CBS 466 Chinese Media in the Bilingual Context Term Paper--The Glocalization of Hong Kong Tourism Popularized Discourses
Programme:
BA (Hons) in Chinese and Bilingual Studies
Name and
Leung Wing Chi, 10545959D
student No.:
Wong Yin Ting,
Date:
3/05/2011
10503540D
1. Background of the research
1.1 Introducing ‘Glocalization’ The word ‘glocalization’ is the hybridized form of ‘globalization’ and ‘localization’. According to Oxford English Dictionary, glocalization is defined as the adaptation of global influences in accordance with local conditions. These terms have been widely used in different aspects including business, academia, media, etc. In this paper, media and culture is the major context for applying the mentioned concept.
According to Robertson (1995), who is the inventor of this concept, ‘the current globalization involves what is best described as glocalization’. In another words, glocalization can be treated as an advanced and holistic expression of nowadays globalization. Globalization is defined as a process of combining different cultures and a result of sharing resources from different culture, while localization is generated to respond globalization to keep and cherish the uniqueness of local culture (陳&李, 2000).In this sense, globalization is no longer a process of making a certain culture becomes a universal culture by conquering and destroying otherculture(歐陽, 1998). To clear the any misunderstanding towards globalization, glocalization is a better version to demonstrate a culture being globalized locally.
Zhang and Yang (2010) also pointed out that globalization is the trend of the whole world, local culture however cannot be neglected. Although the importance of different cultures may be treated differently in terms of the country’s economic status, the process of transculturation is to facilitate the diversity of culture in the context of globalization.
To discuss glocalization in media, many scholars suggest that Glocalization need to be adopted in China. One of the purposes is to enhance the effectiveness of media communication. A Chinese scholar Meng suggested that globalization is the mean of transmitting information, while localization is the way for the information to reach the audience, we should therefore have a globalization mindset anda localization strategy to better communicate.(孟, 2004). In addition, it is advised that Chinese media should actively involve in globalization in order to keep her local and ethical value. Chinese culture ought to be promoted to the world by the means of international media.(邵&夏, 2010)
1.2 Discursive hybridity Discursive hybridity is suggesting that discourse is the mixture of different
cultures in different societies (Feng, 2010). Discourses can be treated as the means of expressing oneself, not solely by languages, but different aspects including music, calligraphy, etc. In this paper, tourism popularized discourses including five aspects, which are introduced in the latter part, is studied to determine their hybridity.
1.3 Hong Kong Tourism Hong Kong is undeniably a famous tourism destination. Hong Kong is renowned as ‘The Pearl of the Orient’, ‘the Shopping paradise’ and ‘the Heaven of Cuisine’. Glocalization can best be illustrated in cuisine. Rich diversity of local and international cuisine is Hong Kong’s major characteristic.Hong Kong is an international culinary destination, using indigenous Chinese cuisines as a point of differentiation. (Okumus, Okymus, & McKercher, 2007)Lu (2007), in his study, used Disneyland as an example to illustrate the phenomenon of glocalization of tourism marketing. It stated that Disney corp. is successful because of its globalized culture and brand management, and its localized marketing strategy. Hong Kong Tourism is therefore is worth-studying field in terms of glocalization.
1.4 Feng’s study In Feng’s study, the focus is put on the tourism popularized discourses in Beijing.
It was found that anxiety for modernity, ignoring local culture and history when promoting globalization in Beijing, is appeared in Beijing tourism development. The writer emphasized that people should overcome the anxiety caused by modernization and globalization. The uniqueness of local culture cannot be ignored.To remove the anxiety and emphasize the significance of glocalization, Beijing tourism popularized discourses was analyzed. The result is that a balanced development of globalization and localization is reflected in the dimension of language, picture, and music. A stronger globalization trend is observed in tourism infrastructure, while a strong localization embodies in scenic spots and catering culture.(Feng, 2010)
2. Research Methodology
The paper aims to investigate how the tourism promotional discourses of Hong Kong reflect and establishes the phenomenon of glocalizationand to examine the tendency of weak globalization and strong localization or vice versa in various aspects including language, picture, transport, music, accommodation, scenic spot, and catering service.
The framework of this paper is based on the research paper of JieyunFeng: Discursive hybridity And Glocalization --- a case study on Beijing Tourism popularized discourses.
The criteria for the investigation will be set on two aspects i.e. to define the nature and to define the quantity. To define the nature, with a reference to the theory of glocalization, globalization and localization are not contradictory to each other. Instead, they are interdependent and inter-reliant. To define the quantity, the method of statistics will be adopted to analyze the aspects of language, photos and music respectively to enhance the subjectivity and credibility of the paper.
Data is mainly collected form the official website of the Hong Kong Tourism Board i.e. http://www.discoverhongkong.com/eng/index.html. 155 photos were collected form the website to analyze the phenomenon of glocalization in the aspect of photos. Relevant photos are also collected to analyze in the other aspects such as basic travel infrastructure, attractions and catering culture.Two promotional videos by the Hong Kong Tourism Board are also cited to analyze in the music aspects.
