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The Asian Media & Mass Communication Conference 2010 Osaka, Japan Localization Strategies to Confront with Globalization: A Study on the National <strong>Research</strong> of Local Films in Mainland China (0072) By Zhu Yue Universiti Sains Malaysia Paper submitted on the topic of 'Film' for the Asian Conference on Media and Mass Communication 2010 Address: School of Communication, Universiti Sains Malaysia, Pulau Penang, Malaysia 11800 Phone: +60174582817 E-mail: fulona@gmail.com 183
The Asian Media & Mass Communication Conference 2010 Osaka, Japan Localization Strategies to Confront with Globalization: A Study on the National <strong>Research</strong> of Local Films in Mainland China Universiti Sains Malaysia Zhu Yue Under the context of globalization, the national research of local films are booming in mainland China. Over the past dozens of years, the researches on native film make remarkable achievements. The releasing of various scholarly articles and books, the establishment of web site, the distribution of periodical and the positive investments on the theme of national film under the supports from Chinese Government's special funds issuing to research-type universities, all of these no doubt prove that the coming 'intentional' new academic trends. This paper starts from the theoretical perspective, re-examine the historical background and issues for forming this trend. It also puts forward some new insights regarding on how native scholars carry out national studies under the pressure of globalization. Background Study The theoretical national research on local films (in mainland China) mainly refers to: The research on the influence or presentation of Chinese classical aesthetics, philosophy, cultural connotation, traditional arts methods or aesthetics tastes impact on Chinese film. Though this kind of research began early in the twentieth century, perhaps arguably with the publication in 1957 of Ancient Poetry and Film by Li Yuhua, the national theories of film did not become a thriving sub-field of film study in Chinese mainland until recently. But as of late, the discussion of Chinese national film theories has 184
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The Asian Conference on Media & Mas
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