Nel contesto italiano, molti prodotti mediali sono di origine straniera: diffusi o trasmessi insieme a quelli di produzione nazionale, al tempo stesso cambiano spesso forma, per andare incontro al pubblico italiano, e diventano, almeno in parte, diversi dall’originale. La tesi vuole, pertanto, porre le basi teoriche per uno studio sistematico dei processi di “mediazione” che intercorrono nel passaggio di un testo mediale da un Paese all’altro: l’appropriazione nazionale (“italianizzazione”), l’adattamento, la distribuzione, la circolazione e la messa in pagina di contenuti e prodotti. Tali strumenti trovano poi applicazione (e insieme conferma) nell’analisi delle vicende italiane della sitcom americana, e di alcuni titoli in particolare, sotto tre punti di vista: la ricostruzione della storia del genere, che segue le evoluzioni del sistema televisivo e mediale nazionale e da questo è mediato; la definizione delle oscillazioni e variazioni che il testo affronta, senza limitarsi alla traduzione ma seguendone l’adattamento e la traslazione; infine, il racconto dei percorsi tra mercati, doppiaggi e reti che compongono la filiera della sitcom, mettendo in evidenza il ruolo intermedio svolto dalle routine produttive e dagli addetti ai lavori coinvolti nella distribuzione internazionale (e poi, nel nuovo contesto, nazionale). / In the Italian context, several media products have foreign origins: diffused or broadcast together with the national productions, they often change their nature in order to reach the Italian audience, and consequently become partially different products. Therefore, this dissertation aims to put the theoretical basis of a systematic study of the “mediation” processes that take place in the passage of a media text between two countries: national appropriation (“Italianization”), adaptation, distribution and circulation of different contents and products. Subsequently, these tools are applied on (and confirmed by) the analysis of the Italian vicissitudes of the US-made situation comedy, focusing on five titles, in order to study three aspects: the genre history on Italian TV, connected with the evolution of the national TV and media system; the variations and gaps that every text has to face, thus expanding the concept of translation into adaptation and transposition; in conclusion, the US sitcom chain in Italy, including TV markets, dubbings and broadcasting, highlighting the intermediary role played by production routines and professionals involved in the national and international distribution.

Existe um sem número de obras que tratam da Economia Global (ou Globalização), analisando-a quanto aos aspectos econômicos, sociais, culturais, etc. Neste trabalho, utilizando-se as teorias de Gramsci, Althusser e outros sobre os Aparelhos Coercitivos de Estado, os Aparelhos de Hegemonia (Gramsci), os Aparelhos Ideológicos de Estado (Althusser) e a Indústria Cultural, partiu-se para uma perspectiva de Estado Transnacional Ampliado, liderado pelos Estados Unidos da América com as inevitáveis conseqüências para os países Latino-Americanos, no que tange aos aspectos econômicos e culturais. A necessária resistência a esse processo é enfatizada como a única saída possível para a América Latina, se quiser manter sua identidade perante a chamada \"Americanização\" econômico-cultural. / There are innumerable works on the issue of the Global Economy (or Globalization), analyzing the theme from economic, social and cultural aspects, etc. This work uses the theories of Gramsci, Althusser and others of the Coercive Apparatus of the State, the Hegemonic Apparatus (Gramsci), the Ideological Apparatus of the State (Althusser) and the Cultural Industry to move towards the perspective of an Enlarged Transnational State led by the United States of America and its inevitable consequences for Latin American nations on both the economic and cultural levels. Necessary resistance to this process is stressed as the only possible way out for Latin America, if it is to maintain its identity before this so-called economic/cultural \"Americanization\".