3. Results and Discussion 3.1 Glocalizationof Language
In the dimension of language, the English and Chinese versions of the website of the Hong Kong tourism Board reflect balanced force of globalization and localization. To facilitate the understandings of the foreign visitors, the language of English is used in the English version. The English version of the website obviously reflects the characteristics of globalization. Chinese is mainly used in the Chinese version of the website to favor the visitors coming from Chinese mainland or local visitors. The Chinese version of the website has displayed the features of localization.
Glocalization in language is mainly reflected by the Chinese version of the website. A number of promotional discourses use code-mixing in the Chinese version, which has been obviously displaying the feature of glocalization. It is succeeded by adding English phrases in Chinese phrases. For instance, the session of “Chinese Opera Festival” on the website purposely introduce the beauty of Chinese opera. The correspondent Chinese of the title is “中國戲曲節”. However, the font type of the Chinese title is not simply printed as the normal font type. Instead, it is deliberately designed as the old Chinese calligraphy. The distinctive feature of Chinese characters is clearly shown that a strong sense of localization is created. Apart from the Chinese, English phrases are also inserted into the Chinese version. The English phrases are typical features of globalization. Shortly speaking, the Chinese version of the website
contains both the elements of localization as well as globalization, which establishes a strong sense of glocalization.
Fig. 1 the mixing of English in Chinese Calligraphy
However, different from the research of Feng (2010) on the tourism popularized Discourses, the English version of the website of the Hong Kong Tourism Board rarely mix Chinese in the English phrases. It is simply because when compare with Beijing, Hong Kong is a city which has absorbed both the culture of Chinese and English. Instead of purely promoting the Chinese culture as what Beijing Tourism Board has done, Hong Kong Tourism Board focus more on conveying the exact messages to the foreign visitors when considering the languages used. In the English version of the website, no Chinese phrases are code-mixed with English phrases.
3.2 Glocalization of pictures In the aspect of pictures, the features of glocalization of Hong Kong tourism
promotional discourses are evident. 155 pictures are collected from the website to analyze the phenomenon of glocalization. Among which, 80 pictures i.e. 52% show a relatively stronger sense of localization while 65 pictures i.e. 42% show a stronger sense of globalization. Only ten of them contain feature of glocalization. Examples of globalization include some modern and fashionable constructions like the Avenue of Star, the Hong Kong Convention and Exhibition Centre as well as some flagship companies etc.
Fig. 2 Constructions containing the elements of globalization
Examples of localization comprise some local and typical activities like Cheung Chau Da Jiu Festival, Hong Kong Well-wishing Festival in Lam Tsuen and the birth of Tin Hau etc.
Fig.3 Traditional activities showing the features of localization The feature of glocalization is noticeably illustrated by the interchange of the background of the website’s homepage. Initially, the background of the website’s
homepage is a picture of the Cheung Chau Da Jiu Festival which contains an immense sense of localization. Nevertheless, after 5 seconds, the background automatically changes into a picture of the night scenes of the Victoria Harbor which demonstrate a great sense of globalization. The interchange of the two backgrounds impressively demonstrates the feature of glocalization.
Fig.4 the interchange of the two backgrounds shows the feature of glocalization
In addition, glocalization is also reflected on pictures with a background of local Hong Kong attractions centering the figure of a foreign visitor. By putting the visitors in the middle of the pictures, the design deliberately arouse the curiosity and interest of them towards Hong Kong local cultures. For instance, in figure 5, the tourists are being put in the middle of the women street. The picture can attract the tourists to imagine that he or she is shopping at the women street and to obtain a sense of pleasure indirectly.
Fig.5 tourists are shopping at the women’s street
3.3 Glocalization of Transport The introduction and promotion of transport is in a balance of globalization and localization. The website has included 6 pictures regarding the facility of transport. Among which, 3 of them are containing local features like the Star Ferry, Hong Kong Tramway as well as the Peak Tram and the rest are all globalized transport facilities like taxis, bus and MTR etc.
Fig. 6 Localized transport facilities
In the area of transport facilities, the force of globalization and localization is balanced which means Hong Kong as an international city, on one hand, can provide convenient transport and at the same time retain its local features. It presents a strong sense of glocalization.
3.4 Globalization of Music Although the music has included both Chinese traditional and western music, it displays a trend of globalization. Two pieces of promotional video created by the Hong Kong Tourism Board are cited to examine the phenomenon. One of them is the Hong Kong tourism promotional video created in 2003 which lasts for 2:02 minutes. The other is created in 2010 which lasts for 2:41 minutes. In the 2003 video, the major tone of the music is traditional Chinese music, in which western music is incorporated. A stronger force of localization is demonstrated. However, when it comes to the 2010 video, the major tone of the video is western music whereas Chinese music is incorporated. The force of globalization is stronger. By comparing the two videos, a clear trend of globalization is presented in the aspect of music.
