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Introduction
Over the decades, distinctive events and activities have contributed to the construction of the current global spectrum. One of the distinctive elements attributing to the emergence of the dynamic civilization quotient entails colonization. Research indicates that on a historical account, the colonizers introduced divergent appeals on sociocultural, economic, and political structural frameworks (Thussu & Nordenstreng, 2020).
The intersectionality of policy mainframes, economic regulations, and profound political philosophies significantly contribute to the emergent globalization phenomenon. It is crucial to evaluate the current trend in global village establishment as a multidimensional spectrum. The main reason involves the integral exploitation of appeal from divergent platforms, such as Bollywood, to influence peoples mindsets and engagement levels. The in-depth examination of the evolutionary scale in the entertainment industry is an excellent example of the implication of global media to sociocultural practices. Ideally, the comprehension of postcolonial doctrines plays a proficient role in the sustainable and strategic incorporation of digital media tools within the sequential international domain.
Literature Review
Postcolonial Effect on Reshaping Globalization
Personal growth and development prominently depend on the sociological environment. In this case, Straubhaar (2013) establishes that an individuals social identity optimally depends on the sociocultural environment. Therefore, different personalities attest to local, regional, or international quotients of association. Since colonization, communities experienced significant cultural sedimentation that involves the creation of distinctive layers of customs and norms.
On the one hand, the practice fostered an improvement in peoples way of livelihood. On the other hand, the incorporation of dynamic civilization philosophies across the global societies rendered the acculturation and change in ideals on personality traits based on moral and ethical virtues. As a result, colonization marshaled the alteration of localized structural foundations concerning behavioral codes and economic practices to ensure the standardization of the interactive platform.
Postcolonial studies feature a profound influence on the global communication spectrum. According to Kumar and Parameswaran (2018), colonization contributed to the development of global cultural power and the hegemonic political identities of westernization. Ideally, the researchers argue that the multilayering of sociocultural entities regards the overview of intersecting values on account of advancing the quality of living.
Fundamentally, the historical events significantly contributed to the dynamism of distinctive belief systems and economic policies. An excellent example is the variant communism and capitalism ideologies. Jain (2020) argues that there is imminent influence of the western culture on the global communication order. Therefore, the affiliates focus on aligning distinctive media in accordance with the overview of its rules and regulations. Despite countries upholding sovereignty, the entities applaud components of postcolonialism by disregarding the localized structures of imminent growth and development.
Digital Media
In a different spectrum, the analysis of Bollywoods success renders an apt insight concerning the effect of western civilization and colonialism. Over the decades, a study assessed the core competence of Bollywood against Hollywood and established that the mediating variable is globalization (Barat, 2020). In this case, Hong (2021) argued that Bollywoods marketing strategy encapsulated the commodification of Indian culture.
The initiative fostered an elevated audience scope due to the proficiency in addressing the major issues affecting the Indian society through films. An excellent example of a feature entails the incorporation of Indian dances and music in the movies to intensify the overview of Indians cultural heritage. Primarily, Bollywood is one of the profoundly influential global media entities on account of intersecting distinctive variants on local and international aspects of sociocultural, economic, and political diversity on geographical outlines.
Bollywood significantly contributes to the evolution of filming globally due to the exploitation of dynamic values and approaches. Hong (2021) established that Bollywoods managerial team initially focused on promoting the Indian cultural aspects and practices. However, the colonialism era and globalization effect attributed to the alteration of the strategic approach thus rendering the incorporation of dynamic American and western civilization prospects. The core outcome fostered an imminent consumptive framework internationally on account of the proficient relevance to current trends in the entertainment industry. Barat (2020) argues that the commercialization of cultural domains and the utilization of distinctive superior sociocultural values, mainly the American way of life, is the formative foundation of Americanization. Fundamentally, the concept of American cultural dominance globally is a form of postcolonial effect that threatens the acculturation of local traditions and customs.
As an emblem of the globalization factor, postcolonialism played a proficient role in the spread of western civilization, mainly under the gradient of technological advancement. A key variant within the computerization essence involves the evolution of digital media. The emergence of the internet is a concept that led to the increased flow and accessibility of information among individuals internationally.
As a result, the evolution cultivated the development of a global village with dynamic niche marketing. The niche market posed a paradigm shift in the marketplace regarding consumer behavior mainly because of the empowerment tool of product knowledge (Singh, 2017). Therefore, a global e-marketing strategy is a crucial solution to organizations boosting competence and optimizing customer service experience, satisfaction, and loyalty.
