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Hall (2011) believes that identity is constructed through differences. Only through comparing with the other can a certain ethnic identity be show. Identity is able to play the role of identifying, because it can exclude the other. First interviewee figured that they criticized GEM as she abandoned the debut of personal style representing Hong Kong culture and changed to a “mainland – orientated” style. This difference in ways of interpretation of songs is on behalf of differences between Hong Kong and mainland cultures, GEM changes her way of interpretation of songs, naturally she lose Hong Kong fans’ approval and has been excluded be Hong Kong fans.
Frith (2011) points out that music is not equal to some kind of class, race, nation, cultural identity of audience towards music depends on audience’s feelings and communal values towards music. Although GEM still sing Guangdong language songs, her changed music style brings Hong Kong fans poor music experience, resulting in that fans which are similar to first interviewee do not identify with her music, and as some Hong Kong people do not support CY Leung and GEM has supported him in public, and GEM once refused to participate in the awards ceremony in Hong Kong, these behavior are contrary to communal values of this part of fans, resulting in that fans who are similar to the third interviewee do not identify with GEM’s music.
All in all, cultural identity is not static. The construction of cultural identity is affected by many factors, such as differences between groups, individual perception, communal values and so on. The interviews show that attitude of part of fans in Hong Kong towards GRM has undergone a process from identification to exclusion, because the style of interpretation of GEM’s new songs does not meet the characteristics of Hong Kong’s culture and brings Hong Kong fans a bad experience, and it is contrary to communal values of some people in Hong Kong.
4.4 Values
Values are the overall evaluation of an individual’s on objective things, including people, things and the meaning, function, effect and importance of results of its actions. Values are the important psychological tendency system that people use to distinguish the good and the bad, distinguish what is right and what is wrong. People can not only know what the world is, but also know what they should do, what they should choose to find the significance of things for their own to determine and achieve their goals (Lee, Chen and Chan, 2016; Flowerdew, 2004). These are governed by values of each person’s. Communal values means that the majority of members of a society share the same values. This concept is an important basis for cultural identity. These values are accepted by the members of the society and guide their political, social and cultural activities. Communal values have the function of orientation, cohesion, restraint and encouragement of members of a society (Lee, Chen and Chan, 2016; Yang, 2007). Hall believes that audience’s decoding process is proactive, it is precisely because communal values play such an important role, so in the decoding of television programs, people can not avoid being affected by communal values.
Considering the communal values of Hong Kong people’s, equality, justice, freedom, democracy, human rights and the rule of law are deeply rooted. This is also an important cultural foundation for Hong Kong to become the world's leading economy. However, the mainland China now is still a society of the rule of man, it is not free, which conflicts with the values of people’s in Hong Kong (Lee, Chen and Chan, 2016; Cheung, 2011), and GEM’s many acts are contrary to communal values of the Hong Kong society, and she meets the values of the mainland society, her behavior is interpreted as meeting what the mainland market demands, as well as the choice for making more money. Therefore, for this reason, many Hong Kong audiences take a oppositional position to decode her performance in the program “I am a singer”.
5.0 Conclusion 结论
“I am a singer” is a variety show with the highest audience rating in mainland China in recent years, the program's viewing groups are throughout mainland China, Hong Kong, Macao, Taiwan and Southeast Asia and other places, the number of audience has reached more than 100 million, by participating in the program, many stars have gained high visibility in mainland China and overseas Chinese communities. However, there was a special star named GEM from Hong Kong. On the one hand, she was through the program “I am a singer” to win a high reputation in mainland China, which helped her to earn a lot of money. On the other hand, she was very popular in Hong Kong before she participated in the program, but since she appeared in the program, Hong Kong audience has become to hate her. From the perspective of Hall’s theory, the hatred from Hong Kong audiences towards GEM’s performance comes from their oppositional decoding. What position that audience takes to interpret a TV program depends on the position of decoders’, Different audiences have different interpretation for a same TV program because of their different positions. Theory of Oppositional position is a good explanation for why mainland and Hong Kong audiences have different attitudes towards GEM's performance in “I am a singer”. There are two main reasons for why Hong Kong audience adopts a oppositional position. Firstly, GEM’s singing style and behavior conflict with Hong Kong audience's cultural identity, causing that most Hong Kong audiences dislike her. Secondly, at present, the political atmosphere between the Hong Kong society and the Mainland society is not very harmonious. There is a great difference in communal values between the two societies. Many acts of GEM violate the communal values of the Hong Kong society and cater to the values of the mainland society. Her actions are interpreted as meeting the needs of the mainland market to earn more money. As a result, many Hong Kong audiences took an oppositional position to decode her performance in “I am a singer”.
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