The Media - Globalisation


Cultural and media imperialism

  • Fenton (1999)
    • The term 'global' rarely means 'universal' and disguises the domination of Western cultures over other cultures.
    • Most media conglomerates are now based in the United States and US transnational media and communications corporations dominate global communications (described as process of cocacolonization which involves cultural imperialism or media imperialism).
    • Media-led global culture ideology of consumerism has led to Western (especially American) media products and cultural values being forced on non-Western cultures.
    • A large part of the world is overwhelmed with the consequent undermining of local cultures and cultural independence.
    • Nearly all 500 top-grossing international films are primarily American films.
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The pluralist view of the media and the globalizat

  • No such this as popular or mass culture.
  • Global reach of modern technology all offer a huge range of media products.
  • Gives consumers across the world a diversity of cultural choices.
  • Compaine (2005)
    • Globalisation is expanding sources of information and entertainment rather than dumbing them down.
  • Tomlinson (1999) argues that globalisation does not involve direct cultural imposition but there is a hybridisation or mixing of cultures.
  • People can pick 'n' mix and have a variety of cultural choices which promotes different cultural styles.
  • Rather than being doped with passivity with people simply and uncritically swallowing what they see and hear (argued by Marxists), consumers and audiences have more choices and knowledge available to them than ever before.
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A critical view of the media and the globalization

  • Of great advantage to media owners who gain colossal profits frlm exporting and advertising their products across the globe.
  • Thussu (2007)
    • The globalisation of television and competition between media conglomerates for audiences and advertising has led to news across the world becoming tabloidized or for entertainment ('infotainment').
    • Accompanied by promotion of a false global 'feelgood factor' based on Western consumerist lifestyles.
    • Diverts attention from more serious issues (evidence for Marxist view).
  • The global media have led not to more choice, but less, with output control controlled by a few media 'lords of the global village'.
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