Social and Political Sciences
Please answer the following:
1.How does Elberse’s theory on blockbuster media reflect the idea of cultural imperialism?
2.What implications do trends in the way media companies promote and distribute products have for global media?
1.How does Elberse’s theory on blockbuster media reflect the idea of cultural imperialism?
Cultural imperialism encompasses a particular culture asserting its power over other cultures. The culture ends up being more successful that the foreign cultures choose to adopt it and put in all required resources. Cultural imperialism has been very apparent in the concept of Hollywood, which became the modern global business in the field of movies that now defines the business traits of movie-making. In relation to Elberse theory, cultural imperialism is evident in the blockbusters strategy adopted by entertainment executives. In this strategy, the creation of movies entails directing a massive chunk of resources to a small number of movies, including constant marketing (Fehrman, 2013(. The increased hype attracts many people to watch the movie such that these small numbers of movies end up generating huge returns. The strategy is now even adopted in other media strategies such as the investments made in Lady gaga’s albums. The Hollywood strategy is now understood as an effective strategy that assures great revenues.
2.What implications do trends in the way media companies promote and distribute products have for global media?
Global media involves the complex transnational network of different media systems that arise from different cultures. Media companies are promoting and distributing products, and increased awareness of issues happening in different cultures is achieved across the globe. However, this kind of promoting and distribution that focuses on particular products means that these certain ones are implied to be the superior ones (University of Minnesota, 2016). It becomes possible for some media products to be overshadowed, including business models that can also bring in the revenues without following the powerful model. As media companies promote and distribute products continue to demonstrate the intertwining of economic and cultural aspects.
References
Fehrman, C. (2013, October 12). Why blockbusters are taking over the arts. BostonGlobe.com. https://www.bostonglobe.com/ideas/2013/10/12/why-blockbusters-are-taking-over-arts/qsR6F655s2G4RfzEXq2pVM/story.html
The University of Minnesota. (2016, March 22). 13.7 cultural imperialism – Understanding media and culture. Open Textbooks the • University of Minnesota Libraries. https://open.lib.umn.edu/mediaandculture/chapter/13-7-cultural-imperialism/
