The first speaker, Peichi Chung, from National University of Singapore, presented her study, "The emerging media exchange in the cultural regionalisation of Asia". The scholar reported ncreasing media and cultural exchange in Asia duo to a more liberal environment, a significant growth in the use of new technologies and rising consumption power of asian audiences. Chung advocates that this contributes to an expansion of the asian media activity, which helps shaping a self-sustainable cultural economy for Asian countries. Stating that the exchange occurs by two main processes (format and adaptation and hybrid strategic regionalism), Peichi Chung refers to this cultural phenomenon as a "hybridizing of the Asian identity", where "regionalization happens at a place of gloCalization".
Michael Preiler, the second speaker, presented an investigation entitled "Popular Culture in an anging Society: changes in Japanese advertising". Starting by briefing the audience about the increasingly aging japanese population, Preiler went on to talk about the results of his study: advertising spots staring older people increased in Japan and the roles given to them were of major importance, thus concluding that advertising and other forms of media were adapting to the aging society in japan. The investigator concluded that advertising spots casting older people in ads will continue to rise and that this situation, that is true for Japan, can also be true for other industrialized nations with an aging population. Moreover, Popular Culture, which is usually created by young generations, is likely to be dominated by an older population.
Catarina Burnay started her presentation by asking "Is the fiction of RTP Açores a place of presentation of açoreanidade?". After a brief exposition of the story of the channel and the reality of the azorean viewers, the lecturer then proceeded to conclude that RTP Açores is a channel based on the assumption of the difference, for it praises the particular elements that constitute the "açoreanidade" through fiction, giving the feeling of belonging while representing of costumes and local traditions. RTP Açores presents contents that are faithful to the identity of the Azores, becoming a place of presentation, production and reproduction of the azorean essence.
Yock Sian Tee became the last lecturer of the session, for Santaru Chakrabati wasn't able to appear. On "Americanizing the Chinese martial Arts Film Genre: Transcultural in Kung Fu Panda and Kill Bill", Yock Sian Tee spoke about the cinematic transculturation of the movies "Kung Fu Panda" and "Kill Bill". Borrowing elements from the "wuxia" film genre (martial arts movies), these films reconfigured traditional chinese cultural elements, in order to appeal to broader audiences. The investigator then proceeded to analyze the level of accuracy of this transculturation, concluding that "Kung Fu Panda" managed to achieve a more successful cultural hybridization than "Kill Bill", for it had studied the culture and its motif.
Daniel Coelho, Diana Teixeira, Eduarda Fernandes, Laura Vilaça and Neuza Alpuim
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