Marxism/ cultural imperialism
- Created by: ecotts
- Created on: 30-12-17 16:29
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- Marxist/ Cultural Imperialist
- Intro
- The approach is influence by the marxist Frankfurt School
- It argues that popular culture is an ideological product
- it distracts the poorer groups from being exploited and the inequality they face
- Consumers don't have a choice as mainstream media is owned by the few that spreads dominate ideology
- Conformity
- The popular culture encourages conformity and lack of critical thinking
- Marcuse
- Claims conformity is the product of media audiences being encouraged to subscribe to three ways of thinking and behaving
- Commodity fetishism
- Idea that products of popular culture will somehow improve your life
- False needs
- The idea that the media through advertising and branding make you think you need things that you don't really need
- Conspicuous consumer
- Certain products of the media and the popular culture give people more stars tan others such as designer brands
- Commodity fetishism
- Claims conformity is the product of media audiences being encouraged to subscribe to three ways of thinking and behaving
- Americanisation
- Flew
- The USA us imposing it's media products and therefore it's popular culture on less powerful nations
- Crothers
- American produced media such as films, music an itv provide images of the American way of life
- These are transmitted around the world
- American produced media such as films, music an itv provide images of the American way of life
- There are concerns that americanisation will result in marginalisation
- Cultural icons like McDonalds and coca-cola may become powerful to people in developing world
- People feel they need to adopt the american pop culture in order to modernise
- Flew
- Kellner
- The Global popular culture is about sameness which erases individuality and difference
- Its all about being the same
- Fuchs
- He says the owners of the transnational corporations influence the governments threatening freedom of expression
- Not allowing diversity
- He says the owners of the transnational corporations influence the governments threatening freedom of expression
- The Global popular culture is about sameness which erases individuality and difference
- Pitman and Turtle
- Concerned about how the spread of the popular culture (smartphone etc) have a side effect
- They argue people are no longer willing to get involved in communities
- They rather stay at home and watch t.v, surf the internet and social media
- They argue people are no longer willing to get involved in communities
- Concerned about how the spread of the popular culture (smartphone etc) have a side effect
- Critsicms
- It undermines the strengths and richness of local cultures
- India is loyal to their countries culture
- The popular culture does not mean they will abandon their family, national identity
- Held et al
- It makes the assumption that the flow of culture is one way
- Its does not recognise that there are a lot of examples where the western culture is enriched by other cultures
- It makes the assumption that the flow of culture is one way
- It undermines the strengths and richness of local cultures
- Intro
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