Upaya Tiongkok membangun citra global melalui industri perfilman hollywood

Maharani, Intan (2020) Upaya Tiongkok membangun citra global melalui industri perfilman hollywood. Masters thesis, Universitas Pelita Harapan.

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Abstract

Masuknya Tiongkok ke dalam pasar global pada 2001 mengubah banyak haluan kebijakannya, termasuk bagaimana Tiongkok ingin dilihat di mata dunia. Melalui payung besar kebijakannya, Tiongkok ingin mencitrakan diri sebagai hegemon dari banyak lini dengan turunan nilai Konfusianisme. Banyak cara yang digunakan Tiongkok untuk mencitrakan dirinya, salah satunya melalui media film. Film merupakan media komunikasi yang terbukti memiliki pengaruh besar dalam penggambaran citra. Sejak sebelum Perang Dunia I industri perfilman Amerika Serikat terus tumbuh berkembang hingga menempati posisi terbesar di dunia melalui Hollywood. Melihat posisi Hollywood saat ini, Tiongkok berupaya membangun citranya melalui film dengan membuka pasar domestiknya untuk pasar film asing. Di sisi lain, Tiongkok memanfaatkan industri perfilman Hollywood untuk memasukkan turunan nilai Konfusianisme dalam film hasil kolaborasi Tiongkok-Amerika Serikat untuk dapat disebarluaskan secara internasional. Walaupun hingga saat ini Tiongkok belum dapat menggeser hegemon Amerika Serikat, pelan namun pasti, industri perfilman Tiongkok dipersiapkan untuk dapat menjadi setara dengan Hollywood dan dapat menjadi media yang bisa merepresentasikan Tiongkok secara keseluruhan. Upaya Tiongkok membangun citra global melalui industri perfilman Hollywood merupakan contoh dari social construction dan globalisasi, dua konsep dari teori Konstruktivisme, yang membawa masyarakat internasional percaya pada apa yang ditampilkan Tiongkok melalui film secara global. / China's entry into the global market in 2001 changed many of its policy directions, including how China wanted to be seen in the eyes of the world. Through the broad umbrella of its policies, China wants to portray itself as a hegemon of many lines with a derivative value of Confucianism. There are many ways that China uses to image itself, one of which is through film media. Film is a communication medium that has been proven to have a major influence on image depiction. Since before World War I the US film industry has continued to grow to occupy the largest position in the world through Hollywood. Seeing Hollywood's current position, China is trying to build its image through film by opening its domestic market to foreign film markets. On the other hand, China is utilizing the Hollywood film industry to include Confucian values derived from Chinese-US collaboration films for international dissemination. Although until now China has not been able to shift the hegemon of the United States, slowly but surely, the Chinese film industry is prepared to be on par with Hollywood and can become a media that can represent China as a whole. China's efforts to build a global image through the Hollywood film industry are examples of social construction and globalization, two concepts from the theory of Constructivism, which bring the international community to believe in what China displays through film globally.

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