Cultural Imperialism

Media imperialism is the crux of cultural imperialism.

This statement is potentially very subjective as there are different schools of thoughts. Some would concur, as cultural imperialism takes on a more holistic view of the role of media because of its wider implications in a “larger totality of domination” (Tomlinson, 2002, p.20). On the other hand, media imperialism can mean transnational media conglomerates, especially Western, exercising their control over “the flow of information and dissemination of media products worldwide” (Fred Fejes, 1981, quoted by Tomlinson, 2002, p. 36).

But if looked closely, both do relate to one another. Hence, media imperialism is central to cultural imperialism (more often than not) as the powers that have bigger control and ownership over mass media will almost definitely utilize it to promote its own cultures, whether advertently or inadvertently. Firstly, it is the presence and nature of a medium and the people that use it. Osama El-Sherif, Editor-in-Chief of Arabia.com quotes Marshall McLuhan on this theory that “societies are shaped more by the nature of the medium by which men communicate than by the content of the communication”. Secondly, it is what media portrays to us. Hollywood movies, MTV music culture, TV series and reality shows, advertisements – all emanating from television, film, radio, print journalism and the internet – shower our minds with foreign customs, lingo, fashion, food, literature and many more (El-Sherif, 2001).

So now, let us look at cultural imperialism. Culture has a broad definition because it signifies practices of a society collectively, from arts, ideas, language, customs, to fashion, music, film, and many more (Tomlinson, 2002, p. 6). Hence, cultural imperialism delineates the promoting and imposing of cultural values of a powerful nation over a less powerful one. With the rapid growth of mass media, corporations take advantage of the wide reach that media covers, to advertise their products and services.

Marketers create images, sounds and even words to make these products and services look universally appealing; associating them with the idea of ‘modernity’ or ‘coolness’. This generates perceptions among audiences that these are popular cultures. In addition, whatever that is marketed in advertisements or portrayed in movies provides a reflection of human life being experienced in “totality”, or “how life is lived” (Tomlinson, 2002, p.5).

Many published discussions on cultural imperialism revolve around the fact that First World countries like the United States spread their cultural value systems and practices all over the world.  Given that the U.S. is the world’s leading power, (China is rising too), it is not a revelation that people across the globe would naturally be attracted by American culture.

The classic illustration of cultural imperialism is McDonald’s. Since 1955, McDonald’s now operates in 118 countries worldwide. Professor Cohen of Harvard University stated McDonald’s was deemed a safe place for children by parents; even making a place of choice to celebrate birthdays. It was also reported that McDonald’s is gradually being perceived to be local rather than American. Asian kids were even relieved to see the Golden Arches when traveling in the United States, thinking their “native” food was available there too (Cohen, 2002). Aside from McDonald’s, the concept rings true for Starbucks and Coca Cola with both brands equally embedded in local cultures across the world.

The cinematographic sphere also plays a role in cultural imperialism. American movies or TV series often portray elements of American culture that seem more satisfying or entertaining as to what Asian culture has to offer.  Dallas, Baywatch, Sex and the City are just a few of the numerous programs produced in the U.S. In Japan, hundreds of thousands of young ones who wanted to know what New York is like, used to watch Fuji Television weekly which was broadcasted live from the Cheetah Club in Manhattan. Even Whoopi Goldberg’s Sister Act was an influence as Japanese started running workshops for gospel singers after the movie was released (Cohen, 2002).

If you take a look around, we are actually surrounded by American culture - music, clothing, Disneyland, Apple products and many more. The daily lifestyles of local people have also been modified in a way that has the fabric of American culture woven into it.

Elements of American culture are being embedded into local cultures across the world, and have also changed people via “culture harboring capitalism, consumerism and materialism” (Cohen, 2002). Mass media has, is, and will always play a vital role in conveying messages across the world. Safely said, cultural imperialism will never cease to exist.

References:

Americanization of East Asia (2002). Education about Asia. Retrieved from

            http://bchistorycore.wikispaces.com/file/view/EAA,+Americanization+of+E+Asia.pdf

Cultural Imperialism (2007, April 26). Modern America. Retrieved from 

           https://wikis.nyu.edu/ek6/modernamerica/index.php/Imperialism/CulturalImperialism

Globalization or Americanization? (2013, March 11). St Andrews Foreign Affairs Review.                      Retrieved from http://webcache.googleusercontent.com/search?            

            q=cache:http://foreignaffairsreview.co.uk/2013/03/globalization-americanization/

International Franchising (2013). McDonald’s. Retrieved from http://www.aboutmcdonalds.com/             mcd/franchising/international_franchising.html

McDonalds Cultural Imperialism “I’m Lovin’ It” (2010, December 15). Media Imperialism.                          Retrieved from http://mediaimperialism3263.blogspot.com/2010/12/mcdonalds-             

              cultural-imperialism-im-lovin.html

Media Imperialism in the Global Era (2001, August 29). Media Monitors Network. Retrieved 

              from http://www.mediamonitors.net/osama4.html

Tomlinson, J. (2002), Cultural imperialism: a critical introduction, London: Continuum.