Is Globalization Changing the Culture from Movie Perspectives?
Affiliation(s)
1 National Penghu University of Science and Technology, Taiwan. 2 Feng Chia University, Taiwan.
1 National Penghu University of Science and Technology, Taiwan. 2 Feng Chia University, Taiwan.
ABSTRACT
In survey of marketing, there are important issues as “Is globalization changing cultures?”, “Are different cultures becoming more alike?”, and “If cultures are becoming more alike, how does this affect global marketing strategies?” One of the most popular cultural practices is movie-watching; Movies and/or TV dramas are greater information sources and part of popular culture. Culture is essential to success in marketing; it is important to explore if a culture is impacted by globalization through analyzing the perspectives of movie viewers [1]. The study is designed to investigate culture using the perspectives on a film randomly chosen from 1980s Taiwan early times. First of all, the method of the study is fundamentally described through Dunning and Hofstede’s theories and basic concepts of the qualitative methodologies as storytelling etc. [2]. Then, the study articulated and described the movie’s story, techniques, the similarities or differences between US and Taiwanese cinema, critic on the film and praised or suggested other films, at the same time, examined and analyzed if each perspective matched the dimensions of Hofstede’s Cultural theory. Finally, the analysis of the study both qualitative and quantitative provides with a significant indication of identifying the present culture in the measurement of movie perspectives, which have been the focus of mainstream strategy researchers, such as social, or reputational capital [3] and it comes into the conclusion that it is difficult and slow process for globalization changing cultures of Taiwan.
In survey of marketing, there are important issues as “Is globalization changing cultures?”, “Are different cultures becoming more alike?”, and “If cultures are becoming more alike, how does this affect global marketing strategies?” One of the most popular cultural practices is movie-watching; Movies and/or TV dramas are greater information sources and part of popular culture. Culture is essential to success in marketing; it is important to explore if a culture is impacted by globalization through analyzing the perspectives of movie viewers [1]. The study is designed to investigate culture using the perspectives on a film randomly chosen from 1980s Taiwan early times. First of all, the method of the study is fundamentally described through Dunning and Hofstede’s theories and basic concepts of the qualitative methodologies as storytelling etc. [2]. Then, the study articulated and described the movie’s story, techniques, the similarities or differences between US and Taiwanese cinema, critic on the film and praised or suggested other films, at the same time, examined and analyzed if each perspective matched the dimensions of Hofstede’s Cultural theory. Finally, the analysis of the study both qualitative and quantitative provides with a significant indication of identifying the present culture in the measurement of movie perspectives, which have been the focus of mainstream strategy researchers, such as social, or reputational capital [3] and it comes into the conclusion that it is difficult and slow process for globalization changing cultures of Taiwan.
Cite this paper
Tai, F. and Chuang, P. (2014) Is Globalization Changing the Culture from Movie Perspectives?. iBusiness, 6, 160-179. doi: 10.4236/ib.2014.64017.
Tai, F. and Chuang, P. (2014) Is Globalization Changing the Culture from Movie Perspectives?. iBusiness, 6, 160-179. doi: 10.4236/ib.2014.64017.
References
[1] Li, L. (2013) Screen-Induced Tourism: Perceived Destination Image and Intention to Visit. Tourism Tribune/Lvyou Xuekan, 28, 61-72. [2] Lee, S. and Ko, E. (2013) Cinderella Storytelling in 21st Century: Interpreting Popular Culture in the Movies via Visual Narrative Arts. In: Ko, E. and Woodside, A.G., Eds., Luxury Fashion and Culture (Advances in Culture, Tourism and Hospitality Research, 7), Emerald Group Publishing Limited, Bingley, 91-99. [3] Dalpiaz, E., Rindova, V.P. and Ravasi, D. (2010) Where Strategy Meets Culture: The Neglected Role of Cultural and Symbolic Resources in Strategy Research. In: Baum, J.A.C. and Lampel, J., Eds., The Globalization of Strategy Research (Advances in Strategic Management, 27), Emerald Group Publishing Limited, Bingley, 175-208. http://dx.doi.org/10.1108/S0742-3322(2010)0000027010 [4] Marx, K. and Engels, F. (1848) The Communist Manifesto (1848).
http://public.wsu.edu/~brians/world_civ/worldcivreader/world_civ_reader_2/marx.html [5] Dunning, J.H. (2006) Towards a New Paradigm of Development: Implications for the Determinants of International Business. Transnational Corporations, 15, 173-227.
