Last week we discussed where my main source of media comes from, where I mentioned platforms such as Netflix, Stan, Foxtel, Youtube etc. These streaming sites are inundated with choices spread across a variety of cultures, though generally there is a dominant 'westernised' theme. Linking back to cultural proximity we see this could be due to my location of being in a westernised country. This idea of 'westernised movies' stems from the mass media being produced by 'powerful countries', the generalised cultural context can relate to many cultures thus travelling the global media screens, this is called homogenisation.
Until recently, social sciences have began to understand the process of globalisation as homogenisation. The critical debate characterises this process as 'Americanisation‘, 'Westernisation‘ or 'Cultural Imperialism‘. "The key idea is visualised by the dominance and enlargement of Western culture. Americanisation is ―seen in terms of a grand narrative progressing towards global homogeneity perceived as modernisation and perfectibilitity'" (Assefa Emrakeb)
The North and South divide keys into the idea of divisions within the worlds media, based on socio-economic and political divisions. Generally countries in the North are wealthier and those in the South are the poorer developing countries. However that doesn't determine the success of movie genres such as Bollywood and Nollywood. Within their relevant cultures and countries these genres exceed success due to immense population numbers. However, is it seen that these genres can spread amongst other countries with Bollywood being extremely popular in Nigeria, and Korean movies seen increasingly more popular amongst streaming sites.
I recently watched 'The Intern', a film directed by Nancy Meyers famous for films such as What Women Want, The Parent Trap, Something's Gotta Give, The Holiday and It's Complicated. 'The Intern' was filmed and set in Brooklyn USA in 2015. It presents the conflicting idea of a woman in a lead role in providing for her family by having a major online clothing store. Though distracted and consumed by the many responsibilities she finds a friendship in a widowed senior intern Ben Whittaker (Robert De Niro) who applied for the position to cure his boredom. He essentially provides her with advice from his general experience of life throughout the movie giving Jules Ostin (Anne Hathaway) a new perspective by the end of the film. The actors Anne Hathaway and Robert De Niro share some real chemistry in the film, and by the end of the film, they have developed something you rarely see represented in films: a male-female friendship that isn’t familial or sexual.
The movie being produced and set in the USA in 2015 means the audience would need knowledge of things like the stereotype of a woman being a 'housewife' and 'un-employed' and how society these days has the ability to flip this. Audiences also need to have a capacity of knowledge regarding technology, at its basic terms if not translated the English language is needed. Things like the way the characters are dressed and the cars they drive, where they live and their lifestyles, and who they interact with are all part of this 'westernised culture' this can be the biggest difference for international viewers.
When briefly comparing it to a Korean movie, 'Train to Busan' directed by Yeon Sang-ho, although very different genres which needs to be taken into consideration.They are culturally different and there is certain knowledge that international audiences need to understand things like comedy, lifestyle habits and clothing within the movie as they differ from westernised films. Within the division map it is seen that both Korea and America are classified as 'wealthier countries' putting these films on an even playing field though the cultural context effects both their viewers and thus global success.
What do you think about the ideology behind homogenisation? Do you think audiences across the world need to branch out their viewership from 'westernised' film to experience other cultures within the lower portion of the division map?
Until Next Time, Live and Laugh,
References:
Assefa, Emrakeb. An investigation into the popularity of American action movies shown in informal video houses in Addis Ababa, Ethiopia. Diss. Rhodes University, 2005. Accessed 15.08.19
https://www.youtube.com/watch?v=ZU3Xban0Y6A Accessed 15.08.19
https://www.youtube.com/watch?v=uDSv79OktgY Accessed 15.08.19
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