MEDIA IMPERIALISM

MEDIA IMPERIALISM
By: Hira Abro
Mass Communication, B.A (H) Part-II

What is Media?
- The media is the whole body of communications that reach large numbers of the public via radio, television, movies, magazines, newspapers and the World Wide Web.
- forming a mass society with special characteristics, notably atomization or lack of social connections, which render it especially susceptible to the influence of modern mass media techniques such as advertising and propaganda.
- Cultural imperialism Cultural imperialism is the practice of promoting the culture or language of one nation in another.
. It is usually the case that the former is a large, economically or militarily powerful nation and the latter is a smaller, less affluent one.

Media as weapon for domination
History Empires throughout history have been established using war and physical compulsion (military imperialism). In the long term populations have tended to be absorbed into the dominant culture, or acquire its attributes indirectly.

Big Media and Small Media
Media conglomerates grow larger and more powerful many believe that it will become increasingly difficult for small, local media outlets to survive. A new type of
Integrity can be lost among media giants. This combined with the control and flow of information reduces the fairness and accuracy of news stories.

Media Imperialism is a critical theory regarding the perceived effects of globalization on the world's media. It is closely tied to the similar theory of cultural imperialism.

Globalization
Globalization is the product of corporations. If capitalism and the almighty dollar were not so important, there would be little reason to move towards a global community. It seems that, while backed by corporate money, the driving force towards globalization is the media. More and more invasive, misleading, and promotional, one can almost see globalization as a form of media imperialism. Instead of countries trying to control markets, the modern media seems to have superseded countries as the dominant power groups.

Monopoly of ownership
It seems that all forms of media - television, film, and music primarily - are concentrated into a few groups. Sony, a Japanese electronics company, owns CBS Records and Columbia Pictures. Disney owns ABC, a major US television network. Six record companies control 70 to 80 percent of record sales worldwide. There are only seven major film studios in the US and control most of world production and distribution. AOL, America’s largest Internet provider, recently bought Time-Warner, perhaps the largest media organization in the world. Only a few companies, especially American ones, increasingly hold control over media outlets.

Media Imperialism means American domination
Media imperialism seems to primarily be a case of American culture as an export. With American companies in control of the major media outlets, evidence of American culture shows up around the world. Hollywood and the image of movie stars are recognizable worldwide and the "American dream" is dreamt by more than Americans. American product logos are recognizable worldwide. Coca-Cola, McDonalds, Nike - all of these are just exported American culture.
Media imperialism is quite dangerous in the Third world. We have become a colony in the American media network. We watch American television and American movies, listen to American music.
This also promotes assimilation or domination by one particular culture. With their vast resources and near monopoly on global media, it is too easy for other cultures to fall prey to American media imperialism.
"Media Imperalism" occurs when one society's media dominate another country's culture.

Commercialization of News
Commercialization gives further reason for concern about international news. The 'tabloidization' regarding printed media, and 'infotainment' in television is principally a process of 'dumbening' down news, and putting emphases on news concerning sports and stars etc.
Homogenization of global culture & spread of capitalist consumerism
A central stand of the cultural imperialism thesis stresses the homogenization of global culture through the spread of capitalist consumerism for which global television is one vehicle'

Effects:
The world has changed dramatically; Communication and Information Technologies (CIT), especially, the introduction of Direct Satellite Broadcasting, the Internet and World Wide Web (www), and multi-national corporation (MNCs) are the main forces behind these global changes. These changes are profound and limitless and effect almost all walk of life of people all over the world.
These changes are called "Globalization".