3.5 Globalization of Accommodation Under the session of accommodation, the website hasn’t put too much emphasis on introducing particular hotels but only provides general information of the hotels. For instance, it lists all the registered hotels on both the Chinese and English versions. Under the scheme of Quality Tourism Service, 9 hotels are introduced; with only 1 encloses features of localization and the rest are all globalized. The one and the only one localized hotel is Mingle Place by The Park. The
hotel is a classical "Tong Lau� which reserves the characteristics of the 1960's old Hong Kong. However, although the exterior part of the hotel retains the feature of localization, the inner part of the hotels is to a large extent globalized. For instance, the furniture is all with a westernized design. It is simply because when tourists coming to Hong Kong, they want to pursuit a comfortable accommodation. If the hotel merely includes the feature of localization and to provide some old furniture, it fails to meet the needs of the visitors.
Fig.7 exterior and interior parts of Mingle Place by The Park
3.6 Localization of Scenic Spots Among the 48 famous attractions introduced by both the Chinese and English versions of the website, 31 attractions accounting for approximately 65% contain local characteristics while the rest 17 comprise the feature of globalization. Examples of local attractions are the Women Street, the Former Kowloon-Canton Railway Clock Tower in TsimShaTsui as well as the The Kowloon Walled City Park. Globalized famous attractions consist of the Ocean Park, the Disneyland etc. Also, there are special
column designated for introducing the local features of Hong Kong towards the visitors. The column occupies quite a large capacity of the pages. For instance, some declared monuments in Hong Kong, the temples, the museums etc. are comprehensively introduced. A strong force of localization is presented.
Fig.8 localizedscenic spots
3.7Localization of catering culture In the aspect of catering culture, both the Chinese and English versions of the website have introduced the local delicacies and the global cuisines. Yet, the capacity of introducing local delicacies is far much larger than global cuisines. Approximately over 70% of the pictures related to catering contain localized features. Examples includes the local dim sum, Yum cha ('drinking tea') Sai Kung, Lei YueMun seafood, and Chinese BBQ, etc.
The phenomenon of strong localization and weak globalization in the aspects of scenic spots and catering culture is simply attributed to the wish of promoting local features of Hong Kong towards the world. It is only when and easier to emphasizing on introducing the special scenic spots and catering cultures that the tourists can experienced the local culture of Hong Kong. It provides fundamental reasons for the website of the Hong Kong Tourism Board to spend a large capacity to describe the unique features of local scenic spots and catering cultures.
3.8 Conclusion Under the framework of glocalization, the study has examined the Hong Kong tourism promotional discourses in various aspects, namely the language, pictures, music, basic tourist’s infrastructure as well as the scenic spot and catering cultures. The study discovers that in the area of language, pictures as well as transport, a strong force of glocalization is displayed. In the area of scenic spots and catering culture, a remarkable force of localization is displayed. It is only in the areas of music and hotels that a force of globalization is revealed.
The result is slightly different from the research done by FengJie-Yun in her case study of Beijing Tourim popularized discourse. According to Feng, the Beijing Tourism
popularized discourses displays a force of glocalization in the area of language, pictures, and music. While in the areas of both hotels and transport, a stronger force of globalization is presented and lastly in the area of scenic spots and catering culture, a larger force of localization is revealed.
The difference between the two studies mainly lies on two aspects, particularly music and transport. For the case of Hong Kong, music is categorized under a stronger force of globalization while in the case of Beijing; it is summarized under the category of glocalization. Vice versa, the aspect of transport is categorized under stronger force of globalization in Beijing’s study whereas it is summarized under the category of glocalization in the study of Hong Kong.The difference can simply be explained by divergence of emphasis of the two cities on promotion. In the area of music, Beijing put more emphasis on local features as traditional music is one of the most important elements in Chinese culture. Therefore, a force of glocalization is established. However, in Hong Kong, traditional Chinese music receives smaller attention when comparing to Beijing. Therefore, a stronger trend of globalization is revealed in Hong Kong in the music aspect.
In addition, in the aspect of transport, Hong Kong has relatively more unique
and local transport than Beijing. Therefore, it is normal for Hong Kong to emphasis more on local feature of transport facilities than Beijing. Since Hong Kong is a city which has experienced the period of colonialism, the elements of both eastern and western countries can easily be recognized. The mingling of the two elements created unique and typical local features of Hong Kong. However, Beijing is the capital of China and it is a city overwhelm with typical Chinese culture. The emphases on the tourism promotional discourses are naturally different.It explains for the difference of the two studies.
In conclusion, Hong Kong is a typical breeding ground for the force of glocalization. By balancing the both the force of globalization and localization, Hong Kong is successful in its tourism promotion.
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