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Film as Soft Power - Assignment Example

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This assignment outlines the impact of film industry on achieving the ‘American dream’…
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Film as Soft Power
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Download file to see previous pages As a very popular form of entertainment, film is often the chosen form of distraction in many parts of the world and films coming out of Hollywood, California are most widely recognized as being the prime example of what film should be. Written and produced in America and often created in a way that reinforces the accepted social controls present in American culture, Hollywood films are strongly infused with messages that reinforce the standard concepts of the American Dream and the accepted social behaviors that are considered essential in order to attain it. As a result of their hidden messages, or semiotics, as well as their blatant depictions, American films have had the greatest success as a form of soft power, consistently teaching audiences to value the American Dream and reinforcing accepted social behavior that contributes to the order and control of society.
Whether we care to admit it or not, there is a great deal of truth behind the statement that we are what the media tells us we are. “Much of what we share, and what we know, and even what we treasure, is carried to us each second in a plasma of electrons, pixels and ink, underwritten by multinational advertising agencies dedicated to attracting our attention for entirely nonaltruistic reasons” (Twitchell 468). This is achieved to great extent through the process of semiotics. Semiotics is the process through which signs are analyzed to determine what hidden meanings or understandings are sent as a result of specific symbol combinations on a variety of levels. “Semiology therefore aims to take in any system of signs, whatever their substance and limits; images, gestures, musical sounds, objects, and the complex associations of all these, which form the content of ritual, convention or public entertainment: these constitute, if not languages, at least systems of signification” (Barthes, 1964). ...Download file to see next pages Read More
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