The intensification of competition within the global business environment demands the evolution of marketing initiatives such as strategic management. The utilization of social media campaigns is an initiative that attracts a vast clientele base while enhancing convenience mainly because of the prominent use of cloud computing for e-commerce. It is a phenomenon that fostered the emergence of a niche market that focuses on online shopping for convenience in pricing and accessibility (Singh, 2017).
Bollywoods competence, however, involved the exploitation of distinctive values of social identity. According to studies, Bollywoods management indicated a profound framework on creating awareness about the pride of Indians (Shrilatha, 2020). The approach fostered a profound advantage against Hollywood on account of rendering a dynamic customer service experience. Therefore, Bollywoods filming initiative focused on the essential divergence of consumer appeals to proficiently attain and gain acquaintance with sociocultural practices and virtues.
A global e-marketing strategy is an empowerment tool for enterprises mainly because of the derivation of insights regarding consumer behavior analysis and needs identification. It is an initiative that ensures the optimal exploitation of opportunities across multinationals to establish the core value of competence in acquiring a competitive market position. The distinctive Bollywoods e-marketing outline enshrined the adept utilization of the internet to promote the movies through the development of gaming applications (Shrilatha, 2020). In this case, there is an intense engagement between the clients and the products through the customized social media channels and platforms. Customer loyalty is a competitive strategy significant in the global e-marketing strategy mainly because of the intensive sharing of information across the global village.
Social media marketing is an initiative that significantly steers consumer-seller relationships and promotes products and services. On the one hand, a significant percentage of companies optimally benefit from social media campaigns due to providing adequate details on products and services to the niche populace (Jin, 2021). On the other hand, social media platforms attain popularity, hence the intense use by browsers. Ideally, there is a mutual benefit between corporates and social media platforms under the spectrum of the social media campaign (Lzroiu et al., 2020). As a result, it is unnecessary to pay off the channels to enhance effective marketing.
Companies involvement in social media platforms fosters marketing to the niche consumer baseline. Technological advancement fostered the profound essence of integrating activities and operations with ideological approaches in human endeavors. This aspect contributes to the emergence of information theory that addresses the consumer market and reflects the insightful hub (Singh et al., 2020).
Primarily, it is the responsibility of dynamic entities to establish solutions to the profound capacity of interdependence. The theoretical construct indicates that consumers make purchasing decisions based on the obtained product and service knowledge. Therefore, it is crucial for Bollywood to develop active social media accounts to enhance public relations across the growing virtual world. It is a phenomenon that renders the prominence in participation of parties from a global scale in distinctive activities.
Organizations with a prominent market share leadership portray a higher social media presence. Social media presence is an entity that renders sufficient impact on the endeavor mainly because of the trickle-down effect of accrued benefits. Singh et al. (2020) establish globalization steered the incorporation of dynamic approaches regarding product and service advertisement across the emergent online niche market. Different business entities have distinct social media strategies that elevate the standards of operations. The primary social media strategy utilized is the customization of content to address the leading practices and the products benefit in practice. Therefore, the best strategy to improve the social media presence involves consistently updating product content in the accounts and web pages for consumers to learn and utilize during their shopping spree.
Research Findings
The interaction between globalization and nationalism triggered the emergence of new nationalistic values. Snyder (2017) depicts that distinctive interactions across the globe triggered a heightened level of interdependence. It is a dimension that led to the emergence of intermarriages across various societies. Also, the introduction of international events such as sports and trade activities developed an intensive indulgence platform. The framework involved showcasing cultural heritage from different communities to the global audience. The price of the sociocultural quotient recognition rendered the intensification of nationalism as a societal value. Ideally, globalization promotes the exposure of dynamic cultural heritage to the international community for attention, increasing the essence of social identity.
However, Yang and Veil (2017) attempt to counter the positive influence of globalization on sectarianism through divergent customs and norms. The researchers postulate that although cultural practices get recognized across the international community, it is highly dependent on sustainability prospects (Dürrschmidt & Kautt, 2018). Primarily, such cultural practices as poaching fall short of the international legal code concerning the rights of animals. Therefore, globalization reduces the value of nationalistic cultural practices to encourage the onset of sustainability.
