How Far Does Hollywood Provide a Template Case - Essay Example

Introduction The trends that are occurring through a global economy are ones that provide a variety of perspectives through change that is beginning to dominate the concept of globalization. One of the ways in which this is seen is through the American pop culture of Hollywood. The various angles in which this particular business entity has taken has also created an altered perspective and set of opportunities on a global level. Understanding how Hollywood has pushed into different countries, as well as how this has effected the economic, legislative and cultural viewpoints of the cultures is one in which shows a different level of a global economy. This paper will examine how the effects and decisions of Hollywood are both a growth and a hindrance into a global economy through the tactics that have been used. Economic Changes Through Hollywood Economics that pertain to Hollywood are one of the major concepts that need to be perceived when defining the global economy in which Hollywood is now taking advantage of. This is different within the media industry because of the capability to expand and draw in new crowds on different levels. Unlike other corporations, the concept of Hollywood and media economics provides a different level of marketing and strategic planning in order to allow distribution into the market. This is allowing for Hollywood, as well as other media outlets, to have economic advantages that are not only within a national boundary, but can also cross into areas overseas. One of the concepts which Hollywood has used, and which has allowed for economic changes, is the concept of vertical integration. This creates a way to control the market in terms of producing various media concepts, as well as distributing these concepts into different regions of the world. By doing this, Hollywood is not only creating a way to gain revenues through new production outlets and economic ideals, but is also able to gain more secure markets in the regions while controlling the market. At this point, Hollywood's global expansion is one that has used this strategy, specifically by appealing to cultures and the public through the production of different types of popular culture concepts, then expanding these in order to get loyal customers that are interested in the Hollywood films. This is being done not only regionally, such as through Bollywood in India and smaller sub-sections of Hollywood located throughout the world, but is also happening by creating global markets that appeal to the world through the media that is being used (Doyle, 34, 2002). This particular concept is one that is allowing for the economics of Hollywood to cross market into the regions and to invite expansion. This is the idea that “the market and the firm represent alternative modes for allocating resources. Firms exist because the co-ordination of economic activity through the firm is less costly than through the market. Integration of activities within the firm will occur because it creates transaction cost savings” (Doyle, 39, 2002). This means that the economics that take place through place such as Hollywood are being integrated into the concept of pop culture in order to not only divide into regions, but also to have overall concepts that are simply translated into other areas of the world. This is allowing for the economy to move into a global pop culture, specifically through Hollywood's strategy of integrating the different media outlets into one that crosses over boundaries. The effectiveness of this strategy is that Hollywood has moved into an economic area that allows for their market to be recognized by the brand of “Hollywood.” Movie releases that are taking place in various areas around the world, as well as with the production and distribution of one movie that is not located in one country, has provided a reputation of this pop culture, including the name of Hollywood, the cast that is working within each of the films and branding to specific target markets, such as youth and young adults, who are not familiar with older and regional markets that also simultaneously exist. Drawing on this pop culture through the brand and marketing is one that is leading to an economic jump with Hollywood on a global level (Moul, 111, 2005). While this economic trend is one in which Hollywood can effectively use at the moment, it is also one that, with the integration, will cause a limitation in capabilities for Hollywood to continue along this path. One of the disadvantages that is a part of the economic approach that Hollywood is taking is linked directly to capitalist ideals and corporate structures that are being used. This becomes a disadvantage because it limits the capacities of Hollywood economically, specifically by having a large entity that is only able to specialize in specific media attributes. For the moment, this is one that has created a monopoly with the popular culture. However, doing this on a global level is one that is also entitled to economic risks and limitations within the characteristics that define corporations and capitalist approaches (Herman, 9, 2001). Legislative Concepts Through Hollywood The trends that Hollywood is taking to a global level are not only attributed to the advantages of the market place at this time, but also through the legislation that is being seen through Hollywood. This particular angle of Hollywood's approach towards a global market is one that, while providing a level of power to Hollywood, also disrupts the distribution of global and economic trends. Specifically, this is linked to the Americanized role of the legislative process, which limits the distribution into a corporate and American capitalist structure. It is through this basic principle that Hollywood is limiting it's capabilities to reach the global masses through it's media and film. Specifically, the executives that are working within Hollywood, show resistance towards change within the media, as well as using alternative outlets in order to distribute the films. Because of the monopoly of money and the distribution of wealth that is currently in place, most who are a part of the legislation do not see the need to incorporate more independent outlets, such as the Internet, and are resistant to concepts that may bring a more global perspective. Because of this, the Americanization of films, as well as the ability to distribute into other areas, is being limited by the structure and middlemen who are resistant to the changes in order to allow for global media to be more available. The result is that other individuals, who are able to use the technological structures more freely, are able to offer options to Hollywood that, despite the inability to have the larger portions of money or brands, are still getting exposure that is needed (Wasko, 144, 2003). This particular perspective is one in which many consider to be a 'complex' of Hollywood. While there is a short lived market for the youth and individuals who are on a global economy, this is one that will only be saturated for a short time. This is specifically linked to the way in which the legislature works, with believing in the capitalist and corporate concepts which are becoming less appealing to the world at large. Beyond this, the complex moves into the belief from the executives that there is not a need to enhance their business through new opportunities that are becoming the mainstream of film. This is one in which will cause Hollywood to remain an Americanized concept that only reaches a portion of the market and does not provide options or alternatives in which several will seek (Wayne, 39, 2003). Hollywood and Cultural and Sociological Changes One of the ways in which Hollywood has brought it's concepts into the