CULTURAL MEDIA imperialism

1. Cultural & Media
Imperialism

2. Globalization
Globalization is a process of interaction and integration
among the people, companies, and governments of
different nations, a process driven by international
trade and investment and aided by information
technology.

3. Globalization
Policy and technological developments of the past few
decades have spurred increases in cross-border
trade, investment, and migration so large that many
observers believe the world has entered a
qualitatively new phase in its economic development.

4. Globalization
Since 1950, for example, the volume of world trade has
increased by 20 times, and from just 1997 to 1999
flows of foreign investment nearly doubled, from $468
billion to $827 billion. Distinguishing this current wave
of globalization from earlier ones, author Thomas
Friedman has said that today globalization is “farther,
faster, cheaper, and deeper.”

5. Globalization
Since the Second World War, and especially during the
past two decades, many governments have adopted
free-market economic systems, vastly increasing
their own productive potential and creating numerous
new opportunities for international trade and
investment.

6. Effects of globalization
• Improving living standards of people in developing
countries
• Industrialization
• Financial
• economic
• Political
• Informational
• Cultural
• Ecological
• Travel and tourism
• Immigration
• Global telecommunications
• Legal and ethical laws
• Crime importation

7. IMPERIALISM

8. Imperialism
A process whereby powerful groups try to extend
their power and increase their wealth by bringing over
more of the world under their domination.

9. Age of Imperialism
• The Age of Imperialism was a time period beginning
around 1870 when modern, relatively developed
nations were taking over less developed areas,
colonizing them, or influencing them in order to
expand their own power.
• the term "Age of Imperialism" generally refers to the
activities of nations such as the United Kingdom,
France, Germany, Italy, Japan and the United States
in the early 18th through the middle 20th centuries.

10. Types of Imperialism
• Military Imperialism
• Political Imperialism
• Economical Imperialism
• Cultural Imperialism
• Communication Imperialism

11. Military Imperialism
Developed countries are interrupting in developing
countries by use of military power. U.S. Invasion and
Occupation of countries like Iraq

12. Political Imperialism
This could go a couple of different ways, depending on
the time and region. For example, England put white
English people in-charge of regions of India and
changed the existing political structure to benefit the
dominant culture (typically the ethnic minority) and
keep things running smoothly.

13. Economic Imperialism
• McDonalds and other originally American/Western
businesses moving across the world into other
economies and pulling resources from that region
and back into the U.S./West. Also, you could call the
corporate purchase of lands and resources in large
areas of land (like Shell buying them up in Nigeria
and elsewhere) a form of economic imperialism,
since they are using the power of money to influence
the area and ultimately benefit the dominant country.

14. Communication imperialism
Communications imperialism has to do with the
domination of a country's media activities by another.
The ownership, structure, distribution or content of
the media in one country are affected by pressures
from media interests of another country or group out
of proportion with those of that country.

15. Communication imperialism
The four aspects of international media in this situation
are
• Television program exportation
• Foreign ownership and control of media distribution
• The infringement of capital opinions on other
societies
• The transfer of commercialism and broadcasting
norms.

16. Media Imperialism
• Media imperialism is a theory based upon an over-
concentration of mass media from larger nations as a
significant variable in negatively affecting smaller
nations, in which the national identity of smaller
nations is lessened or lost due to media homogeneity
inherent in mass media from the larger countries.

17. Media Imperialism

18. Media Imperialism
• The Media Imperialism debate started in the early
1970s when developing countries began to criticize
the control developed countries held over the media.
The site for this conflict was UNESCO where the
NWICO movement developed. Supported by the
MacBride report, "Many Voices, One World",
countries such as India, Indonesia, and Egypt argued
that the large media companies should have limited
access to developing countries.

19. Cultural Imperialism

20. Cultural Imperialism
• The Issue of cultural imperialism has been in the
center of controversy for quite a long time. One group
maintains that cultural imperialism is one way flow of
cultural domination from west to east or from center
to periphery or even from global to local.
• Countries may have their own language and culture,
but cultural imperialism pushes them to adopt cultural
attitudes and values from somewhere else.

21. Cultural Imperialism
• Cultural contacts among different societies are
happening through worlds market, global migration or
commodity and labor. Products are flowing from one
corner to another along with intercultural
communication.
• The prevalence of plastic surgery in China to create
more Western looking features (thinner/longer nose,
bigger breasts, and even longer legs) has devalued
traditionally Chinese characteristics for something
they consider more powerful and desirable.

