How the hegemonic power has colonized the mind sets of public and at what extent through electronic media.

1. Electronic Colonialism
International Communication
GROUP MEMBERS:
SIDRA ARSHAD
ZAREEN KHAN
MUSHAYADA ABDUL RAUF
HURIYAH KHALID BUTT

2. 21ST CENTURY
End of Communism
Increased integration of world markets
Rapid advancements of
Communication Technology

3. DEFINITIONS
• Media
– Transmitting information to and aware public
• Electronic Media
– Medium using electric signals
• Colonialism
– Practicing power in extending control over weak
areas
• Electronic Colonialism
– Capturing areas by electronic means of media.

4. ELECTRONIC COLONIALISM: THEORY
Protect Cultural
diversity and Slumdog Millionare Advertisements
Traditional cultures
• Sharing ideas and • South to North • Connecting People
thoughts etc. • Developing country • Share Happiness
• Free flow of uprise etc.
Information

5. ELECTRONIC COLONIALISM: REDEFINED
New Concept Of • Mental and psychological control
Empire:
• Disengaged global events from socio-cultural &
Social Media historical contexts.
Accelerates Media • Uprising of Arab World
• GOOGLE, Microsoft and Yahoo.
• English Language as preference.
Western Dominance: • ICANN (Internet Corporation for Assigned Names and Numbers)
• Manage Internet protocol numbers and Domain Name System root.
Restructuring Of • Cultural changes.
Societies • Globalization
• Effects of Television
Cultivation Theory • Media is True

6. Tom McPhail
• 1970- Career with Mc Luhan
– E-colonialism drawn on Medium is Message
• 1980s- Public study on demise of newspaper
– Negative impact of Internet over Print Media
• Power of Technology can shape Cultures
• Hegemonic power (US) controls cultural industry

7. CONTROLLING MINDS
CULTURAL
IMPERIALISM ELECTRONIC
COLONIALISM
CULTURAL
DEPENDENCY MEDIA
and IMPERIALISM
DOMINANCE
ECONOMIC STRUCTURAL
IMPERIALISM IMPERIALISM

8. OGAN: MEDIA IMPERIALISM
"Media imperialism often described as a process whereby the
United States and western Europe produce most of the media
products, make the first profits from domestic sales, and then
market the products in third world countries at costs
considerably lower than those the countries would have to
bear to produce similar products at home”
Source: Wikipedia

9. SCHILLER: CULTURAL IMPERIALISM
"The concept of cultural imperialism today [1975] best describes 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 promote, the values and
structures of the dominating centre of the system. The public media are the
foremost example of operating enterprises that are used in the penetrative
process. For penetration on a significant scale the media themselves must be
captured by the dominating/penetrating power. This occurs largely through the
commercialization of broadcasting.“
Source: Wikipedia

11. ELECTRONIC MANIPULATION
• Canada and Italy
– One company controls Maximum media in each.
• Biased and ownership filter
• WARNER BROS, BBC, DISNEY ETC.
• STAR PLUS
• ADVERTISEMENTS
– Latest mobile phones and technology

12. NO. OF INTERNET USERS WORLDWIDE: 2007-2012
• Africa has gone from 34 million to
140 million, a 317% increase.
• Asia has gone from 418 million to
over 1 billion, a 143% increase.
• Europe has gone from 322 million
to 501 million, a 56% increase.
• The Middle East has gone from 20
to 77 million, a 294% increase.
• North America has gone from 233
to 273 million, a 17% increase.
• Latin America (South & Central
America) has gone from 110 to
236 million, a 114% increase.
• Oceania (including Australia) has
gone from 19 to 24 million, a 27%
increase.

13. CRITICS
Globalization as a new version of Western
Cultural Imperialism
Subtly but powerfully, Western cultures are
superior to the cultures of the Third World.
First world wants to control third world by
any means

14. CONCLUSION
1. Improve accessibility of Electronic media to
Peripheries.
2. Unbiased flow of information
3. Preserve cultural diversity
4. Adopt culture re-enforcements rather than
what takes away culture.