'Globalizing the Local: The Case of an Egyptian Superhero Comic' and 'Global Media and the Regime of Lifestyle'

Blackwell Publishing
Publication Type:
The Handbook of Language and Globalization, 2010, first edition, pp. 232 - 255
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This magazine appears in forty-three different languages and is produced by local editors, but remains under tight control from the Hearst Corporation in New York. We translated and analyzed articles on sexuality and women's careers; we interviewed local editors and readers in ten countries; and we found that the local versions of the magazine followed much the same agenda - all propagate the independent, freedom-loving 'fun, fearless' Cosmo woman. The visual style and generic structure of the articles (and of the magazine as a whole) were also near-identical in all the versions we studied (only the Japanese version had a different format).
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