http://unctad.org/en/docs/iteiit20061a7_en.pdf [6] Sun, J.X. and Wang, X.R. (2012) The “Nothing” and “Something” during the Cultural Changes in Lijiang Ancient Town: A Case Study of Lijiang Ancient Town’s Bars. Tourism Tribune/Lvyou Xuekan, 27, 73-83. [7] Henderson, J.C. (2013) Ethnic Cultures, Globalization, and Tourism: Eurasians in Singapore. Tourism Culture & Communication, 13, 67-77. [8] Yahoo (2006) What Is a Simple Definition of Culture?
https://answers.yahoo.com/question/index?qid=20061201021425AAaGcz9 [9] Wikipedia, the Free Encyclopedia (2014) Culture-Simple. National Cultures—Regional or Non-Regional Cultures. [10] Measuring Cultural Participation (2009) United States Country Attend a Music Festival or go to the Cinema (Philadelphia Cultural Engagement Index). In: UNESCO Framework for Cultural Statistics Handbook No. 2, UNESCO Institute for Statistics, Canada, 1-132.
http://www.uis.unesco.org/culture/Documents/fcs-handbook-2-cultural-participation-en.pdf [11] Pandey, S. (2012) Using Popular Movies in Teaching Cross-Cultural Management. European Journal of Training and Development, 36, 329-350. http://dx.doi.org/10.1108/03090591211204779 [12] Parker, B. (2005) Globalization of Culture. Introduction to Globalization and Business, California: Sage Publications, 1-188.
http://books.google.com.tw/books?id=nCtQxZBZl3QC&pg=PA187&lpg=PA187&dq=Culture [13] Yang, L.Y. (2005) Lighting the Way to the Future: The TFT-LCD Industry. Seeing the World’s Cultural Heritage in Taiwan Sino: Art and Culture-Taiwanese Culture. 64.
http://www.sinorama.com.tw/en/show_issue [14] Mallinger, M., Goowin, D. and O’hara, T. (2009) Recognizing Organizational Culture in Managing Change. Graziadio Business Review, 12.
http://gbr.pepperdine.edu/2010/08/recognizing-organizational-culture-in-managing-change/ [15] Geertz, C. (2007) “Ideology as a Cultural System”. Scanned, Edited and Tagged by: Courtney Danforth-9/27/96. http://www.gongfa.com/geertz1.htm [16] Merriam-Webster Online (2014) Ideology-Definitions of Ideology. Ideology Is a Key Term in Literary, Cultural, and Film Studies.
http://www.merriam-webster.com/dictionary/ideology https://faculty.washington.edu/mlg/courses/definitions/Ideology.html [17] Hofstede, G. (1980) Dimensions of National Cultures. Wikipedia, the Free Encyclopedia (2014) Hofstede’s Cultural Dimensions Theory. http://www.geerthofstede.nl/dimensions-of-national-cultures [18] Hofstede, G. (2001) Culture’s Consequences: Comparing Values, Behaviors, Institutions and Organizations across Nations.
http://www.amazon.com/Cultures-Consequences-Comparing-Institutions-Organizations/dp/0803973241/ref=sr_1_2?s=books&ie=UTF8&qid=1413727384&sr=1-2 [19] Keaney, D. (2008) Among Such Tools Are: Expert Interviews/in Depth Interviews; Focus Groups; Observation; Case Studies. http://www.nsf.gov/pubs/1997/nsf97153/chap_3.htm [20] Wikipedia, the Free Encyclopedia Dust in the Wind (Film).
http://en.wikipedia.org/wiki/Dust_in_the_Wind_(film) [21] Hofstede, G., Hofstede, G.J. and Minkov, M. (2010) Cultures and Organizations: Software of the Mind. Revised and Expanded, 3rd Edition, McGraw-Hill, New York, 1-550. [22] Chua, A. (2003) World on Fire. Doubleday, New York. [23] Gannon, M.J. (2004) Global Cultures. 3rd Edition, Sage Publications, Thousand Oaks, London.
[1] Li, L. (2013) Screen-Induced Tourism: Perceived Destination Image and Intention to Visit. Tourism Tribune/Lvyou Xuekan, 28, 61-72. [2] Lee, S. and Ko, E. (2013) Cinderella Storytelling in 21st Century: Interpreting Popular Culture in the Movies via Visual Narrative Arts. In: Ko, E. and Woodside, A.G., Eds., Luxury Fashion and Culture (Advances in Culture, Tourism and Hospitality Research, 7), Emerald Group Publishing Limited, Bingley, 91-99. [3] Dalpiaz, E., Rindova, V.P. and Ravasi, D. (2010) Where Strategy Meets Culture: The Neglected Role of Cultural and Symbolic Resources in Strategy Research. In: Baum, J.A.C. and Lampel, J., Eds., The Globalization of Strategy Research (Advances in Strategic Management, 27), Emerald Group Publishing Limited, Bingley, 175-208. http://dx.doi.org/10.1108/S0742-3322(2010)0000027010 [4] Marx, K. and Engels, F. (1848) The Communist Manifesto (1848).
