CBS 466 Chinese Media in the

Bilingual Context Term Paper---

The Glocalization of Hong Kong Tourism

Popularized Discourses

Programme: BA (Hons) in Chinese and

Bilingual Studies

Name and

student No.:

Leung Wing Chi, 10545959D

Wong Yin Ting, 10503540D

Date: 3/05/2011

1. Background of the research

1.1 Introducing ‘Glocalization’

The word ‘glocalization’ is the hybridized form of ‘globalization’ and ‘localization’.

According to Oxford English Dictionary, glocalization is defined as the adaptation of

global influences in accordance with local conditions. These terms have been widely

used in different aspects including business, academia, media, etc. In this paper,

media and culture is the major context for applying the mentioned concept.

According to Robertson (1995), who is the inventor of this concept, ‘the current

globalization involves what is best described as glocalization’. In another words,

glocalization can be treated as an advanced and holistic expression of nowadays

globalization. Globalization is defined as a process of combining different cultures

and a result of sharing resources from different culture, while localization is

generated to respond globalization to keep and cherish the uniqueness of local

culture (陳&李, 2000).In this sense, globalization is no longer a process of making a

certain culture becomes a universal culture by conquering and destroying

otherculture(歐陽, 1998). To clear the any misunderstanding towards globalization,

glocalization is a better version to demonstrate a culture being globalized locally.

Zhang and Yang (2010) also pointed out that globalization is the trend of the whole

world, local culture however cannot be neglected. Although the importance of

different cultures may be treated differently in terms of the country’s economic

status, the process of transculturation is to facilitate the diversity of culture in the

context of globalization.

To discuss glocalization in media, many scholars suggest that Glocalization need

to be adopted in China. One of the purposes is to enhance the effectiveness of media

communication. A Chinese scholar Meng suggested that globalization is the mean of

transmitting information, while localization is the way for the information to reach

the audience, we should therefore have a globalization mindset anda localization

strategy to better communicate.(孟, 2004). In addition, it is advised that Chinese

media should actively involve in globalization in order to keep her local and ethical

value. Chinese culture ought to be promoted to the world by the means of

international media.(邵&夏, 2010)

1.2 Discursive hybridity

Discursive hybridity is suggesting that discourse is the mixture of different

cultures in different societies (Feng, 2010). Discourses can be treated as the means of

expressing oneself, not solely by languages, but different aspects including music,

calligraphy, etc. In this paper, tourism popularized discourses including five aspects,

which are introduced in the latter part, is studied to determine their hybridity.

1.3 Hong Kong Tourism

Hong Kong is undeniably a famous tourism destination. Hong Kong is renowned

as ‘The Pearl of the Orient’, ‘the Shopping paradise’ and ‘the Heaven of Cuisine’.

Glocalization can best be illustrated in cuisine. Rich diversity of local and

international cuisine is Hong Kong’s major characteristic.Hong Kong is an

international culinary destination, using indigenous Chinese cuisines as a point of

differentiation. (Okumus, Okymus, & McKercher, 2007)Lu (2007), in his study, used

Disneyland as an example to illustrate the phenomenon of glocalization of tourism

marketing. It stated that Disney corp. is successful because of its globalized culture

and brand management, and its localized marketing strategy. Hong Kong Tourism is

therefore is worth-studying field in terms of glocalization.

1.4 Feng’s study

In Feng’s study, the focus is put on the tourism popularized discourses in Beijing.

It was found that anxiety for modernity, ignoring local culture and history when

promoting globalization in Beijing, is appeared in Beijing tourism development. The

writer emphasized that people should overcome the anxiety caused by

modernization and globalization. The uniqueness of local culture cannot be

ignored.To remove the anxiety and emphasize the significance of glocalization,

Beijing tourism popularized discourses was analyzed. The result is that a balanced

development of globalization and localization is reflected in the dimension of

language, picture, and music. A stronger globalization trend is observed in tourism

infrastructure, while a strong localization embodies in scenic spots and catering

culture.(Feng, 2010)

2. Research Methodology

The paper aims to investigate how the tourism promotional discourses of Hong

Kong reflect and establishes the phenomenon of glocalizationand to examine the

tendency of weak globalization and strong localization or vice versa in various

aspects including language, picture, transport, music, accommodation, scenic spot,

and catering service.

The framework of this paper is based on the research paper of JieyunFeng:

Discursive hybridity And Glocalization --- a case study on Beijing Tourism popularized

discourses.

The criteria for the investigation will be set on two aspects i.e. to define the

nature and to define the quantity. To define the nature, with a reference to the

theory of glocalization, globalization and localization are not contradictory to each

other. Instead, they are interdependent and inter-reliant. To define the quantity, the

method of statistics will be adopted to analyze the aspects of language, photos and

music respectively to enhance the subjectivity and credibility of the paper.

Data is mainly collected form the official website of the Hong Kong Tourism Board

i.e. http://www.discoverhongkong.com/eng/index.html. 155 photos were collected

form the website to analyze the phenomenon of glocalization in the aspect of photos.

