How does the individual heroism promoted in Hollywood movies impact the cultural values among Chinese Generation Z? Case Study Marvel Cinematic Universe (MCU)

Abstract

This research aims at the impact of individual heroism in Hollywood movies on cultural value of Chinese generation Z by the case study (MCU). The purpose of the research is to clarify and explain the impact by the case study in a qualitative way. It addresses the question: how does the individual heroism promoted in MCU affect the cultural values among Chinese Generation Z?

The research methodologies of the dissertation are designed in alignment with interpretivism philosophy, including deductive approach, case study semi-structured interview and narrative and thematical analysis.

This research develops a conceptual framework to explain the impact of MCU’s individualistic heroism on Generation Z’s cultural value. It finds that MCU affected Chinese Generation Z by three approaches: its content, digital marketing and relationship marketing. The impact of Marvel’s efforts are filtered by the three mediating factors (openness to new, national narcissism, behavioural attitude). MCU’s individualistic heroism may stimulate the rise of the changing value. A part of Generation Z’s value is moving toward equality, freedom, and individualism. More importantly, they show clear attitudes against social harmony and hierarchy. Marvel Studio can use openness to new, national narcissism, and behavioural attitude in the framework to develop film and personalisation in marketing communication. Further research is expected to increase the generalisation of the framework.

Abstract

1.0 Introduction

1.1 Research Context

1.2 Problem Identification

1.3 Research Aim

2.0 Literature Review

2.1 Heroism, Individualism and Culture

2.1.1 Individualistic heroism

2.1.2 Culture and Cultural Value

2.1.3 Culture differences between China and US

2.2 Determinants of National Culture

2.3 The Impacts of Films on Culture

2.4 Film Censorship in China

2.5 Research Gap

2.6 Conceptual Framework

2.7 Concise Statement

3.0 Methodology

3.1 Research Philosophy

3.2 Research Approach

3.3 Research Strategy

3.5 Qualitative Interviewing as Data Collection

3.6 Sampling Technique

3.7 Design of Interview

3.8 Data Analysis

3.9 Ethics and Reflexivity

4.0 Results and Interpretation

4.1 Results

4.1.1 Demographics Analysis

4.1.2 Content of MCU

4.1.3 Digital marketing

4.1.4 Relationship marketing

4.1.5 National narcissism

4.1.6 Openness to new

4.1.7 Behavioural attitude

4.1.8 Attitude

4.1.9 Value

4.1.10 Overall Analysis

4.2 Discussion

5.0 Conclusion

5.1 Summary

5.2 Recommendations for MCU

5.2 Recommendations for Further Research

Reference

Appendix I

1.0 Introduction

1.1 Research Context

In a one party-led regime, Chinese government has been intentionally affecting Chinese people’s ideology and cultural value, whereas Hollywood originated from capitalism and liberalism has been bringing individualism to Chinese people especially young generations. Chinese Communist Party (CCP) controls the country’s all political institutions including state council, army, congress, and political consultative conference as well as most media (Lawrence and Martin, 2013). More importantly, it is infamous for strict and overwhelming censorship covering all media and the internet. The State Administration of Press (SAP) and other authorities censor all films and directly control over film-importing. The criterions and rules of film censorship are ambiguous, which however enhance the content and ideology evaluation (Priest, 2015). This means that authorities can ban a film without ruling their own rules. With help of the strict censorship, Chinese government effectively resists cultural westernisation and western value and reserves Chinese traditional value especially Confucianism which advocates high power distance, clear social hierarchy, and harmony. Meanwhile, the CCP has been constantly advocating collectivism since this is its very foundation (Lawrence and Martin, 2013). Cultivating collective spirit and collectivism has been a prominent task of Chinese education throughout primary education to high education (Walter, 2014). However, western culture is characterised by equality and individualism. The CCP has been using cultural campaigns especially targeting at younger generations against Western ideology. According to Whitehouse (2020), Chinese government claimed that it devoted to an ideological competition against the West.

However, Marvel Cinematic Universe (MCU) as one of the most successful Hollywood film series represents universal value and American value featuring equality, individualism, and diversity, which conflicts with the CCP’s value. MCU means all films produced by Marvel Studio creating a unique and heroism cinematic universe covering Captain America, Ironman, Thor, Hulk, Spiderman, Antman, Captain Marvel etc. Despite of the censorship, MCU still has great influence in the country which also is Marvel Studio’s largest foreign market. ‘Avengers: Endgame’ as the blockbuster of MCU collected $629 million gross profits in China (Mendelson, 2019). To ensure its films can import to China, Marvel Studio has been making films in accordance with censorship (Bisset, 2019). For example, it switched a Tibetan monk to a white female in the film ‘Doctor Strange’ to avoid the political sensitive issue – Tibet Independence in China. Despite of Marvel’s censoring diplomacy, MCU still brings individual heroism to Chinese people especially Generation Z.

Generation Z refer to those people who born between 1995 and 2010; and this generation has been born and growing in a digital world (Francis and Hoefel, 2018). Chinese Generation Z have received more western culture and values than any other generation. They were born after the Reform and Opening-up policy and One-child policy. This means that they have been the only child in their family and growing when Chinese economy was skyrocket and countless of Western cultural products swarmed into China. Their behaviours are more converged globally perhaps due to the impacts of technology. They have more similarities in behaviour and attitude among Generation Z in other countries. This suggests a cultural convergence among Generation Z and more importantly Chinese Generation Z possess universal values (OC&C, 2019).

1.2 Problem Identification

Under the situation discussed, it is safe to induce that individual heroism in MCU has certain level of impact on Chinese Generation Z. Nevertheless, they also have accepted collectivism education and experienced the CCP’s anti-western campaign as well as propaganda and been living under the rigour censorship. Thus, a research problem arises: how does the individual heroism promoted in MCU affect the cultural values among Chinese Generation Z?

