| The reason why Hollywood movies are standing in the global film market is that besides its high quality of production,conforming to the audience’s preferences and skillful industrial operation,Motion Picture Association of America(MPAA)escorts Hollywood movies,which is responsible for dealing with the legislative issues,piracy and copyright issues related to the film industry.Founded in 1922,MPAA has a 97-year history.It still has influence in the United States and the world today,which is a typical example of autonomy in the film industry.According to the relevant research and theory of trade associations,the basis of the mechanism of realizing the role of trade associations is that trade associations should have autonomy and functionality.Autonomy is the premise of its functionality,and functionality is an important manifestation of autonomy.In the process of exerting its functions,trade associations will be affected by some factors,including the industrial status of its industry,the conditions of the associations themselves and the tools and strategies they adopt when facing problems.These mutual influences constitute the basis of the mechanism of realizing the role of trade associations.The film industry associations are also influenced by the position of the film industry in the national economy,the orientation,structure and membership coverage of the film industry associations,as well as the tools and strategies used in the process of film market governance,which also form the basis of the mechanism of realizing the role of the film industry associations.Since its birth,as an intermediary organization between the government and Hollywood enterprises,MPAA has played an irreplaceable role in the following three aspects: ending the film censorship system and implementing the film grading system,establishing the copyright protection system of American films,and promoting the international trade of American films.Based on the research framework of the mechanism of realizing the role of industry associations and combing the role of MPAA,this dissertation points out that the reason why MPAA can play its role lies in the fact that Hollywood films are the engine and industrial status of American economic development,their own clear organizational positioning,flexible and effective flattened organizational structure,high membership coverage and sufficient funding voluntary factors.As well as the common role of policy,social and alliance path and other tools and strategies in the face of industry problems,it makes full use of its internal and external functions,realizes its functions,and promotes the development of Hollywood movies.In the end,this paper evaluates the mechanism of MPAA‘s function realization mechanism: keeping close contact with the outside world,expanding and perfecting the organization its structure and function,and existing the industry monopoly of the industry association type.On the basis of reviewing and diagnosing the current problems of the China‘s film industry associations,such as the lack of market operation logic,less international exchanges and lack of joint working mechanism,this paper puts forward three suggestions: firstly,to improve the market representativeness of the China‘s film industry associations;secondly,to improve the market representativeness of the various associations of the film industry,especially the film associations with wide influence,joint expansion of international business to promote international competition;thirdly,focus on protecting film copyright jointly. |
