Thesis
Globalization strategies utilized by discovery networks: a case study
Master of Science (M.S.), Drexel University
Feb 2014
DOI:
https://doi.org/10.17918/etd-4519
Abstract
China is an important market in the worldwide media industry due to its large potential audience and its recent openness to foreign media companies. Global media expansion has become a hot topic among foreign companies and local media businesses as well. This thesis examines the global media's institutional logic of programming and branding for local audiences using Discovery Communication Inc. as an example. Rather than data consolidation, the author will analyze how Discovery Communications Inc. developed this genre in China's three areas and built up its brand. In conclusion, the author highlights some new consequences of these findings for research in globalization theory and media economics.
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Details
- Title
- Globalization strategies utilized by discovery networks
- Creators
- Jingyi Yang - DU
- Contributors
- Albert S. Tedesco (Advisor) - Drexel University (1970-)
- Awarding Institution
- Drexel University
- Degree Awarded
- Master of Science (M.S.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Resource Type
- Thesis
- Language
- English
- Academic Unit
- Television (and Media) Management; Cinema and Television; Drexel University; Antoinette Westphal College of Media Arts and Design
- Other Identifier
- 4519; 991014632438804721