Globalization has a positive impact on visual culture. Marita Sturken and Lisa Cartwright’s, in the 10^th chapter, “The Global Flow of Visual Culture,” from their book, Practices of Looking: An Introduction to Visual Culture depict the role that globalization has in film production and art across different continents. Globalization has influenced visual culture in production in various ways such as genre replication and national and multinational film context and given artists global platforms to showcase their talents.

Correspondingly, Cartwright and Sturken demystify the concept of globalization. Accordingly, globalization is the progression of forces that have created interdependence among nations to the extent of building a world community (405). These forces or conditions include increased rates of migration, the globalization of financial markets, the growth of multinational corporations, and the development of communication and transport infrastructure. The fact that I have friends from multiple continents on various social media platforms and school with foreigners are a testament to the effect of globalization. Globalization is a product of conditions such as communication that have increased connections with people globally.

Visual culture has a national and multinational context. Due to globalization, films originating from China have gained popularity across the globe. Kung-Fu films, for example, gained more fame in western nations like the US to the point that western filmmakers poached its renowned actors (407). Comparatively, other countries created their versions of Hollywood productions like India (Bollywood) and Nigeria (Nollywood). I concur that Hollywood is not the only film production region. In fact, it uses themes from other nations for most of its movies. For example, Hollywood films on drugs and mafias borrow ideas from countries like Mexico, Russia, and Italy. Comparatively, most Bollywood films incorporate western ideas. Globalization has yielded national and multinational contexts of film production.

Similarly, globalization has resulted in genre convention and replication. Notably, many global programs, for example, Idols and Big Brother are adaptations of British programs (410). Although the producers create the programs in individual nations, they follow the same style and genre. For instance, in many action films, the heroic male figure knows how to fight. He is also physically attractive and has an intimate relationship with the female protagonists or antagonist. James Bond films (Hollywood) have similarities to Bollywood productions such as Krrish and Hero. Suffice to state, one should not expect fresh ideas from movies regardless of location because they all follow the same Hollywood script.

Globalization has prompted the need for people to preserve their cultural values and transmit them through media. Indigenous shows have steadily gained popularity. Cartwright and Sturken (413) demonstrate cultural preservation by media companies; for example, the Canadian Broadcasting Channel (CBC) that created content suitable for different ethnic groups. I agree that globalization can lead to the erosion of ethnic groups, and it is essential to appreciate and promote the uniqueness of cultures. Nowadays,  Spanish and Arabic stations are viewed outside their countries of origin and have become favorites with foreign viewers.

Artists have adjusted their characteristics to appeal to wider audiences. Many of them now speak various languages for global acceptance. Cartwright and Sturken demonstrate using Michelle Yeoh who was famous in China and Hollywood as a martial artist and actress (412). Michelle can speak English, Mandarin, and Cantonese. Learning different languages is advantageous for actors to become renowned globally. Furthermore, actors have adapted to the film standards of various nations. Certain actors like Priyanka Chopra are now successful actors in Hollywood and Bollywood, as she has embraced the western culture but can still perform an Indian film with ease. Indeed, globalization creates opportunities for actors if only they can conform to multiple standards.

Similarly, artists use museums to display their artifacts. Museums have gained popularity in nations like the United Arab Emirates, which showcase pieces from many parts of the world (419). With the aid of governments, numerous museums have franchises in many countries whereby local artists can display their works. Apart from local art, franchising has enabled artists to showcase their work in foreign countries. Some art pieces that were once confined to an area can reach different demographics with ease. Artists have a global platform to present their work due to globalization.

Globalization has impacted visual culture in production in various ways like genre replication, national and multinational film context, and given artists global platforms to showcase their talents. Globalization has led to the spread of ideas in visual culture through the dissemination of film ideas and even art. Many films, regardless of their place of production, follow Hollywood ideologies. Similarly, western nations borrow ideas from other cultures and incorporate them into their work. Owing to globalization, artists attain worldwide recognition and can expand their careers in foreign countries. I consider the content that Sturken and Cartwright present as concise and reflect the realities of globalization. Globalization is a gift in visual culture if properly used.

Work Cited

Sturken, Marita and Lisa Cartwright. Practices of Looking: an introduction to visual culture. New York: Oxford University Press, 2009.