Relevant photos are also collected to analyze in the other aspects such as basic travel

infrastructure, attractions and catering culture.Two promotional videos by the Hong

Kong Tourism Board are also cited to analyze in the music aspects.

3. Results and Discussion

3.1 Glocalizationof Language

In the dimension of language, the English and Chinese versions of the website of

the Hong Kong tourism Board reflect balanced force of globalization and localization.

To facilitate the understandings of the foreign visitors, the language of English is used

in the English version. The English version of the website obviously reflects the

characteristics of globalization. Chinese is mainly used in the Chinese version of the

website to favor the visitors coming from Chinese mainland or local visitors. The

Chinese version of the website has displayed the features of localization.

Glocalization in language is mainly reflected by the Chinese version of the

website. A number of promotional discourses use code-mixing in the Chinese version,

which has been obviously displaying the feature of glocalization. It is succeeded by

adding English phrases in Chinese phrases. For instance, the session of “Chinese

Opera Festival” on the website purposely introduce the beauty of Chinese opera. The

correspondent Chinese of the title is “中國戲曲節”. However, the font type of the

Chinese title is not simply printed as the normal font type. Instead, it is deliberately

designed as the old Chinese calligraphy. The distinctive feature of Chinese characters

is clearly shown that a strong sense of localization is created. Apart from the Chinese,

English phrases are also inserted into the Chinese version. The English phrases are

typical features of globalization. Shortly speaking, the Chinese version of the website

contains both the elements of localization as well as globalization, which establishes

a strong sense of glocalization.

However, different from the research of Feng (2010) on the tourism popularized

Discourses, the English version of the website of the Hong Kong Tourism Board rarely

mix Chinese in the English phrases. It is simply because when compare with Beijing,

Hong Kong is a city which has absorbed both the culture of Chinese and English.

Instead of purely promoting the Chinese culture as what Beijing Tourism Board has

done, Hong Kong Tourism Board focus more on conveying the exact messages to the

foreign visitors when considering the languages used. In the English version of the

website, no Chinese phrases are code-mixed with English phrases.

3.2 Glocalization of pictures

In the aspect of pictures, the features of glocalization of Hong Kong tourism

Fig. 1 the mixing of English in Chinese Calligraphy

promotional discourses are evident. 155 pictures are collected from the website to

analyze the phenomenon of glocalization. Among which, 80 pictures i.e. 52% show a

relatively stronger sense of localization while 65 pictures i.e. 42% show a stronger

sense of globalization. Only ten of them contain feature of glocalization. Examples of

globalization include some modern and fashionable constructions like the Avenue of

Star, the Hong Kong Convention and Exhibition Centre as well as some flagship

companies etc.

Examples of localization comprise some local and typical activities like Cheung

Chau Da Jiu Festival, Hong Kong Well-wishing Festival in Lam Tsuen and the birth of

Tin Hau etc.

The feature of glocalization is noticeably illustrated by the interchange of the

background of the website’s homepage. Initially, the background of the website’s

Fig.3 Traditional activities showing the features of localization

Fig. 2 Constructions containing the elements of globalization

homepage is a picture of the Cheung Chau Da Jiu Festival which contains an immense

sense of localization. Nevertheless, after 5 seconds, the background automatically

changes into a picture of the night scenes of the Victoria Harbor which demonstrate

a great sense of globalization. The interchange of the two backgrounds impressively

demonstrates the feature of glocalization.

In addition, glocalization is also reflected on pictures with a background of local

Hong Kong attractions centering the figure of a foreign visitor. By putting the visitors

in the middle of the pictures, the design deliberately arouse the curiosity and interest

of them towards Hong Kong local cultures. For instance, in figure 5, the tourists are

being put in the middle of the women street. The picture can attract the tourists to

imagine that he or she is shopping at the women street and to obtain a sense of

pleasure indirectly.

Fig.4 the interchange of the two backgrounds shows the feature of glocalization

3.3 Glocalization of Transport

The introduction and promotion of transport is in a balance of globalization and

localization. The website has included 6 pictures regarding the facility of transport.

Among which, 3 of them are containing local features like the Star Ferry, Hong Kong

Tramway as well as the Peak Tram and the rest are all globalized transport facilities

like taxis, bus and MTR etc.

In the area of transport facilities, the force of globalization and localization is

balanced which means Hong Kong as an international city, on one hand, can provide

convenient transport and at the same time retain its local features. It presents a

strong sense of glocalization.

Fig. 6 Localized transport facilities

Fig.5 tourists are shopping at the women’s street

3.4 Globalization of Music

Although the music has included both Chinese traditional and western music, it

displays a trend of globalization. Two pieces of promotional video created by the

Hong Kong Tourism Board are cited to examine the phenomenon. One of them is the

Hong Kong tourism promotional video created in 2003 which lasts for 2:02 minutes.

The other is created in 2010 which lasts for 2:41 minutes. In the 2003 video, the

major tone of the music is traditional Chinese music, in which western music is

incorporated. A stronger force of localization is demonstrated. However, when it

comes to the 2010 video, the major tone of the video is western music whereas

Chinese music is incorporated. The force of globalization is stronger. By comparing

the two videos, a clear trend of globalization is presented in the aspect of music.

