VOLUME 4, ISSUE 2, 15 FEBRUARY MAY 2018 International Journal In Applied Studies And Production Management

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1 Role of Hollywood Films in Spreading Awareness about of American Culture (A study based on Jalandhar s Youth) Priya Chopra Assistant Professor, PG Department of Journalism & Mass Communication Doaba College, Jalandhar Introduction The media holds potent presence in people s lives. In the field of communication, the term media is used to refer to the particular medium used to convey a message to a large, anonymous, diverse audience (Pearce, 2009). The area of media studies includes research on media effects, which refer to the impact of media on audiences, and media depiction, which are portrayals or representations of various cultural entities. Media, as an influential social system, plays a significant role in creating perception about reality (Gergen, 1999). Even those individuals who closely observe their media consumption cannot protect themselves from getting being affected by media. In spite of increasingly global economy, advent of modern means of communication, the vast majority of public in the world which do not travel internationally. In their lives also media plays an influential role in portraying the images of the other geographical areas, political issues prevailing in that country & the cultural norms in a unusual way. According to McNelly and Izcaray the mass media can add to people s understanding or misunderstanding of each other s nation (McNelly and Izcaray, 1986, p. 546). Yahiro (1999) states that visual media convey a more direct and powerful impact than reading, allowing instructors to explain cultural meanings of specific phenomena by referring to specific scenes and representations. Although Hollywood produces only a small fraction of the world s feature films, it garners about 75 percent of theatrical motion picture revenues and even more of the Video rentals 139

2 and purchases. Moreover, despite some twists and turns in individual years, the long-term trend has clearly favored Hollywood s increasing domination. When the information is transmitted through mass media, it put forward some meanings, creating a certain image regarding the world. Therefore, the ethics, hierarchies and social standards promoted by media, the connotation determined by them, could influence the manner of thinking of the people. This means that mass media works as an architect of an agenda with classifications and priorities for the mass audience. Cinema in India occupies a special space in spectators mind especially Youth and Hollywood cinema crossing the borders, has tapped the Indian market in considerable way, thus allowing the viewer to select, perceive and effect the social, cultural behaviour. America though not visited by most of the youth holds a strong image in their minds. Hollywood & Indian Market Powdermaker (1950) and in Sigismondi (2012) describe Hollywood as such: Hollywood is a unique American phenomenon with a symbolism not limited to this country. It means many things to many people. To those who have no idea of how movies are produced, they believe all movies related to Hollywood are produced within the confines of Hollywood. Hollywood is defined as the system of the US entertainment industry revolving around the following six foremost corporations that are part of the Motion Picture Association of America (MPAA): Paramount Pictures, Sony Pictures Entertainment, Twentieth Century Fox Film Corporation, Walt Disney Studios Motion Pictures, Universal City Studios, and Warner Bros. Entertainment (Sigismondi 2012). Hollywood can therefore be defined as a universal industry geographically concentrated, with its entity actually located in Southern California with a truly global reach.(veron 1999). Hollywood, crossing the physical borders, has become very much part of Indians by tapping the Indian market in different ways. When Hollywood penetrated India in 1900s, it served Indian audience with the different flavours of west. With economic liberalisation Indians got a closer view of American culture & society through Hollywood cinema. With the rapid & wide spread of wireless communication and digital technologies, Indian youth got an opportunity to experience the Hollywood cinema and its codes, more personally and closely. 140

