1. MEDIA IMPERIALISM AND CULTURAL IMPERIALISM
MEDIA IMPERIALISM CULTURAL IMPERIALISM
A new form of imperialism in which Western media corporations A Marxist standpoint whereby western culture and values are aggressively
dominate global media output through ownership, structure, distribution imposed on developing countries on the assumption that its value system
or content. is superior and preferable. A one-way process
•1960s – 1980s the media role was seen as negative •MTV, CNN, Hollywood films ensuring westernisation
•The developing world was seen as subordinate to western interests •Local cultures battered into submission and output will eventually
•Transnational corporations exploited developing countries disintegrate (Williams 2003)
EVALUATION
Assess whether the following statements are an evaluation of media imperialism or cultural imperialism and state why.
Criticism of cultural or media imperialism. WHY?
TV programmes such as Big Brother, I’m a celebrity get me out of
here, etc are sold to TV companies around the world, but local
versions reflect local values and traditions.
British Asians maintain strong ties with their countries of origin
through the consumption of popular film and TV exported from the
Indian sub continent. (Gillespie 95)
There is a steady increase in local broadcasting.
In many countries home produced programmes are steadily
replacing imports because they gel with the local cultures and 7/9
countries broadcast more locally produced programmes than
imported ones.
McDonalds is world wide and is instantly recognisable. The décor
and menu is the same no matter what country you are in.
In USA minority ethnic groups such as Latinos have their own radio
station, watch cable TV specifically designed for them.
Buying pirated videos and DVDs such as Sleeping Beauty, gone
with the Wind, Lion King in Shanghai, china.

2. THE DEBATE
•Does it accentuate the unequal relationships between nations, enlarging the gulf between rich and poor through the domination of
Transnational companies?
•Does it produce a multicultural world through a flow of ideas in multi directions thus empowering developing countries to produce their own
media products as well as being global players. (China)
1.Read pg 225 – 226 (Jones & Jones ) and identify 4 points for each side of the debate
2.
Identify the Advantages and Disadvantages using two different coloured highlighters
Possibility of national boundaries dissolving as world becomes a global World is becoming media-saturated. We witness world events
village simultaneously as a global audience (eg demolition of Berlin Wall,
Collapse of the Twin Towers)
From a Marxist perspective it exports ideology of consumerism and Functionalists would see people connected into global communities of
capitalism to 3rd world countries interest and value commitment
Widens the gulf between media-rich and media-poor. International 3rd world countries are themselves becoming involved in production,
communication has followed flow of power from West to rest of the especially of information hardware. Some countries successfully
world producing own media content.
Undermines indigenous cultures by imposing American media World is becoming media saturated. World events become spectacles
products. Creates an information imbalance between nations so we do not differentiate between them.
3. Write at least two paragraphs outlining the extent to which nation states are/are not helpless in the face of global media
corporations. [8]