The global imperialism project: lessons from television, movies and radio

Abstract

Old and latest trends in discussions in the sphere of the role of mass communication in media and cultural imperialism have centred on cultural hegemony and cultural colonialism among other such lines of ideological debate. Some debates have also pointed to globalization as the only way to spread development across the world. Others see globalization as portending some dangers for the cultures of developing countries as they will end up being annihilated. Based on the premise that mass communication and mass media have led to cultural imperialism in the world, the essay uses the cases of music, television programming, television news and films to discuss how United States of America, especially, has dominated the cultures of other countries through the latter’s consumption of American cultural products. Pivoted on the cultural imperialism theoretical framework, the discussion moved a step further by looking at the concept of cultural/media imperialism as Americanization of both the media and the cultural landscapes of the world and no more a generalization of Western countries dominating the cultures of developing countries – this is because some of the Western countries themselves have become victims of this phenomenon of Americanization. It is now therefore the issue of Americanization of the cultures of the world. Keywords: hegemony, media, mass communication, imperialism, globalization