The Use of Concept Dialects in the Entertainment Industry

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Module DSM 201 Consumer Behavior

Critically Evaluate the Effectiveness on The Use of The concept Dialects in the Entertainment Industry

I declared 1,130 words are used in this paper.

CONTENTS

1. The Culture. The Dialects. The Entertainment Industry3

2. Segmentation. Market Segment4

3. Market Specialization. Target Marketing5

4. Brand. Brand Identity6

5. Conclusion7

1The Culture. The Dialects. The Entertainment Industry

Culture can be defined as all the ways of life including arts, beliefs and institutions of a population those are passed down from generation to generation. Culture has been called "the way of life for an entire society." As such, it includes codes of manners, dress, language, religion, rituals, games, norms of behavior such as law and morality, and systems of belief as well as the art.

Modern-day linguists know that the status of language is not solely determined by linguistic criteria, but it is also the result of a historical and political development. An example is the case of Chinese, whose variations such as Mandarin and Cantonese are often considered dialects and not languages, despite their mutual unintelligibility, because they share a common literary standard and common body of literature.

Dialects are generally not used in today’s entertainment industry because of many reasons. Political suppression, perception of dialects reflect a style that is modest and less glamorous, economical evolution and younger generation losing the ability to understand dialects are just few of the many reasons.

However, we have also witnessed the effective use of Dialects; use of Cantonese in Hong Kong Entertainment Industry, use of Tai Yu in the Taiwan Entertainment Industry and Hokkien in Singapore Entertainment Industry has influenced us in many ways.

In this paper, my aim is to establish the effectiveness on the use of the concept “Dialects” in the entertainment industry, on popular songs, television programmes and movies.

2Segmentation. Market Segment

Market segment is a subgroup of people or organizations sharing one or more characteristics that cause them to have similar product and/or service needs. A true market segment meets all of the following criteria: it is distinct from other segments (different segments have different needs), it is homogeneous within the segment (exhibits common needs); it responds similarly to a market stimulus, and it can be reached by a market intervention.

Chinese Singaporeans may be speaking more Mandarin at home these days, but this has not discouraged Singapore filmmakers from capturing a very local sound – Chinese dialects – in some of their recent productions. Art is often said to mirror life. But made-in-Singapore movies are not quite mirroring the changing trends in language use here.

Singapore filmmakers are including more Chinese dialects in their works. For instance, in "Singapore Gaga" - a critically acclaimed documentary by Tan Pin Pin - a tissue-seller sings her blues away in Hokkien, in “881” – a movie by Royston Tan – a musical about the trials of two getai singers revitalizing the Hokkien language in a city where Chinese dialects have been phased out of public life.

Such productions segment the market and generally appeal to the market that speaks and understands the dialect, Hokkien. The movie 881, which is seventy percent in Hokkien, hopes to be more successful in capturing the heartland aunties and uncles’ hearts than yellow boots.

Viewers who are unable to understand Hokkien may avoid watching these productions if they are unable to understand the concept of these productions. However, it may also arouse the curiosity of those who want to understand the culture of Hokkien in Singapore.

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3Market Specialization. Target Marketing

Target Marketing is a business term meaning the market segment to which a particular good or service is marketed. It is...
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