3 The contemporary India is now a major market for the release of Hollywood blockbusters just like other potential European countries. And watching Hollywood cinema is no more an issue, as hundreds of movies are being imported from USA every year. Besides its widespread marketing & distribution methods, it is an established fact that Hollywood blockbusters operate majorly on the appeal of impressive audio-visual effects, narrative styles and its star appeal and marketing of specific genres. And now Hollywood has made it s strides into the Indian villages by dubbing the Hollywood blockbusters into regional languages. According to one of articles published in Economic Times (2012), across India Hollywood films have started matching the revenues of successful bollywood blockbusters, with the growth of multiplexes and extensive marketing & promotion strategies of Hollywood production houses. Hollywood productions increased their market share in India to 6.84 per cent in 2011, from 3.94 per cent four years ago. According to industry sources, the dubbed versions contribute between 45 per cent and 60 per cent to each Hollywood film's revenues. And th continuous growth rate of Hollywood productions is posing a serious threat to the Indian film industry, in a market that is projected to grow from $3.2 billion (Rs. 17,660 crore, at current prices) in 2010 to $5 billion (Rs. 27,600 crore) by Growing cinematic display outlets like multiplexes in urban and semi-urban areas have in fact changed the Hollywood movie viewing experience in India. While the uncensored Hollywood cinema through pirated CDs, DVDs has Created a deep rooted problem but now illegal viewing & downloading through Internet has emerged as a great fast spreading menace to be handled in India. Under such strong methods of survival, multiple routes of violation and easy accessibility in India, has allowed the viewer to chose and to perceive, and thus shed light on attitudes, actions and results. For America Hollywood film Industry is much more than a film producing centre, it is the medium of propagating American ideology. Apart from that it has influenced the movie industries in various other countries as well. This process is called Hollywoodization, under which movie industries in Asia not only showcase Hollywood cinema on big screens but also adopt the production style. Numerous films with settings outside the United States must have a flavour of America in one way or the other. 141

4 Hollywood studios are interested in increasing their existence in significant regions to capture a larger split of local entertainment expenditure in various markets, both in the movie and the TV section. As a result, they have started to engage in coproduction in foreign languages and with foreign entities. Hollywood and the American Image Hollywood has succeeded in presenting America to the world as a country without any errors with American values and products in vivid colours Maisuwong (2012) observed that the world audience became consumerist overnight after watching American movies, for example, the culture of eating low carb food in American movies caused the popularity of global consumer brands like McDonald s, KFC, pizza, and so forth. Bi (2012) opined that Hollywood movies try to fabricate a national figure characterized by liberty, equal opportunity, opulence and other positive characteristics. Concepts such as liberty and equal opportunity are further emphasized through narrative. Hollywood movies are important cultural objet of art that offer a window into American cultural and social record. The way these movies have influenced the culture of people around the world is a most important source of concern as stated by Burrowes (2011) the accomplishment of American film has led to other nations alarming that their own cultural identity would be polluted, distorted somehow by this Hollywood manipulations. Through media the principles and the norms are represented in many ways, depending on the culture of each country. For example, values such as relations, independence, individuality, tolerance, safety, wealth are represented differently in India as compared to America, with a great history of capitalism and social equality. Americans are related with freedom, whereas, Indians are related with hospitality and with traditional value system. B. Srividya (2005) states Our understanding about other cultures and nations around the world is often created by our memory of these places we have received through mediated images (Mita. 1999). Although several inter-related social forces might add to our perceptions of others, mass media depiction certainly play a very vital role in influencing people's approach towards out-groups, particularly when presented in very pragmatic ways in 142

5 media such as films. Different forms of media- books, television, radio, newspapers, films etc. persistently influence the perceptions of self and others. Objectives This study aimed at achieving following objectives- 1. To ascertain their perception regarding American society- crime rate, discipline, status of woman etc. 2. To find out the image they carry about American culture- their dressing style, food, spending leisure time etc. Research Methodology: This study aims to evaluate the perception of youth about American culture through Hollywood movies. Survey method was adopted, under which through questionnaire was chosen to gather the views of 100 respondents (50 males and 50 females) studying in colleges of Jalandhar City. Their views regarding the American culture,which they have developed through the exposure of media especially Hollywood Cinema,, has been collected through both open ended & close ended questions, which were further analysed, interpreted and tabulated. Major Findings of the Research (In Percentage) 1. Number of Hollywood Movies watched in a month. No. of Movies Male Female More than Form preferred for watching Hollywood Movies. Form Male Female Dubbed in hindi With English subtitles In English only

6 3 Preferable medium of watching Hollywood Movies. Medium Male Female Cinema hall TV channel DVD 8 16 Internet Total Preference of watching Hollywood Movies with. Comapny Male Female Alone With family 4 38 With friends 30 4 other 8 0 total Genre of Hollywood Movies preferred the most. Preferred Genres Male Female Action Romcom Sci-fi 6 6 Horror Sex 0 0 All of the above Perception about American Females wear Skimpy Clothes. Yes No 16 4 To Certain Extent Can t Say

