Title: 13.7 Cultural Imperialism – Understanding Media and Culture
Headings: 13.7 Cultural Imperialism
13.7 Cultural Imperialism
Learning Objectives
Cultural Hegemony
Spreading American Tastes Through McDonaldization
McDonaldizing Media
Cultural Imperialism, Resentment, and Terrorism
Freedom, Democracy, and Rock ’n’ Roll
Key Takeaways
Exercises
End-of-Chapter Assessment
Critical Thinking Questions
Career Connection
References

Content: This is neither entirely good nor entirely bad. On one hand, foreign cultural institutions can adopt successful American business models, and corporations are largely willing to do whatever makes them the most money in a particular market—whether that means giving local people a shot at making movies, or making multicultural films such as 2008’s Slumdog Millionaire. However, cultural imperialism has potential negative effects as well. From a spread of Western ideals of beauty to the possible decline of local cultures around the world, cultural imperialism can have a quick and devastating effect. Cultural Hegemony
To begin discussing the topic of cultural imperialism, it is important to look at the ideas of one of its founding theorists, Antonio Gramsci. Strongly influenced by the theories and writings of Karl Marx, Italian philosopher and critic Gramsci originated the idea of cultural hegemony to describe the power of one group over another. Unlike Marx, who believed that the workers of the world would eventually unite and overthrow capitalism, Gramsci instead argued that culture and the media exert such a powerful influence on society that they can actually influence workers to buy into a system that is not economically advantageous to them. This argument that media can influence culture and politics is typified in the notion of the American Dream. In this rags-to-riches tale, hard work and talent can lead to a successful life no matter where one starts. Of course, there is some truth to this, but it is by far the exception rather than the rule.