Globalization is leading to the homogenization of world culture



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tarix11.09.2018
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Globalization is leading to the homogenization of world culture (everything/everywhere is becoming the same)

  • Globalization is leading to the homogenization of world culture (everything/everywhere is becoming the same)

  • Cultural Imperialism and “McDonaldization” of global culture

  • Local and national cultures are destroyed or replaced by global consumer culture (led by the US)



Local culture (food, music, language, architecture, clothing, etc.) is hurt or destroyed and replaced by global consumer culture (usually seen as US culture).

  • Local culture (food, music, language, architecture, clothing, etc.) is hurt or destroyed and replaced by global consumer culture (usually seen as US culture).

  • Move from Military power to economic power (through the TNC)

  • Economic Domination = Cultural Domination

  • Media Products + Western Goods + Western Consumption Habits

  • Media play a large role in this process.



Export of American style

    • Export of American style
    • Through American culture industries (book, music, film, TV, fashion, ??)
    • Influence on culture, politics and economy
    • Promotion of America as “role model”(?)


Economic Determinism

  • Economic Determinism

  • Audience interpretation/power forgotten

  • Audience tastes forgotten (local or regional over global)

  • Development of Local & Regional Media

  • Cultures are always adapting & changing

  • Globalization has led to a “reverse flow” of media material

  • States/Governments still have a role to play



The “effects” of globalization are not the same everywhere, things are more complicated than the world becoming the same, and people all wanting and doing the same things.

  • The “effects” of globalization are not the same everywhere, things are more complicated than the world becoming the same, and people all wanting and doing the same things.

  • Postmodern theorists have challenged the idea of homogenization and cultural imperialism, with some writing that global audiences do NOT interpret messages in the same way…they do not always see McDonald’s, Baywatch, Disneyland as positive things.



Other theorists have suggested that globalization is more complex…

  • Other theorists have suggested that globalization is more complex…

  • Glocalization” (global production of the local, and localization of the global…Swedish version of Idol)

  • Hybridization” (combining different cultural forms to create a hybrid form…like mixing African dance music with techno music).



Straubhaar (1991) criticized cultural imperialism as being too determinist and narrow. Studied global television “flows.”

  • Straubhaar (1991) criticized cultural imperialism as being too determinist and narrow. Studied global television “flows.”

  • Developed the concept of asymmetrical interdependence which proposed that rather than creating, “relations of dependency, media flows create relations that while quantitatively unbalanced may still spur the development of local media industries in other national contexts.” (http://meft2100.newsouthblogs.org/tag/asymetrical-interdependence)



Straubhaar’s research showed that while there was an imbalance in the flow of programs between the US and Latin America (his area of research), there were clear flows within Latin America (regional powers).

  • Straubhaar’s research showed that while there was an imbalance in the flow of programs between the US and Latin America (his area of research), there were clear flows within Latin America (regional powers).

  • In other words, it is not simply a question of the US dominating all imports and production, there are regional actors that can be more popular than US.

  • Do we have other examples of regional powers??



Straubhaar explained asymmetrical proximity, in part, through the concept of cultural proximity.

  • Straubhaar explained asymmetrical proximity, in part, through the concept of cultural proximity.

  • The idea with CP is that audiences, when given a choice, tend to prefer media products that are culturally proximate (close): language, symbols, traditions, geography, format, history, etc.



August 21–23 Inglourious Basterds

  • August 21–23 Inglourious Basterds

  • August 14–16 Sommaren med Göran - En midsommarnattskomedi

  • August 7–9 Sommaren med Göran - En midsommarnattskomedi

  • July 31–August 2 Sommaren med Göran - En midsommarnattskomedi

  • July 24–26 Harry Potter and the Half Blood Prince

  • July 17–19 $3,237,136 Harry Potter and the Half Blood Prince

  • July 10–12 $2,291,715 Ice Age: Dawn of the Dinosaurs

  • July 3–5 $1,977,398 Ice Age: Dawn of the Dinosaurs

  • June 26–28 $1,278,123 Transformers: Revenge of the Fallen

  • June 19–21 $770,403 The Hangover

  • June 12–14 $1,943,373 The Hangover

  • June 5–7 $1,548,336 Terminator Salvation: The Future Begins

  • May 29–31 $844,482 Angels & Demons

  • May 22–24 $1,869,482 Angels & Demons

  • May 15–17 $1,598,295 Angels & Demons

  • May 8–10 $1,451,528 Star Trek

  • May 1–3 $1,629,137 X-Men Origins: Wolverine

  • April 24–26 $861,065 Män som hatar kvinnor

  • April 17–19 $1,249,592 Män som hatar kvinnor

  • April 10–12 $1,587,843 Män som hatar kvinnor

  • April 3–5 $2,207,329 Fast and Furious

  • March 27–29 $1,974,749 Män som hatar kvinnor

  • March 20–22 $2,146,079 Män som hatar kvinnor

  • March 13–15 $2,435,435 Män som hatar kvinnor

  • March 6–8 $2,651,369 Män som hatar kvinnor

  • February 27–March 1 $3,331,547 Män som hatar kvinnor



06:00 Gomorron Sverige 09:30 Världen 10:30 En svensk berättelse 11:00 Election 12:00 Rapport 12:05 Landet runt 13:05 Sportspegeln 13:35 Rötägg 15:00 Duellen 16:00 Rapport 16:10 Gomorron Sverige 17:00 Drömsamhället

  • 06:00 Gomorron Sverige 09:30 Världen 10:30 En svensk berättelse 11:00 Election 12:00 Rapport 12:05 Landet runt 13:05 Sportspegeln 13:35 Rötägg 15:00 Duellen 16:00 Rapport 16:10 Gomorron Sverige 17:00 Drömsamhället

  • 17:30 Krokodill



06:00 Skruvat och klart 06:30 Thomas & vännerna(UK) 06:40 Thomas & vännerna 06:50 Prins Argai 07:20 BeyBlade 07:50 Batman 08:20 tvins 08:43 America's Funniest Home Videos 09:10 Flax 09:56 Jay Leno Show 10:50 Airline USA 11:20 McLeods döttrar 12:15 MacGyver 13:15 One Tree Hill 14:10 Sjunde himlen 15:05 The Tyra Banks Show 16:00 Sabrina - tonårshäxan

  • 06:00 Skruvat och klart 06:30 Thomas & vännerna(UK) 06:40 Thomas & vännerna 06:50 Prins Argai 07:20 BeyBlade 07:50 Batman 08:20 tvins 08:43 America's Funniest Home Videos 09:10 Flax 09:56 Jay Leno Show 10:50 Airline USA 11:20 McLeods döttrar 12:15 MacGyver 13:15 One Tree Hill 14:10 Sjunde himlen 15:05 The Tyra Banks Show 16:00 Sabrina - tonårshäxan



07:00   Kahvaltı Haberleri

  • 07:00   Kahvaltı Haberleri

  • 08:45   Taş Devri

  • 09:30   Oryantal Show

  • 10:00   Süper Sabah

  • 13:00   Gün Ortası

  • 13:30   Aşka Sürgün

  • 15:15   Büyük Yalan / Tekrar

  • 17:15   Bir İstanbul Masalı - Bölüm 46

  • 19:00   atv Ana Haber





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