Christina Klein (2004, p. 361)describes Hollywoodisation
somewhat bleakly, saying that “global Hollywood is gobbling up a seemingly
ever-increasing share of the world’s film markets and in doing so is driving
local industries to the brink of collapse and homogenizing the world’s film
culture.” This is directly seen in the way that Asian films have taken on
various tropes of Hollywood films, not excluding the happy ending or the
good-looking hero.
'Pride and Prejudice',
starring Keira Knightley, is an example of a non-American film that has been
Hollywoodised. Deborah Cartmell (2010, p. 12) states how this “major film uses
celebrity status in the form of Keira Knightley as Elizabeth, and, to a lesser
extent, Judi Dench as Lady Catherine, to draw in the crowds.” Another
Hollywoodisation is the use of a 21st century American ideal of
beauty, with several of the main actresses, but in particular Keira Knightley,
being too thin for the idea of 18th or 19th century
beauty.
Cowen discusses globalisation in terms of “increased
cross-cultural exchange, expanded consumer preferences and greater aesthetic
diversity” (cited in Klein 2004, p. 361), painting this concept of
globalisation—and also, Hollywoodisation—in a more positive light. Whether a
good or bad thing, it’s safe to say that cinema cultures are being watered down
through denationalisation.
The audience for Hollywood films has shifted in the last
decade, and Frederick Wasser (1995, p. 42) says, “On a per capita basis the
American viewer is of no more importance [than] any other member of the global
audience” (p. 424)—showing that a significant proportion of the viewers are now
from other countries. While almost all blockbusters and the majority of big-name films are still produced in California, their
success no longer hinges solely on the American, or even Western, market.
Wasser (1995, p. 428) says that, “Pictures had to be
targeted to a market, not to a nation. Distributors tried to appeal to
different demographic groups, in particular, youth.” This shows the move toward
a different way for the media to market new films, and how they had to employ a
sense of hybridity to appeal to a wider audience.
In 2013, advertising companies are being pushed to find
newer, better and more diverse ways of presenting a film because the idea of a
success or blockbuster is being driven to new heights.
References:
Image: Boyle, L 2011, ‘Jane Austen’, retrieved 24 September
2013, <http://www.janeausten.co.uk/pride-and-prejudice-an-overview/>.
2013, ‘IMBD’, retrieved 24 September 2013, <http://www.imdb.com/title/tt0414387/>.
Cartmell, D 2010, Screen Adaptations, Methuen Drama,
retrieved 23 September 2013, <http://reader.eblib.com.au.ezproxy-m.deakin.edu.au/(S(ixvfrav1rojvloal5lkxz0e3))/Reader.aspx?p=692120&o=154&u=GPIwEjgV9b6sgJqdjUr%2f3g%3d%3d&t=1379940038&h=4FDE417D1234B650ED30802898AA88E5F91EE1D8&s=10127409&ut=484&pg=1&r=img&c=-1&pat=n#>.
Farlex, 2013, ‘The
Free Dictionary’, retrieved 24 September 2013, <http://www.thefreedictionary.com/denationalization>.
Klein, C 2004, ‘Martial arts and globalisation of US and
Asian film industries’, Comparative
America Studies, vol. 2, no. 3, pp. 360-384.
Waller, G A 2013, ‘Senses of Success and the Rise of the
Blockbuster’, Film History, vol. 25,
no. 1/2 , pp. 11-18, retrieved 24 September 2013, <http://ehis.ebscohost.com/ehost/pdfviewer/pdfviewer?sid=449e593d-ec9d-4dc4-9ece-a765583c2b07%40sessionmgr110&vid=2&hid=101>.
Wasser, F 1995, ‘Is
Hollywood America? The Trans-nationalization of the American Film Industry’, Critical Studies in Mass Communication,
vol. 12, pp. 423-437.
Hi Lil .. Thanks for your post this week! You used a good example in Pride and Prejudice to demonstrate the global spread of American culture in films. Their use of well-known, although not necessarily appropriate actresses, suggests that we (the audience) are persuaded by modern cultural norms. But although it enjoyed moderate success in the west, it would be interesting to see how non-western audiences responded to the film.
ReplyDeleteYou have used the references well to give a summary of this week’s topic, using some good quotes to support the concept. It would be nice to also hear your personal thoughts and opinions in your Blog.
Cheers
Prue
Hi
ReplyDeleteI like your opening statement, in particular the “Asian films have taken on various tropes of Hollywood films’’, this links well with Klein’s quote but I’m not quiet sure about the happy ending / the good looking hero bit, as I could not see the linkage to the quote.