1.3 Research Aim

This research aims at the impact of individual heroism in Hollywood movies on cultural value of Chinese generation Z by the case study (MCU). The purpose of the research is to clarify and explain the impact by the case study in a qualitative way. It addresses the question: how does the individual heroism promoted in MCU affect the cultural values among Chinese Generation Z?

This research plans to critically discuss literature about the impact of films on cultural value and evaluate deficiencies in previous studies; explain how the individual heroism in MCU affects the cultural values among Chinese Generation Z by primary data; and discuss the findings of the primary data with the literature review thus making conclusions and recommendations.

2.0 Literature Review

2.1 Heroism, Individualism and Culture

2.1.1 Individualistic heroism

Heroism originates from Greek mythology and the first hero is a child of a human and a god (Wei and Xu, 2012). Thus, heroism is related with the godlike quality or characteristics showed in human being. A hero means an individual showing outstanding courage and the will for self-sacrifice for greater good even though he or she is in a disadvantageous position and/or face danger (Wei and Xu, 2012). Thus, there are moral merits in a hero.

Heroism in China is very different with that in the US. China advocates collective heroism and Chinese heroes work more collectively, obey rules and respects authorities. Success and achievement are regarded as outcomes of group efforts and the role of group leaders is magnified. However, heroic individualism tends to rebel against authorities and does not follow rules, and one hero takes all credits of success (Wei and Xu, 2012). Collective heroism is characterised by perfect cooperation, harmony, loyalty to leadership, and obedience to rules (Wei and Xu, 2012), while individualistic heroism features independence, initiative, and self-responsibility (Dewey, 1999). Individualistic heroism stands on the value that a human being has moral right to chase his or her own happiness (McMullen, 2017).

In China, individualistic heroism was a term used by the CCP to criticize American culture. The CCP viewed individualistic heroism as one of weaknesses of American culture (Wei and Xu, 2012). It argued that individualistic heroism neglects the importance of unity. Whereas, unity has been a core word in CCP’s propagandas and essence in CCP’s ideology.

2.1.2 Culture and Cultural Value

Culture is viewed as a set of collective thinking shared by members of a society, reflecting beliefs, customs, and attitudes (Baack et al., 2011). However, the definition of Keesing (1974) focuses on a group of values and beliefs or a group of things which are learnable. Suh and Kwon (2002) explain that culture results in divergences in opinions, perception, and value.

Many scholars agree with the argument that the bases of culture includes economy, religion, policies, social institutions, class, languages, values, status, attitudes, customs, and education (Hofstede, 1991; Trompenaars, 1993 and Czinkota and Kanen, 1993). This means that these bases can affect culture. Kanungo (2006) illustrate that these bases affect managerial values. In other words, the bases of culture have influence on managerial values. Culture has impacts on norms and values of a social system and behaviour of members of the system (Lebron, 2013).

Culture difference generates confrontations, misunderstanding, misinterpretations, and difficulties in communication (Hutzschenreuter et al., 2011). Political environment, social system, language, and religions can cause strong cultural obstacles (Antunes et al., 2013).

2.1.3 Culture differences between China and US

Hofstede’s national culture theory is widely used in culture-related studies, which includes six dimensions. As figure 1 shows, Chinese culture and American culture are diverged in power distance, individualism, uncertainty avoidance, long-term orientation, and indulgence.

Figure 1: Difference between Chinese and US Culture

(Source from: Hofstede-insights, 2019)

Three of these dimensions are relevant to this research and applied, including power distance, individualism and masculinity.

Power Distance

Power distance refers to the degree to which people with less power in a society tolerate or accept unequal distribution of power (Hofstede, 2011). The inequality extent of a society is determined by the followers and much as by the leaders. In a culture with small power distance such as the US, use of power is constricted by laws and the criteria of justice and evil. By contrast, power is a fundamental fact of society prior to justice and evil and legal constriction is not relevant in large power distance in a culture with large power distance such as China. The relationship between parents and children is equal in small power distance in the US. Whereas, parents educate children obedience in China. Elder citizens are neither respected nor feared in the US, whereas they are respected and feared in China. Education is student-centred in the US, while it is teacher-centred in China. Hierarchy is built for convenience, representing inequality of roles in the US (Xu and Mocarski, 2014). However, it is the evidence of inequality. Subordinates have expectation to express their voices and be respected by superiors in the US (House et al., 2004). Whereas, they prefer to take direct and specific order and work without autonomy. Pluralist government is built based on majority vote in the US, while autocratic government is established on co-optation and only revolution can change the government in China. With Confucianism, paternalism is prevalent in Chinese social and political system (Hofstede and Bond, 1988). Also, Chinese people live in a hierarchical society in which people with greater power or older have more authorities and earn more respects (Xu and Mocarski, 2014). In Confucianism, people in higher hierarchy can act the role of authority (Xu and Mocarski, 2014). To be specific, children has to obey parents who obey their parents and government. Older people, policemen and officials have a higher position than young people (House et al., 2004).

Individualism Versus Collectivism

Individualism refers to the extent to which members of a society are integrated into groups (Hofstede, 2001). In individualist cultures such as the US, the ties between personals are loose. Each takes responsibilities to him/herself and his/her immediate family. Nevertheless, in collectivist cultures such as China, individuals are integrated into robust, cohesive in-groups, extended families that offer them protection while require absolute loyalty in exchange and confront with other in-groups (Triandis, 1995).

They advocate the value of harmony that values unity, undervalues differences, and considers differences as threats (Khairullah and Khairullah, 2013). Chinese people avoid conflicts and positive and confrontation and view these as threats to relationship with others. They value relationship with other and rely on Guanxi (social connections) in their life and work(Zhang, 2008). Positive confrontations and different opinions are viewed as threats, whereas harmony is encouraged (Zhang, 2008). Chinese are more than willing to sacrifice their privacy and freedom for safety or maintain harmony (Khairullah and Khairullah, 2013).

