Film is the youngest art and the fastest growing art. In a short period of development, it not only firmly established the status of art, but also became the "most important" and "most popular" art among all arts. The following is what I collected for you. Welcome to read the reference!

The development and transformation of Hollywood movies.

Under the background of globalization, Hollywood must "change its face" ―― from the inherent awareness of cultural imperialism to globalization in the true sense. The emergence of oriental thinking and the use and satisfaction of the audience also promote the transformation of Hollywood, which is not only a cultural exchange, but also a typical feature of post-modern culture and post-modern movies ―― measuring the significance of culture by popularity, entertainment and even bestsellers.

Keywords:: Hollywood cultural imperialism face-changing development globalization strategy

Lucky historical opportunities and strong economic strength make Hollywood's success in the world obvious to all. It has its own set of value system and constantly transmits its own cultural model to the world. The development of mass communication gives a green light to this kind of behavior. Before the advent of globalization, Hollywood brought monopoly to a certain extent, and the audience paid for Hollywood because of the singleness of choice. However, with the continuous development of society, the trend of diversified globalization is becoming more and more obvious, and the audience's demand for novelty and the emergence of oriental thinking films make the films more comprehensive. If Hollywood continues to stick to its usual style, it will be difficult to meet the needs of the audience. In order to maintain its leading position, it is imperative for Hollywood to change its face from cultural imperialism to globalization.

I. Impression of Hollywood

Hollywood, originally a concept of place names, is located in the northwest suburb of Los Angeles, California, with about 300,000 residents. However, due to the developed local entertainment industry, the word "Hollywood" is often directly used to refer to the film industry in Southern California. However, the distribution of film studios has already surpassed the corner of Hollywood, and Hollywood and its surrounding cities such as burbank have become the center of American film and television industry. Hollywood is a diversified, dynamic and active urban area. It has important symbolic significance in American culture. It can be said that the development history of Hollywood is the development history of American movies. Hollywood films not only meet the needs of the American film market, but also are exported to all parts of the world, which not only exports American culture, but also brings huge profits to Hollywood investors.

Second, cultural imperialism.

Wenders, a famous German film director, admitted: "Americans colonized our consciousness." Colonization here refers to the colonization of images, which raises the issue of cultural imperialism. The concept of "cultural imperialism" originally refers to the influence of American culture on Latin American countries, but the influence of Hollywood can be traced back further. As early as 1930s, the intrigue between American politics and Hollywood culture surprised American business circles, and it was found that the screening of American movies often caused an increase in the demand for American goods.

Historically, the power of cultural imperialism in Hollywood images has been fully demonstrated. First, the image of new sewing machines appeared in early American movies, which once made American sewing machines out of stock overseas. Secondly, American films have created modern working conditions, resulting in a bad environment for workers in Paris and factories in France. Third, American stars taught local boys how to make hamburgers in a movie, which triggered the debate that the Mediterranean food culture was on the verge of extinction. Fourth, the Argentine audience found an American movie star underwear, which once led to the unsalable products in the market. In 1930s, in order to force Japan to open its film market, Hollywood threatened Japan by shooting a large number of Japanese gangster films. The role of film as a "cultural image spokesperson" is self-evident.

In terms of image, the so-called "Spielberg phenomenon" can be regarded as the performance of Hollywood cultural imperialism, because Hollywood's high technology and high-quality audio and video standards, such as Jurassic Park and Titanic, are difficult for other countries' films to achieve without huge investment.

From the perspective of consumption, the development of film derivatives often makes consumers ignore the cultural source of products. The most typical example is Disney. From comics, theme amusement parks, cable TV and gift shops, Disney flaunts globalization and repeated consumption, and faces the pressure of "quasi-assimilation" of global culture.

In the film industry, Latin American countries have used the influence of Hollywood to rise the "third world film". But unfortunately, these anti-Hollywood films have no commercial basis in ideology and aesthetics, and only provide words for the theoretical circle, which has little influence. However, theoretical research in recent years has proved that the acceptance of film and television products by movie audiences is not always negative, but often positive negotiation or even positive resistance.

In the field of mass media research, the topic of "cultural imperialism" gradually gave way to the theoretical exploration of "globalization".

