What is the role of media in cultural imperialism?

cultural homogenisation

Cultures around the world becoming increasingly similar due to the globalisation of the media

Examples of cultural homogenisation

• marvels films promote western values globally

• Western brands like star bucks, McDonald’s and Coca Cola are available and known globally→ western values are being pushed onto non-cultures, they are spreading their ideology globally

Cultural imperialism

• media spreads dominant western/ American values, leading to cultural homogenisation and media dependency

• leading to the erosion of unique/ individual local cultures

Pluralist perspective

• media reflects consumer demand not the control of a few corporations (consumer choice)

• Audience are active rather than passive in diverse ways

• Cultures blend- globalisation, cultures interact, adapt, and hybridise

• McDonald’s in different countries reflecting the local cuisine

Examples of this pluralist perspective!

• Bollywood/ K-drama/ Anime (!!)

• Kpop (!!!) like BTS, Blackpink, ITZY, Twice

• Local content on TikTok/ YouTube

Evaluations: Cultural imperialist

• Media spreads dominant western (especially American) values, leading to cultural homogenisation and media dependency. Local cultures are weakened or erased

Examples: evaluation for cultural imperialist

• White wedding

• Apple

• Netflix & Disney dominating global streaming

• McDonald’s everywhere

• English Langjage

key thinkers for cultural imperialist evaluation

• Fenton (1999)- media globalisation is cultural imperialism

• Storey (2003)- Western ideology spreads via media

• Flew (2007)- Global media market is dominated by US culture

key thinkers for pluralist evaluation

• Tomilson (1999)- Globalisation fosters cultural exchange

• Gauntlett (2008)- Media used creatively by audiences

• Katz & Liebes (1985)- Audiences interpret global media differently