American people value the right of privacy, whereas Chinese people prefer the sense of belonging. Speaking for oneself is healthy and accepted in the US, but Chinese people are more willing to maintain harmony. Furthermore, American people view others as other individuals, whereas Chinese citizens classify others as in-group or out-group. In-groups predetermine opinions and votes in China, but American people believe in the system of one person one vote. Transgression of norms results in guilt feelings in the US while causes shame feelings in China (Xu and Mocarski, 2014).

In the communication, the use of the word ‘I’ is inevitable in the US, but the word is avoided in China. The purpose of education is developing capabilities to learn in American perspective. Nevertheless, it is developing capabilities to complete tasks in China. Chinese people prioritise relationship over tasks on the opposite of the US.

2.2 Determinants of National Culture

There is an interrelationship between media and national culture (Dakroury, 2014 and Showkat, 2017). Media acts a prominent role in generating an individual’s sense of reality (Gergen, 1999) and affecting people’s belief in cultural level. It consolidates those values and norms that are widely accepted and deeply rooted in a culture (Showkat, 2017). Media and culture have an interrelation: culture affects media contents while media content affectc opinion and attitude thus shaping culture (Dakroury, 2014). Media has a prominent role in behavioural change and opinion creation and has become a tool of social control (Showkat, 2017). Gunther and Christen (2000) highlight that the impact of mass media is weak when media makes people have hostile perception, but it is stronger when it has persuasive press inferences. Media shapes public opinions thus affecting people (Gunther et al., 2001).

Many studies show a relationship between technology especially information technology and national culture (Bandypadhyay, 2007; Marcus and Gould, 2000; Maghrabi and Palvia, 2012; and Ronchon, 1998). Ronchon (1995) illustrates that one of important sources of cultural change is technological ability. Marcus and Gould (2000) suggest that the impact of internet-based communication is affected by individuals’ perception and the impact can be different in different cultures. This means that individual perception of internet-based communication is a mediating factor affecting the impact on culture. However, the individual perception also is related with national culture. Thus, there is an interrelationship between internet-based communication and national culture.

ICT is the combination of IT and media technological tools and thus covers media. Maghrabi and Palvia (2012) argue that Information and Communication Technologies (ICTs) consolidate some values and behaviours. Advocated ICT may cultivate the creation of new cultural values and then affect components of a culture (Maghrabi and Palvia, 2012). Mass media acts an important role in spreading new concepts and values. Thus, ICT facilitates the cultural change because it boosts spread of the information that contains new values and behaviours.

2.3 The Impacts of Films on Culture

Maisuwong (2012) investigates the role of Hollywood films in promoting American culture. This study deduces the expected impacts of these films on culture including language, lifestyle, and value & ideology effect. It finds that 33% of the respondents used the ideology and values showed in the film to their real life. This means that they accepted and appreciated the ideology and values. Maisuwong (2012) highlights that Hollywood’s ideology and values can change some people’s behaviour and thought. This study covered 30 American films made between 2001 and 2010 and collected survey. However, it did not use statistical analysis but rely on thematical analysis. The research methodologies of Maisuwong (2012) are questionable. Moreover, the study did not provide sufficient empirical evidences supporting its arguments.

Gries et al. (2015) investigated how American popular culture from Hollywood films changed Chinese perspective to the USA by experimental analysis. With a longitudinal time horizon, the study conducted two groups of experiment in 2011 and 2013 to measure cultural change in China. It shows that Hollywood films made fewer Chinese people viewing the USA as an imperialist. The study finds that national narcissism shapes Chinese people’s opinion to Hollywood film. With higher degree of national narcissism, respondents tend to have exclusionary response. On the other hand, cosmopolitans (with low degree of national narcissism) tend to accept and appreciate American films. This suggests that national narcissism could be a mediating factor affecting the impact of Hollywood on Chinese people. However, Gries et al. (2015) used experiments covering a small sample size. Thus, it needs more empirical evidences to generalise their findings.

Mahmood (2013) study the impact of Cinema on university student’s lifestyle in Bangladesh. This study finds a relationship between Cinema and their lifestyle. Bangladesh also is an Asian country, but it is interior to China in terms of economy, cinema, and technology infrastructures. The study targets at university student’s lifestyle but this dissertation focuses on Generation Z and cultural value. Moreover, Mahmood (2013)’s study adopted survey as research strategy based on positivism and quantitative approach, which might neglect important variables. Thus, it is hard to use its results to explain this research’s questions. However, Mahmood (2013) highlight that cinema facilitates cultural exchange.

2.4 Film Censorship in China

Given that media acts a prominent role in generating an individual’s sense of reality (Gergen, 1999), it is important to understand Chinese censorship imposed on media especially film. Chinese film industry has shifted from a highly centralised industry to a hybrid industry that fits both Chinese Communist Party (CCP)’s ideology and market demands under a rigorous regulations and censorship (Yang, 2016). The CCP has administrated to intensify competitiveness of Chinese film in domestic market while still keeping a strong control over culture and the film industry. On the opposite of other country’s models used to promote cultural industries, there are evidences proving that China adopts the Engineer approach that focuses on censorship mechanism (Bell and Oakley, 2015). Even though Chinese film industry has experienced many radical reforms and growth, the CCP still uses film as an effective tool to spread its ideology and propaganda and controls it strictly by a series of complicated censorship mechanisms with the purpose to accomplish the political agenda (Yang, 2016). Although the government has allowed non-state-owned enterprises to engage in the film industry, strong evidences show that the CCP offers great privileges to State-Owned Enterprises (SOEs) (Yang, 2016). SOEs act a dominating and significant role in the industry.

The CCP has been implementing strict censorship. Chinese authorities can directly determine whether or not a foreign film can be imported to China. The CCP intentionally hinders the negative impact of foreign films on Chinese culture and society, prevent the rise of Western model of society which is characterised by individualism (Richeri, 2016). This is because the very existence of the CCP relies on traditional culture and value (Richeri, 2016). The CCP builds self-conscious state policies to promote a positive image of China around the world (Curtin, 2012). By policies and the engagement of SOEs, the CCP encourages film industry to advocate ‘healthy culture’ (Gao, 2009) and positive image about Chinese society, the CCP, and government policy (Li, 2010). Film contents are not allowed to damage social order or jeopardise the interests and unity of the state (Gao, 2009). To adapt to Chinese censorship, Hollywood studios cut scenes that negatively describe China.

