全球模式与地方性知识电视生产社群的民族志阐释.pdf

广播电视传播研究 国际新闻界 2016.07 全球模式与地方性知识： 电视生产社群的民族志阐释 张潇潇 冯应谦 摘要 本文聚焦于电视生产领域的日常实践，通过民族志观察，剖析了“丑女贝蒂”模式在中 国的本土化过程。该剧的拍摄和制作，反映了全球电视模式与地方性知识的相遇和碰撞。电 视模式所携带的全球性知识，指引着本土生产者复制原版节目；同时电视生产社群还需依据 地方性知识，对与当地社会观念冲突的元素进行适当的改编。拥戴、协商和摒弃是本土生产 者改编全球模式的常见策略，模式的引进和转译的偏差，最后形成了混杂的文化产品。 关键词 电视生产社群、全球模式、地方性知识、文化混杂 作者简介 张潇潇，博士，暨南大学新闻与传播学院副教授，电邮：xiaoshaw50@。冯 应谦，博士，香港中文大学新闻与传播学院教授，暨南大学新闻与传播学院珠江学者， 电邮：anthonyfung@.hk。本文受广东省哲学社会科学“十二五”规划2013年度项 目资助（项目编号：GD13YXW01），有部分研究数据曾经在Television New Media 期刊 （第15卷, 第6期）中发表。 Global Format and Local Knowledge: Ethnographic Exploration of a TV Production Community ZHANG Xiaoxiao, Anthony Fung Abstract This study is an ethnography of localization of the Ugly Betty format in China and the daily practices of its production community. The production of the TV drama reflects the contradictions of the global television format and local knowledge in China. Universal know-how of the Ugly Betty format guided local producers to successfully reproduce the original program. Simultaneously, they had to modify the controversial elements in light of local knowledge. 138 Adoration, negotiation, and abandoning were important common strategies adopted by local 国际新闻界 2016.07 广播电视传播研究 producers in such format adaptation. Television format adaptation, franchising and translation resulted in a specific form of cultural hybridity in China. Keywords production community, global TV formats, local knowledge, cultural hybridity Authors ZHANG Xiaoxiao is an associate professor of the School of Journalism and Communication at Jinan University, Guangzhou. She received her PhD degree from the School of Journalism and Communication at the Chinese University of Hong Kong. Email: xiaoshaw50@. Anthony