8/3/2019 Holly 1

1/32

5/2/12

HOLLYWOOD AND THE RISEOF CULTURAL

PROTECTIONISM

NEHAHASIJA

SHELZA

8/3/2019 Holly 1

2/32

5/2/12

SUMMARY

This case study emphasizes on 2 mainpoints:-

Does HOLLYWOOD have a negativeimpact on the world..

Are subsidies and quotas the right way to

protect the cultural industries.

8/3/2019 Holly 1

3/32

5/2/12

CULTURAL PROTECTIONISM

The success of Hollywood isundoubted; in 1998 the 39 mostsuccessful movies were all American.

The issue of Americas culturalinfluence is perhaps felt most

profoundly in France.

Cultural protectionism has become amajor issue in WTO negotiations, ithas also driven a number of states (e.g.Qatar, Russia, China, France) tosponsor international broadcasting

operations

8/3/2019 Holly 1

4/32

5/2/12

CONS OF HOLLYWOODMOVIES

ARTISTIC

Hollywood films arepoor, only use specialeffects and violence to

mask preposterousplots, weak dialogue

and poor acting.

MORAL

Hollywoodfilms glorify

sex andviolence,

attacking the

moral valuesof all

societies andleading theiryoung astray

8/3/2019 Holly 1

5/32

5/2/12

CULTURAL

Hollywood imposes American entertainment and itslanguage on the world

Globalisation of entertainment threatens to result inan American-flavoured uniformity.

POLITICALHollywood portrays a simplistic good vs. evil

view of international conflicts, in whichstereotyped and negative images of Muslims,Russians, South Americans, etc. are presented

as the enemies of freedom and progress.

8/3/2019 Holly 1

6/32

5/2/12

ECONOMIC

The sheer size and financial powerof Hollywoods major studios

allows them to dominate foreign

cinemasThis is achieved through bigbudgets associated with veryexpensive special effects, huge

salaries for star actors from aroundthe world

8/3/2019 Holly 1

7/32

5/2/12

SOME EXAMPLES

Steven Spielberg, produced anddirected JURASSIC PARK.He has been target of complaintshow Hollywood is changingWORLD CULTURESThis film ignited a storm of

protest.Critics found this film to be

brainless , lacking plot ,succeeding through big budgets.This film considered as threat to

national identity of french people

8/3/2019 Holly 1

8/32

5/2/12

LOST IN TRANSLATIONANOTHER EXAMPLE

This film came under fire from LOS ANGELES toTokyo.

This film portrayed Japanese people as Robotic

caricatures. Japanese were disappointed by this movie.

This film is seen to reinforce negative stereotypes about

the Japanese.

8/3/2019 Holly 1

9/32

5/2/12

IS THE US INDUSTRYOVERWHELMING THE CULTURES OF

THE WORLD?There are some relevant facts:- Hollywood produces 80% of the films

viewed internationally.

US global market share doubled since1990.

After aerospace, Hollywood is the

united statess largest net export. US imports few foreign films.

Hollywoods film remains in highdemand worldwide..

Forei n films hold less than 1 % of the

8/3/2019 Holly 1

10/32

5/2/12

WHAT ASPECTS OF CULTURE DOHOLLYWOOD FILMS PROMOTE AROUND THE

WORLD?

HOLLYWWOD Films can be argued aspromoting all aspects of culture:-

1)Political philosophy: Air Force One(1997)

2)Economic philosophy: Cruel Intentions(1999);

the pursuit of Happiness(2006).

3)Social Structure: The Associate(1996); PrettyWoman(1990)

4)Education: Dead Poets Society(1989); LittleMiss sunshine(2006)

5)Religion: Passion Of The Christ(2004); TheLove Guru(2008)

6)Language: Rush Hour, ShanghaiNoon 2000 ,lost in Translation 2003

8/3/2019 Holly 1

11/32

5/2/12

IN WHAT WAYS DO HOLLYWOOD MOVIESAFFECT THE CULTURAL VALUES OF PEOPLE

OUTSIDE THE US? Religion and language remain the most

sensitive elements of culture.

The Americanization of global values

&beliefs. Hollywood films affect their audience ,

both outside and inside of the US.

The Godfather and Pearl Harborillustrate decision-making patterns.

8/3/2019 Holly 1

12/32

5/2/12

Eg. The Last Samurai is competition vs. cooperation

Conversational patterns and high/low context environment;implicit and explicit communication illustrating the value ofclarity.

The Lord Of the Rings, is essentially about struggle betweengood and evil. But also interpreted as the war between

Christians and Muslims. There are certain dimensions of culture, like the sense of

style or aesthetics that might be influenced by movies. Eg.Devils Wears Prada (2006).

8/3/2019 Holly 1

13/32

5/2/12

DO FILMS HAVE THE POWER OFTRANSMITTING ITS CULTURAL VALUES

TO OTHER CULTURES EYEBALL is a term used to name

the audience in movie and TVindustries.

When eyeballs are watching amovie, they will somehow relate to itand may even want to imitate it.

