Audience Response: Cultural Imperialism or Cultural Proximity?

In today’s modern world, globalization allows many individuals from different nationalities and countries to have access to international media. The question is how one-self select the type of media content they like. Is it influenced by cultural imperialism, cultural proximity or perhaps even naturally? Well, scholars are constantly researching about this topic and many findings are found.  

Firstly let us look at some history of media whereby during 1960s and 1970s, media imperialism first started and first world countries such as United States dominated international media to their benefit (Straubhaar, 1991). It was since then nations globally started paying attention to international media especially third world countries. Nations belonging in the Third World, Western and Eastern Europe does not have the capability to produce local media back then which further increases media imperialism created by first world countries (Straubhaar, 1991).   

So how does media imperialism being linked with audience responses? Basically, researchers have pointed out two main factors affecting audience response in media which are cultural imperialism and cultural proximity. Cultural Imperialism was defined by Herbert Schiller (1976, as cited in Tanner, 2007) as the total processes which brings a society into the modern world system and how the dominating factors controls  new society by using methods such attraction, pressuring, forcing and even bribing  towards shaping the social practice of the new society.

There are many reasons how individuals can be influenced in selecting their media such as age, sex, peers, fans, fandom, globalization and audience diasporas community (Turnbull, 2010). Based on this, it can be said that cultural imperialism does influence individuals from developing nations by frequently posting Hollywood movies advertisement on the internet, uploading music videos on YouTube or even showing ‘World Music Award’ live on television. The availability of internet access as resulted from globalization does bring audience to realize they are following global trends and peers influence in selecting their desired media sources. In the context of Malaysia, colonization by the British did influence little or not in terms of the English language which affects media preference in today’s generation. To further support cultural imperialism is that local cinemas operator in Malaysia offers more international English films from US rather than local film makers.  

On the other hand, cultural proximity is defined by Straubhaar (2003, as cited in Thomas and James, 2008) as individuals will desire media products from culture with similar characteristics as theirs. Take for example the Korean trend or some may call it ‘Korean Wave’, which have spread throughout Asia and this is linked to cultural proximity (Kim, 2004). Based on Kim (2004) research, he further stated that Singapore has a liking to top-rated Korean TV programs and directly imports television media from Korea. Malaysia being a multiracial country, does telecast Korean related programs due to its proximity with Singapore. Analysis conducted shows that Asians adapts to Confucian culture whereby family morals and, love and sacrifice is very important in these cultures (Kim, 2004).  

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Besides that, in Hofstede’s cultural dimension theory, nation’s culture will adapt to either individualism or collectivism (Migliore, 2011). With the western nations being individualistic nations, the type of media choice will be closer to their individualistic behavior such as ‘Batman: The Dark Knight’ whereby the movie emphasizes a lot on the main character. As for a collectivist culture like majority Asian countries, they tend to prefer movies which involve romance, family relationship, love affairs and respect for the elders such as the popular ‘Winter Sonata’.

                                   

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With globalization and internet access, individuals across the globe can now access to different types of media exposure outside of their own culture. Based on my opinion audience response to media, both cultural imperialism and cultural proximity does play a role in influencing audience response to media. The most crucial point is how each individual from different culture background, technology exposure and education level choose their media content. 

                                       

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Reference List

Tanner, M. (2007). The state of cultural imperialism, Ann Harbor, United States,

Canada: York University. Mass Communications.

Straubhaar, J, D. (1991). Beyond Media Imperialism: Assymetrical interdependence and culural proximity.   Critical Studies in Mass Communication. 8(1), 39-59. Retrieved from Taylor and Francis Online. 

Turnbull, S. (2010). Imagining the Audience. In Cunningham, S & Turner, G (3^rd ed), 

The media & communications in Australia (pp. 85-98). Crows Nest, N.S.W : Allen & Unwin.

Kim, M, K. (2004). Cultural Proximity and The Type of Korean Television Programs in Asian Market. 

(Chungwoon University, Korea). Retrieved from http://www.cem.ulaval.ca/pdf/kim.pdf

Migliore, L, A. (2011). Relation between big five personality traits and Hofstede’s cultural

dimensions: Samples from the USA and India. Cross Cultural Management: An

International Journal. 18(1), 38-54. Retrieved from Emerald.

Images Sources 

Figure 1 : 

Image a) http://nwasianweekly.com/wp-content/uploads/2010/29_45/world_korean.jpg

Image b) http://www.asianews.it/files/img/Elderly_songkran6.jpg

Image c) http://us.123rf.com/400wm/400/400/szefei/szefei1208/szefei120800131/14917061-                     happy-playful-asian-family-forming-love-shape-outdoor-green-park.jpg

Figure 2 : 

Image d) 

http://metrouk2.files.wordpress.com/2012/12/the-dark-knight-rises-ay_99201042-

e1354813776201.jpg

Image e) http://www.tokodvd.com/upload/Winter%20Sonata_20120408000232.jpg

Figure 3 : 

Image f) http://www.fahad.com/pics/sha3beyat_al_cartoon_characters.jpg

Image g) http://2.bp.blogspot.com/-j_z01trBpj4/T2nZqbQRJn1/AAAAAAAAKTo/MCTtHAK

ySIs/s1600/427617_258956007522146_258954957522251_601180_2023901044

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