Cultural Imperialism

Throughout the years, the new media technology progresses and finds new faster, easier and cheaper ways of reaching its audiences. This enables to target large groups of people all over the world and to deliver the same information to everyone at the same time. While it is clear that the better access to information and the possibility for individuals to express themselves is beneficial, some threats come with it too; one of them is cultural imperialism.

‘The cultural imperialism thesis claims that authentic, traditional and local culture in many parts of the world is being battered out of existence by the indiscriminate dumping of large quantities of slick commercial and media products, mainly from the United States’ (Tomlinson, 1991, p.8). Henry Kissinger even states that ‘globalisation is [...] another name for the dominant role of the United States’ (in: Miller et al, 2001, p.17). This thesis applies to all sorts of consumed goods: from food, clothes and technology to styles, habits, values and beliefs. As an example, it can be observed how the take-away foods like McDonald’s, Starbucks and alike are dominating eating habits all over the world, influencing people’s lifestyles and health; with it come the attached values of strong, independent individuals living a fast-paced life, with no time to sit down, relax and have a proper meal, maybe with friends or family, but concentrating on themselves and their success. These ways of living, priorities, tastes and habits have been spread all over the world from the United States, either adding to or overshadowing other cultures.
This phenomenon is not merely the result of the appealing nature and desirability of the American lifestyle, but of the persistent and seductive messages sent out through various media. Hollywood produces lots of films depicting the desirable average American person’s lifestyle, values and mores, making people from different cultures emotionally relate to the problems and attitudes of the protagonists in the films. As Cannes Film Festival director, Jacob Gilles said: ‘America is not just interested in exporting its films. It is interested in exporting its way of life’ (in: Miller et al, 1998, p.28).