Cultural Globalization Cultural Globalization The strong effects model

Cultural Globalization

Cultural Globalization: The “strong effects” model • Globalization is leading to the homogenization of world culture (everything/everywhere is becoming the same) • Cultural Imperialism and “Mc. Donaldization” of global culture • Local and national cultures are destroyed or replaced by global consumer culture (led by the US)

Cultural Imperialism • Local culture (food, music, language, architecture, clothing, etc. ) is hurt or destroyed and replaced by global consumer culture (usually seen as US culture). • Move from Military power to economic power (through the TNC) • Economic Domination = Cultural Domination • Media Products + Western Goods + Western Consumption Habits • Media play a large role in this process.

What form does “Americanization” take? • Export of American style • Through American culture industries (book, music, film, TV, fashion, ? ? ) • Influence on culture, politics and economy • Promotion of America as “role model”(? )

Problems with the Cultural Imperialism Thesis Economic Determinism Audience interpretation/power forgotten Audience tastes forgotten (local or regional over global) Development of Local & Regional Media Cultures are always adapting & changing Globalization has led to a “reverse flow” of media material States/Governments still have a role to play

Cultural Globalization The “strong audience” model The “effects” of globalization are not the same everywhere, things are more complicated than the world becoming the same, and people all wanting and doing the same things. Postmodern theorists have challenged the idea of homogenization and cultural imperialism, with some writing that global audiences do NOT interpret messages in the same way…they do not always see Mc. Donald’s, Baywatch, Disneyland as positive things.

Glocalization, Hybridization • Other theorists have suggested that globalization is more complex… • “Glocalization” (global production of the local, and localization of the global…Swedish version of Idol) • “Hybridization” (combining different cultural forms to create a hybrid form…like mixing African dance music with techno music).

Asymmetrical Interdependence • Straubhaar (1991) criticized cultural imperialism as being too determinist and narrow. Studied global television “flows. ” • Developed the concept of asymmetrical interdependence which proposed that rather than creating, “relations of dependency, media flows create relations that while quantitatively unbalanced may still spur the development of local media industries in other national contexts. ” (http: //meft 2100. newsouthblogs. org/tag/asymetrical-interdependence)

• Straubhaar’s research showed that while there was an imbalance in the flow of programs between the US and Latin America (his area of research), there were clear flows within Latin America (regional powers). • In other words, it is not simply a question of the US dominating all imports and production, there are regional actors that can be more popular than US. • Do we have other examples of regional powers? ?

Cultural Proximity • Straubhaar explained asymmetrical proximity, in part, through the concept of cultural proximity. • The idea with CP is that audiences, when given a choice, tend to prefer media products that are culturally proximate (close): language, symbols, traditions, geography, format, history, etc.

• • • • • • • August 21– 23 Inglourious Basterds August 14– 16 Sommaren med Göran - En midsommarnattskomedi August 7– 9 Sommaren med Göran - En midsommarnattskomedi July 31–August 2 Sommaren med Göran - En midsommarnattskomedi July 24– 26 Harry Potter and the Half Blood Prince July 17– 19 $3, 237, 136 Harry Potter and the Half Blood Prince July 10– 12 $2, 291, 715 Ice Age: Dawn of the Dinosaurs July 3– 5 $1, 977, 398 Ice Age: Dawn of the Dinosaurs June 26– 28 $1, 278, 123 Transformers: Revenge of the Fallen June 19– 21 $770, 403 The Hangover June 12– 14 $1, 943, 373 The Hangover June 5– 7 $1, 548, 336 Terminator Salvation: The Future Begins May 29– 31 $844, 482 Angels & Demons May 22– 24 $1, 869, 482 Angels & Demons May 15– 17 $1, 598, 295 Angels & Demons May 8– 10 $1, 451, 528 Star Trek May 1– 3 $1, 629, 137 X-Men Origins: Wolverine April 24– 26 $861, 065 Män som hatar kvinnor April 17– 19 $1, 249, 592 Män som hatar kvinnor April 10– 12 $1, 587, 843 Män som hatar kvinnor April 3– 5 $2, 207, 329 Fast and Furious March 27– 29 $1, 974, 749 Män som hatar kvinnor March 20– 22 $2, 146, 079 Män som hatar kvinnor March 13– 15 $2, 435 Män som hatar kvinnor March 6– 8 $2, 651, 369 Män som hatar kvinnor February 27–March 1 $3, 331, 547 Män som hatar kvinnor

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