Globalization is a constantly evolving concept. It has been around for centuries as the outcome of rising and falling empires, the integration of societies, and the spread of culture through trade. Today, we currently dwell in what many consider to be the “contemporary” stage of globalization and it has been considered the most accelerated due to the rate in which information, goods, and ideas are spread worldwide. The world we know now is a well-oiled machine running off of new technology and the competition that comes from it.
As the world’s businesses began to adopt new technologies and media outlets to increase their global status and overall revenue, the film industry joined in on the action. The film industry is an icon of globalization due to its ability to adapt, compete, and identify what it needs continue as a competitor. All of these skills are the result of its grasp on international resources thanks to technology, something I believe my peers agreed with. To articulate my point with real-world examples, my case study focused on the American Film Industry while narrowing upon a singular film company, the Walt Disney Company, to offer examples as to how globalization has had an impact on marketing techniques.
Luckily, one of my discussion questions sparked some debate in the classroom. It questioned whether or not the industry was an invading medium upon foreign cultures and societies. Several students agreed that the film industry is indeed dominating other countries by buying out international directors and writers while all along pushing its beliefs upon the viewers. Others debated this thought and stated that due to America’s diverse audience it is only natural for it to share its milieu of ideas around the world. This isn’t so much an invasion on culture as it is a spreading of multiple cultures through one medium.
One student brought up an issue regarding Bollywood’s presence in the international film industry. She inquired upon whether or not it would soon be able to compete with Hollywood and why it wasn’t of the same profit level now. I answered that what lies behind the issue is not only a lack of cultural understanding on behalf of Americans but also the inability for India to affectively market its mono-cultural films here in the States. The professor piped in with the fact that India has a strong sense of cultural proximity with regard to their products, something I wish I had mentioned in my own presentation.
The general topic of the week was over globalization and its impact on media. The other two presenters of the day brought up the issues of satellite and music media. All three of us agreed that globalization, the internet, and several other sources of media today have led to the exponential spread of our mediums of choice. It has also affected the way they work, target audiences, and are accessible.
The links I am posting are the journal articles I used to study the history of globalization and Disney, my focused film company of choice.
History of Globalization by Duncan S. Bell: http://www.jstor.org/stable/3569574
Cartoon Planet by Yoon and Malecki: http://icc.oxfordjournals.org/cgi/reprint/19/1/239