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The Asian Media & Mass Communication Conference 2010 Osaka, Japan
Localization Strategies to Confront with Globalization: A
Study on the National Research 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
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