The Perceived Importance of Marketing Communications and Consumption Experience as Cinema Selection Dimensions (Published)
This study was conducted to establish a schema of the determinants of cinemagoer choice of cinema in Awka metropolis, Anambra State, Nigeria. Anchored on the Incentive Theory, the study investigated whether and to what extent two incentives (i.e., marketing communications and consumption experience) individually influence cinemagoer choice of cinema. Multiple regression analysis was used to test the formulated hypotheses with the aid of SPSS Version 20.0 software at 5% level of significance. The results from a convenience sample of 323 cinemagoers who attended these neighborhood cinemas on weekends show that the two factors investigated namely marketing communications and consumption experience influence cinemagoer choice of cinema. Finally, the study recommends that Nigerian cinema operators should employ marketing communications and consumption experience strategies to draw more traffic to their cinemas and generate additional revenue.
Keywords: Choice, Cinema, Marketing Communications, cinemagoer, consumption experience
Postcolonial art and cinema in the thought of Ella Habiba Shohat (Published)
To read art and cinema from the vision of an Eastern Jewish woman, which in itself constitutes a challenge and an assimilation of the dimensions of the Zionist colonial pattern, and its ethnically- founded difference in the direction of human groups to which it has been moved ,His concept of the occupation of the land,which often crystallized in the context of stereotypical bias as it appeared simultaneously with the Zionist nationalism.Therefore, this research presents the vision of Shohat’s work in its critique of the Zionist colonial cinematic narrative that oversaw the Israeli film industry. Through her studies, she shows the transcendent position of the Western point of view towards a lack of representation of Eastern Jews in their films, as a result of the policy of isolation practiced by the transcendent Western stance against them, by questioning their Judaism, which did not find an echo in the midst of European Jewish nationalism, as the research explores Shohat reading of the artistic field. Through the works of Michael Rakowitz and his evoked representation of the Jews of the East by his re-representation of the Gulf War and his founding of the Dar Al sulh, in which he evokes Iraqi foods at peace tables between all sects of Arabs and Muslims for the purpose of asking to return again from exile to the original homeland.
Citation: Djaouida Ghanem (2022) Postcolonial art and cinema in the thought of Ella Habiba Shohat, Global Journal of Arts, Humanities and Social Sciences, Vol.10, No.4, pp.50-62
Keywords: Cinema, Ella Shohat, Israel, Michael Rakowitz, Palestine, Postcolonialism