Popular Culture Production and Exchange in the Greater China Regional Media Market: a Case Study of Taiwan Symbol Creator Chiungyao’S Huanzhu Gege Tv Drama Trilogy

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Popular Culture Production and Exchange in the Greater China Regional Media Market: a Case Study of Taiwan Symbol Creator Chiungyao’S Huanzhu Gege Tv Drama Trilogy POPULAR CULTURE PRODUCTION AND EXCHANGE IN THE GREATER CHINA REGIONAL MEDIA MARKET: A CASE STUDY OF TAIWAN SYMBOL CREATOR CHIUNGYAO’S HUANZHU GEGE TV DRAMA TRILOGY A dissertation presented to the faculty of the Scripps College of Communication of Ohio University In partial fulfillment of the requirements for the degree Doctor of Philosophy ShaoChun Cheng March 2007 This dissertation entitled POPULAR CULTURE PRODUCTION AND EXCHANGE IN THE GREATER CHINA REGIONAL MEDIA MARKET: A CASE STUDY OF TAIWAN SYMBOL CREATOR CHIUNGYAO’S HUANZHU GEGE TV DRAMA TRILOGY by SHAOCHUN CHENG has been approved for the School of Telecommunications and the Scripps College of Communication by Drew McDaniel Professor of the School of Telecommunications Gregory J. Shepherd Dean, Sripps College of Communication Abstract CHENG, SHAOCHUN, Ph.D., March 2007, Mass Communication POPULAR CULTURE PRODUCTION AND EXCHANGE IN THE GREATER CHINA REGIONAL MEDIA MARKET: A CASE STUDY OF TAIWAN SYMBOL CREATOR CHIUNGYAO’S HUANZHU GEGE TV DRAMA TRILOGY (227 pp.) Director of Dissertation: Drew McDaniel Using well-known Taiwanese cultural worker Chiungyao’s mainland China-based TV drama production the Huanzhu Gege series as a case study, this dissertation examines the operational logic of a regional media market, the Greater China media market, consisting of China, Taiwan, Hong Kong. The process of cultural production within a regional media market is cumulative and aims to take advantage of regional division of cultural labor to address the complicated cultural flows of the globalization era, which will be illustrated in this analysis. Following Anthony Giddens’s structuration theory, this dissertation also argues that popular culture production within a regional media market can be seen as a result of the interactions between the structural factors and human agency. Structural factors - center/periphery structural asymmetry, geopolitics, economics, communication technology and media policies adopted by nation-states - provide a contextual framework for cultural workers to exert their agency, such as cultural identity/proximity, interpersonal networking, the employment of localized genre and the cultural worker’s authorship. Through the case study of Chiungyao’s successful creative career within the Greater China media market, the author believes that the creative agency is one of the most important vehicles available for the cultural workers to break the structural asymmetry within a regional media market. Finally, through the analysis of Chiungyao’s cultural production, the author demonstrates that media regionalization, which is represented by the operation of a regional media market, with the conjuncture of migration, technology, cultural identity, and globalizing flexible capital accumulation can serve as an important channel leading to media globalization. Approved: Drew McDaniel Professor of the School of Telecommunications Acknowledgments I vividly remember a single quite autumn afternoon in 2000. Taking a leisurely walk along the Hocking River, beguiled by the picturesque scenery of Athens in the fall, I thanked God from the bottom of my heart for his grace in giving me the opportunity to study at Ohio Univerity. What I didn’t know at the time, however, was how bumpy the road to my doctoral degree would be. With the completion of this dissertation, my turbulant journey from Taiwan to Athens, Ohio finally comes to an end. At this point, I only have gratitude and appreciation on my mind. First of all, I would like to express my gratitude to the following persons who helped me through my dissertation project including my advisor Dr. Drew McDaniel and my committee members, Dr. Duncan Brown, Dr. Roger Aden and Dr. Kim Sung Ho, each of whom have provided excellent guidance and generous support during my project. I would also like to express my appreciation for my friends, Li Li, Li Yan, Hsin-I Liu, Margit Hawelleck and Erica Butcher, who encouraged me to complete my dissertation. Friends in Beijing, Xi (Lucy) Liu, Jing Wu, and Li Gang, the capable brother of Li Li, also contributed to the success of my data collection in the summer of 2004. Finally, I thank my family for their support. Without them, I could not have finished this dissertation project. In 2003, I lost my dearest second eldest sister, Si-ming Cheng. I believe she and my parents, Yuan-chi Cheng and Zhi-jun Niu, in heaven would be glad to know that I have finally completed my project. I am deeply indebted to my eldest sister, Chi-ming Cheng, for her financial and spiritual support during my stay in Athens. I still can recall her