What is Cultural Industry

The myth of modern culture's superiority to other cultures is instilled as a norm to the masses through the media. The myth of the cultural superiority of the West not only formed with the economic possibilities of the West but was also supported by the non-Western world by self-orientalism, thus becoming sustainable. While themes such as modernity, development, and technological superiority are watched within the scope of Hollywood films, several platforms have been created for non-US countries to watch alternative films. Although films known as European and World Cinema have the chance to show themselves at film festivals rather than film theatres, non-Western directors face a cultural challenge in these festivals due to the sociocultural structure of Western-based film festivals. In this study, by examining how non-Western directors are directed towards self-orientalism indirectly through festivals and funds, the relationship between the creation of sustainable orientalism in cinema and the political economy of the film industry will be revealed.