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Yongzhong Yang
School of Business, Sichuan University, Chengdu 610065, China

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Journal article
Published: 04 March 2021 in Sustainability
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The purpose of this paper is to explore Disney Mulan’s cultural appropriation strategy and the cultural discount phenomenon formed in the Chinese market from the perspective of users and discuss the creation and operation strategy of the film. In 2020, Disney released a new film that originated in China, Mulan, but received negative reviews from the Chinese consumer market. Taking this as an example, this paper uses NVivo and ROSTCM to conduct content-coding and text analysis on creators’ interview records and consumer comments and seeks for the differences in understanding between Chinese audiences and creative teams. The results show that cultural appropriation is an effective strategy for film creation, but cultural appropriation based on misinterpretation will lead to cultural discounts in the operation of films. Therefore, corresponding strategies during film creation and operation should be adopted to better realize the sustainable development of culture.

ACS Style

Rui Chen; Zhiyi Chen; Yongzhong Yang. The Creation and Operation Strategy of Disney’s Mulan: Cultural Appropriation and Cultural Discount. Sustainability 2021, 13, 2751 .

AMA Style

Rui Chen, Zhiyi Chen, Yongzhong Yang. The Creation and Operation Strategy of Disney’s Mulan: Cultural Appropriation and Cultural Discount. Sustainability. 2021; 13 (5):2751.

Chicago/Turabian Style

Rui Chen; Zhiyi Chen; Yongzhong Yang. 2021. "The Creation and Operation Strategy of Disney’s Mulan: Cultural Appropriation and Cultural Discount." Sustainability 13, no. 5: 2751.

Journal article
Published: 16 July 2019 in Sustainability
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Countries all over the world have been constantly exploring ways to rescue and protect intangible cultural heritage. While learning from other countries’ protection measures, the Chinese government is also constantly exploring ways that conform to China’s national conditions. As China’s first batch of intangible cultural heritage, lacquer art boasts a brilliant history, but many people are not familiar with it today. Moreover, in the process of modernization, the lacquer art transmission is declining day by day, and it is facing unprecedented major crises such as loss and division of history into periods. Hence, it is essential to verify and reveal the challenges and dilemmas in the lacquer art transmission, and come up with corresponding protection measures around these problems. First of all, this research, through literature review, “horizontally” explores the current research status and the universal problems of lacquer art transmission from the macro level. With a view to make up for the deficiencies of the existing research and further supplement the empirical evidence, the current research, with the transmission of “Chengdu lacquer art” as an example and through in-depth interviews, tracks and investigates the whole process of transmission of Chengdu Lacquer Art Training Institute, and “vertically” analyzes the survival situation of lacquer art transmission and the core problems affecting transmission behaviors from the micro level. In the final conclusion, the research comes up with corresponding countermeasures and suggestions for the identified key problems, which is of significant reference value for facilitating the live transmission and sustainable development of Chinese lacquer art.

ACS Style

Xiaoting Song; Yongzhong Yang; Ruo Yang; Mohsin Shafi. Keeping Watch on Intangible Cultural Heritage: Live Transmission and Sustainable Development of Chinese Lacquer Art. Sustainability 2019, 11, 3868 .

AMA Style

Xiaoting Song, Yongzhong Yang, Ruo Yang, Mohsin Shafi. Keeping Watch on Intangible Cultural Heritage: Live Transmission and Sustainable Development of Chinese Lacquer Art. Sustainability. 2019; 11 (14):3868.

Chicago/Turabian Style

Xiaoting Song; Yongzhong Yang; Ruo Yang; Mohsin Shafi. 2019. "Keeping Watch on Intangible Cultural Heritage: Live Transmission and Sustainable Development of Chinese Lacquer Art." Sustainability 11, no. 14: 3868.

Journal article
Published: 12 February 2019 in Sustainability
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Despite their cultural and economic importance, creative micro-enterprises have received very little attention from academia research, especially with respect to vertical co-operation—customers and suppliers—and innovation. This study aims to fill the literature gap by studying how vertical co-operation improves the performance of micro-enterprises in textile crafts through innovation. A questionnaire was used to collect data from creative micro-enterprises in the textile craft sector operating in the Matiari District of Pakistan. To test the construct validity of the research, Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) were conducted, and to examine the hypotheses, the bootstrap re-sampling method was used with the SPSS PROCESS macro developed by Hayes. The findings of this study indicate that vertical co-operation positively and significantly affects the innovation and performance of creative micro-enterprises in textile crafts. In addition, we find that innovation plays a significant mediating role between vertical co-operation and performance. Furthermore, contrary to some studies, we empirically provide evidence regarding innovation in craft in terms of product development (design, size, shape, color, etc.), improvement in quality, and replacement/modification of tools.

ACS Style

Mohsin Shafi; Yongzhong Yang; Zobi Khan; Aixian Yu. Vertical Co-operation in Creative Micro-Enterprises: A Case Study of Textile Crafts of Matiari District, Pakistan. Sustainability 2019, 11, 920 .

AMA Style

Mohsin Shafi, Yongzhong Yang, Zobi Khan, Aixian Yu. Vertical Co-operation in Creative Micro-Enterprises: A Case Study of Textile Crafts of Matiari District, Pakistan. Sustainability. 2019; 11 (3):920.

Chicago/Turabian Style

Mohsin Shafi; Yongzhong Yang; Zobi Khan; Aixian Yu. 2019. "Vertical Co-operation in Creative Micro-Enterprises: A Case Study of Textile Crafts of Matiari District, Pakistan." Sustainability 11, no. 3: 920.