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I dagens alltmer teknologiska och globala samhälle, där marknadsföring och reklam inte längre är bundet till landsgränser, är det viktigare än någonsin förr att marknadsförare på internationella företag är medvetna om hur kulturella värden i reklam uppfattas av sin publik. Tidigare forskning indikerar att användningen av lokaliserad reklam i marknadsföring ofta är fördelaktig, eftersom bristande kulturell känslighet kan bli kostsam för internationella företag. Mot bakgrund av detta syftar denna studie till att utforska tankar, upplevelser och reflektioner kring McDonald's reklam som är anpassad för en svensk marknad. Då amerikanisering och homogenisering av kulturella värden länge varit ett aktuellt ämne, undersöker denna studie även svenskars uppfattningar av McDonald's inhemska, amerikanska reklam. Detta för att avgöra om spridningen av amerikanska värderingar har möjliggjort användningen av standardiserad reklam av internationella företag. Empirin samlades i denna studie in genom semi-strukturerade intervjuer utförda i två fokusgrupper. Fokusgrupperna bestod av åtta svenska individer som fick ta del av både svensk och amerikansk McDonald's-reklam och därefter delta i diskussioner om sina intryck och uppfattningar. Studiens resultat visade att den svenska publiken upplevde den amerikanska reklamen som främmande, opersonlig och överdrivet säljdriven. De kulturella skillnaderna och språkbarriären uppskattades inte av publiken då de hindrade relaterbarheten till innehållet. Däremot ansågs den amerikanska reklamen kunna vara attraktiv för en yngre generation.  Den svenska reklamen resonerade betydligt bättre med publiken. Den upplevdes som tilltalande och personlig och värderingar om ett gemensamt ansvar för naturen relaterade till publiken. Dock var publiken kritisk till huruvida budskapet i den svenska reklamen verkligen var autentiskt. De svenska värderingar som förmedlades i reklamfilmen ansågs vara tillgjorda och användas för att manipulera mottagaren till en mer positiv syn på företaget. Många av dessa resonemang kunde härledas till deras upplevelse av McDonald’s som företag och det starka bandet snabbmatskedjan ansågs ha till USA och amerikanska värderingar. En dissonans uppstod därmed mellan att värna om miljön och att konsumera snabbmat, då detta ledde till associationer om masskonsumtion.  Resultatet från denna studie understryker betydelsen av att anpassa reklam efter kulturella värderingar för internationella företag som vill lyckas på en global marknad. Studien belyser även de utmaningar marknadsförare på internationella företag står inför då anpassning efter lokala värderingar bör ske, men måste genomföras på ett sådant sätt som framstår som genuint för mottagaren samtidigt som värderingarna bör överensstämma med varumärket och dess lokala konnotationer. Produkten i sig och upplevelsen av varumärkets ursprung antas därmed spela in i hur publiken uppfattar de lokala anpassningarna, vilket utgör en viktig insikt för marknadsförare på en global marknad. / In today's increasingly technological and global society, where marketing and advertising are less and less bound by national borders, it is more important than ever for marketers at international companies to be aware of how cultural values in advertisements are perceived by their audience. Previous research indicates that the use of localized ads is often beneficial, as cultural insensitivity can be costly for international companies. Thus, the purpose of this study is to explore the opinions, experiences, and reflections regarding McDonald’s ads tailored for the Swedish market. Given the ongoing discussion about Americanization and the homogenization of cultural values, this study also examines Swedish audiences’ perceptions of McDonald’s domestic American advertisements to determine whether the spread of American values has facilitated the use of standardized advertising by international companies. The empirical data for this study were collected through semi-structured interviews conducted in two separate focus groups. These focus groups consisted of eight Swedish participants who viewed both Swedish and American McDonald's advertisements and then discussed their impressions and perceptions. The study's results indicated that the Swedish audience perceived the American advertisements as unfamiliar, impersonal, and overly sales-driven. The cultural differences and language barriers were not well-received by the audience, rendering the advertisements unrelatable. However, the American McDonald's advertisements were viewed as more attractive to a younger generation. In contrast, the Swedish McDonald's advertisements resonated better with the Swedish audience, being perceived as more appealing and personal. The values of collective responsibility for the environment were seen as particularly relatable. However, the audience criticized the authenticity of the messages conveyed in the Swedish advertisements. They perceived the values depicted in the ads as contrived, aimed at manipulating viewers into holding a favorable opinion of the company. These viewpoints were primarily associated with their perception of McDonald’s as a corporation and its strong ties to the USA and American values. A discrepancy emerged between environmental concern and the consumption of fast food, leading to associations with mass consumption. The findings of this study underscore the significance of international companies adjusting their advertising to align with cultural values for success in the global market. Additionally, the study emphasizes the challenges faced by marketers at international companies, highlighting the necessity for adaptation to local values in a manner that appears authentic to viewers and resonates with the brand and its local connotations. Consequently, the product itself and perceptions of the brand's origin are presumed to influence how audiences perceive these localized adaptations, providing critical insights for marketers in a global market.

