Applying an Evaluation Model for Media Performance On Taiwanese Cinema

Abstract

The rise of huge Chinese markets leads to many movie entrepreneurs and professionals in Taiwan and Hong Kong transferring their stages to Mainland China. To satisfy the Chinese Cinema market, Taiwan’s movie industries and their local audience have been encountering social phenomena such as local audience’s maladjustment to movie text produced by China, local movie directors’ resistance to change movie plots leading to their failure to get funding from China, Taiwanese movie consumers’ low support for movies co-produced with China. There is a strong, professional assertion that Taiwanese movie industries have to develop Chinese movie market for their survival. This article proposes an evaluation model for media performance amended from McQuail's to balance a dilemma of Taiwan’s governmental policy which has to meet different needs between its local cultural sovereignty and bigger regional market. This paper identifies the concept of consumer identity in different levels to cope with that dilemma. In addition, how this model could be applied to in a context filled with ideological conflict is also discussed by exploring three concepts liberty, equality, and order in the context of globalization.



Author Information
Ying-Ying Chen, National United University, Taiwan

Paper Information
Conference: FilmAsia2013
Stream: Film

This paper is part of the FilmAsia2013 Conference Proceedings (View)
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