Abstract：
Abstract: The paper systematically examines the glocalization strategies used by the American fashion magazine Cosmopolitan in China. Incorporating methods of ethnographic interviews, thematic analysis, multimodal discourse analysis and linguistic analysis, the study reveals that while the local/Chinese version of the magazine has observed some common, global generic structures, it manifests extensive localization/glocalization strategies, e.g., in the choice of local models and stories, in the visual, non-verbal presentation of the local models, in the hybridization of both American and Chinese values, and in the mixing of English, Standard Written Chinese and the vernacular expressions in the narrative. The paper concludes with a call for further researching the phenomena of linguistic and cultural appropriation and recreation in the age of globalization.
Key Words: glocalization; Cosmopolitan; brand spread; cross-cultural communication; discourse analysis
