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Purpose – This chapter analyzes how various gender discourses transmitted through mass media such as television form discourse competition and conflict today as China is confronting cultural globalization. In that context, a wave of consumerism and nostalgia for cultural tradition become two of the key factors that shield patriarchy and resist feminism.

Method – Quantitative and qualitative responses of Chinese university students to video productions from South Korea and the United States are studied, compared, and contrasted by using survey and focus group discussion methods.

Findings – Women and men students show preference for different types of televised and film entertainment. Both respond to the gender discourses depicted, seeing in them models for behavior and fashion. The independence and sexual freedom reflected in TV series from the United States is seen by many as less applicable to the Chinese context than the idealized traditionalism of the Korean series.

Social implications – Global culture provides alternative and competing gender discourses, which can lead to social change or to nostalgia for an idealized tradition in the face of change. To the extent that both women and men adopt the male gaze, patriarchal culture is strengthened, not challenged in the process.

Purpose/approach – This introduction sets forth the main themes of the volume, reviews the methods employed by its contributors, and demonstrates the relationships among the chapters.

Research implications – The introduction demonstrates the ways gender research engages topics of current social, economic, and political importance and the ways in which focus on these topics advances an intersectional approach to gender research.

Practical and social implications – Drawing on each of the chapters, the authors point to the ways in which the global movement of people, media, and ideas foster changes in self-concepts, behavior, and social policy.

Value of the chapter – The essay serves as an overall introduction to the volume.

Cay Anderson-Hanley, Ph.D., is assistant professor of psychology at Union College in Schenectady, NY. She obtained her doctorate from the University at Albany, and completed a postdoctoral fellowship in geriatric neuropsychology at UCLA. Her scientific work has focused on the neuropsychological effects of aging, cancer, and exercise interventions. She teaches clinically oriented courses, including psychological assessment. Cay has served as a co-PI on the NSF Advance grant awarded to Skidmore and Union Colleges since 2008, and contributed to the development and analysis of the climate survey utilized in the chapter in this volume. She has interest in understanding and finding solutions for the challenges of achieving professional-personal life balance for all faculty members, especially as it pertains to facilitating women's advancement in the sciences.