An Analysis On Culture Homogenization In The Context Of International Division Of Cultural Industry

With the development of the economic globalization and the deeper intercultural exchanges, the International Division of Cultural Industry has been enjoying greater development. International Division of Cultural Industry not only contributes tremendously to the cultural power's economic development, but also to the cultural exchanges and the progress of human civilization, but it throws the order of Cultural Industry out of equilibrium. In today's International Division of Cultural Industry, the division of value chain becomes more and more important. The western cultural power occupy the high knowledge content and added value cultural market by their superiority or advantages of capital, technology, talent, marketing strategy and consumption, but the cultural weaker are staying at the end of the chain of international division of labor, accepting the technological diffusion and industrial transfer of the cultural power, and providing the cultural market with low added value products and service. As the cultural power control the design of upper reaches of the chain of cultural industry, the marketing of the middle reaches and the consumption of the lower reaches. The homogeneous cultural products and consumption inevitably lead to culture homogenization. Therefore, it is necessary to analyze culture homogenization and what measures should cultural weaker adopt, which have not only theory value but also directive significance.The first part of the thesis is the literature search and the description of the development of Cultural Industry in the context of International Division of Labor. And the second part is the step by step analysis of the ineluctability of the culture homogenization. In the context of International Division of Cultural Industry, by manipulating the productive capital, circulating capital and consumption capital, the cultural power provide the market with the same product and service, this will inevitably cause the homogeneous cultural experience, culture consumption, cultural values, attitudes and behaviors, ultimately lead to culture homogenization. Thirdly, the author offers some strategic choices for the cultural weaker to optimize the core elements of cultural industry such as the public policy elements, resources elements and related feature and enhance the overall strength and international competitiveness of cultural industry.Research indicates that the International Division of Cultural Industry continues to deepen and international cultural trade meets rapidly expansion. While the leading actors of International Division of Cultural Industry are cultural power, and the cultural weaker do not have the ability to combat with cultural power both in hard power and soft power, yet unable to change the trend of culture homogenization during the process of cultural globalization. This thesis offers some suggestions for the cultural weaker how to overturn the passive position and weaken the power which adherence to culture, and make the best use of the global rules under the influence of culture homogenization, these suggestions are optimize the core elements of cultural industry and enhance their overall strength and international competitiveness.