Electronic Colonialism
Historically, there have been but a few major trends in empire building. The first era was characterized by the military conquests that occurred during the Greco‑Roman period. The second era involved militant Christianity; the Crusades of the Middle Ages were typical of this expansion movement. The third era involved mercantile colonialism fueled by the Industrial Revolution and a desire by empire builders both to import raw materials and to find export markets for finished products (Hazari, 1982).
The leading empires of Europe sought raw materials and goods unavailable at home and, in return, sent colonial administrators, immigrants, and finished products‑-as well as a language, education system, culture, laws, and lifestyle that frequently did not suit the inhabitants of the invaded country (Dirks, 1992). During the later part of the third era, industrialized nations sought to extend their influence through transnational corporations that provided and extended more traditional means of control. Furthermore, the major changes that occurred during the late 1950s and early 1960s set the stage for the fourth and current era of empire expansion, in which the military and mercantile colonialism of the past is being replaced by electronic colonialism (McPhail, 1987).
Electronic colonialism has been characterized as the dependency relationship created by the importation of communication hardware, foreign-produced software, and engineers and technicians, vicariously establishing a set of foreign norms, values, and expectations that, to varying degrees, may alter domestic cultures and socialization processes. The electronic colonialism of the 20th century is just as dreaded as the mercantile colonialism of the 18th and 19th centuries. Mercantile colonialism sought cheap labor, but electronic colonialism seeks the mind--influencing attitudes, desires, beliefs and lifestyles.
"imperialism, understood as a system of exploitative control of people and resources, is alive and well" defined the cultural imperialism thesis as claiming:
That authentic, traditional and local culture in many parts of the world is being battered out of existence by indiscriminate dumping of large quantities of slick commercial and media products, mainly from the United States. (p. 57)

At the economic level, the existence of cultural imperialism has been linked to the role of transnational trade in the development of capitalism. The growing role of the media in the development of capitalism has drawn increasing attention to the strong relationship between cultural and media imperialism because media play important roles in the reproduction of the capitalist system at both the economic and ideological levels.

Media Imperialism
Media Imperialism is a critical theory regarding the perceived effects of Globalization in its literal sense is a social change, an increased connectivity among societies and their elements due to transculturation; the explosive evolution of transport and communication technologies to facilitate international cultural and economic exchange. The term is applied in various social, cultural, commercial and economic contexts. "Globalization" can mean: Media see media (disambiguation).
Imperialism is the policy of extending the control or authority over foreign entities as a means of acquisition and/or maintenance of empires, either through direct territorial control or through indirect methods of exerting control on the politics and/or economy of other countries.

What is Media?
The media is the whole body of communications that reach large numbers of the public via radio, television, movies, magazines, newspapers and the World Wide Web. The term was coined in the 1920s with the advent of nationwide radio networks, mass-circulation newspapers and magazines.
The mass media reaches a mass audience. That audience has been viewed by some commentators as forming a mass society with special characteristics, notably atomization or lack of social connections, which render it especially susceptible to the influence of modern mass media techniques such as advertising and propaganda.
It is closely tied to the similar theory of cultural imperialism Cultural imperialism is the practice of promoting the culture or language of one nation in another. It is usually the case that the former is a large, economically or militarily powerful nation and the latter is a smaller, less affluent one. Cultural imperialism can take the form of an active, formal policy or a general attitude.

Imperialism:
Imperialism is the policy of extending the control or authority over foreign entities as a means of acquisition and/or maintenance of empires, either through direct territorial control or through indirect methods of exerting control on the politics and/or economy of other countries. The term is used by some to describe the policy of a country in maintaining colonies and dominance over distant lands, regardless of whether the country calls itself an empire.

Media as weapon for domination
History Empires throughout history have been established using war and physical compulsion (military imperialism). In the long term populations have tended to be absorbed into the dominant culture, or acquire its attributes indirectly.

Big Media and Small Media
Media conglomerates grow larger and more powerful many believe that it will become increasingly difficult for small, local media outlets to survive. A new type of
Integrity can be lost among media giants. This combined with the control and flow of information reduces the fairness and accuracy of news stories. American news networks like CNN CNN (Cable News Network) is a cable television network that was founded in 1980 by Ted Turner. It is currently owned by Time Warner. CNN is widely credited for introducing the concept of 24-hour news coverage. It is available in 86 million U.S. households and more than 890,000 U.S. hotel rooms, and it broadcasts primarily from its studios in Atlanta, Georgia and in New York City. Globally, CNN boasts that its combined branded networks and services are available to more than one billion people in over 212 countries and territories.