global market is by working as a cultural industry. Doing this has provided a different perspective towards those who are in different global areas. Hollywood has specifically worked with targeting the culture not only through using entertainment as it's entity, but also with various marketing tactics that are working into the sociological and cultural concepts that are within different areas of the world. The strategy that is being used is one that provides not only a cultural influence by region, but has started to break barriers in relation to cultural affiliations, focusing more on global marketing plans, instead of ones that are divided into boundaries. The wording, marketing and concept of universal service is where Hollywood has brought most of the cultural demands into perspective. This is one that began with the focus on cultural and sociological ideals which were public and local. This moved into 'waves' of content, which eventually have moved into media concepts that address the public and global areas at the same time. Being able to combine these two particular ideas is one that has allowed Hollywood to change their responsibility in perceptions towards culture and has provided cultural wealth that does not stay within a territory, but instead crosses over into new processes in which all individuals can relate to (Hesmondhalgh, 2007, 120). The capabilities of Hollywood responding to culture is one that has not only appealed to masses around the world, but has also created media products, which are focusing on how a culture will respond to different concepts within their society. For example, in America, one of the concepts that is used through media is “The Simpsons.” This appeals to this region because of the sarcasm of the American family. Hollywood is able to take concepts such as this, and allow it to appeal to a global and regional base. As this moves along, pop culture is becoming more recognized and accepted throughout the globe, specifically linked to the global pop culture that is now appearing in different corners and regions of the world. At the same time, Hollywood is limited in this cultural strategy for marketing, as other cultural and regional affiliations are not able to reach some areas of the world, separating Hollywood into only being a pop culture, without accumulating interest in other potential cultures (Hesmondhalgh, 25, 2002). The way in which these cultural concepts are reaching different areas is through the capacity of Hollywood to use the technology available as one of the mainstream markets. This allows for a saturation of the media that is used and provides users from around the world to be exposed to the cultural influences in which Hollywood has. Distribution outlets for Hollywood are no longer subjected to regional technologies, such as the theatre or television. Instead, the Internet, as well as the new possibilities with television technology, is allowing Hollywood to gain momentum and to move forward with a monopoly of pop culture as well as a saturation of the cultural influences that can expand over a global market (Wasko, 7, 1994). While this particular model for reaching a global economy can provide Hollywood with more options for advertising and marketing to cultures, it also provides the cultures with more possibilities for finding information within their area. This is one of the cultural disadvantages that Hollywood is having to deal with. Specifically, individuals have a choice to watch Hollywood or to search through hundreds of other cultural and global media outlets, either on-line or through the television technology that is being used. This is especially noticed because of Hollywood's resistance to implement and conform to some of the technological options that are currently popular and in use. In order for Hollywood to continue to compete on a global level, the pop culture that is being introduced will also have to compete with the information in which individuals are using over an international basis, which provides more options and opportunities to identifying with the culture in which one is already in (Wasko, 35, 1994). One of the ways in which this does not allow for Hollywood to compete with other types of individuals is through the perspectives in which Hollywood can not offer outside of the pop culture. For example, within British media, the ability to continue to enjoy British cinema is still fully developed, with individuals looking back towards the classics as well as creating cultural identities that are specifically linked to British cinema. This is one of Hollywood's cultural downfalls, as there is not the capability to reach this same type of cultural affiliation or quality in which most will continue to look at. This, combined with the information available in order to reach new cultural and industrial understandings is one that stops Hollywood from being able to create a complete monopoly within the industry, and provides alternatives for those who are interested in media and film (Wayne, 147, 2005). Conclusion The concept of Hollywood as a global entity, as well as an Americanized culture that is pushing it's way into the various regions of the world, is one that, for the time being holds a certain power. However, this power is limited by the concepts that come from Hollywood on an economic, legislative and cultural basis. Specifically, the economy in which Hollywood has designed also is one which has only one vision in which it is working with. With the changes that are happening throughout the world, Hollywood is also one which will not be able to withhold the changes, unless they also occur within the American format of Hollywood. The strengths of Hollywood for the time being are linked to the economic advantages of having a monopoly, as well as being able to create media that is available for a global market. Within the legislative structure, the strengths are simply with the market in which Hollywood has tapped into. On a cultural basis, this is subjected to the pop culture and the younger generations who have not yet found the alternatives to media. All of these strengths are forecast with weaknesses. Specifically, the economics is linked to the capitalist ideas, which in turn are not allowing for alternatives with the economy and with the cultures to be appreciated. In relation to this, the legislation of Hollywood is limiting it's resources because it is focused on the brand in which it carries throughout the world. Culturally, Hollywood is still limited to the pop culture and it's inability to focus on the specific appreciation of each culture. When analysing the strengths and weaknesses of Hollywood, one can then see that, while Hollywood is at an advantage at the moment, the missed opportunities and inability to reach all of the markets is one that is limiting Hollywood from complete global growth and expansion. Bibliography 1. Doyle,G.(2002). “Understanding Media Economics”. London: Sage. 2. Doyle,G.(2002). “Media Ownership”. London:Sage. 3. Herman,E. and R.McChesney (1997.)”The Global Media: The new missionaries of global capitalism”. London: Continuum International Publishing Group. 4. Hesmondhalgh,D.(2007). “The Cultural Industries” (2nd Edition). London: Sage. 5. Hesmondhalgh,D.(ed) (2002). “Media Production”. Berkshire:Open University Press. 6. Moul, Cassell. (ed) (2005). A Concise Handbook of Movie Industry Economics. Cambridge: Cambridge University Press. 7. Wayne,M.(ed)(2005). “Understanding Film:Marxist Perspectives”. London :Pluto Publishing. 8. Wayne,M.(2003). Post-Fordism,Monopoly Capitalism and Hollywood's Media -Industrial Complex. International Journal of Cultural Studies,Vol.6(1) 9. Wasko,J.(1994). “Hollywood in an Information Age”. Cambridge: Polity. 10. Wasko,J.(2003). “How Hollywood Works”. London: Sage Read More