http://public.wsu.edu/~brians/world_civ/worldcivreader/world_civ_reader_2/marx.html [5] Dunning, J.H. (2006) Towards a New Paradigm of Development: Implications for the Determinants of International Business. Transnational Corporations, 15, 173-227.
http://unctad.org/en/docs/iteiit20061a7_en.pdf [6] Sun, J.X. and Wang, X.R. (2012) The “Nothing” and “Something” during the Cultural Changes in Lijiang Ancient Town: A Case Study of Lijiang Ancient Town’s Bars. Tourism Tribune/Lvyou Xuekan, 27, 73-83. [7] Henderson, J.C. (2013) Ethnic Cultures, Globalization, and Tourism: Eurasians in Singapore. Tourism Culture & Communication, 13, 67-77. [8] Yahoo (2006) What Is a Simple Definition of Culture?
https://answers.yahoo.com/question/index?qid=20061201021425AAaGcz9 [9] Wikipedia, the Free Encyclopedia (2014) Culture-Simple. National Cultures—Regional or Non-Regional Cultures. [10] Measuring Cultural Participation (2009) United States Country Attend a Music Festival or go to the Cinema (Philadelphia Cultural Engagement Index). In: UNESCO Framework for Cultural Statistics Handbook No. 2, UNESCO Institute for Statistics, Canada, 1-132.
http://www.uis.unesco.org/culture/Documents/fcs-handbook-2-cultural-participation-en.pdf [11] Pandey, S. (2012) Using Popular Movies in Teaching Cross-Cultural Management. European Journal of Training and Development, 36, 329-350. http://dx.doi.org/10.1108/03090591211204779 [12] Parker, B. (2005) Globalization of Culture. Introduction to Globalization and Business, California: Sage Publications, 1-188.
http://books.google.com.tw/books?id=nCtQxZBZl3QC&pg=PA187&lpg=PA187&dq=Culture [13] Yang, L.Y. (2005) Lighting the Way to the Future: The TFT-LCD Industry. Seeing the World’s Cultural Heritage in Taiwan Sino: Art and Culture-Taiwanese Culture. 64.
http://www.sinorama.com.tw/en/show_issue [14] Mallinger, M., Goowin, D. and O’hara, T. (2009) Recognizing Organizational Culture in Managing Change. Graziadio Business Review, 12.
http://gbr.pepperdine.edu/2010/08/recognizing-organizational-culture-in-managing-change/ [15] Geertz, C. (2007) “Ideology as a Cultural System”. Scanned, Edited and Tagged by: Courtney Danforth-9/27/96. http://www.gongfa.com/geertz1.htm [16] Merriam-Webster Online (2014) Ideology-Definitions of Ideology. Ideology Is a Key Term in Literary, Cultural, and Film Studies.
http://www.merriam-webster.com/dictionary/ideology https://faculty.washington.edu/mlg/courses/definitions/Ideology.html [17] Hofstede, G. (1980) Dimensions of National Cultures. Wikipedia, the Free Encyclopedia (2014) Hofstede’s Cultural Dimensions Theory. http://www.geerthofstede.nl/dimensions-of-national-cultures [18] Hofstede, G. (2001) Culture’s Consequences: Comparing Values, Behaviors, Institutions and Organizations across Nations.
http://www.amazon.com/Cultures-Consequences-Comparing-Institutions-Organizations/dp/0803973241/ref=sr_1_2?s=books&ie=UTF8&qid=1413727384&sr=1-2 [19] Keaney, D. (2008) Among Such Tools Are: Expert Interviews/in Depth Interviews; Focus Groups; Observation; Case Studies. http://www.nsf.gov/pubs/1997/nsf97153/chap_3.htm [20] Wikipedia, the Free Encyclopedia Dust in the Wind (Film).
http://en.wikipedia.org/wiki/Dust_in_the_Wind_(film) [21] Hofstede, G., Hofstede, G.J. and Minkov, M. (2010) Cultures and Organizations: Software of the Mind. Revised and Expanded, 3rd Edition, McGraw-Hill, New York, 1-550. [22] Chua, A. (2003) World on Fire. Doubleday, New York. [23] Gannon, M.J. (2004) Global Cultures. 3rd Edition, Sage Publications, Thousand Oaks, London.