3.5 Globalization of Accommodation

Under the session of accommodation, the website hasn’t put too much

emphasis on introducing particular hotels but only provides general information of

the hotels. For instance, it lists all the registered hotels on both the Chinese and

English versions. Under the scheme of Quality Tourism Service, 9 hotels are

introduced; with only 1 encloses features of localization and the rest are all

globalized. The one and the only one localized hotel is Mingle Place by The Park. The

hotel is a classical "Tong Lau” which reserves the characteristics of the 1960's old

Hong Kong. However, although the exterior part of the hotel retains the feature of

localization, the inner part of the hotels is to a large extent globalized. For instance,

the furniture is all with a westernized design. It is simply because when tourists

coming to Hong Kong, they want to pursuit a comfortable accommodation. If the

hotel merely includes the feature of localization and to provide some old furniture, it

fails to meet the needs of the visitors.

3.6 Localization of Scenic Spots

Among the 48 famous attractions introduced by both the Chinese and English

versions of the website, 31 attractions accounting for approximately 65% contain

local characteristics while the rest 17 comprise the feature of globalization. Examples

of local attractions are the Women Street, the Former Kowloon-Canton Railway Clock

Tower in TsimShaTsui as well as the The Kowloon Walled City Park. Globalized famous

attractions consist of the Ocean Park, the Disneyland etc. Also, there are special

Fig.7 exterior and interior parts of Mingle Place by The Park

column designated for introducing the local features of Hong Kong towards the

visitors. The column occupies quite a large capacity of the pages. For instance, some

declared monuments in Hong Kong, the temples, the museums etc. are

comprehensively introduced. A strong force of localization is presented.

3.7Localization of catering culture

In the aspect of catering culture, both the Chinese and English versions of the

website have introduced the local delicacies and the global cuisines. Yet, the capacity

of introducing local delicacies is far much larger than global cuisines. Approximately

over 70% of the pictures related to catering contain localized features. Examples

includes the local dim sum, Yum cha ('drinking tea') Sai Kung, Lei YueMun seafood,

and Chinese BBQ, etc.

Fig.8 localizedscenic spots

The phenomenon of strong localization and weak globalization in the aspects of

scenic spots and catering culture is simply attributed to the wish of promoting local

features of Hong Kong towards the world. It is only when and easier to emphasizing

on introducing the special scenic spots and catering cultures that the tourists can

experienced the local culture of Hong Kong. It provides fundamental reasons for the

website of the Hong Kong Tourism Board to spend a large capacity to describe the

unique features of local scenic spots and catering cultures.

3.8 Conclusion

Under the framework of glocalization, the study has examined the Hong Kong

tourism promotional discourses in various aspects, namely the language, pictures,

music, basic tourist’s infrastructure as well as the scenic spot and catering cultures.

The study discovers that in the area of language, pictures as well as transport, a

strong force of glocalization is displayed. In the area of scenic spots and catering

culture, a remarkable force of localization is displayed. It is only in the areas of music

and hotels that a force of globalization is revealed.

The result is slightly different from the research done by FengJie-Yun in her case

study of Beijing Tourim popularized discourse. According to Feng, the Beijing Tourism

popularized discourses displays a force of glocalization in the area of language,

pictures, and music. While in the areas of both hotels and transport, a stronger force

of globalization is presented and lastly in the area of scenic spots and catering culture,

a larger force of localization is revealed.

The difference between the two studies mainly lies on two aspects, particularly

music and transport. For the case of Hong Kong, music is categorized under a

stronger force of globalization while in the case of Beijing; it is summarized under the

category of glocalization. Vice versa, the aspect of transport is categorized under

stronger force of globalization in Beijing’s study whereas it is summarized under the

category of glocalization in the study of Hong Kong.The difference can simply be

explained by divergence of emphasis of the two cities on promotion. In the area of

music, Beijing put more emphasis on local features as traditional music is one of the

most important elements in Chinese culture. Therefore, a force of glocalization is

established. However, in Hong Kong, traditional Chinese music receives smaller

attention when comparing to Beijing. Therefore, a stronger trend of globalization is

revealed in Hong Kong in the music aspect.

In addition, in the aspect of transport, Hong Kong has relatively more unique

and local transport than Beijing. Therefore, it is normal for Hong Kong to emphasis

more on local feature of transport facilities than Beijing. Since Hong Kong is a city

which has experienced the period of colonialism, the elements of both eastern and

western countries can easily be recognized. The mingling of the two elements

created unique and typical local features of Hong Kong. However, Beijing is the

capital of China and it is a city overwhelm with typical Chinese culture. The emphases

on the tourism promotional discourses are naturally different.It explains for the

difference of the two studies.

In conclusion, Hong Kong is a typical breeding ground for the force of

glocalization. By balancing the both the force of globalization and localization, Hong

Kong is successful in its tourism promotion.

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