At this point, Hollywood's global expansion is one that has used this strategy, specifically by appealing to cultures and the public through the production of different types of popular culture concepts, then expanding these in order to get loyal customers that are interested in the Hollywood films. This is being done not only regionally, such as through Bollywood in India and smaller sub-sections of Hollywood located throughout the world, but is also happening by creating global markets that appeal to the world through the media that is being used (Doyle, 34, 2002).

This particular concept is one that is allowing for the economics of Hollywood to cross market into the regions and to invite expansion. This is the idea that “the market and the firm represent alternative modes for allocating resources. Firms exist because the co-ordination of economic activity through the firm is less costly than through the market. Integration of activities within the firm will occur because it creates transaction cost savings” (Doyle, 39, 2002). This means that the economics that take place through place such as Hollywood are being integrated into the concept of pop culture in order to not only divide into regions, but also to have overall concepts that are simply translated into other areas of the world.

This is allowing for the economy to move into a global pop culture, specifically through Hollywood's strategy of integrating the different media outlets into one that crosses over boundaries. The effectiveness of this strategy is that Hollywood has moved into an economic area that allows for their market to be recognized by the brand of “Hollywood.” Movie releases that are taking place in various areas around the world, as well as with the production and distribution of one movie that is not located in one country, has provided a reputation of this pop culture, including the name of Hollywood, the cast that is working within each of the films and branding to specific target markets, such as youth and young adults, who are not familiar with older and regional markets that also simultaneously exist.

Drawing on this pop culture through the brand and marketing is one that is leading to an economic jump with Hollywood on a global level (Moul, 111, 2005). While this economic trend is one in which Hollywood can effectively use at the moment, it is also one that, with the integration, will cause a limitation in capabilities for Hollywood to continue along this path. One of the disadvantages that is a part of the economic approach that Hollywood is taking is linked directly to capitalist ideals and corporate structures that are being used.

This becomes a disadvantage because it limits the capacities of Hollywood economically, specifically by having a large entity that is only able to specialize in specific media attributes. For the moment, this is one that has created a monopoly with the popular culture. However, doing this on a global level is one that is also entitled to economic risks and limitations within the characteristics that define corporations and capitalist approaches (Herman, 9, 2001). Legislative Concepts Through Hollywood The trends that Hollywood is taking to a global level are not only attributed to the advantages of the market place at this time, but also through the legislation that is being seen through Hollywood.

This particular angle of Hollywood's approach towards a global market is one that, while providing a level of power to Hollywood, also disrupts the distribution of global and economic trends. Specifically, this is linked to the Americanized role of the legislative process, which limits the distribution into a corporate and American capitalist structure. It is through this basic principle that Hollywood is limiting it's capabilities to reach the global masses through it's media and film. Specifically, the executives that are working within Hollywood, show resistance towards change within the media, as well as using alternative outlets in order to distribute the films.

Read More