However , the trance, accompanied byatmosphere , music , color and specialeffects, may not be that powerfulbecause every eyeball has its own

perception.

8/3/2019 Holly 1

14/32

5/2/12

pros OF HOLLYWOOD

ARTISTIC

Films made in

Hollywood canbe rubbish, butthey can also beterrific as can

films madeanywhere else

in the world.If the public

MORAL

Hollywood moviesactually tend to promote

liberal values of universal

significance, e.g. womensrights, the evils of tyranny,the independent worth ofeach human life, and the

possibilities of individual

success through hard work.

8/3/2019 Holly 1

15/32

5/2/12

CULTURAL

Hollywood movies may help to create aninfrastructure of cinemas and marketingmethods, as well as a film-going public

eager for a more varied diet ofentertainment

POLITICAL

Hollywood is far from typically or monolithically American, insteadits concentration of creative resources have made it an international

centre for the production of entertainment

8/3/2019 Holly 1

16/32

5/2/12

ECONOMIC

If money guaranteedsuccess then small-budget

"foreign" films such asThe Full Monty wouldnever become internationalhits, and expensivemonsters such as Water

world would alwayssucceed.

8/3/2019 Holly 1

17/32

5/2/12

DISTORTING HISTORY ANDRELIGIOUS VALUES

Hollywood war films are accused ofpresenting biased accounts of history.

APOCALYPSE NOW may have

painted a ethnocentric view of theVietnam War , focusing on the Americantragedy while ignoring that of vietnamese.

THE PASSION OF CHRIST enraged

religious groups in every corner of theworld.

8/3/2019 Holly 1

18/32

5/2/12

The global recognition and acceptance ofAmerican English and cultural References are

obstacles that competitors face.

Hollywoods global success is attributed toassociation of American style with a way of

existence that others wish to share in.

8/3/2019 Holly 1

19/32

5/2/12

MOVIES AND COMPARATIVEADVANTAGE

Films are not like a commodity because it ahs aability to influence national culture and socialdevelopment.

The world is no longer immigrating to the US ,the US is attempting to emigrate to the world ,through its films.

8/3/2019 Holly 1

20/32

5/2/12

CULTURAL PROTECTIONISM

Application of Trade Barriers that aim to prevent localfilm industries from being swamped by US imports..It includes subsidies , Quotas or a combination of both.

Subsidies are funded by taxes placed on Box Office salesof US movies.Quotas limit the number of screens allowed to show USfilms.The whole system results in production of local filmsThis reduces their ability to create globally competitivefilms.

8/3/2019 Holly 1

21/32

5/2/12

WHAT FACTORS DETERMINE THE HIGHDEMAND FOR HOLLYWOOD FFILMS IN

WORLD MARKETS? Globalized Markets.

World markets like such big-budgets ,entertaining films with the right stuff.

8/3/2019 Holly 1

22/32

5/2/12

SO LITTLE DEMANDED IN

THE US? Possibly ethnocentricity.

Americans like Hollywood Movies

because they are made the rightway , the American way.

Americans just want their specialeffects , violence , and sometimesromance.

8/3/2019 Holly 1

23/32

5/2/12

WHAT CAN FOREIGN FILM MAKERS DOTO INCREASE DEMAND FOR THEIR

MOVIES IN THE US?

1)ALLIANCES

2)BETTER FILMS

8/3/2019 Holly 1

24/32

5/2/12

Do movies constitute a separate category(culture incarnate as stated in the case), orshould they be treated like any other good? That

is, given the nature of movies, is it okay for acountry to shield and support its own filmindustry via protectionism?

8/3/2019 Holly 1

25/32

5/2/12

A Yes and a No

Yes, because Filmmakers have the right todeliver their ideas and understanding to others.

No, if a film industry is too powerful.

8/3/2019 Holly 1

26/32

5/2/12

Are subsidies and quotas

the right way to protect

cultural industries?What are the advantages

and disadvantages of

subsidies and quotas

for protecting local film

industries?

8/3/2019 Holly 1

27/32

5/2/12

Advantages : Domestic industry is artificiallyboosted.

Disadvantages:Subsidies: Can weaken industries.

Quotas :

1.results in the local production of films simplyto fulfill government mandates.

2. weaken protected industries, reducingcompetitional improvements.

8/3/2019 Holly 1

28/32

5/2/12

Are there any other cultural industries that

governments should protect?

8/3/2019 Holly 1

29/32

5/2/12

Protectionism jeopardizes freedom of speech.

Regulation acts in opposition to the freemarket.

to mitigate the tension between Hollywoodand Europe, might be to form a FilmConsortium.

8/3/2019 Holly 1

30/32

5/2/12

Are there better ways to maintain and enhancehome-grown film industries?

8/3/2019 Holly 1

31/32

5/2/12

Compete under a free-market scenario

Competitive advantage is internally-derivedwith quality films, rather than externally-subsidized through artificial and necessarilytemporary measures.

8/3/2019 Holly 1

32/32

5/2/12