cultural imperialist perspective on the globalisation of media

School - argument against globalisation

• popular culture is an ideological product aimed at distracting poorer groups from their exploitation and inequality

• encourages conformity and lack of critical thinking - audiences encourages to subscribe to Western way of thinking

commodity fetishism

idea that products of popular culture have special powers that enhance the life of the users

false needs

• consumer persuaded that items are vital to their lifestyle and identity

conspicuous consumption

• people encouraged to be seen with the ‘right’ products such as designer labels to attract status from others

Flew

globalisation is just Americanisation - America imposes its media products and therefore its culture on less powerful nations

Crothers

TV, movies and more, transmit the ‘American way of life’ and its values and lifestyles

McChesney

domination of American cultural imperialism comes from the near monopolistic control of major TNCs

effects of Americanisation: marginalisation or destruction of cultures and identities

• logos becoming powerful symbols for children in developing countries

• homogenises and dumbs down culture - Kellener - global media erases individuality

effects of Americanisation: Crothers

• cultural diversity would be lost forever when this happens

• world left with consumers who want the next must-have item

• consumer capitalism would control the world

effects of Americanisation: Hannerz

• American cultural products like Coca Cola are infiltrating into the cultures and consciousness of people in less developed countries

effects of Americanisation: fundamentalism in Islamic countries

• led to rise of groups like Al-Qaeda and ISIS

• fundamentalists argue that Muslims must only look to religion - some condone violence

effects of Americanisation: Ritzer

• McDonaldization - increasing tendency in th developing world for American products

cultural imperialist evaluations: Held et al

• makes the mistake of suggesting that the flow of culture is one way only West to the developed world

• fails to acknowledge reserve cultural flows - there is more hybridisation

cultural imperialist evaluation: local cultures

• underestimates the strength of local cultures - hybridisation