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$hat is %ultural &mperialism' (he )eelopment of a *edia (heory
Apr 1+, ,-11
.uke Arnott
*!)onaldi/ation an 0lement of %ultural &mperialism - Ian Muttoo
%ultural imperialism theory looks at media and !ore-periphery relations.
1ften !ontrasted with globali/ation, %& theory has been reied in the
,---s.
(he media theory of !ultural imperialism was 2rst deeloped in the mid-
twentieth !entury. 1riginally, it was a response to so!ietal !hanges after
the spread of adan!ed tele!ommuni!ations.
Although arious models of globali/ation displa!ed it during the 13#-s, %&
theory has been reied in the twenty-2rst !entury. Here is an outline of
the media theory4s deelopment and main ideas.
(he 5ost-$ar 6eginnings of %ultural &mperialism (heory
(he 2rst important insight of %& theory was that histori!al patterns of
7traditional7 imperialism 8 i.e., politi!al and military domination 8 !an be
applied to new patterns of ele!troni! !ommuni!ation.
9esponding to the situation in the two de!ades following $orld $ar &&,
Herbert :!hiller identi2ed the ;nited :tates as the preeminent imperial
power of the time. $hat gae Ameri!an as!endan!y a stru!ture di<erent
from preious imperial proje!ts, a!!ording to :!hiller, was its 7marriage of
e!onomi!s and ele!troni!s.7
(he self-denying aspe!t of Ameri!an imperialism was another noelty=
unlike the 6ritish, Ameri!an o>!ials downplayed their position of power.
1
?et :!hiller maintained in Mass Communications and American Empire that
7to less o>!ially-oriented obserers there !an be a di<erent reading whi!h
sees an aggressie and powerful industrial-ele!troni!s !omple@ working to
e@tend the Ameri!an so!io-e!onomi! system spatially and ideologi!ally.7
(hus for :!hiller neither the good intentions, nor the la!k of self-
awareness, of the imperial power negates the fa!t of empire.
%oming from a tradition of Ameri!an !ommuni!ations studies, %& theory
was parti!ularly !on!erned with broad!ast media and te!hnologi!al
infrastru!ture. %& theory also assumed a simplisti! model of audien!e
re!eption and a hierar!hi!al framework for understanding international
power relations.
9ead on
Alobali/ation and %ultural )iersity
%olonialism And &mperialism, Afri!a4s (win $oes
%olin :parks :peaks of Alobali/ation
Brom %ultural &mperialism to *edia &mperialism
(he pre!ise role of the media, beyond their role in military
!ommuni!ations networks or state propaganda, was undeeloped in early
%& theory formulations.
1lier 6oyd-6arrett sought to re!tify this in the 137-s with his !on!ept of
media imperialism. 6oyd-6arrett agreed that the Cow of media a!tiities
internationally was notable for its highly unidire!tional nature and the
limited sour!es from whi!h these a!tiities !ome. Dot only were most
media produ!ts disseminated from the ;nited :tates and a handful of
0uropean !ountries, but the ultimate sour!es were mostly Ameri!an media
!onglomerates.
6oyd-6arrett de2ned media imperialism as 7the pro!ess whereby the
ownership, stru!ture, distribution or !ontent of the media in any one
!ountry are singly or together subje!t to substantial e@ternal pressures
from the media interests of any other !ountry or !ountries without
proportionate re!ipro!ation of inCuen!e by the !ountry so a<e!ted.7
&n this formulation, 7imperialism7 is an appropriate label be!ause there is
an element of 7!ultural inasion7 as well as an 7imbalan!e of power
relations7 between the !ountries inoled. (he nation-state remained the
unit of measure, howeer, as media ownership was framed by nationality.
CI Theory and Core-Periphery Models
Another feature asso!iated with !ultural imperialism is the 7!ore-
periphery7 model. (he idea of power and !ultural Cow emanating from
metropolitan !enters or deeloped !ountries to the rest of the world
originated in the 13"-s, in relation to dis!ussions of e!onomi! power.
1ne ersion of this idea, and some of its !ultural impli!ations, had already
been deeloped by %anadian e!onomist and media theorist Harold &nnis.
6ut &nnis4s approa!h was far more nuan!ed than that of his fellow
e!onomists, and had little inCuen!e at the time 8 an early and ironi!
e@ample, perhaps, of !ultural imperialism at work.
9egardless, some ersion of the !ore-periphery model4s assumptions
about !ontrol is impli!it in %& theory formulations, whether the fo!us is on
e!onomi!, te!hnologi!al, or !ultural disparities.
Globalization and CI Theory Critiques
:!hiller and 6oyd-6arrett4s positions would be !ritiEued in the 13#-s and
133-s in light of deelopments in digital !ommuni!ations te!hnologies and
neoliberal e!onomi! poli!ies. &t was thought, broadly speaking, that faster,
!heaper, and more widespread !ommuni!ations, !oupled with free
2
markets, rendered the kind of !ontrol des!ribed and denoun!ed by %&
theory obsolete.
(hough many of these !ritiEues would !ome to be !ategori/ed as
7globali/ation7 arguments, the term itself remained problemati!. .ike %&
theory, globali/ation theory would hae di<erent bran!hes, whose
proponents fo!used on di<erent !ultural, e!onomi!, and politi!al
phenomena.
