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1704866917 Davis,H.& McLeod,S.L.（2003）,Why Humans Value Sensational News:An Evolutionary Perspective,Evolution and Human Behavior,24,3,pp.208-216.

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1704866919 Day,N.（1996）,Sensational TV:Trash or Journalism?Springfield,NJ:Enslow Publishers.

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1704866921 Fung,A.Y.H.（2003）,Media Competition,Ownership and the Political Transition,in P.S.N.Lee（ed.）,Hong Kong Media in the New Century,Hong Kong:Chinese University Press（in Chinese）,pp.71-98.

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1704866923 Gripsrud,J.（2000）,Tabloidization,Popular Journalism,and Democracy,in C.Sparks & J.Tulloch,J.（2000）,Tabloid tales:Global debates over media standards,Lanham,MD:Rowman & Littlefield,pp.285-300.

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1704866925 Hulteng,J.L.（1985）,The Messenger’s Motives:Ethical Problems of the News Media（2nd ed.）,Englewood Cliffs,NJ:Prentice-Hall.

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1704866927 Lee,C.C.（1998）,Press Self-censorship and Political Transition in Hong Kong,Harvard International Journal of Press/Politics,3,2,pp.55-73.

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1704866929 Moeller,S.D.（1999）,Compassion Fatigue:How the Media Sell Disease,Famine,War and Death,New York:Routledge.

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1704866931 Seymour-Ure,C.（1974）,The Political Impact of Mass Media,Beverly Hills,CA:Sage.

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1704866933 So,C.Y.K.（2003）,News Media under Market Orientation,In P.S.N.Lee（ed.）,Hong Kong Media in the New Century,Hong Kong:Chinese University Press（in Chinese）,pp.99-124.

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1704866935 So,C.Y.K.& Chan,J.M.（eds.）（1999）,Press and Politics in Hong Kong:Case Studies from 1967 to 1997,Hong Kong:Hong Kong Institute for Asia-Pacific Studies,Chinese University of Hong Kong.

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1704866937 So,C.Y.K.,Chan,J.M.& Lee,C.C.（2000）,Hong Kong SAR（China）,In S.A.Gunaratne（ed.）,Handbook of the Media in Asia,New Delhi:Sage,pp.527-551.

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1704866939 So,C.Y.K.& Chan,J.M.（2006,December 29）,Media Credibility at All Time Low;Journalists and Citizens Evaluate Differently,Hong Kong Economic Journal,p.13（in Chinese）.

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1704866941 So,C.Y.K.& Chan,J.M.（2007）,Professionalism,Politics and Market Force:Survey Studies of Hong Kong Journalists 1996-2006,Asian Journal of Communication,17,2,pp.148-158.

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1704866943 Sparks,C.& Tulloch,J.（2000）,Tabloid Tales:Global Debates over Media Standards,Lanham,MD:Rowman & Littlefield.

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1704866945 Stevens,J.（1991）,Sensationalism and the New York Press,New York:Columbia University Press.

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1704866947 大众传播与媒介批评（首届两岸三地媒介批评学术研讨会论文集） [:1704863524]

1704866948 Localizing a Global Amusement Park:Hong Kong’s Disneyland

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1704866950 Anthony Fung（冯应谦）[2]

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1704866952 Disney as the American Way of Life

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1704866954 In an age of triumphs of global media,how transnational media corporations through its commodity,cultural products or entertainment parks disseminates and promotes their“global”cultural values beyond national boundaries and how the homogenizing power over ideas,culture and commerce that affects,erases,distorts or allies with local values are intriguing academic concerns（Bagdikian,1989;Gershon,1997）.Among all global corporations,perhaps no company ever in Hong Kong has conveyed more powerfully the image of a conquering cultural army than Walt Disney.Disney’s expansion into Hong Kong is a typical example of a core-based multinational organization entering a“semiperipheral area”（McPhail,2002:62）.

