Localisation of Global Reality TV Formats - Zhejiang Satellite TV Channel - Research Proposal Assignment Help

Assignment Task:

Task:

Part A – Literature Review

1. Emotional Displays
As few studies have conducted in terms of how globalisation affects emotional expression, Wei (2014) explores the relationship between mass media and the localisation of emotional display. The aim of this article is to examine whether physical forms of emotional displays circulate globally through the reality TV format trade, and the author seeks to find out the answer to ‘what are the strategies that frame emotional displays in ways that align their meanings with local ideologies and cultural values?’.

2. Focus Group and ‘Transculturality’
With an increasing trend of globalisation and localisation of TV formats, Stehling (2013) suggests that ‘transcultuality’ exists in audience reception as a mediatised practice. This study aims to find out about how young female viewers of the Top Model format conduct the meaning-making process. Specific research questions of the study are not listed in detail, rather there are three research dimensions that guide the focus group questions, including (1) ‘Postfeminist disarticulation’; (2) ‘Neoliberal subjectivity’; and (3) ‘Translocalities’.

Part B – Research Proposal

Introduction
With the further development of globalisation, the scope of industries that globalisation intrudes into is also growing broadly. In the television industry, this is embodied in the global TV format trade. The industry has seen an increasing trend in localising foreign TV formats so as to succeed in the domestic market, especially reality TV formats such as Top Model, The Voice and so on. However, a dominance oflocalising western TV formats has been observed, especially those from the US, and also most of the existing studies have been focused on this type of reality TV format (Wei 2014; Stehling 2013; van Keulen and Krijnen 2014). Yet the Chinese television market presents a distinctive situation on the localisation of global reality TV format.

Proposal Overview
This research aims to establish intelligence surrounding the regulatory upon the broadcaster for localising TV formats and the audience interest as well as receptivity towards localised TV formats. The main research question to guide this case study is identified as ‘Why localising a mass of imported reality TV formats improve the viewership of Zhejiang Satellite TV channel?’.

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