Case Study
Internet piracy is one of the prominent issues affecting the entertainment industry mainly because of the reliance on the dynamic technological tools. The emergence of the online platforms fostered an intensification of the problem and the decline in entertainment industrys revenue generation. The Internet led to the increased flow of information across the various platforms causing the emergence of a global village. As a result, Bollywood focused on maximizing on online marketing to increase the number of subscriptions and views to earn a decent commission from the social media channels (Hartveit, 2019).
However, the evolving technological advancement rendered the emergence of tools to promote piracy of digital content. Copyright infringement regards the illegal downloading of patent music, composition, or software without authorization from the developer. The aspect positions the developer at a loss mainly because of the lack of returns despite the utilization of the package in other platforms for profitability. An excellent example is the downloading of Bollywood movies for entertainment. Bollywoods strategic marketing initiative underlies intersecting core sociocultural, economic, and political overviews on contextualized filming as a competitive advantage despite the prevalence of counterfeiting cases.
Cyberspace is a phenomenon that presents a new world order through the spec of human growth and development. The concept poses a significant threat globally, mainly because of the ability to enforce dynamic reconstructive and deconstructive change. Primarily, Liu (2018) argues that the concept intensified the risks of immoral activities due to the insufficient regulatory framework on engagement. Rules play a proficient role in promoting order hence the importance of incorporating distinctive parameters improving the cybersecurity spectrum. Scholars postulate that Bollywoods massive production of movies annually is a competitive advantage against Hollywood.
However, the profitability from the online market profoundly depends on the promotional aspect and outreach across the continuum. Therefore, it is the core responsibility of the executive team to incorporate measures preventing the infringement of content. The significant connectivity across the global population is an opportunity for the participants in the entertainment industry. One of the strategies encompasses posting new content for the audience frequently through social media platforms that compensate based on the online traffic of subscriptions and viewers.
Online piracy is a multidimensional phenomenon that significantly affects the ethical sales and marketing within the entertainment industry. According to a researcher, piracy compromises the authentic value of the content mainly because of the demotivation among the personnel (Hartveit, 2019). Although a significant percentage of the global population utilize their talents for entertainment, they earn meager profits in contrast to the investment in the production process. Further, research articulates the rise in cybercrime internationally renders the compromise of contextual mainframe for individual benefit (Haartveit, 2019).
An excellent example is the auto tuning of an Indian song and dance in a Bollywood movie to market different content. Ideally, online platforms empower the talented with the aspect of customizing the creative plays and acts for marketability (Slabyk, 2019). In this case, an individual anticipates profound content creation for the target consumer based on the presentation from other competitors. The attainment of a significant traffic, such as through the YouTube channel proficiently determines the amount of commission payable by the hosting social media platform.
Key Argumentative Construct
Globalization positively influences the values of nationalism through dynamic perspectives. On the one hand, nationalism fosters the elaborate difference among nations under various gradients. These gradients include culture, politics, economy, sports, technological advancements, and security. The contrast rendered the emergence of consequential conflicts as well as ideological resolutions (Flew, 2018).
On the other hand, globalization enhances the definite operation of the universe as a global village. Essentially, the concept encapsulates the emergence of a new form of nationalism across the globe hence influencing the value of nationalism. The vital element of globalization is interdependence among nations despite the dynamic nationalism prospects. However, the concept focuses on improving the value of nationalism as its core objective. Therefore, its effects on nationalism get measured through the contribution to human society. For instance, solving political differences through violence counters the international policies of peace and unity. As a result, globalization negatively influences the nationalistic ideals to establish global standards of peace, integration, and security.
Conclusion
There is a significant interdependent relationship between globalization and digital media toward reshaping societal growth and development. The exploration of Bollywoods success to penetrate different markets fosters an optimal insight concerning the effect of cultural commodification. Bollywood utilized the Indian heritage, mainly the dances, music, and fashion to attract the regional audience.
However, the influential postcolonialism under the spectrum of Americanization attributed to paradigm shift to Bollywoods marketing approach. As a result, Bollywood integrated core American sociological, economic, and political values with Indian virtues as a competitive advantage internationally. While globalization diminishes the prospects of nationalism, such as borders, nationalistic ideals drive the expansive sustainable context. It is important to implement policies that ensure the integral exploitation of the opportunities posed by the niche market and the proficient flow of information.
References
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Hartveit, M. E. (2019). Causes and prevention of digital intellectual property theft in the entertainment industry (Doctoral dissertation, School of Business, Siam University, Bangkok, Thailand).
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