Media Imperialism and National Development

1980

Mainly it ismeai an approach of domination of high culture to low culture.

In this essay, I present some of the main criticisms of the cultural imperialism paradigm and analyse the validity of these criticisms. Owing to its discursive nature, for the scope of this essay, I will center my arguments on the phenomenon of cultural imperialism from the lens of media imperialism – with particular emphasis on the US entertainment media. I will explore some of the main criticisms directed by media imperialism scholars; labeling the flow of media content being exchanged in the world market as Eurocentric-with concerns that export of media entertainment products is dominated by American transnational media conglomerates and exposure to American programming is leading to an erosion of local cultural values and identity (Tomlinson,1991; Schiller,1992). Another criticism is the dependency created by this exposure to US media where international audiences end up preferring US programming – compelling domestic production companies to import expensive Western technologies and equipment to produce similar quality shows at home (Sparks,2007). I will argue that the global flow of information and communication is controlled by US based transnational media corporations. I then present the reasons for this US dominance by looking at the success and appeal of Hollywood, financing of media broadcast agencies abroad, export of US values based training, technologies, and commercial advertisements being salient (Boyd-Barett, 1977).I then probe the validity of these criticisms by examining some of the counter arguments that debunk the magic bullet proposition of homogenous audience members, and the rise of regional media exporting hegemons like Brazil, Mexico and India that have diminished the pre-eminence enjoyed by US media giants in the international entertainment media market (Sparks, 2012). I look at the case of

Debate on cultural imperialism emerged from communication literature, which involves topical issues like media economics and political economy. How we view these seminal constructs of our cultural heritage shapes our perceptions and understanding of government and its relationship with the private sector through policies and practices. This paper queries the authenticity of cultural imperialism and explores the awareness of a new paradigm, which integrates the new media as a direct‐behavior medium of effect with these seminal constructs. The changing role of the media and in specific the mass media in the importation and exportation of culture will remain a queried subject in global communication theories and research. It is wise to note that the explanations of early communication theories describing the power of the media and in particular the mass media have been challenged. Such theories include the ‘magic bullet’ or the ‘hypodermic needle’ theories have long theorized the greater influence of the mass media upon its audience, it further posited how helpless an audience may seem under these influences. However, the veracity and the extent of these influences have remained a debate in communication research since it was first postulated. Irrespective of these differences, global communication and research remain convinced that the media remains a powerful tool in the global exchange of cultures and common heritages, yet, the same literature seeks to examine in critical terms the scope and extent of such influences as we move from traditional to new media. Although, some media scholars have continuously queried the concept of cultural imperialism, extant literature has also proven that these scholars have not been able to provide any conceptual alternative. While others have inferred their arguments on interdisciplinary literature from across the social sciences and humanities to develop theoretical alternatives, the seminal construct of cultural imperialism remains a valid construct in communication research. This paper seeks to examine how the media has evolved and how technology and in extension the new media has made it possible to integrate our economies, our communication and cultures which has simply been referred to as globalization. It worthy to note that the globalization paradigm started with a decent resolution, it was to unify the world and to share and understand each other’s economies, heritages and cultures. However, it turns out that the globalization paradigm has its flaws and this flaw is today constructed as cultural imperialism.

Abstract Old and latest trends in discussions in the sphere of the role of mass communication in media and cultural imperialism have centred on cultural hegemony and cultural colonialism among other such lines of ideological debate. Some debates have also centred on globalization as the only way to spread development across the world. Others see globalisation as portending some danger for the cultures of the developing countries as they will end up being annihilated. Based on the hypothesis that mass communication and mass media has led to a cultural imperialism in the world, the essay uses the cases of music, television programming, television news and films to discuss how America especially has dominated the cultures of developing countries through their consumption of American cultural products. Pivoted on the cultural imperialism theoritical framework, the discussion moves a step further by looking at the concept of cultural/media imperialism as Americanization of both the media and the cultural landscapes of the world and no more a generalization of Western countries dominating the cultures of developing contries – this is because some of the Western countries themselves have become victims of this phenomenon of Americanization. It is now therefore the issue of Americanization of the cultures of the world.

global.asc.upenn.edu

Leanne Carter, 2014

The notion of cultural imperialism implies processes of colonialism and imperialism which poses a relationship of unequal power, which connotes dominance by the West thereby making the East appear subordinate. Globalisation has been referred to as a phenomenon which has through the advancement of technology. Thereby, making cultural imperialist theorists argue that international communication has contributed to the spread of dominant western ideas and values which appear through the exporting of media products. Furthermore, the imbalance and inequality of the flow of information between the Western and developing countries has promoted and exported an imperialist culture through media content while utilizing a structure of communication. However, with the emergence of non-western countries producing their own media content, this has brought about a change in the flow and supply of media globally. This has been brought about the through expansion of global media and the deterritorialisation of cultures, which celebrates cultural differences while producing multiple actors in global cultural formations. This has made western media organisations realise that they need to work with local media in order to remain competitive in the market. Thereby, cultural imperialism model in international communication has brought about the strengths and weaknesses of the flow of information on global media.

2015

Ce document propose un examen en profondeur de la perspective de l'impérialisme culturel. Il expose sa thèse principale et les hypothèses théoriques et discute leurs implications sous-jacentes pour les valeurs et l'identité culturelles. Il aborde également la question de l'afflux de médias étrangers, ses multiples manifestations et ses répercussions. La dernière partie de l'article examine les limitations les plus saillantes de ce paradigme.

International Journal of Communication , 2008

The issue of cultural imperialism has been a thorny one in the discourses of media scholars. Much as we try to shy away from it, it keeps creeping in. The focus of this study is to x-ray the whole frame of cultural imperialism and look at ways of mitigating its supposedly domineering influence in our society. It underscores the arguments of several thoughts against the cultural imperialist theory and proffers a way out.