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好莱坞女性与少数族裔导演:产品开发与发行偏见对绩效的影响

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

Journal of Marketing Research · 2022
被引 22
人大 AFT50UTD24ABS 4*

中文导读

研究好莱坞电影产业中导演性别和种族导致的绩效差异,发现项目分配、预算和发行环节存在偏见,但控制内生性后绩效差异消失。

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.

电影产业性别歧视种族歧视绩效差异内生性