Chinese government has been adopting the policy known as ‘Going-out’ and the purpose of the policy is to promote the film exporting and achieve culture output (Yang, 2016). However, the contradiction between the CCP’s censorship and the need for meeting international audiences’ preference and demands (Yang, 2016). In the one-party-ruled country, the CCP’s political ideology is highly different with the Western countries’. The CCP concentrates on spreading and advocating a socialist core value system and controlling the public through propaganda and ideology (Yang, 2016). The CCP has been viewing culture as a fundamental instrument to control the public. Political censorship has been constricting Chinese film industry and culture industry (Nye, 2012) and free expression (Shambaugh, 2013).

2.5 Research Gap

Three previous researches studied the impact of film on culture (Maisuwong, 2012), people’s view (Gries et al., 2015) or lifestyle (Mahmood, 2013). However, they did not propose any conceptual framework. Their research methodologies had limitations, so their results are less generalizability. Maisuwong (2012) deduces the expected impacts of these films on culture including language, lifestyle, and value & ideology effect. Hollywood’s ideology and values change behaviour and thought (Maisuwong, 2012). However, their research methodologies are questionable, and they do not sufficient empirical evidences supporting its arguments. Furthermore, Gries et al. (2015) finds that American popular culture from Hollywood films changed Chinese perspective to the USA. They used experiments covering a small sample size. Thus, it needs more empirical evidences to generalise their findings. Moreover, Mahmood (2013) finds a relationship between Cinema and their lifestyle. The study adopted surveys in accordance with positivism and quantitative approach, which might neglect important variables. Thus, it is hard to use its results to explain this research’s questions. Bangladesh also is an Asian country, but it is interior to China in terms of economy, cinema, and technology infrastructures. The study targets at university student’s lifestyle but this dissertation focuses on Generation Z and cultural value. There is no study investigating the impact of Hollywood’s value on Chinese cultural value among Generation Z. As discussed in Chapter One, Generation Z is very different with older generations. Thence, there is a research gap which should be fulfilled.

2.6 Conceptual Framework

This research forms the conceptual framework to explain how the individual heroism promoted in Hollywood movies impacts the cultural values among Chinese Generation Z (Figure 2).

Content of MCU is featuring individualistic heroism. The content of media has impacts on culture (Dakroury, 2014). Thus, this research assumes that the content of MCU facilitates individualistic heroism.

Digital marketing means the ICTs used by Marvel Studio to increase its exposure to the public. ICTs have relationship with national culture (Maghrabi and Palvia, 2012). Technology especially information technology affects national culture (Bandypadhyay, 2007; Marcus and Gould, 2000; and Ronchon, 1998). Thence, this research assumes that digital marketing of MCU directly facilitates individualistic heroism.

Relationship marketing means that Hollywood studios has been maintaining a good relationship with Chinese censors and consumers. Song (2018) illustrates that most Hollywood studios make efforts to make good relationship with Chinese audience. They develop fan-based community relations thus facilitating their reputations (Beaty, 2016). Besides fans, Hollywood studios make efforts to develop proper relationship with general audiences (Song, 2018). Chinese audiences have desire to express their nationalism and happy to see national artifacts and prides in Hollywood films (Curtin, 2012). Many films such as ‘Transformation: Age of Extinction’ took shots in China and thus facilitated their relationship with Chinese audiences. With a proper relationship, audiences may be more likely to accept and appreciate the cultural value of Hollywood film. On the other hand, when media makes people have hostile perception, the impact of mass media is weak (Gunther and Christen, 2000).

National narcissism could be a mediating factor of the relationship Hollywood’s culture and Chinese audience’s attitudes. With higher degree of national narcissism, Chinese audiences tend to have exclusionary response (Gries et al., 2015). There is negative relationship between national narcissism and inclusive response (Gries et al., 2015). National narcissism is very close to nationalism and it is characterised by a strong desire for national supremacy (Zavala et al., 2009). National narcissists overstate the positive image of their nation and easily immerse into a stretch of imagination and conspiracy thinking (Zavala et al., 2009).

Openness to new means the extent of which an audience to experience new things. With high openness to experience, an individual is likely to be liberal and tolerate diversity (John, 2016). As a result, he or she has more tolerance to different cultures. People with high openness to experience are less inclined to ethnocentrism, and right-wing authoritarianism, group-based discrimination, and prejudice.

Behavioural attitude comes from theory of planed behaviour (Ajzen, 1988, 1991 and Sun, 2019). In this theory, an individual’s beliefs about a certain behaviour decide his or her attitude toward the behaviour. Then, the attitude fosters his or her intention to have the behaviour. This means that one’s beliefs toward individualistic heroism determine the one’s attitude toward it.

Attitude is a base of culture (Hofstede, 1991; Trompenaars, 1993 and Czinkota and Kanen, 1993). Thus, this research assumes that attitude affect the cultural value of individualistic heroism.

Environmental factors include cultural context (high power distance, collectivism, and masculinity) and censorship. Given that culture difference generates confrontations, misunderstanding, and misinterpretations in communication (Hutzschenreuter et al., 2011), it is important for this research to consider cultural differences between the US and China including power distance and collectivism. Also, masculinity is related with heroism. Censorship is another environmental factor covered in this conceptual framework because it has strong impacts. The CCP uses film as an effective tool to spread its ideology and propaganda and controls it strictly by a series of complicated censorship mechanisms with the purpose to accomplish the political agenda (Yang, 2016). The CCP intentionally hinders the negative impact of foreign films on Chinese culture and society, prevent the rise of Western model of society which is characterised by individualism (Richeri, 2016). Also, the censorship is a part of Chinese political environment which can be a cultural obstacle (Antunes et al., 2013).