encouragingwords during many international telephone calls when I was depressed. Those words are the most powerful force in helping me make through the darkest moments of my days in Athens. Six and half years after that autumn afternoon in 2000, I want to say goodbye to Athens. With all the knowledge and humbleness I learned here, I look forward to making a fresh new start. Page 7 TABLE OF CONTENTS Page ABSTRACT..................................................................................................................3 ACKNOWLEDGMENTS ...........................................................................................5 CHAPTER 1 INTRODUCTION..............................................................................11 WHY CHIUNGYAO AND HUANZHU GEGE?.................................................................16 TELEVISION AND TV DRAMA IN INTERNATIONAL COMMUNICATION .........................21 Returning to the Encoding: From Consumption to Production ...........................24 Chiungyao and Me: A Reflection of Taiwan’s Local Media Studies...................28 OUTLINE OF THE DISSERTATION ................................................................................31 CHAPTER 2 THE LITERATURE REVIEW AND METHODOLGY ................33 THE PROBLEMATIZATION OF “THE GLOBAL VILLAGE”: THROUGH COMMUNICATION TO GLOBALIZATION...................................................................................................33 THE MISSING LINK IN THE GLOBAL/LOCAL NEXUS: MEDIA REGIONALIZATION .......39 CULTURAL PROXIMITY: CULTURAL CAPITAL OR HABITUS?.......................................46 LOCALIZED GENRE: THE PRODUCT OF CULTURAL HYBRIDIZATION ..........................53 MEDIA INDUSTRIES AND MEDIA REGIONALIZATION: CULTURAL AGENCY, CULTURAL PRODUCERS AND AUDIENCES....................................................................................55 From the Cultural Industries to the Creative Industries:An Epistemology Turn.55 Authorship in the Popular Culture Production Era..............................................59 THE THEORETICAL FRAMEWORK OF THE DISSERTATION ...........................................61 METHODOLOGY: A CONTEXTUAL PRAGMATIST APPROACH ......................................63 STUDYING MEDIA FICTION PRODUCTION: LEVELS OF ANALYSIS ..............................64 8 CONTEXTUALIZING ARTICULATION AND STRUCTRATION ..........................................65 Methological Procedures .....................................................................................67 SUMMARY.................................................................................................................74 CHAPTER 3 THE GREATER CHINA REGIONAL MEDIA MARKET: TV DRAMA CO-PRODUCTIONS ACROSS THE TAIWAN STRAIT .....................77 GREATER CHINA: ITS FORMATION AND DYNAMICS ....................................................77 Greater China as a Product of the Old and New Regionalism.............................79 MEDIA MARKETS AND MEDIASCAPE.........................................................................86 TV CO-PRODUCTION AND THE REGIONAL MEDIA MARKET......................................87 TV Co-Production: The New Cultural Production Strategy of Media Globalization........................................................................................................89 Greater China: An Emerging Regional Media Market ........................................91 The Different Trajectories of Television Development within the Greater China Regional Media Market.............................................................................95 China: Commercialization and the Secularization of TV Drama ........................95 Taiwan: The Ideological Apparatus and Oligopolistic Competition..................101 Hong Kong: Media Production Center of the Global Chinese Mediascape ......106 THE EMERGENCE OF TAIWAN-CHINA TV DRAMA CO-PRODUCTION .......................109 The Changing Landscapes Within the Greater China Regional Media Market.110 Taiwan: The End of Oligopolistic Competition in the TV Market .................... 111 China: The Marketization and Regulation of TV Drama Co-Production..........112 Hong Kong: New Technologies and Media Parochialism.................................116 SUMMARY...............................................................................................................117 CHAPTER 4 A CASE STUDY IN REGIONAL TV CO-PRODUCTION: THE 9 HUANZHU GEGE SERIES, TAIWAN’S CULTURAL WORKER CHIUNGYAO, AND MAINLAND CHINA’S HUNAN MEDIA GROUP ....................................119 CHIUNGYAO: THE POPULAR MULTIPLE-FIELD SYMBOL CREATOR IN THE CHINESE MEDIASCAPE...........................................................................................................120 Chiungyao and Ping Xin-tao: The Combination of Business Partnership and Familial Bond in Cultural Production................................................................123 The Trajectory
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