Third, the transformation of Hollywood and its reasons

There was a communication theory in the early west-"subcutaneous injection theory" or target theory, which was popular in World War I and 1930s. According to this theory, publicity is as magical and effective to the audience as bullets hit the target and are injected into the human body. This is a view that the media has a strong influence.

Hollywood was once famous for its "cultural imperialism", sending its own value system and cultural ideas to every corner of the world. The audience is like the target of this bullet, because there is not much selectivity. Hollywood once influenced the audience's aesthetic concept, even behavior and lifestyle with its strong financial support and fine film production.

However, this powerful effect communication theory soon exposed its own limitations. The audience is constantly improving, the aesthetic concept is constantly changing, and the demand is also diversified, which urges the communicator to stand in the audience's perspective and spread the corresponding content according to the audience's needs and interests, so as to achieve the expected communication effect and bring good economic and social benefits.

The theory of "use and satisfaction" in communication also holds that media users are sometimes rational, sometimes purely entertaining or random when dealing with media information. The difference of audience behavior also affects the effect of media. People use the media to meet specific needs.

Similarly, Hollywood should take off its "self-centered" hat, start to change its communication ideas, go down the altar and go to the public.

In addition, the entry of oriental films into Hollywood in recent years is also a major manifestation of globalization, and the exchange of different ways of thinking and cultural differences between the East and the West is vividly demonstrated in Hollywood. First of all, since the late 1990s, Hollywood's share in the Asian market has been declining year by year. At the same time, as a rising star, China films have gradually entered the American market. For example, Hero became the first Asian film to win the box office title in the United States, ranking first for two weeks in a row. Crouching Tiger, Hidden Dragon grossed $65.438+0.28 billion in the United States, making it the most profitable foreign language film in the United States in 2006. Secondly, in recent years, oriental films have often won a share of important world awards, indicating that they have gained more and more recognition and respect in the world. Thirdly, oriental movies directly affect the content of Hollywood movies. Disney Company produced the animated film Mulan according to the ancient legend of China, and Hollywood remake The Ring of Midnight set off a wave of copying oriental films, including Korean films My Savage Girlfriend and Rose Red Lotus, Hong Kong film Infernal Affairs and Thailand Peng Brothers' Hell.

The famous director John Woo developed in Hollywood for several years, and finally based on FACE/OFF. Known as an A-level director in Hollywood, John Woo almost paid the price of "forgetting his roots" in order to get a Hollywood pass. He once admitted that "I'm not very China, and I don't belong to the China tradition in terms of skills, themes or film language." Under the background of globalization, the exchange of films from various countries in terms of capital resources, market resources, audience resources, talent resources and content resources has to attract Hollywood's attention ―― it's time for a makeover!

Fourth, globalization-the road to Hollywood development

Those who know the times are heroes. The times of the audience have changed, and so has Hollywood.

Stones from other mountains can attack jade, oriental movies are coming, and Hollywood must also change.

The background of globalization has given birth to the diversified development of Hollywood, and mutual benefit and win-win is the ultimate goal.

The era of globalization is an era in which Chinese and Western cultures blend, compete and coexist. Many years ago, Mr. Ji Xianlin called for: "When talking about cultural exchanges, we should emphasize one word, and the channels should be basically the same. It is not appropriate to go in and out. " As early as the 3rd1session of the General Assembly, UNESCO also formed the understanding that "multiculturalism is the common heritage of mankind". We should acknowledge and confirm that this diversity is beneficial to the present and future of mankind. "

Hollywood objectively promotes the communication and common progress between different cultures. Hollywood's "changing face" also reflects the significance and value of cross-cultural communication under the background of globalization.

refer to

Putnam. The undeclared war: Hollywood VS the whole world. Beijing: China Film Publishing House, 200 1 edition.

(2) Li, "Focus on Hollywood: the Relationship between Culture and Market", Peking University Publishing House, 2006.

③ Li, Competition and Cooperation: Analysis of the Interactive Situation of Chinese and American Film Industry after China's Entry into WTO, Modern Communication,No. 1, 2006.

④ Zhang, Hollywood's Success: Cultural Industry and Globalization Strategy.

⑤ Cui Chen, Hollywood shuffle: copy the East,

⑥ Hong Junhao, the social and cultural reasons for the popularity of China movies in the United States in recent years, New Movie, No.4, 2006.

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