Cinema's most successful director is a commercial and cultural force
demanding serious consideration. Not just triumphant marketing, this
international popularity is partly a function of the movies themselves.
Polarised critical attitudes largely overlook this, and evidence either
unquestioning adulation or vilification--often vitriolic--for
epitomising contemporary Hollywood. Detailed textual analyses reveal
that alongside conventional commercial appeal, Spielberg's movies
function consistently as a self-reflexive commentary on cinema. Rather
than straightforwardly consumed realism or fantasy, they invite
divergent readings and self-conscious spectatorship which contradict
assumptions about their ideological tendencies. Exercising powerful
emotional appeal, their ambiguities are profitably advantageous in
maximising audiences and generating media attention.