Transnational media on cultural hybridization
Influence of transnational media on cultural hybridization discussion post
Discuss the influence of transnational media on cultural hybridization? Give 3 examples.
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Globalization of Culture through the Media
Marwan M. Kraidy University of Pennsylvania, firstname.lastname@example.org, 2002
The received view about the globalization of culture is one where the entire world has been molded in the image of Western, mainly American, culture. In popular and professional discourses alike, the popularity of Big Macs, Baywatch, and MTV are touted as unmistakable signs of the fulfillment of Marshall McLuhan’s prophecy of the Global Village. The globalization of culture is often chiefly imputed to international mass media. After all, contemporary media technologies such as satellite television and the Internet have created a steady flow of transnational images that connect audiences worldwide. Without global media, according to the conventional wisdom, how would teenagers in India, Turkey, and Argentina embrace a Western lifestyle of Nike shoes, Coca-Cola, and rock music? Hence, the putatively strong influence of the mass media on the globalization of culture.
The role of the mass media in the globalization of culture is a contested issue in international communication theory and research. Early theories of media influence, commonly referred to as “magic bullet” or “hypodermic needle” theories, believed that
the mass media had powerful effects over audiences. Since then, the debate about media influence has undergone an ebb and flow that has prevented any resolution or agreement among researchers as to the level, scope, and implications of media influence. Nevertheless, key theoretical formulations in international communication clung to a belief in powerful media effects on cultures and communities. At the same time, a body of literature questioning the scope and level of influence of transnational media has emerged. Whereas some scholars within that tradition questioned cultural imperialism without providing conceptual alternatives, others have drawn on an interdisciplinary literature from across the social sciences and humanities to develop theoretical alternatives to cultural imperialism.
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