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Media imperialism: optimists vs pessimists in sociology
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- 1IntroductionMedia imperialism - over-concentration of mass media from larger nations rather than smaller nations-->national identity of smaller nations often lessened due to media homogeneity-inherent in mass media from the larger countries.
- 2intro-optimistsOptimists-media imperialism +
the globalisation of digitised new media has connected the world in human communication, making the world like 1 village, for example through social networks like Facebook.Nations still have their own identity but cultural hybrids exist so they are part of many
cultures. - 3intro-pessimistswhereas, pessimists-media imperialism does in fact threaten the cultural identities of many countries as it imposes western + especially American values on non-western cultures.
- 4Paragraph 1-PEP-Large companies impose
their dominant views on a
global spectrum.
E-They impose western values onto
other cultures by diluting the
pre-existing culture. - 5Paragraph 1-Ee.g. the owners of satellite TV
like Disney; their American
influence reaches out to
countries all over the world
due to global + digital
technicalisation.e.g.people living in
Asian countries such as Indonesia following parts of western culture like
Manchester United football club. - 6Paragraph 1-ENeo-marxist theorists such as Gramsci
would suggest that journalists and
producers spread hegemonic views bc
they believe that their audience is
interested + shares their white mc
values. - 7Paragraph 1-EHowever, postmodern theorists would
suggest that this process is actually cultural hybridity, in which non-western cultures assimilate western culture, which has positive, social, cultural + economic effects. Audiences can pick + choose their identity,
they don’t have to follow the dominant
ideology, + they can use cultural hybridity to their advantage as they’ll have more choice of cultures. - 8Paragraph 1-LTherefore, large companies do attempt to impose their views but due to media literacy, people can choose to reject the views.
- 9Paragraph 2-PEA concentration of large
global companies spread
their own values to society where
consumerism takes precident.this enforces cultural imperialism
where western values dominate and
impose on non western societies;
creating a breakdown in local cultural
beliefs.means that companies like
Disney & McDonalds spread
their ideology on a global scale
through advertising through
new media. - 10Paragraph 2-Ee.g. (similarly) McDonaldisation
occurs when a culture possesses
the characteristics of a fast food
restaurant- use the media to
advertise a company + its belief
of efficiency, calculability,
predictability and control to
spread their ideas globally. - 11Paragraph 2-EE.G Real (1977) + Wasko
(1996)-there's a Disney
universe where values and
repetitive themes are
instantly and globally
recognisable.characteristics like escape,
fantasy, innocence
+romance-all identified in
Disney. may not be the norm in
other countries and cultures.Disney, through electronic colonialism, has used the new media to spread their single idea of love which undermines local cultural traditions
such as arranged marriage. - 12Paragraph 2-Epost-modernists- globalisation merges
societies together to make hybrid
cultures-positive thing -allows cultures to
share their norms and values and therefore creates more choice when people want to choose and create their own identity. new media-allows access to spread and sharing of cultures - 13Paragraph 2-Lmedia imperialism may not
threaten or breakdown local
cultures but in fact helps them. - 14Paragraph 3-PPopular culture is sold to the
global mass market to make
larger profits for global
corporations. - 15Paragraph 3-EEHarvey would argue that popular culture is now dumbed down as channels just show cheap TV shows and reality TV (like
Keeping Up With The Kardashians and TOWIE) due to the introduction of digital TV, the quality in popular culture has
reduced and now it is like ‘candy floss’ ; it speaks to everyone but no one in particular as it doesn’t meet the needs of people’s individuality. It is easily consumable as it is very relatable and
requires no prior knowledge. - 16Paragraph 3-EStrinati (1995),however, argues that elements of high culture have now become part of popular culture and vice versa. He argues that there is no longer any real distinction between the two and it is ever more difficult for one set of ideas to dominate society. There is no longer anything special about art as it has become mass produced and part
of the mass market consumed by ordinary people. For example, ‘It’s Now or Never’ by Elvis Presley is without doubt a song from popular culture, however it is heavily based on the classical ‘O Sole Mio. ’ - 17Paragraph 3-EHowever, Putnam would argue that this has led to people forgetting their own culture because they are immersed in others, therefore it has killed off the sense of community, as people are now reluctant to physically socialise.
- 18Paragraph 3-LSo media imperialism does partly threaten the cultural identities of many countries by dumbing them down, however, the blur of high and popular culture equally threatens cultural identities by destroying the sense of community.
- 19Paragraph 4-PEElectronic colonialism threatens the cultural identity of many countries through the penetration of western values.Hollywoodisation and
Disneyisation have led to a breakdown in cultures because they are no longer following traditional values. - 20Paragraph 4-Ee.g Russia now send government
members to marriage ceremonies to
ensure they are kept traditional as
values are being replaced. - 21Paragraph 4-EHowever, McLuhan would argue that the
world has become a global village as digitised new media has collapsed space and time barriers in human communication and so has allowed users from around the world to
connect and interact with each other
instantaneously, making the world like one community. - 22Paragraph 4-LTherefore, electronic colonialism has allowed people around the world to interact with their families
even if they live in different countries and also optimists would state that the sharing of values is
good for the world. - 23ConclusionIn conclusion, media imperialism has led to a merging of cultures which in some ways is beneficial as people have
more choice of cultures but the media places less emphasis on people’s own cultures and so media imperialism does threaten the cultural identities of many
countries.
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