Holivudizacija Bolivuda
Hollywoodisation of Bollywood

Summary/Abstract: Process of new media occurrence and development helped by trade liberalization and economic growth in the end of the last century, marks the beginning of the period when people have become consumers of media entertainment, more than ever. While this development suggested new concept of domination to developed world, “third world” countries have faced with perhaps biggest historical difficulties in preservation of their cultural identity. Cultural and ideological imperialism has become one of international communication goals which can be discerned in the example of film industry. Perhaps the best evidence could be Bollywood – despite the fact that it is the biggest film industry in the world, it is not immune to the impact of much more famous Hollywood. Also, it is noticeable that in this industrialised communication the authority of logic of profit and economic determinism are notably stronger than the authority of traditional values and quality. This paper presents the process of film influence over culture through Bollywood film industry analysis, in order to better understand the process, commonly referred to as cultural imperialism. The aim of this paper is to point out that cultural industry has been more and more unified by the model of industry production, and that it has been moving towards commercialisation and profit instead towards cultural variety and authentic contents. Also, possible mechanisms for protection cultural production and their true strength will be presented here.

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