THE UNITED STATES OF AMERICA'S SOFT POWER: THE CONTRIBUTION OF HOLLYWOOD MOVIES TO PROMOTE AMERICAN CULTURE TO THE WORLD (1990-2000)

Abstract

The existence of Hollywood movies phenomenon as entertainment media that is able to achieve popularity world widely have become a soft power tool in American diplomacy conducted to communicate with the International community. Thus, this research aims to discuss the presence of Hollywood movies and its contributions in promoting American cultural influence to the world that limited in the period of 1990-2000, in which at the time believed how America still managed to sell its ideology and American way of life post-cold war just before the emergence of the rising powers like Asia. This research is used qualitative research method then explained descriptively related with American government's policy in realizing the use of Hollywood movies on its diplomacy strategies. Through the analysis towards that policy, the researcher found out those Hollywood movies has becoming a phenomenon that contributes greatly to America in promoting cultural influences throughout the world since globalization gives a large development of partnership in the international system. It is strongly supported in which Hollywood movies have impacted significantly on the culture among the societies worldwide. American culture reflected in Hollywood movies, later influencing the behavior of the societies worldwide in the conduct of their daily lives. Starting from the language, fashion, ways of life and ideology have all been influenced by American culture. Hollywood movies as represent of American culture now dominating culture worldwide and erode local cultures in a sustainable way.