Article Abstract

"Now Showing: Global Movies Blurring Cultural Lines"
|by Cristel A. Russell (2005). Work in progress.

Abstract: This project is a cross-cultural investigation of consumers‚ reactions to entertainment products, specifically movies. Increasing concerns over the Americanization of the global entertainment industry make such research particularly pertinent. Media outlets are perceived as a central mechanism perpetuating Americanization. Opposing this trend is a growing self-awareness of many local or regional cultural enclaves that strive for recognition and resist the notion of outside influences dominating the local culture and values. Using a cross-cultural experimental design, this project investigates how viewers respond to movies from their own country vs. other countries, the extent to which viewers accept or reject movies from “other” countries, and the mediating role of cultural identity salience, global openness, consumer ethnocentrism, and animosity.

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