![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](https://image.slidesharecdn.com/electroniccolonialism-130124132158-phpapp02/85/Electronic-colonialism-ZK-9-320.jpg)
Uploaded byZareen Khan
Electronic colonialism- ZK
The document discusses the concept of electronic colonialism, highlighting how dominant cultures use media to exert control and influence over less powerful nations. It analyzes the role of major corporations and the impact of globalization alongside the increase in global internet usage. The conclusion calls for improving media accessibility, ensuring unbiased information flow, and preserving cultural diversity.
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Electronic colonialism- ZK
- 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 "Mediaimperialism 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 "Theconcept 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 • Canadaand 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 INTERNETUSERS 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 anew 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 accessibilityof Electronic media to Peripheries. 2. Unbiased flow of information 3. Preserve cultural diversity 4. Adopt culture re-enforcements rather than what takes away culture.