Lauren Bayne CAPS Blog #5

Media Imperialism

            The United States has gained a lot of power throughout the world through cultural imperialism, and more specifically, media imperialism.  Martin and Nakayama (2009) define media imperialism as “domination or control through media.”  Media has become a cultural product that can be spread through globalization and the remnants of colonialism as a way to exert domination and control.  Media imperialism can be construed as both negative and positive, depending on the attitudes and beliefs of the receiving end, as well as on the nature of information and popular culture being dispersed.  Media imperialism allows the country in power to disperse certain cultural principles or ideologies that may influence people from various cultures around the world.

            The United States usually is the first country that comes to mind when the words “media” and “globalization” are used.  And though it is not the only country using media imperialism, it may be viewed as having the most power and influence.  To combat U.S. media imperialism, France created its own “CNN à la française,” (Martin & Nakayama, 2009) called FRANCE 24, in 2006 (FRANCE 24, 2012).  Its goal is to “cover international current events from a French perspective and to convey French values throughout the world” (FRANCE 24, 2012).  FRANCE 24 (2012) also “aims to make FRANCE24.com the leading video site for international news.”  This statement, in its turn, may very well be interpreted as an attempt to create its own form of media imperialism.  This is an interesting dynamic that seems to be rather ethnocentric in nature. 

            Media imperialism is important to consider when visiting or living in different countries.  We, as Americans, gain our information about other countries and cultures mainly through the perspective of the media in the United States, which is likely to be biased.  Conversely, due to U.S. media imperialism throughout the world, people in different countries have both U.S. cultural products as well as their own.  U.S. popular culture pervades countries and influences the citizens’ perspectives of the United States.  TV shows such as Desperate Housewives or Family Guy can very easily become the basis of others’ perceptions of U.S. culture and may influence intercultural communication between people from the U.S. and those from different countries.

This video may a bit controversial, but this shows have media imperialism can have a negative affect.

References:

 Martin, J. N., & Nakayama T. K. (2009). Intercultural communication in contexts (5^th ed.). New York, NY: McGraw-Hill Higher Education.

FRANCE 24. (2012).  FRANCE 24, international news 24/7.  Retrieved from http://www.france24.com/en/about-france-24.