Rethinking Structures of Dominance, Translation Effects, and Export Models
Rethinking Structures of Dominance, Translation Effects, and Export Models
This chapter examines the strategies for export growth and the role of TV franchises and formats in extending audio-visual markets. It begins with a discussion on some of the inherent problems within the political economy of media tradition when it is applied to East Asia, and offers new ways of thinking through processes of cultural translation and exchange. This leads to the five-stage model of export growth: clusters, niche, franchising, cloning, and de-territorialization.
Keywords: export growth, TV franchises, audio-visual markets, East Asia, clusters, niche, franchising, cloning, de-territorialization
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