Opinion / Columnist
Cultural imperialism used as a tactic for regime change
12 Nov 2014 at 09:04hrs | Views
Talk of globalization and the global village, particularly from the west has been received by many, including the Frankfurt School paradigm, with criticism. They argue that globalization is only a window-dressing for American culture. They argue that this is cultural domination, or cultural imperialism. It is against this backdrop that arguments by the proponents of the Frankfurt school will be made. Focus will also be on the critical role of transnational advertising in determining this order.
Cultural imperialism is a fairly new term which emerged in the 1960s. It can be seen as a phenomenon whereby a country has influence and predominance over others as a consequence of attempts to maintain its hegemony and to exploit other countries economically and politically and, as a consequence, culturally. Cultural imperialism can be defined as ‘ the sum of the processes by which a society is brought into the modern world system, and how its dominating stratum is attracted, pressured, forced, and sometimes bribed into shaping social institutions to correspond to, or even to promote, the values and structures of the dominant centre of the system.
Cultural Imperialism Theory states that western nations dominate the media around the world which, in turn, has a powerful effect on third world cultures by imposing on them Western views and, therefore, destroying their native cultures. Western civilization produces the majority of media (film, news, comedy etc) because they have money to do so. The rest of the world purchases those productions because it is cheaper for them to do so rather than produce their own. Therefore, third world countries are watching media , filled with western world's way of living, believing and thinking. Third world cultures then start to want and do the same things in their countries and destroy their own culture.
Some met theoretical assumptions under ontological theory says that humans do not have the free will to choose how they feel, act, think and live. They react mainly to what they see because there is nothing else to compare with, beside their own realities, usually portrayed as less than what it should be. Epistemological theory explains that there is one truth and no matter what, that truth is never going to change. As long as third world countries continue to air western civilization's programs then the third world countries will always believe they should act, feel, think, and live as the western civilization does.
Whenever one switches on the radio or the TV, most definitely they will come across American content sooner or later. Whenever one walks down the streets of Thailand or Sao Paolo, or Harare one will come across someone wearing Nike shoes. What is worse is that, American cultural permeation involves much more than consumer goods but also beliefs, values and principles; and advertising drives all these.
The motivation behind American cultural imperialism parallel the justifications for U.S imperialism throughout history: the desire for access to foreign markets and the belief in the superiority of American culture. This major American domination inevitably hurts local markets as the majority of foreign industries are unable to compete with the economic strength of U.S industries.
Traditions, beliefs, language and values are getting more extinct, especially among third world youths and it seems that the American way is the future, whereby the diffusion of cultures, values and creating a global culture through the U.S. imperialism is the best. It is thought that the American culture represents the best model for the future as it is the most tolerant and constantly reassesses and improves itself.
Another key method of promoting products , values and ideas is through Hollywood and celebrities, which represents one of the most widespread modes of cultural imperialism. Its visual qualities and star system are enough to overcome language barriers and customs across the globe. Celebrities increasing their popularity by engaging and helping third world countries are plausible but are there any underlying meanings to it? Before long, celebrities will soon be taking over countries as people are increasingly more influenced by the politics and glamour combined with the role of public relations industry in manipulating mass audiences which then results in a rise in relationship between fame and social control.
Source - Stewart Murewa
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