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Evaluate the view that media or cultural imperialism is a threat to the cultural
identities of many countries (20 marks)!

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Media imperialism is a new form of imperialism in which Western media
corporations dominate global media output, whereas cultural imperialism is the
imposition of Western culture on developing countries
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Furthermore, film
companies will release a block buster film around the world, in which the content
will promote western values
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It is argued that these
processes have undermined the indigenous cultures of developing nations
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This is the process whereby the separate characteristics of 2 or
more cultures are lost and blended into one uniform culture
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Kellner
argues that the media has the power to globally produce images of lifestyles that
increasingly become part of everyday life and through which people form their
identities and views of the world
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Thus, media transmits a belief
and value in consumerism globally
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Companies such as Apple, Google and Microsoft use the transnational media to
promote their products on a global stage, hence their logos can be recognised
across the world
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It is also the media that has contributed greatly to
English becoming the internationally dominant preferred second language
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The fact that most
media conglomerates are now based in the US and dominate global
communications has been described as a process called cocacolinisation; the idea
that the media-led global culture-ideology of consumerism has led to western media
products and cultural values being forced on non-western cultures, therefore
undermining local cultures and cultural independence
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Compaine argues that global competition is
expanding sources of information and entertainment, rather than restricting them or
dumbing them down
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Increased choice promotes different culture styles around the world in
which a range of local ad westernised global cultural influences are combined into
new hybrid cultures
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Pluralists claim that this makes it even more difficult for any one set of ideas of
culture to dominate in the world, leading to a promotion of democracy, growing
cultural diversity through hybridisation, and the blossoming of ideas that were never
before possible
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Postmodernists argue that a globalised culture has enabled ‘pick ’n’ mix’ identities
to flourish
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To conclude, the main arguments to back up this claim include cultural
homogenisation, the culture-ideology of consumerism, companies operating on a
global scale promoting a global culture, and the idea of ‘cocacolinisation’
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Overall, the evidence is on how globalisation does intact mean
western domination

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