Media Imperialism
Media Imperialism is a critical theory regarding the perceived effects of globalization on the world's media. It is closely tied to the similar theory of cultural imperialism.

As multinational media conglomerates grow larger and more powerful many believe that it will become increasingly difficult for small, local media outlets to survive. A new type of imperialism will thus occur, making many nations subsidiary to the media products of some of the most powerful countries or companies.

Corporate coverage limits the freedom of Press
The United States corporate media coverage of events is seen to limit the freedom of the press. Integrity can be lost among media giants. This combined with the control and flow of information reduces the fairness and accuracy of news stories. American news networks like CNN also often have large international staffs, and produce specialized regional programming for many nations.

Globalization
Globalization is the product of corporations. If capitalism and the almighty dollar were not so important, there would be little reason to move towards a global community. It seems that, while backed by corporate money, the driving force towards globalization is the media. More and more invasive, misleading, and promotional, one can almost see globalization as a form of media imperialism. Instead of countries trying to control markets, the modern media seems to have superseded countries as the dominant power groups. With more and more media outlets merging and control over them being held by fewer people, it is hard not to believe that our reality is not becoming merely a product that has been force-fed to us.

Monopoly of ownership
It seems that all forms of media - television, film, and music primarily - are concentrated into a few groups. Sony, a Japanese electronics company, owns CBS Records and Columbia Pictures. Disney owns ABC, a major US television network. Six record companies control 70 to 80 percent of record sales worldwide. There are only seven major film studios in the US and control most of world production and distribution. AOL, America’s largest Internet provider, recently bought Time-Warner, perhaps the largest media organization in the world. Only only a few companies, especially American ones, increasingly hold control over media outlets. This oligopoly, while legal, is questionable. The primary interests of these companies are profits, not news, which puts the validity of news from these sources in question. As well, music and film become vehicles of profit, not of art or integrity. The prevalence of manufactured pop music is a clear symptom of this as is the American film industry.

Media Imperialism means American domination
Media imperialism seems to primarily be a case of American culture as an export. With American companies in control of the major media outlets, evidence of American culture shows up around the world. Hollywood and the image of movie stars are recognizable worldwide and the "American dream" is dreamt by more than Americans. American product logos are recognizable worldwide. Coca-Cola, McDonalds, Nike - all of these are just exported American culture.

Media imperialism is quite dangerous in the Third world. We have become a colony in the American media network. We watch American television and American movies, listen to American music.
This also promotes assimilation or domination by one particular culture. With their vast resources and near monopoly on global media, it is too easy for other cultures to fall prey to American media imperialism.
"Media Imperalism" occurs when one society's media dominate another country's culture.
The medium of television is a prime example to illustrate the effect of media imperialism. Since television production depends largely on advertising revenue, its content is determined by profits and does not necessarily promote Canadian culture or national identity.

Commercialization of News
Commercialization gives further reason for concern about international news. The 'tabloidization' regarding printed media, and 'infotainment' in television is principally a process of 'dumbening' down news, and putting emphases on news concerning sports and stars etc. which may perhaps have further impact on peoples political perception (or maybe lack of it). This trend raises questions about consumerism in the west, and what impact this may have on a global scale. But why is it happening and with such 'success'? Analysis done by Graham Martin and Raymond Williams regarding people with a lack of or low interest for political news, and for whom news about 'starts' or 'personalities' work as a sort of 'surrogate' sense of connection to the wider world. This may be due to, a feeling of powerlessness because of a lack of opportunity to act upon information they get in a media-rich environment.

Cultural imperialism is understood in the terms of the imposition of one national culture upon another and the media are seen as central to this process as carriers of cultural meanings which penetrate and dominate the culture of the subordinate nation.
Not only in news media is this trend of American input visible. Barker refers to analysis done by Dorfman and Mattelart (1975) aiming to locate 'the values within the Disney universe and to demonstrate the ideological assumption which serve American imperialism by persuading people that the 'American way' is the 'best way''.

