Abstract
As the audiovisual industry has globalized, it has developed a complicated pattern of national and international marketing strategies. Some nation-states rely on trade barriers and quotas to protect national cultural industries from foreign competition, while elsewhere once-national corporations have evolved into international audiovisual giants, whose products are fine-tuned to the needs and tastes of different national markets. In addition, innovative technologies and alternate outlets present new opportunities for product positioning. It is here argued that one result of these and other strategies is the increased domination of a neoliberal model of global commercialization, with products that don’t fit the model needing to develop alternative strategies.
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