Women and Minority Film Directors in Hollywood: Performance Implications of Product Development and Distribution Biases

IF 5.1 1区 管理学 Q1 BUSINESS Journal of Marketing Research Pub Date : 2023-02-01 DOI:10.1177/00222437221100217
Ekaterina V. Karniouchina, Stephen J. Carson, Carol Theokary, Lorien A. Rice, S. Reilly
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引用次数: 7

Abstract

With representation issues in Hollywood coming under intense scrutiny, the movie industry is wrestling with gender- and race-related imbalances in its power structure. One area of concern is the small proportion of women and people of color retained as film directors, coupled with little evidence of improvement in representation among widely released U.S. movies over time. In this study, the authors examine factors that explain gender- and race-related performance disparities in the movie industry. They estimate a two-stage model that accounts for the effects of selection in matching director gender and race to (1) projects of varying potential, (2) production budgets, and (3) the number of screens secured during distribution. They use instrumental variables for revenue, budget, screens, and audience reviews and find that once endogeneity and selection are captured by the models, gender- and race-based performance differences disappear. The results show evidence of biases favoring male, nonminority directors in project assignment, budgeting, and distribution. These biases are stronger for movies with female and minority lead actors but weaker for directors with high clout and for international directors. A matched-sample analysis illustrates that women directors produce similar outcomes with lower budgets and that minority directors produce outsized revenues with equivalent budgets.
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好莱坞女性和少数族裔电影导演:产品开发和发行偏见对表演的影响
随着好莱坞的代表性问题受到严格审查,电影业正在努力解决其权力结构中与性别和种族相关的失衡问题。一个令人担忧的领域是,女性和有色人种被保留为电影导演的比例很小,而且随着时间的推移,在广泛上映的美国电影中,代表性几乎没有改善的证据。在这项研究中,作者考察了解释电影业中与性别和种族相关的表现差异的因素。他们估计了一个两阶段模型,该模型考虑了导演性别和种族与(1)不同潜力的项目、(2)制作预算和(3)发行期间确保的银幕数量相匹配的选择效果。他们使用工具变量来衡量收入、预算、屏幕和观众评价,发现一旦模型捕捉到内生性和选择,基于性别和种族的表现差异就会消失。研究结果表明,在项目分配、预算编制和分配方面,存在偏向男性非女性董事的偏见。对于由女性和少数族裔主演的电影来说,这些偏见更强,但对于具有高影响力的导演和国际导演来说,这种偏见较弱。匹配样本分析表明,女性董事在预算较低的情况下产生了类似的结果,而少数族裔董事在预算相等的情况下创造了巨额收入。
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来源期刊
CiteScore
10.30
自引率
6.60%
发文量
79
期刊介绍: JMR is written for those academics and practitioners of marketing research who need to be in the forefront of the profession and in possession of the industry"s cutting-edge information. JMR publishes articles representing the entire spectrum of research in marketing. The editorial content is peer-reviewed by an expert panel of leading academics. Articles address the concepts, methods, and applications of marketing research that present new techniques for solving marketing problems; contribute to marketing knowledge based on the use of experimental, descriptive, or analytical techniques; and review and comment on the developments and concepts in related fields that have a bearing on the research industry and its practices.
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