How US government is involved?
A quote from the Director of the Pentagon's 'Information Processing and Techniques Office: "The nation that dominates this information processing filed will possess the key to world leadership in the twenty-first century". This is showing that American officials do not deny that they are attempting to do these things, and in fact this is a part of their strategy. USA is by far the largest exporter of television programs. In the case of news their strategy seems to be working, as 'these agencies clearly shape the international political agenda by the way in which they define values'.
As well, 'transnational corporations are increasingly concerned (and increasingly able) to override national government policies, to the extent, perhaps, of posing a threat to the very sovereignty of individual nations'. This is potentially giving media an even more increased power, and seemingly, perhaps, giving abilities to override governments. The critiques of the cultural imperialism thesis mainly point out that an audience will be influenced by their local circumstances giving ground for cultural resistance.

Homogenization of global culture & spread of capitalist consumerism
A central stand of the cultural imperialism thesis stresses the homogenization of global culture through the spread of capitalist consumerism for which global television is one vehicle'
Capitalist 'generalist' media will always try to reach the majority as the size of audience determine income and therefore their success. The question about the homogenisation theory concerns itself with the breaking down the diversity in society, and undermining minorities in particular 'in those situations in which the concerned community is a minority submitted to the decisions of a majority and surrounded by 'generalist' media whose message are conceived for that majority'.
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Effects:
The world has changed dramatically; Communication and Information Technologies (CIT), especially, the introduction of Direct Satellite Broadcasting, the Internet and World Wide Web (www), and multi-national corporation (MNCs) are the main forces behind these global changes. These changes are profound and limitless and effect almost all walk of life of people all over the world.
These changes are called "Globalization".
This international communication affects world politics, economic, cultures, as well as scientific investigations.

Advantages:
1. Worldwide pressures for democratization giving rise to new voices, and new mechanisms for the conduct of international politics and diplomacy.
2. Current technological advances, particularly in the broadcasting, the Internet, and telecommunication realms, have made information and ideas readily available to every corner of the world. The world has become a "global village,"
3. "Television-without-borders has the potential to unite the world in ideal `global village' where truth, cooperation, and goodwill are the order of the day. Information plays a paramount role in international relations, both as a means of communication between peoples and as an instrument of understanding and knowledge between nations
4. Expanded awareness by nation‑states, institutions, groups, and individuals of the magnitude of information flow, of existing imbalances and their impact on national and international decision-making processes, and on the individual and private lives of people around the world;
5. Since the use of information is expanding very rapidly, both locally and globally, information and equal access to it are viewed as tools for reducing dependency in economic, political, and cultural relations
The international flow of information is movement of messages across national boundaries between and among two or more national and cultural systems that should include both national and international dimensions

