Broadening the scope of cultural preferences

Movie talk and chinese pirate film consumption from the mid-1980s to 2005

Research output: Contribution to journalArticle

Abstract

How do structural market conditions affect people's media consumption over time? This article examines the evolution of Chinese pirate film consumption from the mid-1980s to 2005 as a structurational process, highlights its different mechanisms (as compared to those of legitimate cultural markets), and teases out an unconventional path to broadening the scope of societal tastes in culture. The research reveals that, in a structural context consisting of a giant piracy market, lacking advertising or aggregated consumer information, consumers developed "movie talk" rom the grassroots. The media environment comprised solely of movie talk guides people's consumption of films toward a heterogeneous choice pattern. The noncentralized, unquantifiable, and performative features of movie talk that may contribute to such an effect are discussed herein.

Original languageEnglish (US)
Pages (from-to)501-529
Number of pages29
JournalInternational Journal of Communication
Volume6
Issue number1
StatePublished - 2012

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movies
market
media consumption
Marketing
consumer information
piracy

ASJC Scopus subject areas

  • Communication

Cite this

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abstract = "How do structural market conditions affect people's media consumption over time? This article examines the evolution of Chinese pirate film consumption from the mid-1980s to 2005 as a structurational process, highlights its different mechanisms (as compared to those of legitimate cultural markets), and teases out an unconventional path to broadening the scope of societal tastes in culture. The research reveals that, in a structural context consisting of a giant piracy market, lacking advertising or aggregated consumer information, consumers developed {"}movie talk{"} rom the grassroots. The media environment comprised solely of movie talk guides people's consumption of films toward a heterogeneous choice pattern. The noncentralized, unquantifiable, and performative features of movie talk that may contribute to such an effect are discussed herein.",
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