Figure 2: Conceptual Framework

2.7 Concise Statement

Research Rationale

This research is significant as it covers the research gap justified in ‘2.5 Research Gap’. Another academic contribution of the research is to understand Chinese Generation Z’s cultural value toward individualism and individual heroism. It explains how Hollywood films affect their cultural value in Chinese context which is distinctive and unique comparing to other regions. In a boarder view, this research helps to understand how films affect young generation’s cultural value under strict censorship. It explains how Hollywood outputs American culture and brings typical American value to China whose culture is highly different with American culture. Its results help to understand why Hollywood can input its value to Chinese young generations despite of the large differences between American and Chinese culture and the strict censorship. The research generally helps understand how Hollywood input its value.

Its results are significant in current political context. The US-China relations and the relations between China and Western countries (the UK and Australia) are becoming more intensive after the burst of COVID-19 and Hong Kong issue. The conflicts between China and Western world can be viewed as ideological clashes. However, Hollywood films are expected to shape Chinese people’s ideology even under the CCP’s censorship. Therefore, the research can contribute to westernization in China, which may be able to relieve these conflicts.

Research Question

Core question: How does the individualistic heroism promoted in MCU impact the cultural values among Chinese Generation Z?

Sub question:

· How do Marvel Studio’s practices & strategy (content of MCU, digital marketing and relationship marketing) promote the impact of its individualistic heroism on cultural values among Chinese Generation Z?

· How do Chinese Generation Z’s personal factors (national narcissism, openness to new and behavioural attitude) mediate the impact of individualistic heroism promoted by MCU on cultural values?

· How do Chinese context (censorship, high power distance, masculinity, and collectivism) mediate the impact of individualistic heroism promoted by MCU on cultural values?

Research Objectives

· To explain the impact of individualistic heroism promoted in MCU impact the cultural values among Chinese Generation Z

· To explain mediating factors (national narcissism, openness to new and behavioural attitude), environmental factors (censorship, high power distance and collectivism), and Marvel Studio’s practices & strategy (content of MCU, digital marketing and relationship marketing)

· To make recommendations on other Hollywood films about how effectively promote American value and bring their cultural value in China especially targeting at Generation Z

3.0 Methodology

3.1 Research Philosophy

The research methodologies of the dissertation are designed in alignment with interpretivism philosophy. The philosophy enables inquirers to use their subjectivities and feelings to collect and interpret data. The philosophy focuses on the role of human being in research and it is effective to address social research and phenomenon related with human behaviour. It allows inquirers to directly experience and involve into research phenomenon. By interpretivism, the inquirer can directly experience the impact of MCU on Chinese Generalisation Z’s individualistic heroism and dig out insights. Interpretivism is consistent with qualitative analysis and collects qualitative data. Qualitative analysis is effective to identify the dynamic, complicated, and non-quantifiable behaviours, activities, attitudes, and opinions (Saunders et al., 2012). Also, interpretivism supports case study and interviews which will be used in this dissertation. As nature of impact of MCU films on value of individualistic heroism is deeply related with subjectivity. Thus, it is important and appropriate to make inquirer to directly experience the phenomenon.

Interpretivism was developed to cover the limitations of positivism. Positivism philosophy works with quantitative data and analysis, whereas not all cultural impact of MCU and Generation Z’s attitudes and opinions can be quantified. The rigorous framework of philosophy-based research hinder researchers to explore out variables related their research phenomenon (Cohen et al., 2007). Thus, positivism is not suitable to study the impact of MCU in China.

The research understands the limitations of interpretivism and has plans to relieve these limitations. Interpretivism emphasises on subjectivity which tends to be strongly affected by personal bias (Creswell, 2007). Thus, the inquirer of the dissertation tries to avoid personal bias. Furthermore, the researchers’ background including culture, value and experience can affect their perceptions, whereas the differences in their perceptions result in the divergences in findings. Thus, the findings of interpretivism-based research are arguable (Kervin, 1999).

3.2 Research Approach

It was appropriate for this research to apply deductive approach that uses existing and reliable knowledge to interpret an observable phenomenon. For this research, this approach is more appropriate than inductive approach because a series of reasons. Deductive approach directly aims at research questions. By contrast, inductive approach requires inquirers to conduct observation at first and then design questions and the inquirers may frequently change research questions because they have new findings from observations (Collis and Hussey, 2003). Thus, the former can be more effective and efficient than the latter. This research may be completed within 4 months, so it requires higher efficiency and effectiveness. Deductive approach ensures the reliability and validity of its findings with correct data and analysis, but inductive approach may generate invalid findings (Gill and Johnson, 2002). This research plans to have high level of validity and reliability, so deductive approach is applied. Deductive approach is unable to find out new theory, and this research also has such intention.

By implementing deductive approach, this research has the following processes:1) to develop the literature review related with heroism, individualism, and Chinese culture; 2) to design research methodologies; 3) to collect data; 4) to analyse data; and 5) to discuss findings with the literature review to generate conclusions.

3.3 Research Strategy

A case study investigating MCU was applied by this research. Case study allows inquirers to address the phenomenon which incorporated into its context. By case study, the researcher studied the environmental factors in the conceptual framework (Section 2.6).  With help of case study, inquirers can analyse data from variety of sources including primary data, secondary data, documents, news, report, etc. (Gill and Johnson, 2002). These data sources helped this researcher to study those variables in the conceptual framework and have a broad view.

As a research strategy, case study is more manageable and practicable for students than focused group and experiment. More importantly, the two research strategies are weak in studying context and researchers have to design variables to test (Neuman, 2005).

Using MCU films as the case is appreciate that have great influences and audiences in China, as discussed in Chapter One. A large proportion of them are Generation Z, which means that the inquirers can easily access respondents. More importantly, MCU films represent American culture and are rooted in individualistic heroism.