Disadvantages:
The flow of Western media content to Third World nations in such forms as news, television programming, films, music, and print materials is one of the most controversial issues in international mass media research.
The research concerning this issue has demonstrated that the international flow of television programming has been a one-way movement from a few advanced nations to the rest of the world (Ayish, 1992; Reeves, 1993). In the 1980s, among 57 developing countries, imported programs represented 50% or more of total programming in 39 nations, while more than half of these nations imported no less than 40% of their television programs (Varis, 1984, 1985). The United States is assumed to be the dominant exporter of television programs to almost every country in the world. Syndication of the U.S. television networks' programming is sold mostly to Third World nations (Reeves, 1993). During 1960-1980, the sale of these programs increased dramatically, by more than 800% (Lee, 1980).
Institutional and Commercial Perspective:
International actors and the impact of political and persuasive messages on the behavior of individuals and nations is needed an examination/ study. This perspective includes propaganda and policy studies for a variety of purposes, such as conflict management, domination, and commercial promotion, as well as stereotyping or image manipulation and control. The major emphasis is on content analysis, audience analysis, readership surveys, and public opinion polls.
Political Economy and Structural Perspective:
Another perspective is concerned with the factors influencing the process of information flow, such as gatekeepers, and examines the technological and human dimensions of the process. This approach also addresses formal and informal institutional structures of both production and distribution aspects of international communication.
The term "imperialism" is defined as a complex, historically ongoing situation that has metamorphosed into a self-sustaining system of its own. It raises key issues involving human needs, such as that for economic, political, military, and belief systems. Scholars have referred to imperialism as a universal system of domination (Umar, 1988). Schiller (1991) argued that "imperialism, understood as a system of exploitative control of people and resources, is alive and well" defined the cultural imperialism thesis as claiming:
That authentic, traditional and local culture in many parts of the world is being battered out of existence by indiscriminate dumping of large quantities of slick commercial and media products, mainly from the United States. (p. 57)
Because the great bulk of published works on cultural imperialism regard media products as a central variable, cultural imperialism is often used to mean media imperialism (Tomlinson, 1991). The term "media imperialism" appeared in the mid-1970s to refer to the relationships between the West and the Third World in terms of the distribution of Western media products. Media imperialism explains mass media as the ideological and economic tools of the capitalist world system to control Third World economies and cultures (Straubhaar, 1991). At the economic level, the existence of cultural imperialism has been linked to the role of transnational trade in the development of capitalism. The growing role of the media in the development of capitalism has drawn increasing attention to the strong relationship between cultural and media imperialism because media play important roles in the reproduction of the capitalist system at both the economic and ideological levels.
Cultural imperialism is an ideologically loaded term frequently invoked to describe the effects of Western mass media on non‑Western audiences (Salwen, 1991). Scholars who advance the cultural imperialism theory claim that cultural imperialism is "a verifiable process of social influence by which a nation imposes on other countries its values, beliefs, and style of life" (Beltran, 1987, p. 184). Media effects researchers working in the behavioral or social sciences often view cultural imperialism as a subject for ideological debate rather than scientific inquiry (Salwen, 1991).
Electronic Colonialism
Historically, there have been but a few major trends in empire building. The first era was characterized by the military conquests that occurred during the Greco‑Roman period. The second era involved militant Christianity; the Crusades of the Middle Ages were typical of this expansion movement. The third era involved mercantile colonialism fueled by the Industrial Revolution and a desire by empire builders both to import raw materials and to find export markets for finished products (Hazari, 1982).
The leading empires of Europe sought raw materials and goods unavailable at home and, in return, sent colonial administrators, immigrants, and finished products‑-as well as a language, education system, culture, laws, and lifestyle that frequently did not suit the inhabitants of the invaded country (Dirks, 1992). During the later part of the third era, industrialized nations sought to extend their influence through transnational corporations that provided and extended more traditional means of control. Furthermore, the major changes that occurred during the late 1950s and early 1960s set the stage for the fourth and current era of empire expansion, in which the military and mercantile colonialism of the past is being replaced by electronic colonialism (McPhail, 1987).
Electronic colonialism has been characterized as the dependency relationship created by the importation of communication hardware, foreign-produced software, and engineers and technicians, vicariously establishing a set of foreign norms, values, and expectations that, to varying degrees, may alter domestic cultures and socialization processes. The electronic colonialism of the 20th century is just as dreaded as the mercantile colonialism of the 18th and 19th centuries. Mercantile colonialism sought cheap labor, but electronic colonialism seeks the mind--influencing attitudes, desires, beliefs and lifestyles.
Conclusion
Media have speeded up the connection between cultures and thereby started to erase the boundaries of space, and even more profound boundaries of nations and government ensuring free flow of information and influence. The fact that America arguably is in the centre of this development raises concerns about which influences and the voice of whom we are hearing. The homogenization thesis involved, as posed by many theorists, is both seen as an advantage and a reason for concern. This concern perhaps mainly because of the threat of American cultural imperialism and a consequent loss of diversity, and the possible immense power of position for who leads this trend because of what seems to be an ability to override governments. The capitalistic nature of media prevents any revolt against the almost monopolistic position the western world has on globalization via media, and there seem to be no authority that can intervene in this process preventing a monopoly. So however romantic the idea of cultures being brought closer together is, there are also power struggles and the possibility to exploit this development, which American officials openly admit to be attempting.
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