The Analysis of Culture Report from China Global Television Network with Hybridity

【Abstract】China Global Television Network is preparing to step into the international broadcast market. And the analysis with hybridity is a particular communication process to get rid of the stereotypes rooted in global readers mind and to introduce a new comer from China.

【Key Words】Culture report； China Global Television Network； hybridity

【作者簡(jiǎn)介】劉德花（1992-），女，山東濟(jì)寧人，西安外國(guó)語(yǔ)大學(xué)英文學(xué)院，西安外國(guó)語(yǔ)大學(xué)2016級(jí)在讀研究生，研究方向：跨文化交際。

1. Introduction

China Global Television Network （CGTN） was out of CCTV International and the revamping named this international mass media as China Global Television Network. CGTN targets at global English-speaking viewers in China and at abroad.

2. Literature Review

Owing to the revamping， CGTN is a new face and growing media for most scholars. Guo Quanzhong（2017） clarifies the great influence from this revamping activity and the effective results produced by CGTN. Jiang Heping（2017） made analysis of the one-hundred-day broadcasting work from CGTN. But fewer scholars step into the application of hybridity. Marwan M. Kraidy（2002） makes critical study of hybridity.

3. Theoretical Framework

This study is based on the interpretation of Néstor García Canclinis Hybrid Cultures. The three features summarized by Marwan M. Kraidy in Globalization of Culture Through the Media have covered extensively the main features just as follows. “The first feature consists of mixing previously separate cultural systems. The second feature of hybridity is the deterritorialization of cultural processes from their original physical environment to new and foreign context. Third， cultural hybridity entails impure culture genres” （Marwan 2002）. From this analysis， it indicates there are no borderlines and no hierarchy among cultural systems.

4. Analysis

All the culture report illustrated is from CGTN， and the categories are derived from the theme of the report. Owing to some limitation， three categories are going to be discussed including cultural heritage， popular celebrity， and film.

Most culture report from CGTN related with cultural heritage mostly reviews from three perspectives， the past， present and future. And the challenges from the internal and external environment pose a great threat to the continual inheriting， such as “Tai Chi advocates campaign for UNESCO listing” and “Kung Fu master creates online martial arts teaching platform”. The above pieces of news report have covered almost the transforming process of cultural heritage when everyone steps into the modernization and the globalization. The interaction between globalization and localization has pushed the development of hybrid cultures.

The popular celebrities mentioned in CGTN culture report are Panda， Yao Ming， Jackie Chan， Yang Liping， and so on. In China， these characters are the positive protype of achievers with virtuous qualities and recognized by publics. And what these celebrities are engaging in is to propagate Chinese culture， catch up with the booming society and update traditional culture. At abroad， this “culture product” draws much attention from the intercultural communication for its local identity and the global view. This analysis absolutely goes with the proof that the popular celebrities are not onefold for art performance or literature works. They have created the hybrid culture.

Based on the analysis of the culture report from CGTN， its easy to find that film has been a part of entertainment activities in peoples daily life. And the intercultural communication around the film conveys diverse cultural voices to cater for people with different cultural background or orientation. Therefore， the film industry has been a hybrid culture of various components taken from relevant fields without clear borderline to separate one from another. It has become a hybrid culture with the need to catch up with the changing environment and the intercultural communication.

5. Conclusion

With the coming of globalization and modernization， cultures are more apt to combine separate cultural systems or cultural domains into the process of cultural deterritorialization. In the process， the mass media， like CGTN， are promoting the hybrid cultures and enhancing the hybridization.

References：

[1]Nestor，C.G.Hybrid cultures[J].London：Sage Publications，1990.

[2]Kraidy，M.M.Globalization of Culture Through Media[D].Philadelphia： University of Pennsylvania Scholarly Commons，2002.

[3]郭全中.從CGTN開播談改進(jìn)外宣工作[J].傳媒評(píng)論，2017，1：20-21.

[4]江和平.融媒體時(shí)代的新聞傳播——以 CGTN為例[J].電視研究， 2017，6：23-25.