This document discusses the discontent caused by cultural globalization. It begins by defining key terms related to cultural globalization. It then outlines two main points: 1) The manifestation of discontent includes terrorist attacks, restrictions on Western TV, and cultural revivals in countries like India and China. 2) Reasons for discontent are that Western media only targets elites, people prefer entertainment in their own language/culture, and there is misunderstanding between the West and other cultures. The document concludes that Western culture has produced backlash in some countries and that reasons include preferences for traditional culture and distortions in Western media.

2. TABLE OF CONTENT
Terminology
Main contents
Conclusion
1. The manifestation
of discontents
of cultural globalization
2. Reasons for
discontent
of globalization

3. Terminology
• Cultural globalization: the rapid movement of cultural value
across national borders
• McWorld: (in this topic) globalization and the corporate
control of the political process (Barber, 1995)
• Fundamentalism: a form of a religion especially Islam or
Protestant Christianity, that upholds belief in the strict, literal
interpretation of scripture.
• Subjugation: Bringing under domination or control, especially
by conquest.
• Telenovela: a soap opera produced in and televised in or from
many Latin-American countries
• Westoxication: the loss of Iranian cultural identity through the
adoption and imitation of Western models and Western
criteria in education, arts, culture through the transformation
of Iran into a passive market for western goods and a pawn in
Western geopolitics (1960s by Jalal Al-e-Ahmad)

4. Terminology
• Xenophobic: Having or showing an intense or irrational
dislike or fear of people from other countries.
• Cultural artifact: anything created by humans which
gives information about the culture of its creator and
users.
• US-led: being led by the US
• Godland and Adland: relation between religion and
advertising in particular, and communication in
general.
• Prime-time slot: priority slot
• Market democracy:

5. Contents
1
• The manifestation of discontent
of cultural globalization
2
• Reasons for discontent of
cultural globalization

6. 1. The manifestation of discontent of cultural
globalization
The terrorist attacks in New York and Washington on
11 September 2001 ”clash of civilization and a
clash of clash of fundamentalism”
A backlash in
the West against
militant Islam.
Stoked the fire
anti-Western,
specifically anti-
American
sentiment

7. 1. The manifestation of discontent of cultural
globalization
Shah of Iran – US-backed Shah ‘s overthrow

8. 1. The manifestation of discontent of cultural
globalization
 Non-Western have tried to restrict the reception of Western
TV.
eg: Iran banned Western television on the grounds that have
sexual content and orientation of Western television
programmes, film and advertising.
India: worries have been expressed about the representation of
women in the media, especially advertising
In China, the release of Disney’s1998 animation film Mulan was
delayed by government, unhappy with the portrayal of aspects
of Chinese culture in the film.

9. 1. The manifestation of discontent of cultural
globalization
 The cultural revival in some countries
• In India, TV serials based on the Hindu epics (Ramayan and
Mahabharat in 1998 after 11 years later broadcast on ZeeTV
and Sony TV =>in 1997, nearly a dozen of “mythological” were
being shown on television => an alliance between “religious
and media” also called aptly “godland and adland”
• In China, the revival of the traditional Beijing opera and
classics were screened on TV after long times were denigrated
under Maoist ideology. Classic novels for TV such as Outlaws
of the Marsh, Journey to the West, A Dream of the Red
Mansions and Romance of the Three Kingdoms,…
• In Muslim world, to answer to the glamorous US doll Barbie,
Iran released Sara (wore Islamic dress), Bosnian Muslims had
Amina and Arabs also had the one called Leila.

10. 2. Reasons for discontent of cultural
globalization
In developing countries, majority of population can
not access to Western media products which have
focused on the ruling elites
People prefer entertainment in their own language,
catering to their own cultural priorities => most
imported programs are not screened on prime-time
slots in the world’s television schedules.
In many Western discourses, they tend to lump the
“Third world” together with Other (developed
countries)  lump the critical and liberal traditions
together => Misunderstanding

11. 2. Reasons for discontent of cultural
globalization
The broader geopolitical and cultural changes in the
international environment after cold war.
The radicalized Islam becomes transnational threat
instead of communism with extreme manifestation is
terrorist attacks on 11st September 2011.
Cultural clash between the West and the Islamic
countries

12. Conclusion
1. The growth of Western culture has produced discontents in
some countries => Barrier to the flow of Western media
products also show unsuccess of the West in setting order in
the Third world.
2. Reasons:
 Western media only focus on ruling elite in third world
 Media products basing on traditional cultural is prioritized
 Misunderstanding of Western media about cultures of
developing countries leads to distortion of their cultures in
media products
 The radicalized Islam becomes transnational threat instead of
communism