The influence of Hollywood product placements on cultural perceptions and teaching practices of preservice English teachers in China

This empirical study explores the influence of Hollywood product placements on cultural perceptions and teaching practices of preservice English teachers in higher education in China. Hollywood movies and TV series routinely use product placements as a tactic to blend commercial goals with compelling storylines, which could possibly influence the perceptions, and potential teaching practice of Chinese preservice English teachers. The purpose of this study is to determine the degree to which material culture in the form of product placement in Hollywood affects preservice English teachers’ image of America, and their future teaching practice, altering their expectations and goals as well as how they view the West. The study uses a quantitative study method by means of an online questionnaire (N = 497) and applies structural equation modelling to conduct data analysis. The results find notable significant relationships including those from food, architecture, transportation, and electronic devices to positive image of America, as well as architecture and transportation to potential teaching practice. The most prominent path is from image to teaching. However, certain relationships, including those from fashion to image and food to teaching, do not demonstrate statistical significance. These results contribute to the theoretical and practical understanding of how preservice English teachers see Hollywood’s material culture, and how it affects their perception and possible teaching methods. The findings also demonstrate how preservice teachers’ perceptions and educational approaches are shaped by Hollywood’s material culture in the form of product placement, while simultaneously emphasizing the significance of integration of media literacy and upholding their cultural identity amidst these influences.