cultural imperialist perspective on globalisation of media

Cards (4)

  • cultural imperialist view of media globalisation
    negative view, associated with neo-marxism
    - media globalisation encourages conformity + lack of critical thinking, espec about the organisation of capitalism

    main arguments:
    - global media supports capitalism
    - americanisation
    - political consequences
  • global media and capitalism
    adorno and marcuse: role of global mass media = to indoctrinate consumers into capitalist + homogenous society
    - encourages values e.g. materialism, creates FCC

    marcuse (1964): does this in three ways
    1) generates false needs
    - idea that in order to conform w modern lifestyle, consumers need to have a particular product
    - adorno: binds consumers to producers
    - not essential, but consumers persuaded it = central to lifestyle/identity
    - deliberate designed as obsolete (short life span) so next set of products can appear

    2) commodity fetishism
    - idea that products of pop culture have special powers that enhance the life of the user
    - turkle (2011): people feel lost/disconnected w/o their phone, see it as extension of themselves

    3) encourages conscious consumption
    - constant displays of wealth as normal
    - particular products of media + pop culture generated by it = higher status for consumption
    - encouraged to 'conspicuously consumed' = be seen with 'right' cultural products e.g. designer labels to attract praise from others i.e. iphone>android

    frankfurt school: popular culture = ideological product aimed at distracting poor from exploitation/inequality they experience daily
  • americanisation
    flew (2007): cultural globalisation = americanisation
    - america imposes its cultural products on other nations e.g. through facebook, hollywood, US sports + advertising
    - american life is most viewed

    crowther: american-produced audio-visual media like movies, music and TV provide significant means by which images of 'american' way of life are transmitted across world
    - fastfood e.g. mcdonalds, coke and pepsi, NBA basketball, the superbowl, levi's jeans = global cultural icons. how the rest of the world sees american values

    mcchesney: americanisation = result of increasing media ownerships by US companies
    - e.g. disney, microsoft, apple, google, newscorp

    globalisation of american pop culture = aimed at replacing authenticity, vitality + diversity of local cultures with dumbed-down/sterilised american culture
    - kellner (1999): global media culture is about sameness, erases individuality, specificity and difference
    - crowther: loss of cultural diversity, focus on consumerism

    backlash to americanisation => rise of fundamentalism
    - barber (2003): provokes jihad
    - fundamentalists see american pop culture as threat that undermines their people's commitment to god

    aspect of americanisation = mcdonaldisation (ritzer)
  • political issues
    fuchs (2014): global TNCs dominate world trade in pop culture --> denies consumers of choice, able to disproportionately influence govts, threatens democracy

    spread of data surveillance threatens democracy
    - e.g. russia, china (banning google etc)
    - govts use facebook data to manipulate how people vote

    increasing smartphone use = dumbing down
    - putnam (1995): spread of smartphones may cause civic disengagement across world, people no longer willing to get involved w/ communities

    keen (2008): twitter + facebook too wrapped up in 'me culture' to be effective tools of social change

    turkle: people so engaged with TV soaps/gaming they replace actual families and communities
    - become lost in real world, constantly distracted