AMERICAN CULTURAL VALUES REFLECTED IN SUPERHERO MOVIES

Abstract

Film is seen as a global medium that reaches a huge amount of the audience for the entertaining purpose and promotion of culture. Among diverse types of films, American superhero films could be considered one of the most popular one actracting massive audiences with the enormous financial investment. This study investigates American cultural values in three typical superhero movies Spider man I (2002), Iron man I (2008) and Kick-ass I (2010) with the hope to provide an overview on American cultural values and an useful material for Intercultural Commnication learning and teaching. To achieve these goals, the researcher chooses observation as the main method to collect data and qualitative content method for data analysis. After analyzing conversations between the characters, the way they deal with life problems as well as their characteristics and lifestyle; some cultural values that are clearly reflected that are personal control over environment, individualism and freedom, self-reliance and independence, competion, directness and openness, hard work and informality. The researcher also recommends some suggestions for further studies of this topic in the future practice.