In
"Globalisation of Culture through the Media", Kraidy (2002) discusses
the controversies on the effects of mass media on globalisation of culture. International communication theorist believe that Cultural
imperialism, a phenomenon whereby westerns propagate their culture through
media, has massive effects on global culture. However, further research
indicates that global culture can be affected by all parties with power to
control the media. This leads to another perspective called "Hybridisation",
whereby cultures and traditions from various countries interacts
and reconstructs. Kraidy also questions if the media is the cause or if it only
acts as a catalyst to boost such globalisation. Kraidy is supportive that the
existing culture hybridity is intensified by mass media.
I agree that
parties with power will be able to control what media releases to
the audience. In Paddy Ashdown talk on “The global power shift”, he mentions of massive effects on the world by “globalisation of power”. This effect is easily
seen via analysis of the K-pop market, using Girls Generation as an example. They are supported by strong Korea record company (SM
Entertainment) that operates internationally and are able to control the media
easily. This allows the artist and their work to gain fame globally. With this,
I agree with Kraidy’s view that the concept of cultural imperialism is no
longer applicable to the world because the world’s culture is not only shaped by the Asians as well.
I also agree with Kraidy
that transnational media intensify the culture hybrid that already existed. It
is undoubted that the concept of idolisation existed way before
transnational media was established. However, only when transnational media
started rising, did it bring about the sudden rise of the popular culture. In “Idols
and Celebrity in Japanese Media Culture”, Ho (2012) mentions that it is the
spread of Korea’s entertainment media to Japan that caused a surge in the
Korean Wave. Even to the extent that Japanese middle age house wives, who has
the social perceived role of being “supporting wife” and “devoted mother”,
leaving their homes and spending a lot of money just to follow their Korean
idol. It is because the internet media propagates this popular culture so fast across
the globe, it actually intensifies the effects of popular culture to other
countries.
However, I do not agree
with Kraidy’s view that there is no homogeneity in the culture. The reason
being I feel that Kraidy has overgeneralised culture. According
to ICACP report (2012), culture includes all the changes which man adds to the
nature, implying the existence of different categories of culture. Perhaps
it might be impossible for countries to have a uniform culture, but I believe
it is possible for some countries to share certain types of culture. Just like
how idolisation is not an effect that is seen only in Japan but a worldwide
phenomenon, supporting my believe that homogeneity do exist if we look at
specific type of culture.
References
ICSCP. 2012. Many Voices, One World: Towards a New More Just and More
Efficient World of Information and Communication Order. London, New York and Paris:
UNESCO
Marwan M. Kraidy. (2002). Globalisation of Culture Through the
Media. University of Pennsylvania.
Patrick W. Galbraith and Jason G. Karlin. (2012). Idols and
Celebrity in Japanese Media Culture. University of Tokyo, Japan.
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