Prompt 4

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University of Washington *

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200

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Communications

Date

Feb 20, 2024

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pdf

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2

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Prompt 4: Define and explain the cultural imperialism argument as discussed in the lecture. Next summarize a recent (since 2018) example of co-produced Western cultural imperialism. Finally, point out a possible cultural implication of Western media presence. The answer provides a clear and accurate understanding of the topic drawing from the lecture and describes it well. The answer summarizes an appropriate example and its possible implication. According to Rahman (2023c), “the cultural imperialism argument suggests that a large volume of media products flow from the West, especially the US, and thus shape other cultures in a form of domination.” Cultural imperialism deals with the things related to cultures, such as identity, tradition, values, and norms. Also, the ideas that inform our culture such as our history and our heritage (Rahman, 2023c). The cultural imperialism argument proposes that dominant cultures use their economic and political power to promote their cultural products, such as movies, music, fashion, and language. This also can establish a global cultural hierarchy where their culture is seen as superior and others as inferior. The argument often focuses on the role of media and communication technologies, such as television, film, and the internet, in spreading dominant cultural products and practices worldwide. Rahman (2023c) explained that cultural imperialism operates at the regional and local levels of co-optation and co-production. Co-production is defined as “the mutual cooperation between international media companies in terms of capital investment and the sharing of resources” (Rahman, 2023c). Co-production shows how cultural imperialism has transformed regionally. Through this, transnational media industries must interdepend in order to compete in local markets. American-owned and produced cultural industries are still at the top, but local integration has become complex. Co-production can be considered the new phase of cultural imperialism (Rahman, 2023c). Tencent is a Chinese company that has made significant investments in major American film companies. Tencent investments in Universal, Warner Brothers, Sony, and Paramount in terms of film production and distribution is a major example of cultural imperialism in co-produced form (Rahman, 2023c). These American companies need Tencent for access to local Chinese theaters, which gives them money, resources, capital investments, and globalizes their product. This partnership highlights the concept of co-produced Western cultural imperialism, where Western cultural products are promoted globally, possibly at the expense of local cultures. In this case, Tencent's investments in Western film production and distribution can be seen as an attempt to exert Western cultural dominance over China by co-producing cultural products that can reach a global audience while marginalizing local Chinese productions. This partnership has allowed American companies to access Chinese theaters and expand their global reach and gain significant amounts of profit, while Tencent benefits from the capital investment and resources provided by these partnerships. This form of co-produced Western cultural imperialism demonstrates how global power dynamics in the film industry can perpetuate the dominance of Western cultural products and ideas, even as they seek to expand into new markets. It involves both Western and Chinese companies working together, but the end result is the spread of Western cultural products and values throughout the world. This can
have both positive and negative effects, as it can expose audiences to new ideas and perspectives, but it can also homogenize global culture and limit local voices and creativity. One possible cultural implication of Western media presence is the potential for cultural domination and the erosion of cultural identities. This implies the potential for homogenization or standardization of cultural values, beliefs, and practices. Western media can introduce foreign values, norms, and ideas that may conflict with local beliefs and traditions, leading to this cultural homogenization. Additionally, Western media may prioritize stories and perspectives that align with Western ideologies and interests, which can marginalize local voices and perspectives. This can have negative impacts on cultural diversity, creativity, and expression, and may ultimately lead to a loss of cultural heritage and identity. This occurs when Western media products, such as movies, TV shows, and music, dominate global markets and are consumed by audiences around the world. As a result, people may begin to adopt Western cultural values and beliefs, while their own unique cultural identities are diminished or lost. This can be seen in the way that Western cultural norms and values, such as individualism, consumerism, and materialism, have been exported and embraced globally through media channels. In some cases, this can lead to cultural clashes or tensions between those who value their traditional cultural practices and those who adopt Western values. The dominance of Western media can also lead to a loss of diversity and creativity in the global cultural and media landscape. This can limit the representation of other cultures, as well as the range of perspectives and ideas that are presented in the media. As a result, people may have a narrow understanding of the world and its cultures, and may not be exposed to a variety of viewpoints and experiences. Local artists, musicians, and filmmakers may find it harder to get their works noticed and may have to conform to Western standards of creativity and entertainment to achieve success. This can stifle the development of unique cultural expressions and contribute to the homogenization of global culture.
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