'Pigeon-eyed readers': The adaptation and formation of a global Asian fashion magazine

Tay, Jinna (2009) 'Pigeon-eyed readers': The adaptation and formation of a global Asian fashion magazine. Continuum: Journal of Media & Cultural Studies, 23 2: 245-256. doi:10.1080/10304310802711981

Author Tay, Jinna
Title 'Pigeon-eyed readers': The adaptation and formation of a global Asian fashion magazine
Journal name Continuum: Journal of Media & Cultural Studies   Check publisher's open access policy
ISSN 1469-3666
Publication date 2009-04-01
Year available 2009
Sub-type Article (original research)
DOI 10.1080/10304310802711981
Open Access Status
Volume 23
Issue 2
Start page 245
End page 256
Total pages 12
Editor Panizza Allmark
Mark Gibson
Gregory Noble
Place of publication London
Publisher Routledge
Language eng
Subject C1
950204 The Media
200299 Cultural Studies not elsewhere classified
Abstract Fashion magazines are the perfect medium to observe the twin synergies of adaptation and copying within the larger thesis of 'glocalization'. For it would seem that fashion magazines all over the world resemble each other to a certain degree but each publication is differentiated enough to sell monthly. While magazines overall tend to conform to a format and genre, individual publications have to shape themselves into unique titles with their own ethos and style that target a specific readership tribe. How do fashion magazines, local and syndicated, establish their niche and attract the readership they want? This article looks at a unique global fashion magazine, WestEast magazine from Hong Kong, and the strategies it has utilized to sell to a global readership from Asia to the West. This analysis of WestEast's inception and growth demonstrates that the process of adaptation and copying begins with product conceptualization, and that a culturally nuanced understanding of its local readership and market is essential for its success.
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: 2010 Higher Education Research Data Collection
Centre for Critical and Cultural Studies Publications
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Citation counts: TR Web of Science Citation Count  Cited 3 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 5 times in Scopus Article | Citations
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Created: Thu, 03 Sep 2009, 17:48:22 EST by Mr Andrew Martlew on behalf of Centre for Critical and Cultural Studies