Despite looking to Hollywood for their model, South African directors have rarely emulated Hollywood's production methods, themes, or standards. South African analysis of Hollywood seldom goes beyond a cursory glance at style and content. Oft-cited terms like "Hollywood type," "blockbuster," "large budget," "formula," and "major American product" have obscured deeper issues. While claiming that they "can't compete" with the Hollywood model, South African directors nevertheless try to. The lack of a critical cinematic heritage prevents South African filmmakers from understanding the significance of theoretical discussion. A director who is s"elf-conscious about goals, intentions, and social relations is considered to be commercially irresponsible and lacking in business integrity. To inject a film with a personal signature or an overt political content is frowned upon since this contravenes the dictum which lubricates industry practice: give the public what it wants.