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The Asian Media & Mass Communication Conference 2010 Osaka, Japan Interpretation of localization in the era of globalization: How do people read those fashion magazines? Meng-Yen Hsu Ph. D. student, Department of Journalism, National Chengchi <strong>University</strong>, Taiwan. disleah@gmail.com Topic: Magazine 169
The Asian Media & Mass Communication Conference 2010 Osaka, Japan Abstract There are over 30 different fashion magazines from Taiwan, Japan, Europe and America in the market. The fashion magazine is a very important popular culture in Taiwan, and it owns high readership. Through these multinational magazines, local readers exposure in a global “beauty-scape”. This study focus on how the readers interpret those local and international fashion magazines, and try to catch their opinions about the content and aesthetic of representation. Depth-interview is used to be the research method, and finally collect the qualitative data from 12 respondents, who are the main target of fashion magazines, age 22 to 33, female, and live distribute whole areas of Taiwan. During the interviewing, they will take their favorite magazines to assisted clarify their ideas. It’s helpful to reduce the gap of the imagination from researcher and respondents. This study finds some phenomenon worthy to note: First, local readers in Taiwan not only give different assessments to the fashion magazines from Taiwan, Japan and occident, but also adopt using those in different occasion. Second, the aesthetic of representation in the fashion magazines and the traditional sense of beauty are dissimilar, the former is more match with the concept of modernity, in other words, the notion of modernity is taught through the fashion texts. Finally, the readers are not fully controlled by the globalization power, they have reflexive thinking, but in the practice, they are limited by structured social position so that they can’t do any real term to resist it. Keywords: audience research, fashion magazine, reception analysis, glocalization Introduction Globalization makes the world more and more homogeneous. Through the media and new technology, people can share information and exchange their opinions immediately, and the boundaries of geography seem disappeared. In another word, the consequence of globalization reacts on not only entity, but also values. Globalization as a power intensifies the culture of core countries. International culture industries usually assumed to produce their product under a standardized process in order to selling those goods extend to as many different countries as possible. 170
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