好莱坞
符号学
背景(考古学)
全球化
广告
社会学
政治
业务
政治学
历史
法学
语言学
艺术史
哲学
考古
作者
Qian Gu,Yanqing Wabg,JiaMin Zhang
出处
期刊:Proceedings - Academy of Management
[Academy of Management]
日期:2023-07-24
卷期号:2023 (1)
标识
DOI:10.5465/amproc.2023.19428abstract
摘要
Globalization of cultural goods has gained substantive growth momentum in the past decade. Rooted in historical, social, legal, and political characteristics, cultural goods are inherently “foreign” when traded in a host country, presenting both opportunities and challenges for their international performance. Using the empirical context of 317 Hollywood movies in China from 2011 to 2018, we seek to understand whether and how foreignness affects the market performance of cultural goods in a host country. Given the sensory nature of Holly movies, we focus on semiotic foreignness — the differences in semiotic content of movie synopsis and posters between Hollywood and Chinese movies. Based on the deep learning and image processing approaches, we transformed textual data from movie synopsis and image data from movie posters into numerical representations of foreignness. We find an inverted-U shape relationship between semiotic foreignness and Hollywood movie’s box office sales, such that optimal sales exist at the moderate levels of synopsis foreignness and poster foreignness. Our study has important theoretical and methodological implications for the research on foreignness and cultural goods.
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