GLOBALISATION: CULUTRAL IMPERALSIM 2 Flashcards
cultural imperialism
argument comes from Frankfurt school, marxist way of thinking, imperialism reforms to domination of one nation over another
media cultural imperialism:
globlaison led to technological change (usage and accesbailty), technology is the product of capitalist society
how is technology the product of capitalist society?
watch war from comfort of our home
advertising sets an indealise western life style
we can experience the world event ssimultanously
we can connect with people at a great distance
marxist: Marcuse
globalisation encourages conformity which leads to lack of critical thinking, media companies encourage audueicne to act in 3 ways>
marxist: Marcuse
audience: commodity fetishism
idea that products of popular culture have special powers that somehow enhance the life of the user eg smart phone
marxist: Marcuse
audinece> flase needs
generated by media through marketing/advertising/branding. products not essential, false need products have a short life span designed in a way to ensure profit.
marxist: Marcuse
flase needs: adorno
suggest false needs products bind consumers to producers eg apple
marxist: Marcuse
audicne> conspicuous consumption
particular products of the media and popular culture it generates ar represented as having mroe status than other times for consumption, people are enc by the media to conspisiously consume to be seen with the right cultural products eg personalised coke and keeping up with the jones’
adorno+ Marcuse
argue global mass media is their it indoctrine global consumers into capitalist ideology. global mass media are form this mart perspective agents of a cultural imperalsim shaped by capitalist idoelogy
gbloablitaion or americanisation:
flew
the usa is the dominant force in the spread of global culture and cultural imperialism. American culture is everywhere, American music and films present images of American way of life and these are transmitted around the world
ritzer> mcdonaldisation>
now possible to travel around the world without ever eating indegious food. decor and menu immediately recognisable, reassuring and familiar but also eveindce of decline in local culture
the internet : tnc
TNC dominate world trade in popular culture, denying consumers their choice, disproportionally influence governments, threatening democracy
civil disengagement : Putnam
the spread of smart phones may bring civil disengagement in countries across the world, people are no longer willing to get involved in their communities
civil désengagement : turkle
people are so engaged in tv soaps and online gaming they replace actual family and community with new media version
cultural hybridisation
alternative culture mix> create something new eg maces across the world have diff menus
a03 of cultural hybridisation>curran
suggest fail to take into account economics and economic inequality in their analysis, west dominates global culture due to economic power
