Globalization of Media How do mass media affect global audiences?

Ideology zSystem of meanings, values & beliefs zGoverns the way we see the world and ourselves z Controls what we see as natural or obvious

U.S. Ideology n Consumerism n Private ownership n Pursuit of profit n Free markets n Individual achievement

Cultural Imperialism zConcerned with domination of one culture by another zOne-way flow of entertainment programming zThreatens cultural identities of other nations, especially in 3rd world

zU.S. films = 64% of European market zLocals can’t compete financially zMany countries regulate programming zCanada requires 60% own TV zSome countries subsidize film making zUS argues for free markets

Critics argue that: zEntertainment programs transmit culture as well as entertainment zCrucial role in transmitting and developing cultural identities (socialization) zChildren are especially vulnerable

Critics argue that: zWestern media producers destroy values and diverse cultures zThey import corrupt images of lifestyles, social relations zIndividualism, hedonism zCultural diversity should be preserved

Defenders of globalism: zAudiences aren’t passive zThere’s a “discount” factor w/foreign programming zAudiences “filter” what comes in zPlurality of interpretation (selective perception)

Ponder this zHow do concepts of cultural imperialism relate to your reading about global children’s TV and global MTV?

zADDITIONAL SLIDES NOT USED IN LECTURE

Children’s TV zChildren’s TV dominated worldwide by U.S. zAnimation translates well & has long shelf life zAlso kids’ magazines, audio & video, online shopping & recreation

zGlobal toy market--companies in other countries can’t compete w/US & our aggressive marketing zAlso can’t compete w/low cost of US programming

MTV z“Think globally, act locally” zGlobalization of Western youth culture zPredominance of English-language videos on its networks zMTV exploits synergies (Viacom home videos, CDs, consumer products, books) zAlso expands youth market for jeans, designer clothes, watches, soft drinks, etc.)

Hegemony nThose in power secure social submission of those not in power n Power not secured by force, but by socialization nTransmission of values

Media Hegemony nMedia produce a cohesive ideology nA set of commonsensical values & norms