全球模式与地方性知识：电视生产社群的民族志阐释

Global Format and Local Knowledge:Ethnographic Exploration of a TV Production Community

本文聚焦于电视生产领域的日常实践,通过民族志观察,剖析了"丑女贝蒂"模式在中国的本土化过程。该剧的拍摄和制作,反映了全球电视模式与地方性知识的相遇和碰撞。电视模式所携带的全球性知识,指引着本土生产者复制原版节目;同时电视生产社群还需依据地方性知识,对与当地社会观念冲突的元素进行适当的改编。拥戴、协商和摒弃是本土生产者改编全球模式的常见策略,模式的引进和转译的偏差,最后形成了混杂的文化产品。

This study is an ethnography of localization of the Ugly Betty format in China and the daily practices of its production community. The production of the TV drama reflects the contradictions of the global television format and local knowledge in China. Universal know-how of the Ugly Betty format guided local producers to successfully reproduce the original program. Simultaneously, they had to modify the controversial elements in light of local knowledge. Adoration, negotiation, and abandoning were important common strategies adopted by local producers in such format adaptation. Television format adaptation, franchising and translation resulted in a specific form of cultural hybridity in China.