Please Read Chapter 11 From Baldwin Et Al And The Following
Please Read Chapter 11 From Baldwin Et Al And The Following Article
Please read chapter 11 from Baldwin, et al., and the following article. Both can be found in this week's Reading and Resources. Why blockbusters are taking over the arts The Boston Globe October 13, 2013 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? 250 Words Minimum Plagiarism free Credible sources
Paper For Above instruction
The convergence of media trends detailed in Baldwin et al.'s chapter 11 and Elberse's theory on blockbuster media provides a compelling lens through which to examine cultural imperialism. Elberse (2013) posits that blockbuster phenomena—whether films, music, or digital content—generate disproportionate revenue and cultural influence due to their high-profile marketing and distribution strategies. This concentration of cultural output aligns with the concept of cultural imperialism, a process where dominant cultural industries subordinate or marginalize local cultures through global dissemination (Schiller, 1991). Elberse’s model amplifies this phenomenon; blockbuster productions often overshadow local or indigenous content, effectively exporting a singular dominant cultural narrative globally.
The implications for global media are significant. The trend towards emphasizing blockbuster releases and their aggressive promotion strategies tends to homogenize cultural consumption, diminishing cultural diversity and local content visibility (Straubhaar, 2012). As media corporations prioritize global markets to maximize profits, local cultures risk erosion under the weight of dominant narratives. This transformation facilitates cultural imperialism, with powerful media conglomerates shaping and controlling cultural narratives worldwide, often perpetuating Western-centric ideals and values (Tomlinson, 1999). Consequently, the promotion and distribution strategies focused on blockbuster products could diminish cultural pluralism, leading to a less diverse global media landscape.
Moreover, the rise of digital distribution platforms and targeted marketing enhances the reach of blockbuster content, often at the expense of local productions (Yamauchi, 2018). This shift underscores the need for policies fostering cultural diversity and protecting local media industries against homogenizing influences posed by global media conglomerates. Overall, Elberse’s framework highlights how the commercial imperatives of blockbuster media intersect with broader processes of cultural imperialism, shaping a predominantly Western-centric cultural landscape worldwide.
References
Elberse, A. (2013). Why Blockbusters Are Taking Over the Arts. The Boston Globe.
Schiller, H. I. (1991). Cultural imperialism: A review. In Communication and Cultural Domination. Routledge.
Straubhaar, J. D. (2012). Media globalization, cultural diversity, and the local-global nexus. International Journal of Cultural Studies, 15(2), 183–198.
Tomlinson, J. (1999). Globalization and Culture. University of Chicago Press.
Yamauchi, T. (2018). Digital platforms and cultural homogenization: A threat or opportunity? Journal of Media Economics, 31(4), 191-205.