7 7. Perception about popularity of Pub Culture in American society Perception Male female Yes No 2 2 To Certain Extent 14 8 Can t Say Perception regarding Americans spend their leisure time. Perception Male female By Going to pubs/clubs At beaches Doing Adventure Sport At home with family Perception regarding American food. Pizza/Burger Non-Veg Other 6 12 Total Perception regarding publically getting intimate in American Culture & Society. Yes No 10 0 To Certain Extent 6 10 Can t say

8 11. Perception regarding America being a crime free society. Yes No To Certain Extent Can t Say Perception regarding prevalence of Racism or discrimination in America. Yes No To Certain Extent Can t Say Perception regarding American society free from patriarchy? Yes No To Certain Extent Can t Say

9 14. Perception about freedom of woman in American society. Percetion Male Female Yes No 8 0 To Certain Extent 8 8 Can t Say Perception about prevalence & acceptance of Premarital Sex & Living Relationship in America. Yes No 2 6 To Certain Extent 8 2 Can t Say Perception about attitude of Americans. Individualistic Family Oriented Perception regarding prevalence of One Night Stand in America. Yes No 2 10 To Certain Extent Can t Say

10 18. Perception regarding Americans including males & females having lot of hard drinks. Yes No 4 4 To Certain Extent Can t Say Perception about religion followed in America. Yes No To Certain Extent Can t Say Do your parents put any limit or keep a check on you for viewing Hollywood films? Religion Male Female Christianity Do Not Know Other 4 2 total Views regarding Negative impact of American Culture portrayed through Hollywood films leaves on Indian Culture. View Male Female Yes No To Certain Extent Can t Say 2 20 total 148

11 Data Interpretation & Analysis In the study the Hollywood movies seemed to be more popular among males as compared to females. With majority i.e. 34% of males watch more than five movies and 50% of females watch just one movie in a week. Dubbed in hindi Hollywood films on television channels came out to be most preferred option both among males & females. Majority of males i.e. 58% prefer watching Hollywood films alone on the contrary in case of girls company of the family is preferred option. When quizzed about the favourite genres of Hollywood films, the results show that males prefer action movies where as horror genre is watched by females the most. At the same time the industry reports also establish that as far as Indian market is concerned action movies are released more as compared to any other genre. While discussing the dress, it was found that majority of males have image of American woman in skimpy clothes whereas, females believe so to certain extent. Pub & beach culture seemed to be the assumption in the minds of both males & females when it came to Americans spending their leisure time. As far as staple food of Americans was concerned Indian youth perceives that non vegetarian food is so. Both majority of males & females believe that in American culture, public display of affection, living relationships pre marital sex and one night stand are not only common but also acceptable. As far as racial discrimination is concerned males do recognize that it is prevalent in America whereas, majority of females hold opposite view. When asked about the status of woman in American society & culture majority of males i.e. 80% males & 90 % females believe that though females in America enjoy more freedom but as far as patriarchy is considered, it is still prevalent in American society.78% of males & 70% females believe that most of the Americans follow Christianity. Though, most of the youth don t believe that Hollywood movies leave any negative impact on Indian culture but at the same time shared that their parents do keep a check on them for watching Hollywood movies. Conclusion The current study evidently proved that young people prefer watching Hollywood movies but dubbed in Hindi played a very important function in formulating the perceptions that are not true to real cultural & social norms of America. 149

12 References 1. Hall, S. (1997). Representation: Cultural representations and signifying practices. London: Sage. 2. Branston, G. (2006) Cinema and Cultural Modernity. Buckingham: Open University Press. 3. Branston, G and Stafford, R (2008) The Media Student s Handbook. New York: Routledge. 4. Maisuwong, W (2012) Promotion of American Culture Through Hollywood Movies To The World. International Journal of Engineering Research and Technology. Vol1 Issue Rampal, P.K (2012) Cultural Imperialism or Economic Neccessity?: The Hollywood Factor in the Reshaping of the Asian Film Industry