalization and global culture.