22. Effects of Cultural and media
Imperialism
Pakistan is one of those developing countries which are
suffering from Americanization and cultural invasion
due to the foreign channels on satellite transmission
and cable TV network.
It has affected their
• life styles
• food habits
• dressing
• Language
• media content
• festivals

23. Life style
It is a known fact that Hollywood is a much more
advanced industry, their moral slandered are different
from eastern moral values. Now despite the counter
flow of cultural products by eastern media, US-led
western media domination has not diminished.
Actually it is a channel of influence that flows from
Hollywood to Bollywood and then to our Pakistani
media. In this perspective the protection of cultural
identity became a particularly hot issue since 1970's
debates on cultural imperialism through media
globalization

24. Life style
• Lifestyle of people in developing countries has totally
changed now.
• They have adopted western lifestyle.
• People get up late in morning and go to bed late at
night.
• Friends are preferred upon family.
• Social gathering like youth parties, concerts, night
parties and bone-fires are arranged for entertainment
and to enhance social interaction.

25. Food habits
• Media has a direct impact on cultures by
mesmerizing viewers with entertainment cultural
products, fast music, popularizing fast food points
such as KFC, McDonald, and Pizza Hut etc.
introducing the Mcworld culture.
• Junk food, fast food, outside dining is preferred on
traditional desi regional food.

26. Dressing
• Modern media technology has now created the
possibility and even the Likelihood of a global culture.
The satellites and cable TV are sweeping away
cultural boundaries. Global entertainment industries
shape the perceptions and dreams of ordinary
citizens, wherever they live.
• The concept of global village has changed the
outlook of future society. Western dresses like jeans,
long coats, skirts, pants, tea shirts are preferred in
developing countries

27. Language
• Culture exists in the mind or habit patterns of the
members of a society. It is visible in the behavior of
individuals, as they engage in various forms of
learned behavior.
• A nation possessing a specific culture has its own
discrete identity which we can say the national
cultural identity and every culture have its own
language but now English language is mostly
preferred in every institution either business firm or
education institution.

28. Media programs
• Pakistani Independent drama channels such as Indus
Vision, ARY digital, Geo entertainment etc, are trying
to compete with this Indian and western channels.
• The co-productions have changed the face of today
media industry. .Our independent media channels
are not confined to the combine productions, they
have taken the rights from (PEMRA) Pakistan
Electronic Media Regulatory Authority to broadcast
pure Indian productions from their own channels

29. Media programs
Thus our media channels being influenced form foreign
Indian channels serve as the trendsetter for our
Pakistani viewers and society. When the viewers
observe that our media is absorbing the change
whether it is in the form of dresses, Jewelry,
language or other cultural values such as male actors
hugging and handshaking with female actresses then
the viewers are easily persuaded to adopt these
changes or at least they become mentally liberal
which is an initial step towards change

30. Festivals
• Showing ‘local culture’ in the global media, making
folk song global, cannot take place without global
local interaction.
• Simply, if we take example such as Valentine‘s Day
or Mother or Father Day; these are recently imported
Western celebrations to be involved with global
economic dimension in the name of cultural
assimilation or homogenization.

31. Conclusion
• In conclusion, it can be reiterated that given the
diversity of political, socio-economic context, cultural
issues have always been treated as the moot point of
global debate.
• the debate continues raising queries; will there be
one culture all over the world? Will the world be
homogenized or fragmented through cultural
communication?
• Arguments and counter arguments are persistent and
never-ending. And that is why the concept of cultural
Imperialism is indeed a useful concept to describe
global communication.

32. REFERENCES
• Rahman M. H, Cultural Imperialism and Its Possible
Effects on Global Communication, Retrieved
fromhttp://www.academia.edu/981258/Cultural_Imper
ialismand_Its_Possible_Effects_on_Global_Commun
ication
Khan M.A. (2009) Media imperialism and its
effects on culture of pakistan a case study of
youth of multan, global media journal Retrieved
from http://www.aiou.edu.pk/gmj/artical3%28Aut-
08%29.asp
•

33. • American cultural imperialism: gift or threat Retrieved
from
• http://gsevenier.free.fr/culturalImperialism.html
• Lee PS (1988). Communication imperialism and
dependency: a conceptual clarification.
• Retrieved from
http://www.ncbi.nlm.nih.gov/pubmed/12283101
•