EAN: 9783631594308

CULTURAL BARRIERS TO THE SUCCESS OF FOREIGN MED...

What media content attracts audiences across cultures and what does not? What does the
cross-cultural audience demand depend on? The author takes a new approach to understanding
cultural barriers to the success of foreign media content by analyzing the entry strategies of
Time Warner  Disney  Viacom  News Corporation  and Bertelsmann with regard to China  India  and
Japan in terms of their respective localization efforts. In-depth interviews with companies'
representatives give an insight into how they view the need for locally-produced media in these
countries. The author develops and employs the Lacuna and Universal Model that provides a new
theoretical classification of reasons for the cross-cultural success and failure of media
content  as well as the Vertical Barrier Chain that locates cultural barriers in the wider
context of legal  political  and economic barriers to successful entry into foreign media
markets.

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