Fang-Mei Tai¹, Po-Yao Chuang²

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¹ National Penghu University of Science and Technology, Taiwan.
² Feng Chia University, Taiwan.
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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.

Keywords: Movie, Culture, Ideology, Globalization, Marketing Strategy

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.

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