Cultural imperialism v hybridisation
- Created by: e.lliecox
- Created on: 04-02-20 13:07
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- Cultural imperialism v hybridisation (global popular culture
- Cultural imperialism
- Globalisation has undermined national and local cultures as the same cultural products are sold across the world,
- Domination of Western culture has been described as cocaocolonization which involves cultural imperialism or media imperialism,
- media led global culture which emphasises consumerism has led to Western media products and cultural values being forced on non-Western culture.
- If cultural imperialism is happening then it means cultural homogenisation is also happening = cultures becoming more similar
- Barber - one extreme response to American cultural imperialism has been rise of Islamic fundamentalism. Involves terrorist attacks on US targets as response to spread of Western culture.
- Fuchs - owners of transnational corporations are able to influence gov which threatens democracy.
- Turkle - spread of global media has reduced community engagement.
- Criticism of cultural imperialism - Held argued cultural imperialist view assumes flow of culture is one way: from west to developed world. Not acknowledge reverse cultural flows.
- Hybridisation
- Tomlinson - globalisation does not involve cultural imperialism but instead hybridisation
- Mixing of cultures
- Promotes hybrid cultures which are a mix of local and Western culture
- Because there is more choice and knowledge available now, people are not as passive as Marxists suggest
- ACTIVE AUDIENCE MODEL
- Cultural imperialism is not possible as there are so many different choices of culture and media products.
- Cultural imperialism
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