美国跨国传媒本土化的内涵

从某种程度上说,"本土化"策略本身体现的是"市场分化策略",即根据特定语言文化市场提供"定制化"服务。美国跨国媒体本土化策略的使用,通过减小"文化折扣"来吸引更多受众,或者在保留适当文化自主性的基础之上减轻西方或者美国媒体被认为所带有的负面影响,从而使消费者在选择和购买(文化、媒介)产品和服务的时候,感到"一种‘宾至如归’的感觉"(Maxwell,1996)。本土化的内涵是中国媒体机构在"走出去"过程中需要深入了解的。如果只关注本土化策略的外在表现，而不探究本土化的本质特征，那么本土化的效果和深度都会受到限制。

To a certain extent, the ' localization ' strategy itself embodies the ' market differentiation strategy ', that is, to provide ' customized ' services according to the specific language and culture market. The localization strategy of American transnational media is used to attract more audiences by reducing ' cultural discounts ', or to mitigate the perceived negative effects of Western or American media on the basis of retaining appropriate cultural autonomy, so that consumers feel ' a sense of ' being at home ' when choosing and purchasing ( cultural, media ) products and services ( Maxwell, 1996 ). The connotation of localization is that Chinese media institutions need to ' go out ' in the process of ' going out '.