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.
Highlights
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
Global markets and each country’s culture are important, in order to identify how “if cultures are becoming more alike” affects global marketing strategies, the purpose of this study is to recognize whether or not globalization changes cultures, i.e., if different cultures will become more alike worldwide? As movies and/or TV dramas are richer information sources and are part of popular culture, this study is designed to recognize and analyze the culture of Taiwan by using of both interviewing the perspectives on a film and a questionnaire survey
Pandey [11] proposed popular movies, appropriately selected, could as a research or an tool for exploring the culture or psychodynamics of learning in management and social sciences courses or professional training programs focused on cross-cultural management skills, global leadership skills; i.e., it is very useful as a tool for developing multicultural perspective and cross cultural competence
Summary
How to cite this paper: Tai, F.-M. and Chuang, P.-Y. (2014) Is Globalization Changing the Culture from Movie Perspectives? Chuang products of distant lands and climes” and supposed that “modern industry has established the world market” and it was called globalization today. Dunning [5] stated that some key features of 20/21 globalization are consisting of Technological Advances, and Ideological Changes (cf pre-1980 period): Reconfiguration of (dominating) belief systems and mindsets of several societies, and others The culture changes in tourist destinations are increasingly significant, which has become a public concern [6]. Globalization and international tourism, the latter a cause and consequence of the former, are seen to have the capacity to both threaten and help safeguard ethnic cultures [7]
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