Abstract
New Media offer Taiwanese as an alternative media to explore their ethnic group identity when other mainstream media fail to present their image and imagined community as the way they want to be presented. After the popularity of Cape No. 7, Taiwanese Movie Box Office shows that almost only movies with good quality which can present daily lives, collective memories, community issues, dreams or shared social emotions of majority Taiwanese can beat Hollywood movies in Annual Taiwanese Top 10 Movie Box Office from 2010 to 2013. This article treats these local movie text as a new way to present Taiwanese ethnic group identity. How and why online fans as cultural agents to push ethnoscape identity through Taiwanese Movie Box Office after the popularity of Cape No. 7 are explored. This article argues that the concept of consumers’ rights of cultural sovereignty is helpful to explain these movie fans online behavior which pushes box office of local movies with lower production budget to lead that of Hollywood movies.
Author Information
Ying-Ying Chen, National United University, Taiwan
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