This research attempts to examine the publishing ventures of global brand magazines in China - where political, media and cultural landscapes are distinct from other regions of the world - with the aim of creating an understanding of the following:
• The transnational magazine branding business in China.This section of the study will assess the Chinese government’s attitude towards foreign magazine publishers and their local publishing arrangements.
• The localisation process of foreign magazines in China. This area of the research will investigate to what extent international brand magazines adapt to meet the specifications of the Chinese market. It will also analyse the factors that impact the decision making practices of regional and global editorial teams when localising magazine content.
• Cultural messages in global magazines. Using a series of observational techniques, this section will look at the content of magazines themselves. It will attempt to identify global or local cultural messages, how they are conveyed to readers, as well as assessing their potential to bear influence local cultures and identities.
Three different genres of global brand magazines that publish in China, but originate in external countries, will be the objects of this case study. Critical Discourse Analysis, visual analysis and interviews will be conducted to fulfil the research interests described above