Ziel dieser Untersuchung ist es, feuilletonistische Entwürfe von „Amerika“ in der Zeit von 1918 bis 1938 zu analysieren. Der Amerika-Diskurs in der deutschen Presse diente mir dabei als Folie für eine weitere Untersuchung im Kontext der Ersten Tschechoslowakischen Republik. Der Hauptbeitrag der vorliegenden Arbeit liegt daher in einer gänzlich neuen Perspektive auf die Perzeption der USA sowie im Vergleich dieser tschechoslowakischen Sicht mit der deutschen. In den 1920er- und 1930er-Jahren vermochte insbesondere das Feuilleton als modernes urbanes Genre die aktuellen zeitgenössischen Diskurse einerseits aufzunehmen, andererseits mitzugestalten. Deshalb diente es mir als Quelle. In der vorliegenden Arbeit wurde die Modernisierung als komplexes Phänomen untersucht, das alle Bereiche des Alltags erfasste. Anhand ausgewählter Themenbereiche – Amerika, Stadt, Frau – wurde herausgearbeitet, wie sich die Zeitgenossen mit diesem Prozess auseinandersetzten. Da die Modernisierung mit Amerikanisierung gleichgesetzt wurde, ist der so genannte Amerikanisierungsdiskurs zentraler Bestandteil der Untersuchung. Amerika diente sowohl in der Weimarer Republik wie in der ČSR als Projektionsfläche für Wunschvorstellungen sowie für Probleme im Umgang mit der Modernisierung. Das Zentrum der Moderne war der urbane Raum. Daher konzentriert sich meine Arbeit auf die Großstädte Berlin und Prag. Als deren Bezugsgröße diente New York. Analysiert wurden die Selbst- und im Falle Berlins auch die Fremddarstellungen der Metropolen im Hinblick auf ihre voranschreitende Urbanisierung. Der gesellschaftliche Wandel manifestierte sich in den 1920er-Jahren am deutlichsten an der gesellschaftlichen Aufwertung der Frau; sie profitierte am meisten vom Prozess der Modernisierung. Die Weiblichkeitskonstruktionen widerspiegeln daher wichtige Aspekte der Auseinandersetzung mit der Modernisierung / Amerikanisierung. / The goal of this research is the analysis of perceptions about the American model of modernity in the period between 1918 and 1938. The debate about America in Germany serves as the template for its examination in the context of the first Czechoslovak Republic, which will present an entirely new perspective. The main contribution of this thesis is the removal of the one-sided approach to German perceptions of America by means of comparison and perspective from Czechoslovakia. In the ‘20s and ‘30s played in particular the feuilleton a crucial role in creating popular perceptions of society. As a modern urban genre it enabled both the depiction and the formation of contemporary discourse. The subject of this thesis is a study of modernization, a complex phenomenon that has touched upon all aspects of everyday life. The analysis of selected topics – the USA, the city, and the woman – shows how people responded to this process. Due to the fact that modernization became equated with Americanization, a discourse about the latter is central to this analysis. Both in the German Weimar Republic as well as in Czechoslovakia America was used as a backdrop for projecting; both the visions and challenges that occurred while dealing with modernization. The center of modernism was the urban environment. This fact has led the focus of this examination to the cities of Prague and Berlin, with the reference point for both being New York. This thesis analyzes the way these cities presented themselves from the point of view of urbanization – in the case of Berlin it also includes perception of the city by outsiders. In the ‘20s social change was predominantly manifest in the empowerment of women and it was also women who profited most from modernization of the social sphere. The evolution of the notion of femininity is thus reflected in important aspects of this confrontation with modernization / Americanization.

Les objectifs du droit de la faillite sont divers. Ils évoluent dans le temps et dans l’espace. Vouloir éliminer le mauvais débiteur qui ne paie pas ses dettes et le punir, garantir le règlement des créanciers, tels sont les objectifs traditionnels. Assurer la survie de l'entreprise et prévenir les difficultés, tels sont les objectifs modernes. La diversité entraîne la hiérarchie des objectifs. L’étude comparative oppose les systèmes pro-débiteur et pro-créancier en fonction de la finalité prioritaire retenue. Elle montre que les objectifs des législations convergent vers le sauvetage des entreprises. Le droit fédéral des Etats-Unis, fondé sur la philosophie du nouveau départ, inspire les législateurs européens. L’analyse économique du droit, renouvelle la question des objectifs du droit de la faillite au regard de l’efficience, critère de légalité. Elle explique la convergence. La recherche de l’efficacité procédurale et substantielle guide l’orientation de la Commission européenne dans l’optique de promouvoir le marché unique. Ainsi, le consensus sur l’objectif de sauvegarde de l’entreprise rend possible l’harmonisation des règles substantielles au niveau européen. La révision du règlement (CE) n°1346/2000 relatif aux procédures d’insolvabilité confirme l’adhésion générale à l’idée de seconde chance. L’opposition entre systèmes pro-débiteur et pro-créancier s’estompe et laisse place à un système mixte. Chaque législation essaye de tendre vers la conciliation des intérêts contradictoires, ce qui entraîne le déplacement de la valeur du respect de la parole donnée, vers le concept plus difficile à cerner, mais qui fonde la force obligatoire des obligations: la confiance. / The objectives of bankruptcy law are varied and evolve over time and situation. Eradicating and punishing bad debtors and guaranteeing payment to creditors are traditional goals. Ensuring the survival of the company and preventing difficulties are modern goals. This diversity leads to a hierarchy of objectives. A comparative study contrasts pro-debtor and pro-creditor systems according to the priority of their identified objectives. It shows that the objective of legislations tends towards the salvaging of companies. Federal US law, founded on the principle of fresh start, inspires laws in Europe. Economic analysis of law reiterates the question of the objectives of bankruptcy law from the perspective of an efficient legal standard, explaining this tendency. The search for procedural and substantial efficiency guides the European Commission in the promotion of a single market. Therefore, consensus on the objective of salvaging the company makes harmonization of the substantive rules at the European level possible. The revision of Regulation (EC) N°1346/2000 on insolvency proceedings confirms the general acceptance of the idea of a second chance. The opposition between pro-debtor and pro-creditor systems diminishes, giving way to a mixed system. Each law attempts to move towards the reconciliation of conflicting interests, leading to the displacement of the value of respect for the word towards the concept, more difficult to define, but which founds binding obligation: trust.

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