The China factor in the glocalization of Hollywood – A case study of “Iron Man 3”

• Main Authors: Chi,Shu-Han, 紀舒涵
• Other Authors: Wei, Ti
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/jh3869

碩士 === 國立交通大學 === 傳播研究所 === 103 === With the political and economic advantages, Hollywood movies have entered and dominated global market successfully for decades. In recent years, as the rise of China, China rapidly occupied the second place of worldwide movie market, which forced Hollywood to confront China market. However, due to the special political context of China, Hollywood faced difficulties in entering China movie market. The research explores the new turn of Hollywood in the view of Chinese image and Chinese version. As the Hollywood entered China market, the result indicates that the Chinese image is more and more positive but always in the fighting role-playing. Meanwhile, the case study shows that Chinese version of “Iron Man 3” which seems affected by the China factor is actually an attempt of glocalization. Furthermore, the discourse power is still under control of Hollywood, China market can only coordinate independently. Hollywood emphasizes the powerfulness and professional of Chinese image to only China market. In sum, the China factor is basically commercial result in the Hollywood’s globalization strategies, which there is no new turn by China effect in Hollywood evolution but the China factor is embodied into Hollywood to maximize the market value.