Media flow and Cultural Interaction

1
Media flow and Cultural Interaction

• Cultural Concerns

2
Media Imperialism

• Cultural Dependency Theory
• Looks at ideological role of media as part of
  economic relations of dependency
• Nations are either dominant or dependant
• Media is sold at high prices by First World
  producers to Third World consumers.
• Advertising makes the other media systems into
  capitalistic systems

3
Media Imperialism

• World Systems Theory
• Core of industrialized nations control the
  dynamics of the world capitalist system
• Developing nations are peripheral and dependant
• Semi-peripheral nations are partially
  industrialized and somewhat dependant

4
Media Imperialism

• Cultural imperialism theory
• Social or behavioral effects of media
• Authentic, traditional and local culture battered
  out of existence by indiscriminate dumping of
  large quantities of foreign media products
• Strong connection between economic imperialism
  and cultural domination and vice-versa

5
Media Imperialism

• Media Imperialism theory
• Focuses on unbalanced media import and export
• Financial ownership of First World companies in
  Third World media
• Move toward private ownership and commercial
  operation of media

6
Global Media Giants

• News Corporation (Australia)
• AOL/Time Warner
• Disney
• Bertelsmann (Germany)
• Viacom
• TCI (10 interest in Time-Warner/Turner)
• PolyGram (Philips - Dutch)
• NBC (GE)
• Vivendi (Universal/ Seagram - French)
• Sony (Japan)

7
Advertising Globalization

• Worlds Top 5 Agencies
• WPP Group (JWT) London
• Interpublic New York
• Omnicom (BBDO, DDB, NH) New York
• Publicis Paris
• Dentsu Japan

8
Advertising Globalization

• As the language of consumption advertising
  transcends national borders
• Contributes to form a global culture
• Carries secondary messages about lifestyle and
  values

9
Advertising Globalization

• Standardization of Values
• Standardized campaigns
• offer economic appeal
• Greater control over content
• One unified brand image

10
Advertising Globalization

• Homogenization of Values
• Different value systems between East and West
• Social orientation
• West individualism, self-reliance
• East Collectivism, group orientation

11
Advertising Globalization

• Coca-colonization McDonaldization
• Purports to provide a better way of life to the
  peoples of the world
• Not terribly concerned whether the lifestyle is
  what the people really want or need

12
Advertising Globalization

• Cultural Regulation
• Countries adopt regulations to combat cultural
  imperialism
• Japan regulates indirect speech, avoidance of
  words with negative connotations
• Vietnam use of Vietnamese language, prohibits
  American/European lifestyle
• Malaysia all ads to be filmed in Malaysia,
  should feature Malaysians, ads govt. reviewed

13
Media Imperialism

• Television
• Movies
• Music
• Video
• DBS

14
Media Imperialism

• Summary
• Media flow and cultural interaction have a
  common core the interaction of culture across
  national boundaries, mediated by communication
  technologies