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Comm240 Blockbusters And Cultural Imperialism

Comm240 Blockbusters And Cultural Imperialism

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Comm240 Blockbusters And Cultural Imperialism


Comm240 Blockbusters And Cultural Imperialism. Elberse’s theory on blockbuster media does not directly reflect the idea of cultural imperialism. Elberse’s approach, as outlined in her book “Blockbusters: Hit-Making, Risk-Taking, and the Big Business of Entertainment,” focuses on the economics and strategies behind the production and distribution of blockbuster content. It emphasizes the dominance of blockbuster products in the media industry and the tendency of media companies to invest heavily in these high-risk, high-reward projects.

On the other hand, cultural imperialism refers to one culture exerting influence and control over different cultures, often through media and entertainment. It involves the imposition of dominant cultural values, norms, and ideas onto other societies, potentially leading to the erosion or displacement of local cultures.

While Elberse’s theory does not directly address cultural imperialism, it does intersect with broader discussions on globalization and the impact of global media trends. How media companies promote and distribute products can significantly affect international media and cultural dynamics. Some critical implications include the following:


Comm240 Blockbusters And Cultural Imperialism


  1. Homogenization of culture: The dominance of blockbuster content can lead to a homogenization of cultural experiences worldwide. As media companies focus on producing and promoting universally appealing content, there is a risk of marginalizing local and diverse artistic expressions.
  2. Limited representation: The reliance on blockbuster models may result in a limited representation of underrepresented cultures, voices, and perspectives. Media companies often prioritize projects with a high probability of commercial success, which can lead to a lack of diversity and representation in the content produced.
  3. Economic disparities: Global media trends can reinforce economic inequality between countries and regions. Wealthy and influential media companies, primarily based in the Global North, tend to dominate the global media landscape, limiting the opportunities for smaller, local media industries to thrive.
  4. Cultural resistance and hybridization: Despite the dominance of blockbuster media, local cultures often find ways to resist and adapt to global media trends. Cultural resistance can manifest through creating an alternative and independent press, grassroots movements, or the hybridization of international and local cultural elements.

It is important to note that while the blockbuster model and global media trends can have significant implications, they are not always driven by a deliberate agenda of cultural imperialism. Various factors, including market demands, economic considerations, and audience preferences, influence the decisions made by media companies.


  • How does Elberse’s theory on blockbuster media reflect the idea of cultural imperialism?
  • What implications do trends in the way media companies promote and distribute products have for global media?
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