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1704866956 Inherent in Disney are values and meanings roughly embody individualism,optimism,fantasy,magic and imagination in the domain of love,friendship,family and nation.Unlike other popular global brands in Hong Kong,for example McDonald,Coca Cola and Pepsis which usually conveyed a relatively simple core value along with the symbolic American way of life,Disney with its wide range of films,televisions,and its merchandise“usher in”the Chinese societies complicated sets of values,morality and imaginations.The American-based Disney does not impose the value on the rest of the world directly,but through a gradual and natural way to fit with the local culture.With the strategy“Catch them when they are young”,Disney starts such“inoculation”when the target audiences are still in their childhood and adolescence.In Hong Kong,the effect is particularly prevalent in that the circulation and import of“Disney values”are naturalized and internalized in children’s mind.Since their childhood,they are exposed both to the same version of American images and also the Hong Kong-Chinese-artists-dubbed versions of Disney cartoons on television and cinemas.Disney products were also available in Disney retail shops（relocated inside Disneyland after the latter is open）.Non-licensed Disney characters,Winnie the Pool,Mickey Mouse and Incredible Hulk are popular icons on all sorts of daily and child products-including towels,notebooks,kitchen utensils,water bottles,stationeries,to name a few-sold in hawkers,gift stalls and sometimes wet markets.Among all,the classic icon is a co-presence of the pirated images of six princesses of Disney,namely,Jasmine,Cinderella,Sleeping Beauty,Snow White,Ariel and Belle,a popular collage that is not available in authentic Disney stores（authors’own observations）.

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1704866958 Many critics（e.g.Dorfman,and Mattlert,1975;Wasko,2001）pointed that the Disneyfication results in cultural imperialism and cultural homogeneity.In this paper,we do not intend to reinforce this argument,which,is quite likely to be true for the American Disney landing in Hong Kong.Nor do we aim to dispute this argument.Rather,in our analysis,we would describe such homogeneity and explicate the local response to the Disneyification.Should the cultural homogeneity be true,why are the Chinese audiences willing to subject to this cultural homogenization that appears different from their local culture?From the perspective of political economy,if localization is about adapting to the local culture,why doesn’t Walt Disney flatten its global elements to make it more compatible with the local culture?

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1704866960 At this point,we would argue that the term localization might be too simple an argument or concept to capture the complex cultural adaptation of Disneyland in Hong Kong.Based on how the observed promotion and operation of Disneyland,we problematize the concept of localization and its application.What is described here is a real case of a transnational corporation that only exercises minimal modification of its“authentic”American culture.However,it does not mean that Disney refuses to“localize,”otherwise Disney would not have a strong appeal in Hong Kong.The concept of“localization”thus might mean something beyond just modification of cultural forms or values for these transnational corporations.In this paper,we attempt to capture this form of localization by means of analyzing the strategies of Disneyland.

1704866961

1704866962 A Methodological Note for the Study of Multiple Audiences

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1704866964 On September 12,2005,the Hong Kong Disneyland was officially open.In 2006,we started to conduct our study Hong Kong’s Disneyland with multiple creative strategies.While we did regular observations in the Disneyland once a year with our annual year pass purchased,we visited the Disneyland during special festivals,including Christmas,New Year,and Chinese Lunar Year Holidays.We observed how the Disneyland and its games were arranged,designed and promoted,and how the characters were dressed and interacted with visitors.One researcher also lived and dined in Hong Kong Disney Hotel and visited and dinned in another Disney hotel,namely,Disney’s Hollywood Hotel.The researcher also had chance to attend a“fairy tale”wedding organized in Hollywood Hotel.Through such“participations,”the researcher examined how the images of Disney and values associated with Disney have been imposed on the daily life of the customers.In these visits,we“felt”and“tried”the localization strategies of the Disneyland,and assessed the“fit”or“misfit”of such localization in the eyes of a consumer.Besides observations,though admittedly lacking in systematic interviews,we informally talked to visitors from all walls of life,collecting audiences’feedback and documenting interactions between Disneyland staff and customers.Given the historical overview of the Walt Disney Company and the development of HK Disneyland have been widely reported,I would not describe in this paper.Instead,we will largely focus on the analysis of the adaptation process of Disneyland in Hong Kong.However,practically,in the light of the wide ranges of games and rides in the Hong Kong’s Disneyland,we can’t possibly give an all-inclusive analysis on all these variations.In this paper,we focus on a few rides that language itself as departure is the more crucial element of localization,though strategies of such localization goes beyond just language in the process of such diversion.

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