two critical approaches of globalisation and media imperialism also in relation toUS and British film and television industries,european film and television industries and evaluate in relation to an appropriate case study example from film

Hollywood , Cultural Imperialism and the British Film Industry

Introduction

Over the past few years , there have been many debates and theories made regarding the concentration of world popular culture on Western - particularly , American influences . American consumer symbols such as McDonald and Mickey are among the most popular manifestations of the tremendously increasing sway of the U .S . on various countries all around the globe

As American consumer culture continues to embrace a worldwide cultural sphere , the issue of globalization through cultural imperialism also rises . Cultural imperialism refers to a

whole new form of colonialism Basically , it is the act of invading a country at a cultural level thereby gradually replacing the predominant local culture with a foreign culture through commercial influences

Undeniably , American consumer culture does not only pervade worldwide commercial ventures . It also permeates everyday life as worldwide consumers continue to patronize American cultural commodities

The term cultural commodities ' refers to a wide range of products and services that can potentially alter or affect culture in varying degrees . Cultural commodities can be in the form of technological products , scientific procedures , learning systems , educational services and media merchandising . Among all these , the media commodities are regarded as the most effective vehicle for transmitting lifestyles values , and ideologies . In this , the research focuses on a particular medium of cultural transmission - films

Film , as a popular form of entertainment worldwide , is regarded as an important venue for cultural transmission as it reaches a massive amount of audience . Hollywood 's worldwide dominance...