With by the case study, this research also analysed secondary data to study environmental factors and content of MCU films.

3.5 Qualitative Interviewing as Data Collection

This research adopted semi-structured interview as a data collection technique, aligning with interpretivism and case study. Interviews enable researchers to involve in data collection and thus directly experience their research phenomenon, which is effective and appropriate to study culture and human behaviour (Cohen et al., 2007). By semi-structured interviews, the researcher interviewed 10 respondents by online video and directly experienced the impact of MCU on Generation Z. This technique allows inquirers to ask pre-designed questions and then inquire personalised and/or further questions to dig out insights (Robson, 2002). Based on facial expression, non-verb language and response of respondents, the researcher made fast analysis and subsequently asked further and tailored questions.

Interview is a type of dialogue designed and directed by researchers supporting two-way communications, so researchers can explain questions and other things that a respondent confuse (Collis and Hussey, 2003). Respondents are less likely to lie to researcher in a face-to-face interview than a questionnaire. On the other hand, when participants are questionnaires, they may misunderstand questions and/or answers questions in a irresponsible way (Denzin and Lincoln, 2000).

3.6 Sampling Technique

This research adopted convenience sampling technique and interviewed those respondents who were easily to access. This technique helps researchers to complete data collection in an effective way, whereas profitability sampling techniques are much complicated that require a mechanism ensuring all research populations have a same chance to be chosen (Collis and Hussey, 2003). However, it is impossible for this research to build a sample frame covering all Chinese Generation Z who have watched MCU films.

The research has selection criteria of respondents. The researcher ensured that at least one respondent meet one criterion. The extent of westernisation in different regions of China is varied. There is a trend that economy-advanced cities received, accepted and embraced more western value. However, less-developed cities are relatively far to foreign culture. Demographics of respondents is considered. Family size is relevant because a larger family size suggesting that the respondent lives with their parents and grandparents or have brothers and sisters. They may be more inclined to traditional culture and collectivism.

In terms of psychologic segmentation, preference to western culture is relevant because it is related with national narcissism and openness to western culture. Another psychological factor should be considered is the membership of CCP. As mentioned, the CCP has been advocating collectivism (Lawrence and Martin, 2013) and pressing individual heroism (Wei and Xu, 2012). The member of CCP tend to be more committed to CCP’s value. The behavioural factor is how a respondent work. If one works alone, the one may be inclined to individualism.

The research collected data from 10 respondents.

Geographic segmentation	Demographic segmentation	Psychological segmentation	Behavioural segmentation
Region Tier I cities Tier II cities Tier III cities Rural regions	Age 18 – 19 20 - 21 22 – 23 24 - 25	Preference to western culture (Low/Medium/High)	Work alone Work in an organisation Not worked
	Family size 1-5	Member of CCP and non-member of CCP	How much MCU film have watched: 1 – 5; 5 to 10; 11 – 22; All

Table 1: The criteria of Respondent Selection

3.7 Design of Interview

The interview contains 20 questions shown in Appendix I. From the third question, all questions were designed based on the conceptual framework. This research adopted secondary data to evaluate content of Marvel films. These films are available at the internet, so the researcher does not need to collect primary data for them.

Question Number	Reason to Design
Q1&Q2	The two questions are designed to evaluate how much respondents experience MUC films.
Q3	It is designed to measure the digital marketing of Marvel Studio.
Q4	To measure relationship marketing of MCU.
Q5&Q6	To measure national narcissism based two questions designed by (Zavala et al., 2009)
Q7&Q8	To measure openness to new, based on big five personality theory (Ambridge, 2014)
Q9&Q10	Designed for behavioural attitude to measure a respondent’s belief
Q11	To measure a respondent’s attitude These questions designed based on characteristics of individualistic heroism: disobeying orders, rebelling spirit, taking responsibility alone (Wei and Xu, 2012)
Q12 – Q14	To measure respondents’ cultural value Q17&18 is designed based on characteristics of individualistic heroism (Wei and Xu, 2012) Q19 is designed based on Chinese culture advocating harmony (Zhang, 2008) Q20 is consistent with moral value of individualistic heroism (McMullen, 2017).

Table 2

3.8 Data Analysis

This research adopts narrative analysis aligning with interpretivism and case study. It adopted an analytic frame to explain stories that relate with research context and share in day-to-day life. Narrative analysis is very applicate for case study that addresses contextual phenomenon and contain multiple sources of data (secondary and primary data). However, coding was not suitable for this research because it was too complicated. Secondly, thematical analysis was used to analyse the research phenomenon beyond words and sentences to discover insights.

3.9 Ethics and Reflexivity

This dissertation strictly complies with the University’s ethical conducts. To protect privacy of respondents, this research used an anonymous approach that did not ask and record any information related with respondents’ identity. The research did not plan debriefing to avoid conflicts and has been confidential. Only the researcher and the University can access the data, which was planned to be destroyed by 1 December. Also, the data has been welly protected by the researcher’s computer.

This research is 100% frank to these respondents by revealing its purposes and aims to potential respondents via a consent letter. The letter also illustrated what were their rights and what kind of question would be asked. Hence, they were aware of this research before they determined to offer data. Also, they have the right to quit from this research and withdraw their data before 18 August 2020. This research involved no sensitive, political and unethical question. Also, it reserved all participants’ privacy.

In terms of reflexivity, the researcher made the best efforts not to ask leading question. However, three respondents did not understand what the meaning of the question was. The research had to use such sentences to make explanation, such as ‘Do you…?’, and ‘Is…you?’.

4.0 Results and Interpretation

4.1 Results

4.1.1 Demographics Analysis

All respondents are younger than 26 who are Generation Z. Two respondents are younger than 20 and the oldest respondent is 25 years old. Two respondents have a single parent. Two respondents have 4 people family including their grandparent and one respondent live with parents and grandparents. The rest of respondents have a 3 people in their family. One respondent lives in rural and other respondent live in cities. Five respondents claimed that they have high preference to western culture, three respondents were medium, and two respondents had low. Two respondents were CCP. Five respondents were not worked, and two respondents worked alone. Three respondents were working in an organisation.

