3. Cultural imperialism

Question 1

Outline cultural imperialist view on Globalisation

Marxist theory/ contrasts with cultural hybridisation(postmodernism)

Answer 1

Cultural imperialists see globalisation, mainly the spread of American power and values to other parts of the world.

The cultural imperialists focus on negative effects which media globalisation has on local populations.

Fenton- Suggested that the globalisation of the media has led to cultural imperialism

Cultural Imperialism- idea that western world is dominating the rest of the world through the media and the marketing of its own cultural products

Question 2

Outline the ways in how cultural imperialism is taking over local culture

Answer 2

• Global conglomerates
• Advertising
• Cultural homogenisation
• Americanisation

Question 3

Outline how Global conglomerates are taking over local culture

Cultural imperialism

Answer 3

• Global conglomerates: Is where media companies own businesses across different countries ( e.g. Rupert Murdochs News Corp, owned newspaper, television & radio companies in several countries-This way large media companies can dominate media market in different countries

Through global communication & new media , media companies like FOX, Disney make films and programmes that are viewed around world than are aggressively marked and distributed using big stars allowing companies to completely dominate media production in world.

Question 4

Outline how advertising is taking over local culture

Cultural imperialism

Answer 4

• Through advertising the internet has revolutionised how products are marketed around the world. Through new media such as Google and Facebook companies who can pay for expensive marketing packages dominate what people see and read all over the world

Companies like Coca-Cola & Mcdonalds are everywhere , The term cocacolanisation described the way American movies & music helped fuel sale of coca cola around world , spreading American Hegemony with it.

Ritzer uses the tern -’Mcdonaldisation’ to suggest how the impact of globalisation shows the world becoming more and more like Mcodnalds : standardised & low skill**

Question 5

Outline how cultural homogenisation is taking over local culture

Answer 5

Cultural homogenisation-T the idea that Local cultrues are killed off by globalisation & whole world becomes the same, with the same shops, films, television programmess & brands

Question 6

Outline how Americanisation is taking over local cultures

Answer 6

Americanisation is a process where America imposes its cultural products on other nations and local cultures. examples of this – Hollywood movies, various sitcoms, sporting events

Cultural imperialists see the effects of Americanisation as negative. They argue it results in the erosion of local cultures and traditions, for example, children around the world increasingly choose American fast foods over locally produced and cooked foods.