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1、INDIVIDUALISMORCOLLECTIVISM?CULTURALORIENTATIONSINCHINESETVCOMMERCIALSANDANALYSISOFSOMEMODERATINGFACTORSByYuanZhangAretraditionallycollectivistculturesshiftingtoindividualismduetoeconomicandculturalglobalization?Thisstudyaddressesthequestionfromamediamessageperspectivebyanalyz
2、ingmanifestindividualismandcollectivisminChineseadvertising.Drawingonthecross-culturaltheoryofIndividualism-Collectivism,thestudydevelopsameasurementinstrumentandappliesitinacontentanalysisof523TVcommercialsairedin2003inChina.Resultsshowthatthepredominantculturalorientationref
3、lectedinlocal-productChineseTVcommercialsisstillcol-lectivism,butnotinforeign-productcommercials.Cross-culturalresearchhasidentifiedindividualism(IND)andcollectivism(COL)askeydimensionsofculturaldifference.'Individu-alism,a"worldview...thatcentralizesthepersonalandperipheraliz
4、esthesocial,"isassumedtoberootedinWesterncultures.^Collectivism,oftenconceptualizedastheoppositeofindividualism,isbelievedtobeprevalentinEastAsiancultures.^Althoughculturalchangesoccurgradually,culturalvaluesandorientationsdoshiftasaresultofsocial,structural,andhistoricalflux.
5、Forexample,industrializationandmodernizationmaycontributetoashiftfromcollectivismtoindividualism."Indeed,differencesinINDandCOLattheindividuallevelhavebeenshrinkingbetweenWesternersandEastAsians(e.g.,JapaneseandKoreans).^GivenChina'srecenthistoryofrapideconomicgrowthandunprece
6、dentedopeningtotheoutsideworld,coulditbeundergoingsimilarculturalshifts?Withtheemergenceofanever-expandingmiddleclassandtheso-called"me-generation,"''amovetowardindividualismseemsplausible.Thispossibilityhaspoliticalimplications,asindividualisticvaluesarebelievedtoberelatedtop
7、referencesforparticipatorydemocracy.^AsChinaplaysanincreasinglyimportantroleininternationalaffairs,theimpactofanypotentialculturalandpoliticalreconfigurationwilllikelyreachbeyonditsborders.J&MCQuarterlyYuanZhangisanassistantprofessorintheSchoolofMassCommunieationsatVirginiaVol
8、.86,Wo.3CommonwealthUniversity.Theauthorwouldliketothanktheed
