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台灣電影產業曾經在華人世界舉足輕重，如今在好萊塢商業電影大舉入侵後，已是夕陽餘暉。激烈的市場競爭與新科技的出現，使得電影產業價值鏈重塑，並造成交易形式與交易機制的改變。台灣影片雖然在藝術成就上時有斬獲，但以產業觀點，卻在全球影視市場上無足輕重。回顧過去的研究，大多數集中在電影歷史、類型、社會議題和創作程序等面向，但關於產業本身的管理議題卻付之闕如。為深入探討電影產業的交易平台與網路社群，本研究以全球電影產業中的五項影視市場展為觀察對象，分別為美國電影市場展、坎城影展暨市場展、米蘭電影市場展、釜山國際影展暨釜山電影推廣展以及國際電視與傳播市場展（MIPTV/MIPCOM）。研究發現，坎城影展暨市場展的營運模式最佳，而社群機制與網路治理的建立與維繫、跨產業資訊的整合力、全球宣傳平台、資訊服務與商展規劃同步經營以及政府支持皆為成功經營之基本條件。

This study unveils the perceptions, real-life experiences and thought-processes of contract workers who dedicate their lives to the Christian faith, values and belief-system, but simultaneously endeavour to establish and follow a successful career in the volatile, cut-throat, non-Christian-based (“hedonistic”) occupational entertainment commerce. The researcher embarked on this study with a qualitative, interpretivist research approach. Data was gathered through in-depth, unstructured, face-to-face interviews with a sample of nine research participants. The sample consists of student entertainers; entertainers in the public eye, but not yet established; as well as entertainers who have successful established careers with loyal national and international audiences in the Entertainment Industry. The researcher explores and seeks to understand the core values and belief systems of the research participants with regards to their Christian religious orientation, which is statistically verified to be the most prevalent religious practise in South Africa (Nation Master, 2013; Religious affiliation by country, 2010). Hence, the research findings with regards to Christians’ approach and attitude towards their careers will contribute to a better understanding and management of the majority of the workforce in South Africa. Moreover, the expected norms, values and work ethic of the Entertainment Industry in South Africa are exposed in this study. Although existing literature upholds that the Entertainment Industry is an exceptionally unstable work environment compared to other corporate industries, this research study adds significantly to current literature as viable causes for the unstable occupational environment are also investigated and presented. Previous research only addressed several aspects of the effect on one’s career advancement if an individual’s core value system differs from the accepted norms in an organisation or industry in general. This study subsequently reveals the personal- and occupational challenges that Christian entertainers encounter in an Entertainment Industry in South Africa and how they subsequently aim to decrease the cognitive dissonance that they experience due to continuous role conflict between moral obligation and the vital necessity for employment and career advancement. The findings of this study correlate with previous research as it indicates that the research participants will generally choose and prioritise their personal core values- and moral belief system above contradictory social and professional career demands and expectations. / Dissertation (MCom)--University of Pretoria, 2014. / gm2014 / Human Resource Management / unrestricted