Four respondents claimed that they watched all MCU films and 7 respondents like MCU films very much. One respondent claim that she does not like MUC films very much who watched 7 films of MCU. Even the respondent who claimed she does not MCU films, she watched 5 MUC films.

Table 4

4.2 Discussion

How do Marvel Studio’s practices & strategy (content of MCU, digital marketing and relationship marketing) promote the impact of its individualistic heroism on cultural values among Chinese Generation Z?

This research finds that MCU affected Chinese Generation Z by three approaches: its content, digital marketing and relationship marketing. As discussed, in its content, the individualistic heroism has the following characteristics:

· Taking responsibility and maintaining independent regardless of consequences and situation (unconditionally)

· Can work alone against main villain and saves the world, independently

· Do not work with authority

· Inspirit of rebelling authorities when they are wrong

Marvel Studio uses digital marketing to spread its messages to attract audiences. Meanwhile, those respondents perceived overwhelming MCU messages and word of mouth. The large exposure to the public helps MCU to affect generation. This findings is supported by ICTs have relationship with national culture because they can increase information spread and bring more information (Bandypadhyay, 2007; Marcus and Gould, 2000; Ronchon, 1998; and Maghrabi and Palvia, 2012).

The third tactic of MCU is relationship marketing. Those respondents perceive a good relationship with MCU and five of them consider MUC as their friend. This is consistent with (Beaty, 2016; Curtin, 2012; and Song, 2018) who argue that most Hollywood studios make efforts to make good relationship with Chinese audience and develop fan-based community relations thus facilitating their reputations. More importantly, good relationship helps MCU to increase its influence on Chinese Generation Z, based on Gunther and Christen (2000)’s finding that the impact of mass media is weak when then media makes people have hostile perception.

How do Chinese Generation Z’s personal factors (national narcissism, openness to new and behavioural attitude) mediate the impact of individualistic heroism promoted by MCU on cultural values?

This research finds a trend: with higher national narcissism, low openness to new and a behavioural attitude that does not support individualistic heroism, a respondent has more negative attitude to MCU’s heroes (Table 10). This means that these are three mediating factors affecting the impact MCU’s value on Generation Z, as discussed in the conceptual framework. This research finds that national narcissism negatively affects the impact of MCU’s value with the support of Gries et al. (2005). With a higher national narcissism, a respondent tends to confront and contempt MCU’s individualistic heroism, and he shows low preference to western culture (such as Respondent 3 in Table 4). Also, the respondent insists on traditional value. This can be explained by Zavala et al. (2009)’s argument that national narcissists overstate the positive image of their nation and easily immerse into a stretch of imagination and conspiracy thinking.

Openness to new positively affects the impact MCU’s value on Generation Z. With a higher openness, a respondent is more likely to accept MCU’s value (Table 4). This is supported by John (2016) who argue that an individual with high openness is likely to be liberal and tolerate diversity.

A behavioural attitude links with the impact of MCU’s value. If a respondent’s behavioural belief is flavour to individualistic heroism, he/she trends to generate positive attitude to MCU’s individualistic heroism. This can be explained by theory of planed behaviour (Ajzen, 1988, 1991 and Sun, 2019).

The impact of Marvel’s efforts (content, digital marketing and relationship marketing) are filtered by the three mediating factors which directly affect attitude. Attitude as a base of a culture shapes a respondent’s cultural value in accordance with (Hofstede, 1991; Trompenaars, 1993 and Czinkota and Kanen, 1993). This research finds that those respondents are changing their value who have positive attitude toward MCU’s individualistic heroism.

How do Chinese context (censorship, high power distance and collectivism) mediate the impact of individualistic heroism promoted by MCU on cultural values?

This research also considers environmental factors. Due to censorship, all Chinese people including Generation Z barely can experience or receive the materials that are viewed as threats to the CCP’s regime and that can strongly shape traditional culture and value. The very existence of the CCP relies on traditional culture and value (Richeri, 2016). Thus, it is safe to say that Chinese Generation Z receive less western culture and value than those in other countries. In other words, they do not receive the individualistic heroism every day and it is not very common in China. In this sense, they may resist to such new experience and new value. Hence, openness to new is a relevant factor.

The sign of high-power distance in China is social hierarchy in which an individual with less power obey those with greater power and younger obey older. This means that the stories showed in MCU are quite different from Generation Z’s real life. It must consider behavioural attitude, which is an individual’s belief to a behaviour. Living in the high-power distance is easy to have the belief that compliance is right. As mentioned, parents and teachers cultivate children’s obedience. In this sense, Generation Z’s behavioural attitude is not flavour in MCU’s individualistic heroism.

In the same way, in a highly collectivistic culture, Generation Z are cultivated to value unity and collaboration. In this sense, Generation Z’s behavioural attitude is not flavour in working alone and independence. Instead, Chinese context encourages them to believe in working with authority.

How does the individualistic heroism promoted in MCU impact the cultural values among Chinese Generation Z?

Under the impact of MCU, half of these respondents shows positive attitude toward MCU’s individualistic heroism and believe it is workable and honour in real world. More importantly, their value is changing who believe two traditional values (social hierarchy and harmony) are restricting people, think thoroughly the two values, and criticise them. In Chinese culture especially Confucianism, people on higher social hierarchy such as parents can be viewed as authorities (Xu and Mocarski, 2014). In this sense, questioning and criticising social hierarchy means that they have the value to question authorities. They recognise the limitations in Chinese traditional value. However, other five respondents are holding their values, which are related with their personal factors (national narcissism, openness to new and behavioural attitude).