I also like the examples that you used, particular ‘Pride and Prejudice’. Coming from a non westerner, I always thought that it’s an American film as it was quiet popular. Nevertheless, I don’t quite get the connection/linkage you tried to make - between your examples and the concept of ‘Asianised’, it would help my understanding as a reader if you could expand on this and or elaborate by what you meant ‘to draw in the crowds’? e.g.: how?
Nevertheless, in reference to paragraph 3: excellent use of quote plus good argument and referencing, but it would be more effective if you could provide some evidence or example to further back up your argument.
Tho it's an interesting blog but I do struggle to find the connection / understand the concept between ''Hollywoodised and Asianised", and perhaps it would be great to see some your personal view on this.
Best.
Ly
Hi Lil!
ReplyDeleteGreat opening to the blog, you've introduced the topic efficiently and effectively and also added in a definition which gives us as the audience an understanding of the key terms which you continue to talk about throughout the blog. Your example of Pride and Prejudice further develops your points on Hollywoodisation and shows that you understand the topic. Your use of referencing shows that you know what you are talking about and have done your study, your references also back up what you are saying and add a scholarly feel to the blog post. Your use of the image at the top of the text gives the audience something to look at however you could have maybe added another image in towards the end of the post to make it not so text heavy. Overall though a fantastic post, great arguments and use of referencing and movie examples. Well done!
Hey Lil, a really great blog I really enjoyed it. It looks great for a start. It is well structured starting with a great quote from the many references you have used though out witch make it feel more professional and not an opinion piece. Tour use of links was a great way to broaden one’s horizons on what is happening in this so called Hollywoodisation. The example of pride and prejudice and the use of Hollywood stars and body shapes was an inquisitive look into this trend. A well-researched, written and presented blog Lil good stuff!!!
ReplyDelete
ReplyDeleteHey Lil, you have structured your post very well , I can clear understand the major point of focus in your blog is the advantages that Hollywood involvement has had on the other film industries. Your blog post concentrates on globalization, which according to your blog, has benefited film industries worldwide. You also gave a quick view of how other film industries have borrowed themes from the Hollywood industry. The thoughts derived from your post, are at least positive. Film industries in other parts of the world borrow ideas and themes from the Hollywood film industry, considering certain movies like Pride and prejudice; there is incorporation of Hollywood ideas. The thoughts derived from the aspect of theme borrowing are that there is globalization, which has enabled other film industries to diversify. Another thought portrayed in your blog is the thought that other film industries are trying all they can to up their game because of the challenge paused by Hollywood films in the market. This aspect has enabled other film industries to grow in terms of quality of film production, which is certainly a positive aspect (Wasser, 1995,).
Wasser, F 1995, ‘Is Hollywood America? The Trans-nationalization of the American Film Industry’, Critical Studies in Mass Communication, vol. 12, pp. 423-437.
Hi Lil,
ReplyDeleteYour response to this week’s blog topic is really strong! You have responded to the topic question in an in depth manner, using wider reading to support your main points.
Your reference to Pride and Prejudice is a great example and the idea that movies are using ‘stars’ to sell a movie is something that is becoming more prevalent today. I myself am guilty of going to the cinemas and choosing a film with the best actors, but I feel that it has a lot less to do with their ‘fame’ and a lot more to do with their act skills as well as the idea that the movie obviously had a bigger budget so it may be better.
The use of the quote from Frederick Wasser on a movies success not depending on the Western market is both relevant and really interesting!
Really great job! Thanks for your thoughts.
Well done Lil! You have structured your post very well and it is very well written.
ReplyDeleteYour use of Pride and Prejudice was a great example of a non-American film and how it appealed to American audiences, however it is interesting to note that two of the main production companies involved in the film were actually American companies.
You raised a really interesting point when you said that America is no longer the largest consumer of blockbusters and that there is now a focus on attempting to market to other countries - focusing on specific demographics.
The way you used the hyperlinks was really good and provided great background information to aid what you were writing about. It would have been good if you had added more pictures to break up the blocks of writing or perhaps a video relevant to what you were talking about?
Your use of quotes was really good and you made great references.
Great work here Lil. The concept that globalisation is changing the way the film industry operates is interesting, as the world becomes engulfed in this American ideal globalisation seems to be spreading the western way of life. Your use of the example of "Pride and Prejudice" to tie your ideas together was very well structured and gave me a much better sense of this Americanisation idea. The point you made about using 'celebrity status' was well thought, I don't doubt that the film would have been nearly as successful without the use of big name actors.
ReplyDeleteHi Lil,
ReplyDeleteGreat blog! I enjoyed reading it. Great way to start off with the structure presented. The use of a great quote from the many references you have included which has allowed your blog to have more credibility. Your example of Pride and Prejudice further develops your points on Hollywoodisation and shows that you understand the topic and that you were not bluffing your way through this blog. I like the image at the top of the text that you have included. Once again, you have used great arguments and use of referencing and movie examples. Keep it up!