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aditional media effect and active audiences” (Y. Liu 126). The former focuses on the influences of media products on the audiences while the latter pays more attention to the initiative of audiences. The thesis will review the literature on audience studies of Hollywood movies according to the two research paradigms mentioned above. 

Foreign scholars have studied audiences’ reception of Hollywood movies based on the box office in other countries or regions. In his article Hollywood Movies in East Asia: Examining Cultural Discount and Performance Predictability at the Box Office, Francis L.F. Lee (2008) pointed out that there were indeed commonalities among East Asian countries, between East Asia and the world at large in terms of box office acceptance of certain Hollywood movie genres. In the article Explaining Global Box-Office Tastes in Hollywood Films: Homogenization of National Audiences’ Movie Selection, Wayne W. Fu and Achikannoo Govindaraju (2010) studied empirically the cross-country homogeneity of audiences’ tastes when consuming Hollywood movies in theaters, pointing out that “countries more culturally like the United States tend to have box-office tastes more closely resembling those of American audiences for the same Hollywood titles than other countries do” (215). Studies done by above scholars reveals that culture of targeting countries plays an important role in box office of Hollywood movies. 

2.2 Studies on The Pursuit of Happyness

Foreign studies on The Pursuit of Happyness are fewer than domestic studies. 

In the journal Semiotics Study on Poster Film The Pursuit of Happyness, Septi Rizki Nuryani (2019) studied signs involved in the poster of the movie and believed that nine different signs were used in the poster and each of them had its meaning in building audiences’ enthusiasm on the movie. 

Domestic studies on the movie began in 2007, the second year after its release in America, and can be categorized into the following aspects roughly. 

The movie has been analyzed extensively by domestic scholars from the perspective of the American values it contains. In her essay The Interpretation of American Individualism Reflected in The Pursuit of Happyness, Sun Xiaoyan (2011) pointed out that individualism in the movie was expressed as the protagonist’s independence and self-reliance, his respects for others, his tough struggle, and his responsibilities to himself, his family, as well as the society. In their article Western Cultural Values in The Pursuit of Happyness, Deng Jiaqi and Yang Yan (2011) asserted that American value of equality, freedom, individualism and self-striving were reflected in the movie. In the article A Brief Exploration of American Cultural Values in The Pursuit of Happyness, Bai Jiao (2013) claimed that values reflected from the movie included American unique view of happiness, “American Dream”, Christianity, individualism, time consciousness, and competition. 

Chapter Three Theoretical Foundation .......................... 12

3.1 Encoding/Decoding Theory ................................ 12

3.2 Multimodal Discourse Analysis ........................... 14

Chapter Four Research Methodology ................................... 19

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