;nlike %& theory, howeer, globali/ation would be!ome a popular rubri!
amongst non-a!ademi!s, poli!y-makers, and un!riti!al s!holars. )aid
Harey has !alled globali/ation a 7seemingly neutral mask7 to gloss oer
troubling issues of power and disparity.
As these imbalan!es hae grown more pronoun!ed after the 133-s,
!ultural imperialism theory has been rehabilitated. Dow transnational
!orporations, rather than nation-states, are seen as the agents of !ultural
imperialism, amassing greater !ontrol oer the ownership and Cow of
!ultural produ!ts.
Sources
6oyd-6arrett, 1lier. ,-1-. 7*edia imperialism reformulated.7 &n
International communication: A reader, ed. )aya (hussu, 1+3-1"+.
.ondonF 9outledge.
GGG. 1377. 7*edia imperialismF (owards an international framework for
the analysis of media systems.7 &n Mass communication and society, ed.
Hames %urran, *i!hael Aureit!h, and Hanet $oolla!ott, 11I-1+". .ondonF
Arnold.
Harey, )aid. ,--". 7Brom globali/ation to the new imperialism.7 &n
Critical globalization studies, ed. 9i!hard Applebaum and $illiam
9obinson, 31-1--. Dew ?orkF 9outledge.
:!hiller, Herbert. ,--,. 7Dot yet the post-imperialist era.7 &n Media and
cultural studies: Keyworks, ed. *eenakshi Aigi )urham and )ouglas
Kellner, +13-+++. %ambridgeF 6la!kwell.
GGG. 13I3. Mass communications and American empire. Dew ?orkF
Augustus *. Kelly.
$atson, Ale@ander Hohn. ,--I. Marginal man: The dark vision o !arold
Innis. (orontoF ;niersity of (oronto 5ress.
9ead more at :uite1-1F $hat is %ultural &mperialism' (he )eelopment of
a *edia (heory J :uite1-1.!om httpFKKwww.suite1-1.!omK!ontentKwhat-is-
!ultural-imperialism-the-deelopment-of-a-media-theory-
a+I,L1"Mi@//1*7I("glh
%ultural imperialism
Brom $ikipedia .ast modi2ed on ,3 April ,-11, at
-1F"1
(his arti!le has multiple issues. 5lease help dis!uss these on the talk
page.
&t needs additional references or sources for verication. (agged sin!e
Bebruary ,-1-.
&t may reEuire general cleanup to meet $ikipedia4s Euality standards.
(agged sin!e Bebruary ,-1-.
3
%ultural imperialism is the domination of one !ulture oer another other by
a deliberate poli!y or by e!onomi! or te!hnologi!al superiority. Cultural
imperialism !an take the form of an a!tie, formal poli!y or a general
attitude. A metaphor of !olonialism is employedF the !ultural produ!ts of
the 2rst world 7inade7 the third-world and 7!onEuer7 lo!al !ulture.
N1O
&n the
stronger ariants of the term, world domination Pin a !ultural senseQ is the
e@pli!it goal of the nation-states or multinational !orporations that e@port
the !ulture.
N1O
(he term is usually used in a pejoratie sense, often in
!onjun!tion with a !all to reje!t su!h inCuen!e.
(able of %ontents
16a!kground and de2nitions
,(heory and debate
,.
1
%ultural diersity
,.
,
:aid and post-!olonial studies
,.
+
9othkopf on dealing with !ultural
dominan!e
+:ee also
LDotes
"9eferen!es
I0@ternal links
6a!kground and de2nitions
(he term appears to hae emerged in the 13I-s.
N,O
and has been a fo!us
of resear!h sin!e at least the 137-s.
N+O
(erms su!h as 7media imperialism7,
7stru!tural imperialism7, 7!ultural dependen!y and domination7, 7!ultural
syn!hroni/ation7, 7ele!troni! !olonialism7, 7ideologi!al imperialism7, and
7e!onomi! imperialism7 hae all been used to des!ribe the same basi!
notion of !ultural imperialism.
NLO
Various a!ademi!s gie arious de2nitions of the term. Ameri!an media
!riti! Herbert :!hiller wroteF 7(he !on!ept of !ultural imperialism today
N137"O best des!ribes the sum of the pro!esses by whi!h a so!iety is
brought into the modern world system and how its dominating stratum is
attra!ted, pressured, for!ed, and sometimes bribed into shaping so!ial
institutions to !orrespond to, or een promote, the alues and stru!tures
of the dominating !entre of the system. (he publi! media are the foremost
e@ample of operating enterprises that are used in the penetratie pro!ess.
Bor penetration on a signi2!ant s!ale the media themseles must be
!aptured by the dominatingKpenetrating power. (his o!!urs largely through
the !ommer!iali/ation of broad!asting.7
N"O
(om *!5hail de2ned 70le!troni! !olonialism as the dependen!y
relationship established by the importation of !ommuni!ation hardware,
foreign-produ!ed software, along with engineers, te!hni!ians, and related
information proto!ols, that i!ariously establish a set of foreign norms,
alues, and e@pe!tations whi!h, in arying degrees, may alter the
domesti! !ultures and so!iali/ation pro!esses.7
NIO
:ui-Dam .ee obsered
that 7!ommuni!ation imperialism !an be de2ned as the pro!ess in whi!h
the ownership and !ontrol oer the hardware and software of mass media
as well as other major forms of !ommuni!ation in one !ountry are singly or
together subjugated to the domination of another !ountry with deleterious
e<e!ts on the indigenous alues, norms and !ulture.7
N7O
1gan saw 7media