Adaptēto preses izdevumu specifika un risinājumi: žurnāls „Auto Bild” Latvijā un Igaunijā
Date
2006
Authors
Stirna, Līga
Journal Title
Journal ISSN
Volume Title
Publisher
Latvijas Universitāte
Abstract
Šajā darbā apskatīta adaptēto mediju saistība ar populārās kultūras, patērētāju sabiedrības un globalizācijas procesiem. Adaptētie izdevumi ir sava veida globalizācijas paraugs, kad, ieejot preses kioskā jebkurā Eiropas valstī, redzami vieni un tie paši žurnālu nosaukumi – vai tā būtu Vācija, Francija, vai arī nu jau tagad – Latvija un Igaunija. Kultūras un informācijas globalizācija ir arī adaptēto preses izdevumu uzturēta, un šie preses izdevumi ir kļuvuši par populārās kultūras fenomenu.
Adaptētie izdevumi populārās kultūras kontekstā ir starpnieki starp patērētāju sabiedrību un populārās kultūras idejām, jo populārā kultūra kā vairākuma izvēle ietekmē un veido sabiedrības viedokļus, vērtības un nozīmes. Savukārt globalizācija ietekmē kādas populārās kultūras idejas var tiks ieviestas un asimilētas citās sabiedrībās un kultūrās, kā tas šai gadījumā notiek ar adaptētajiem izdevumiem.
Adaptētajiem žurnāliem ir jāatbilst virknei oriģinālās izdevniecības noteikumiem, taču tai pašā laikā adaptēšana tiek interpretēta atbilstoši lokālās auditorijas interesēm, tiesa, nepārkāpjot uzstādītos nosacījumus. Pētījumā pierādīts, ka adaptētie izdevumi – šai gadījumā vācu žurnāla Auto Bild Latvijas un Igaunijas lokalizējumi -, lai arī atbilst visiem nosacījumiem, ir atšķirīgi gan vizuāli, gan saturiski.
In this work “Specifics and solutions of adapted magazines: magazine Auto Bild in Latvian and Estonia” adapted media are considered in association with processes of popular culture, consumer culture and globalisation. Adapted media are a kind of globalisation – there are almost the same titles of magazines in kiosks in any European country – now also in Latvia and Estonia. Adapted magazines maintain cultural and informational globalisation and have become phenomena of popular culture. Adapted magazines operate as mediators between consumers and ideas of popular culture. Popular culture as the choice of majority can influence and form notions, values and meanings in community. Under the influence of globalisation some ideas of popular culture can be established and assimilated in other communities and cultures as it have been happen in this case with adapted media. Adapted magazines must follow a range of requirements set by the publishers, but at the same time process of adaptation is construed in accordance with the interests of local community, of course, within the guidelines set by the publisher. Investigation shows that adapted magazines – in this case Latvian and Estonian issues of German magazine Auto Bild – are different from each other and original magazine but in the same time fulfils the conditions of publisher.
In this work “Specifics and solutions of adapted magazines: magazine Auto Bild in Latvian and Estonia” adapted media are considered in association with processes of popular culture, consumer culture and globalisation. Adapted media are a kind of globalisation – there are almost the same titles of magazines in kiosks in any European country – now also in Latvia and Estonia. Adapted magazines maintain cultural and informational globalisation and have become phenomena of popular culture. Adapted magazines operate as mediators between consumers and ideas of popular culture. Popular culture as the choice of majority can influence and form notions, values and meanings in community. Under the influence of globalisation some ideas of popular culture can be established and assimilated in other communities and cultures as it have been happen in this case with adapted media. Adapted magazines must follow a range of requirements set by the publishers, but at the same time process of adaptation is construed in accordance with the interests of local community, of course, within the guidelines set by the publisher. Investigation shows that adapted magazines – in this case Latvian and Estonian issues of German magazine Auto Bild – are different from each other and original magazine but in the same time fulfils the conditions of publisher.
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Keywords
Komunikācijas zinātne