Globalization and Cultural Imperialism

Globalization is the way that the world becomes connected and intertwined much through the development of technology. Through globalization, many different cultures are shared around the world. Many nations are becoming “Americanized” through cultural imperialism. Cultural imperialism refers to the fact that those who have the power are able to share their culture with a much broader audience. This remains true with globalization because those who are in power, such as those who own television networks and own the technology to broadcast what they want, can impart their culture on others. Though this may not result in cultures changing completely, the exposure to other cultures through American television can influence how some think of our culture as a whole. 

Advertising

One of the advertising appeals which is used is that of attention.Many advertisers will try through their advertisements to interact with the consumers in order to make them feel like they have a closeness with the company and product. The appeal to the consumer's attention makes the ad feel personalized and this is appealing to many consumers.  

Of course all advertisements aim to grab consumer’s attention, but some, like the new Old Spice Ad, talk directly to consumers in order to grab their attention and draw them into a relationship with the company and product. This particular ad shows a man in his bathroom talking directly to the woman who is watching. He asks the viewer to “look at me, now look at your man. Now back at me”. Though someone most likely does not follow his commands, the feeling they get through the attention the actor is giving draws them close.

Three Act Structure

The three-act structure is the way a movie can be divided up into sections. Hollywood uses this format which consists of the first, second and third acts.

The first act typically sets up the movie, introduces characters and gives the basic information. The next act introduces the plot of the movie or what will be trying to be fixed by the end of the movie. This is where all of the problems ensue and the complications occur. Act three begins with the climax of the movie, or where the conflict in resolved in a dramatic way usually. Act three is short and almost at the very end in the Hollywood style three act structure.

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The movie Mean Girls follows this style and structure well. The movie starts off with a girl, Cady, who moves to the United States to start high school after living her entire life home schooled in Africa. She attends school and makes friends with two conflicting groups of students, the “plastics”, or popular girls, and “the burnouts” which are the weird kids. Act two starts off when her friend Janice convinces Cady to pretend to be friends with “the plastics” and secretly sabotage their existence. Many ploys to secretly throw off the group take place and none get wise until the very end. The leader of “the plastics” gets wise and comes back with revenge, framing the rest of “the plastics” and Cady for writing a mean book of rumors of all the girls at the school. There is a school wide fight and the climax of the movie happens towards the very end when Cady fesses up to writing the book, when she really hadn’t. She restores order to the school and the group of girls disband, making new friends and no longer tormenting the school.

This structure has proven to make a good story and Hollywood continues to use this same formula.

The Sitcom

The television sitcom is typically plays out in an episodic format. Each episode tends to have a separate plot and the episodes do not necessarily connect to the others in plot line. With a sitcom, you can turn on any episode and understand what is going on without any prior knowledge of the show. It is easy to follow a sitcom and usually all loose ends are tied up by the end on an episode.

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Lately, a sitcom I follow weekly is Modern Family. This show consists of three families. There is the grandfather and his new, younger wife, his son and his partner, and his daughter and her family. Every week, the three families get into some sort of trouble. Each week starts off new and does not connect back to the week before. The last episode I watched was one where there was an earthquake and each family was affected by it differently. By the end of the episode, everything was taken care of and life was back to normal. The last minute of the show just about always consists of a wrap up where a narrator reflects over all the things that happened in the episode and presents the moral of the story. This brings the episode to a nice close and the next week it starts off a new with a clean palate and room for a brand new plot line. This makes it extremely easy to follow the show and if an episode is missed, there isn’t anything to catch up on.

Shots in Films

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The decision on how to shoot a scene can aid to convey the meaning. Angles and tightness of a shot are ways to establish a tone as well as emotions.

The close shot is used in movies to convey character’s emotions. In the movie Titanic in the famous scene where Jack and Rose are on the front of the boat, there is a close shot of the two characters sharing the moment. The two are in love and the close shot reflects the closeness they feel in the moment.

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Long shots also convey emotions, but those of sadness and loneliness. In the movie Forrest Gump, there is a long shot of Forrest while he visits his wife’s grave. It shows him standing along in front of the grave as well as the large tree. There is a sense of endlessness in the background of the country and we see that Forrest is really all alone there. This shot conveys his feelings of loneliness after his wife has died.

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Aside from how much is shown in a shot, the angle from which the camera shoots can convey meaning. In the movie Slumdog Millionaire, one of the final scenes is when Jamal wins the Indian version of “Who Wants To Be A Millionaire?” As he confetti rains down on the stage and he is handed his million-dollar check, there is a shot of him from a low angle. This shot creates a tallness and greatness in Jamal. When the camera shoots from the low angle, it makes the subject seem bigger and powerful. His victory is further conveyed in this low angle shot and we see him finally succeed.

The Star Vehicle

The studio system of the earlier days was designed for maximum profit. Each star being contracted to the studio meant studios created trademark stars. Stars became known for specific genres of films and studios molded these stars to fit what audiences wanted.

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Studios created many more films than they do today and had control over every aspect of a movie. They used the same stars in the same kinds of films and audiences came to know these stars for their specific roles. Studios created many films of the same genre with the same actors because they knew that audiences liked the type. Once they knew what people liked, they kept creating it in different forms. As well as stars being known for a specific genre, they were also known sometime for a specific thing that they did in every film. Humphrey Bogart became known for his hat and trench coat look in many of his films and Judy Garland was known to sing a song in just about every film she was in. These stars were created by the studio companies and were used to create the films that audiences went wild for. The studio system has changed greatly from its beginnings. 

All in the Family vs. Modern Family

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The television family has come a long way. In the 70’s in many shows, it was only acceptable to show the mother, father and children picture. Today, people encounter every type of person in television characters.

All in the Family, a sitcom from the 70’s, in one episode attempted to take on the issue of homosexuality. The goal was to critique people’s one-sided views of the gay community. Archie Bunker, the typical American, was homophobic and in this particular episode encountered one of his son-in-law’s possibly gay friends. He refers to him as a fairy and many other offensive names. Though the episode was an attempted satire, many identified with Archie.

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Even though the episode’s aim was not to make fun of gay people, the way it approached the critique was questionable. I cannot imagine a show like that airing today. Modern Family, as the title suggests depicts the modern family unit in its many shapes and forms. The show follows the lives of three different families, the typical mother, father and children unit, the gay couple and adoptive daughter, and the older man with the much younger wife. The show shows these not so typical family units and the normalcy and love that they possess. Though both shows aimed to shoot down stereotypes, they went about it very differently. Today, shows take a more straightforward approach and present the positives in situations that aren’t the norm.

Television in many ways now opens up the world to see things they have never seen before. Many shows push the limits today and go where not many have gone before. ABC’s modern family shows how not every happy family has to consist of a husband and a wife. All in the Family earlier on tried to push the limits of what people would accept.