Marxism/ cultural imperialism

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  • 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
    • 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
      • 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
    • 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
    • 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
    • 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

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