Our final essay in the media and globalisation class dealt with the following question:
Critically discuss the dynamics between culture and commerce in media globalisation debates.
Use relevant examples to justify and elaborate your arguments.
I made use of an analysis of the current situation in the Australian film industry to examplify the issues of culture and commerce in the media discourse.
Table of Contents
1. Introduction
2. Media globalisation debates and the culture versus commerce arguments
3. The contemporary Australian film industry
4. National identity
5. Effects of Australia’s cultural policy on the film industry
Objectives and Topics
This essay critically examines the tension between cultural preservation and commercial success within the context of media globalisation, using the Australian film industry as a primary case study to illustrate the challenges of maintaining a distinct national identity against the dominance of global media giants.
- The impact of global media homogenisation on local cultural landscapes.
- Economic disparity between Hollywood productions and national film industries.
- The effectiveness and limitations of state-driven cultural funding policies.
- The struggle to define and project national identity in a globalised audiovisual market.
- The unintended consequences of restrictive genre policies on domestic filmmaker retention.
Excerpt from the Book
3. The contemporary Australian film industry
The Australian film industry however has a character very different from Hollywood. Similar to advertising and television content regulation, Australia also has specific regulation concerning the financing of films. Since the 1970s cultural policy has established and sustained the Australian film industry (Ryan 2009). The public funding bodies only fund films which foster the representation and preservation of Australian culture, character and identity (ibid). The Australian film commission, which was established in 1975, values quality and cultural content over entertainment and commercialism. Genre films are regarded as mindless commerce and are thus not funded whereas art house films emphasising Australianness and social realism shape the Australian film industry.
Summary of Chapters
1. Introduction: The introduction outlines the academic context of media globalisation and introduces the Australian film industry as a focal point for the tension between local culture and global commercial forces.
2. Media globalisation debates and the culture versus commerce arguments: This chapter discusses the fear of "Americanisation" and contrasts the massive budget and global reach of Hollywood with the resource limitations faced by local industries.
3. The contemporary Australian film industry: The text details the specific regulatory framework and public funding mechanisms that prioritise cultural identity and social realism over commercial genre cinema.
4. National identity: This section explores how Australia’s film policy is intrinsically linked to the broader, difficult struggle of nation-building and the construction of a distinct national image.
5. Effects of Australia’s cultural policy on the film industry: The final chapter evaluates the consequences of current policies, arguing that restrictive funding criteria may inadvertently alienate talented filmmakers and hinder commercial success in an globalised era.
Keywords
Media globalisation, Australian film industry, Cultural policy, Americanisation, National identity, Hollywood, Film funding, Genre films, Arthouse cinema, Cultural homogenisation, Commercialism, Filmmakers, Audiovisual sector, Nation building, Media discourse.
Frequently Asked Questions
What is the primary focus of this essay?
This essay explores the complex dynamics between cultural expression and commercial interests, specifically analysing how globalisation impacts the Australian film industry.
What are the central themes addressed in the work?
The core themes include the threat of cultural homogenisation, the role of government funding in maintaining national identity, and the conflict between artistic "Australianness" and global commercial popularity.
What is the main research question of the study?
The study investigates how media globalisation influences the tension between cultural preservation and commercial viability, questioning whether Australia’s restrictive cultural policies effectively protect or inadvertently limit its domestic film sector.
Which methodology is employed in this research?
The work utilises a qualitative, comparative approach, analysing industry statistics, academic debates, and specific case studies like the funding of Australian horror versus arthouse films.
What topics are covered in the main body of the text?
The main body covers the history and regulation of the Australian film industry, the influence of Hollywood branding, the social function of national identity, and the critical assessment of current film funding policies.
Which keywords best describe the essence of the work?
The most relevant keywords include media globalisation, national identity, cultural policy, Australian film industry, and commercialism.
How does the author define the relationship between "genre films" and Australian policy?
The author argues that current policies often categorise genre films as "mindless commerce," which leads to their exclusion from public funding despite their potential for global success.
What conclusion is drawn regarding the "Saw" franchise and local talent?
The author uses the "Saw" franchise as an example of how Australian talent often leaves the country to seek international funding because local policy fails to support commercially successful genre-based stories.
- Citar trabajo
- Franziska Kracht (Autor), 2010, Dynamics between Culture and Commerce in Media Globalisation Debates, Múnich, GRIN Verlag, https://www.grin.com/document/230452
