Document Type

Journal Article

Publication Title

Chinese Journal of Communication

ISSN

17544750

Volume

13

Issue

3

First Page

312

Last Page

328

Publisher

Taylor and Francis

School

School of Business and Law

RAS ID

29799

Funders

China Scholarship Council

Comments

Xu, M., Reijnders, S., & Kim, S. (2019). Inside the movie roadshow: a critical approach to media events in China. Chinese Journal of Communication, 13(3) 312 - 328. https://doi.org/10.1080/17544750.2019.1653341

Abstract

© 2019 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group. Although face-to-face events starring film professionals have become increasingly popular, they have rarely been studied, especially from the perspective of production. Focusing on the phenomenon of Chinese movie roadshows, this study explores the motivations and techniques used to produce popular media events in the Chinese film industry. Based on expert interviews with 15 media practitioners, the results showed that roadshows are staged as ritualized events that are centered on the performance of a symbolic boundary between “inside” and “outside” the media. Film industry professionals embrace face-to-face communication with audiences and use such events to display sincerity, producing them as a seemingly “unmediated” peek behind the veil of an otherwise hidden world. Moreover, communication on social media is another form of ritualized practice. We conclude that, by thus mediating the “unmediated,” movie roadshows offer an insightful perspective on the machinery of media power in China.

DOI

10.1080/17544750.2019.1653341

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

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