The US has benefited from intangible advantages. It uses the lingua franca, the cultural equivalent of printing a reserve currency. It is easier for authors to get translated from English than into English, and the same principle holds for movies. US corporations have the longest familiarity with the relatively new business models used in cultural markets. For instance, iTunes is an American invention. This magnifies US cultural advantages because the market into which artists from other countries must sell is often abysmal. A superb report by Youkyung Lee and Ryan Nakashima showed how little Psy has made from Gangnam Style in his native South Korea: about $50,000 from CD sales and $61,000 from 3.6m downloads.
美国得益于一些无形的优势。美国说英语,这是国际通用语言,相当于文化领域的“储备货币。英文作品翻译成其他语言远比其他语言的作品翻译成英文容易,电影作品也是如此。美国企业最早熟悉文化市场中相对较新的商业模式。例如,iTunes就是美国人的发明。这进一步放大了美国的文化优势,因为其他国家的艺术家所需面对的市场环境通常惨不忍睹。李柳暻(Youkyung Lee)和Ryan Nakashima撰写的一份极为出色的报告显示,朴载相的《江南风》在韩国本土市场仅为他带来了很少的收益:5万美元的CD销售收入,以及6.1万美元的网络下载收入(360万次下载)。
Their home audience may be the pivotal advantage US artists have. As the writer Todd Gitlin put it years ago: “By the time it leaves our shores, US popular culture has been ‘pretested’ in a heterogeneous public – a huge internal market with hybrid tastes and a tradition of juxtaposition and recombining disparate elements, melting them down into a Hollywood melange.
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