The results show that the cultural value is changing among a part of Generation Z. Their value is moving toward equality and they desire more freedom and equality from current social hierarchy. They are rising their awareness of individualism and adverse to harmony and social hierarchy which are two major characteristics of collectivism. Hence, Generation Z is transferring to individualism value. More importantly, they consider harmony as hypocritical what is advocated to reinforce social hierarchy. In their opinion, the co-existence of harmony and social hierarchy enhances people with greater power.

On the other hand, another part of Generation Z is holding their traditional value and believing in the opinion that loss of harmony and social hierarchy causes social problems. Contrary to the former group, this group believe that traditional value is the solution for future. The divergences in these respondents’ value reflect a dividing China culturally.

5.0 Conclusion

5.1 Summary

This research finds that MCU affected Chinese Generation Z by three approaches: its content, digital marketing and relationship marketing. The company uses digital marketing to attract more audiences and relationship marketing to make audiences more willing to accept its content. Its individualistic heroism has the following characteristics: taking responsibility and maintaining independent unconditionally; working alone against main villain and saves the world, independently; do not work with authority; having inspirit of rebelling authorities when they are wrong.

The impact of Marvel’s efforts are filtered by the three mediating factors (openness to new, national narcissism, behavioural attitude) which directly affect attitude. Attitude as a base of a culture shapes a respondent’s cultural value. Openness to new positively affects the impact of MCU’s individualistic heroism, and national narcissism has negative influences on it. Behavioural attitude links with the impact of MCU’s value.

In terms of context, Generation Z barely can experience or receive the materials that are viewed as threats to the CCP’s regime and that can strongly shape traditional culture and value because of the censorship. In this sense, they may resist to such new experience and new value. Hence, openness to new is a relevant factor. The stories showed in MCU are quite different from Generation Z’s real life who live in a high-power distance and highly collectivistic culture. This is related with their behavioural attitude, which is an individual’s belief to a behaviour. Living in such culture, Generation Z’s behavioural attitude is not flavour in the behaviours of working alone, independence, rebelling authorities in MCU’s individualistic heroism. Overall, environmental factors strongly affect Generation Z’ s behavioural attitude.

MCU’s individualistic heroism may stimulate the rise of the changing value. A part of Generation Z’s value is moving toward equality and they desire more freedom and equality from current social hierarchy. They are rising their awareness of individualism and adverse to harmony and social hierarchy. Generation Z is transferring to individualism value. However, another part of Generation Z is holding their traditional value and believing in the opinion that loss of harmony and social hierarchy causes social problems. Contrary to the former group, this group believe that traditional value is the solution for future. The divergences in Generation Z’s value reflect a culturally dividing China.

5.2 Recommendations for MCU

Besides the effective relationship and digital marketing, Marvel Studio should pay more attention to customer segmentation focusing on target audiences’ psychologies including openness to new, national narcissism, behavioural attitude. To facilitate its relationship with Chinese audiences, the company can focus on a personalisation strategy. The personalisation strategy is to design different communication strategies and send personalised messages to a customer based on his or her openness, national narcissism and behavioural attitude with help of AI and Big Data. In this way, Marvel can send the message which fits an audience’s beliefs, attitudes and values. However, Marvel can develop a film that fits those national narcissists who want the supremacy of China and perfect image of Chinese people.

5.2 Recommendations for Further Research

This research proposes a conceptual framework, and it analyses data from multiple sources. Further researches may continuously focus on the conceptual framework and use quantitative research to present empirical data. With the help of further research, this framework can be adapted to help all Hollywood companies to understand Chinese audiences. Further research can study how to this framework to develop personalised marketing strategy and make films in accordance with Chinese audiences’ psychologies. By focusing on the three mediating factors, these companies can understand which group of audiences are more likely to have positive attitude to their content. In other words, they make films in accordance with target audiences. In general, further research is expected to increase the generalisation of the framework.

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Appendix I

Consent Letter

Hi, I am a student who are collecting data for my dissertation.

Have you ever seen any MCU film? If you do, you are invited.

This dissertation strictly complies with the University’s ethical conducts. To protect privacy of respondents, this research used an anonymous approach that did not ask and record any information related with your identity. The research did not plan debriefing to avoid conflicts and has been confidential. Only the researcher and the University can access the data, which was planned to be destroyed by 1 December. Also, the data has been welly protected by the researcher’s computer.

This research is 100% frank to you. You have the right to quit from this research and withdraw their data before 18 August 2020. This research involved no sensitive, political and unethical question. Also, it reserved all participants’ privacy.

This research aims at the impact of individual heroism in Hollywood movies on cultural value of Chinese generation Z by the case study (MCU). The purpose of the research is to clarify and explain the impact by the case study in a qualitative way. It addresses the question: how does the individual heroism promoted in MCU affect the cultural values among Chinese Generation Z?

Interview Questions

1. How many MCU films have you watched?

2. How much do you like these films?

Marvel Studio’s Digital Marketing

3. What is your attitude about the opinion that Marvel’s information is overwhelming at the internet? (True or not)

Relationship Marketing of MCU

4. How do you describe your relationship with MCU?

National Narcissism

5. What is your attitude about the opinion that China is extraordinary and the best?

6. What is your attitude about the opinion that the world would be a better place if China rules the world?

Openness to New

7. How do you describe your capability of imagination?

8. How do you describe your capability of understanding abstract ideas?

Behavioural Attitude

9. How you much do you believe that a hero must work collectively with otherwise he or she is not a hero in real world.

10. How you much do you believe that a hero must obey authorities and cannot rebel authorities otherwise her or she is not a hero in real world?

Attitude

11. What is your attitude toward that all Marvel’s heroes are individualistic heroism who work alone (basically all heroes), have less or no discipline (especially in Guardians of the Galaxy), confront with authorities and laws especially in Caption America: Civil War, and who is responsible for the death of civilians due to their unauthorised action Ironman in Avenger: Age of Ultron?

Value

12. What is your opinion if these heroes’ behaviour were happened in the real world, they would illegal and lack of organising and government-controlling?

13. How do comment the opinion that maintaining harmony and complying with Chinese traditional ethical standards is a constriction?

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