Neocolonialism and cultural hegemony

Seite 1

When applied to superpowers hegemony represents the dominance of one culture (American) over all others. This norrmalisation of American culture is called Americanisation.

The role of TNCs - how do they spread hegemony?

Using resources from different parts of the world - if they operate there they may also have shops there, physically connects areas

Selling products globally - less influence. Russia (political resistance) and places in Africa (cannot afford it)

Hybridisation - adapting products to suit a culture

Dominating economies - TNC economic powerhouses - McDonalds has more money than the entirety of Afghanistan

Politics also pushes Americanisation e.g. the influence USA had in Europe after WW2

UN, WTO, World Bank - mainly americanised - western ideals

Cultlure spread through media - film/music industries - spreads pro american message