Globalization

Globalization is the system of interaction among the countries of the world in order to develop the global economy.

Cultural imperialism, which is the practice of promoting a more powerful culture over a lesser known or desirable culture, can be attributed to the rise of globalization of the media.

This excerpt from The Telegraph shows how even in England, the country the US fought a revolutionary war with, a country that has had its own culture for quite some time, cultural imperialism is still effective.

         "In Britain, we are exposed to American culture so extensively and in such depth that one might be led to imagine that we have absorbed it entirely. We might, indeed, be presented as the ultimate example of the American cultural imperialism that has aggrieved so many people around the world – even, in some cases, to the extreme point of persuading a few of the most insane to engage in terrorist acts against America and Americanism."

 It is thorough the globalization of the media that the extent of America's cultural imperialism is possible.

Advertising

The advertisement I am choosing is the new Nike ad featuring Lebron James. The ad is basically a response to his fans after his choice to move from Cleveland to Miami. It shows Lebron at first by himself asking the viewer what he should do. As the commercial progresses, he keeps asking the question while trying out different ideas ranging from acting to selling shoes. The ad eventually ends with Lebron scoring a basket and the Nike slogan "Just do it." appearing on screen. It was powerful because Lebron is directly confronting fans and the media that are mad about the decision he made. It feels very personal.

In Professor Straubhaar's lecture he talked about how one appeal of advertising is achievement, prominence, or attention. A few characteristics of this type of ad are the style. Usually the ads are very stylish and hip causing viewers to talk about it. They also grab your attention, and sometimes even media attention. They also focus on repetition to get their point across.

By using one of the most high profiled basketball stars in the world and having him directly address his fan base, using a very stylistic approach, and repeating the same message of "What should I do?", this ad embodies all of the characteristics of a well done commercial. Most importantly, it got people talking about Nike.

Three act structure

The movie "The Life Aquatic with Steve Zissou" uses the three act structure that Professor Ramirez-Berg described as being in use in Hollywood today.

The first act sets up the conflict, a floundering film-making oceanographer's best friend is eaten by a "jaguar shark" and he is out to exact his revenge. Along the way we are introduced to the main crew of the ship, and meet a possible son Steve had many years ago. Before the crew sets out on their journey, a reporter is assigned to them to write a story, thus completing the first act around 30 minutes into the movie.

The second act is about 60 minutes long and deals with the crew's search for the shark. Along the way we learn about what each crew member does and what they do in their free time. Steve, in an effort to catch up to the jaguar shark, decides to recklessly cut through unprotected waters getting the crew taken hostage by pirates. He then attempts to fight back and successfully defeats the pirates, ending act two.

With wounded pride, Steve and the crew who haven't abandoned him set out to rescue the bond company stooge and finally kill the jaguar shark. The third and final act lasts about thirty minutes. It is here that Ned, Steve's son dies, but not before they find the florescent snapper, a sign the jaguar shark is near. The crew then goes down in the mini-sub and sees the jaguar shark actually exists. Steve, after all he's been through, decides to let the shark live and ends up making, like he used to, a hit documentary, bringing the movie to a close.

Episodic Sitcoms

Most sitcoms made tend to be categorized as episodic in nature. This is mainly because sitcoms, as a whole, tend to be only thirty minutes in length, and more geared toward providing laughs rather than dramatic complicated stories. While there may be a larger big picture story that travels throughout a show, for example: Jim and Pam's plot line in The Office, the development of that story may only advance a little over the course of an entire season. This means that shows tend to deal with small problems and then end with that problem being solved. Then in the next show, an new problem occurs and is solved. Plots don't build from one show to the next.


One of my favorite sitcoms is Arrested Development. It was primarily episodic, but what made it great was how little details carried over into other shows. The plot of one show may be totally different than that of the previous week, but it included references to earlier shows in the series that you didn't even realize were jokes at the time. I think that's why the show is so critically acclaimed. It was a different spin on the episodic format, that while not being to different was refreshing in its own way.

Film Language

In The Life Aquatic with Steve Zissou directed by Wes Anderson, there is a scene when Zissou is underwater in a mini-submarine. The scene begins with a longshot of the outside of the sub while it's surrounded by the dark water of the bottom of the sea.

In the shot, the sub is the only source of light. I think what Anderson was trying to convey with this shot was a feeling of loneliness, but also one of hope. So far, no one really knows whether the shark Zissou is hunting is real or not, so in that sense, he is alone. But the light that the sub gives off seems to be a sense of hope, the hope of Zissou that he isn't crazy, and the hope of his crew that he is still the same captain they followed when he was still making hit documentaries.

The next shot is a medium shot of everyone in the submarine. The focal point of the shot is Zissou and it seems to convey the crew's hopes all resting on Zissou's shoulders. The shot is very heavy, but there is also an optimism to it about what they could find.

The last shot is a loose close-up of Zissou. A close-up was used so that the audience could see the emotion on Zissou's face when he finally realizes his mission is complete and he recognizes everything he's been through in order to get to that moment. The close-up is the reason the scene is so emotional because you really see all of Zissou's emotions.

The Studio System and Actors

Back in the early days of film, studios were set-up a lot like major record labels are today. They would have star actors (musicians), and they were only in movies filmed by that particular studio.

Often times these actors were typecast into certain roles after being discovered in their breakout role. Studios then made more movies with that actor, but the movie was often in the same genre. For this reason, studios started to become known by the genres of movies they made. This only reinforced the typecast on the actors.

For example, Humphrey Bogart became a star for Warner Bros. Pictures. He was typecast as a tough guy criminal when Warner Bros. was known for its gangster movies. Then when gangster movies were ushered out Bogart became a detective. So, Warner Bros. became known for their detective movies. In this way, studios were really dependent on actors because their way of making a profit depended on the fans of the actors they employed.

All in the Family Vs. Modern Family

All in the Family and Modern Family are both sitcoms that deal with situations happening when they were made. For example, both shows dealt with the issue of homosexuality. The way that the shows present the topic really show how the issue was viewed by the public.

All in the Family seemed to have a harsher (see: ignorant) view of homosexuals, represented through Archie's comments. In Modern Family, one of the three main families in the show are a gay couple. By making the couple main characters on the show, the issue of gay marriage is present in every show.

Where the two shows differ is in how they handle the issues. All in the Family was more vocal and forward with how issues were talked about. In Modern Family, issues are hinted at, but there isn't a discussion like you would have if Archie had an opinion on an issue.

All in the Family didn't really address the relationship between husband and wife. Archie was the head of the family and that was that. In Modern Family, there is more of a focus on how the husband and wife focus on their relationship while having to deal with three kids.