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In this paper,we underscore the power of neo-globalism,which,different from globalism that simply consider the values,process and impacts of globalization,we define from the view of the audience,a set of global mentality that audiences around the world,including China,has developed and internalized with the flow of global culture circulating around.Neo-globality functions hence not from a top-down perspective,but from the internal and psychological or social need of global culture for various purposes,survival,entertainment,commercial competition,resources of political power,to name a few.
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However,our argument does not mean that all global corporations could promote and distribute cultural products with few adjustments.It is just that under different context,global corporations might adapt with variations.Global appeal might or might not work.It all depends on the local audience composition,their background and how they respond to the transnational culture.But in this specific Disney case which attempt to penetrate into the mainland market whose people are suffocated by the authoritarian system,rather than merging with the local culture,it strategy is probably to amplify the uniqueness of the Disney culture.The more globalized and a firmer attitude to refuse to make local modifications,the stronger the appeal to the Chinese audience.
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We would here want to emphasize our standpoint:to be fair to Disneyland,this paper has no meaning at all to blame the corporate to serve as a proselytizer for the values of the American heartland.It is not that we are not critical enough to challenge capitalism.Nor are the Chinese visitors of Disneyland.It is simply that the audience as consumers preferring this intact global culture to the nationalistic ideology in their own culture.Albeit beyond what the data could suggest,we would espouse that while there might be consumers passively enjoying the pleasure of global culture,some audiences,conscious or unconscious,would enjoy the entrapment into the global culture as a gesture to detest the disenfranchisement of the Chinese politics,political participation and freedom.These latter audiences might not particularly find Micky Mouse adorable nor do they emotionally echoes with the bubbling gaieties of the Disney kingdom.However,they do experience a difference,an American atmosphere one that is in sharp contrast with the overly repressive state that they reside.If the fantasy of the kingdom symbolizes happiness and enjoyment,the system they compared with mean only oppression and stigma to them.Should we have to count a good impact of globalization,the presence of this global culture in Hong Kong could be regarded as an alternative,creative counterforce to empower the disempowered audience.
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[1] 苏钥机，香港中文大学新闻与传播学院教授、院长。
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[2] Anthony Fung（冯应谦），香港中文大学新闻与传播学院副教授。
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