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Books > Social sciences > Psychology > Social, group or collective psychology
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Hollywood Planet - Global Media and the Competitive Advantage of Narrative Transparency (Hardcover)
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Hollywood Planet - Global Media and the Competitive Advantage of Narrative Transparency (Hardcover)
Series: Routledge Communication Series
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The popularity of American television programs and feature films in
the international marketplace is widely recognized but scarcely
understood. Existing studies have not sufficiently explained the
global power of the American media nor its actual effects. In this
volume, Scott Robert Olson tackles the issue head on, establishing
his thesis that the United States' competitive advantage in the
creation and global distribution of popular taste is due to a
unique mix of cultural conditions that are conducive to the
creation of "transparent" texts--narratives whose inherent polysemy
encourage diverse populations to read them as though they are
indigenous. Olson posits that these narratives have meaning to so
many different cultures because they allow viewers in those
cultures to project their own values, archetypes, and tropes into
the movie or television program in a way that texts imported from
other cultures do not, thus enabling the import to function as
though it were an indigenous product.
As an innovative volume combining postcolonial and postmodern
theory with global management strategic theory, "Hollywood Planet"
is one of the first studies that attempts to account theoretically
for numerous recent ethnographic studies that suggest different
interpretations of television programs and film by a variety of
international audiences. Relevant to studies in media theory and
other areas of the communication discipline, as well as
anthropology, sociology, and related fields, "Hollywood Planet"
contains a powerful and original argument to explain the dominance
of American media in the global entertainment market.
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