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Life is Always Greener on the Coke Side of Life Cultural Imperialism and the Media

The Culture of Capitalism ,[object Object],“ Culture Imperialism” – John Tomlinson ,[object Object],[object Object],[object Object],[object Object],[object Object]

Global Capitalism and Consumerism ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],“ Culture Imperialism” – John Tomlinson

Coke, Media, and Cultural Capitalism ,[object Object],[object Object],[object Object],Analysis of TV Advertisements

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Media, Communication, Culture: A Global Approach ,[object Object],[object Object],[object Object],- James Lull

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History paper - Disney and US Imperialism Cultural Imperialism Imperialism can be defined as the guiding principle of broadening a nation's power by the acquiring of other countries, or by the formation of financial and political authority over other nations. Cultural imperialism can then be defined as the cultural impact of imperialism. This can mean many different things, as culture is such a broad term. When looking at popular culture and cultural imperialism, it is important to look again at the concept of dominant culture. The dominant culture is created, controlled, and spread by the ruling class. The ruling class refers to those individuals or corporations with the most economic power and cultural influence. The political actions of a nation, or the values and beliefs of a society, could be examples of cultural elements that are affected by cultural imperialism, and that is what is being referred to in this lecture. The Commodification of American Culture The global power of American culture has been in full effect since the 19th century, when distinctly American commodities were exchanged with other nations on an increasingly large scale. These consumer products ended up being sold in countries such as Britain, or other Western European countries, and this helped to spread dominant American culture. With the advent of mass media, particularly radio and television broadcasting, American consumerist culture was further circulated throughout the world. American cultural commodities, such as films, cars, fast food, music, etc., have increased American influence on an international scale. In turn, some of the commodities produced by the United States since the 1950's have arguably become symbolic of American culture. Coca-cola , McDonalds, and Disney products have gained international recognition of what America represents, and this is problematic for a number of reasons. Most importantly, consumer products, or the ideologies that are attached to them, should not ultimately define American culture. Unfortunately, people from nations that have no direct knowledge of American people or their values, have developed opinions about the United States that are based upon capitalism, and its products. Consumerism and Identity Regardless of whether the ideologies, or beliefs that have become attached to popular commodities have been placed there intentionally or not, the "cultural work" that these American products perform must be examined. This "cultural work" functions by implying to audiences, or consumers, of cultural products, that they should think or feel a certain way, and that buying this consumer product ultimately means that the consumer is buying into the ideology attached to it. For example, McDonalds is known around the world, and there is a McDonalds restaurant in nearly every country in the world today. The beliefs attached to McDonalds' products on the surface reveal family values, fun, and enjoyment. However, underneath th.

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Globalization and its major engines (growing human capital, free markets, increasing cross-border interaction) have created a new world order that has incited passionate debate, pro and con. In recent culture studies, one of the foremost explorations concerns the influence globalization has upon culture. In fact, one of the most common criticisms we hear about the globalization of today‟s world is that it is producing mainly one culture, it is destroying diversity, and it is bringing everyone into the same global culture. Actually, much of the sociological hype about cultural globalization, defined as the diffusion of cultural values and ideas across national borders, sees it as synonymous with homogenization. Cultural globalization is, thus, one of the major concerns of academics, journalists, political activists and leaders of “cultural preservation” movements who despise what they see as the trend toward cultural uniformity. They usually regard global culture and American culture as synonymous and, thus, express serious concerns about their cultural distinctiveness.

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Consumerism is the theory that individuals who consume goods and services in large quantities will be better off. Some economists believe that consumer spending stimulates production and economic growth. Consumerism is the selfish and frivolous collecting of products, or economic materialism. Consumerism is the idea that increasing the consumption of goods and services purchased in the market is always a desirable goal, and that a person's well-being and happiness depend fundamentally on obtaining consumer goods and material possessions. In the economics sense, consumerism is related to the predominantly Keynesian idea that consumer spending is the key driver of the economy and that encouraging consumers to spend is a major policy goal. From this point of view, consumerism is a positive phenomenon that fuels economic growth. Others view the drive to obtain more material possessions as a problematic, causing individual anxiety and eroding the social fabric.

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A brief discussion about globalization through media imperialism. Researchers focused their effort on mostly nation-states as primary actors in international relations. The flow of news and entertainment was biased in favor of industrialized countries. Developing nations received scant and prejudicial coverage in Western Media. Emphasis on commercialization of sphere of culture. On the second stage of research in Cultural imperialism, it focused on transnational corporations as the primary actors on international relations ; and on transnational capital flows The end of cold war as a global framework for ideological, Geopolitical, and Economic competition calls for a rethinking of the analytical categories and paradigms of thought. The nation state is no longer the sale or dominant player since transnational transactions occur on sub national, national, and supranational levels. According to John Tomlinson (1991) Globalization replaced cultural imperialism because it conveys a process with less coherence and direction, which will weaken the cultural unity of all nation -states ,Not only those in the developing world. Globalization has emerged as a key perspective across the humanities and social sciences, a current undoubtedly affecting the discipline of communication. Globalization of culture has become a conceptual magnet attracting research and theorizing efforts from a variety of disciplines and interdisciplinary formations such as anthropology, comparative literature, cultural studies, communication and media studies, geography, and sociology.

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SOCIAL JUSTICE AND SOCIOLOGY: AGENDAS FOR THE TWENTY-FIRST CENTURY JOE R, FEAGIN University of Florida The world's peoples face daunting challenges in the twenty-first century. While apologists herald the globalization of capitalism, many people on our planet experience recurring economic exploitation, immiseration, and environmental crises linked to capitalism's spread. Across the globe social movements continue to raise the issues of social justice and democracy. Given the new century's serious challenges, sociologists need to rediscover their roots in a sociology committed to social justice, to cultivate and extend the long- standing "countersystem" approach to research, to encourage greater self-reflection in sociological analysis, and to re-emphasize the importance ofthe teaching of sociology. Finally, more sociologists should examine the big social questions of this century, including the issues of economic exploitation, social oppression, and the looming environmental crises. And, clearly, more sociologists should engage in the study of alternative social futures, including those of more just and egalitarian societies. Sociologists need to think deeply and imaginatively about sustainable social futures and to aid in building better human societies. WE STAND today at the beginning ofa challenging new century. Like ASA Presidents before me, I am conscious of the honor and the responsibility that this address carries with it, and I feel a special obligation to speak about the role of sociology and sociologists in the twenty-first century. As we look forward, let me quote W. E. B. Du Bois, a pathbreaking U.S. sociologist. In his last autobiographical statement, Du Bois (1968) wrote: Direct correspondence to Joe R. Feagin, De- partment of Sociology, Box 117330, University of Florida, Gainesville, FL 32611, (feagin® ufl.edu). I would like to thank the numerous col- leagues who made helpful comments on various drafts of this presidential address. Among these were Hernan Vera, Sidney Willhelm, Bernice McNair Barnett, Gideon Sjoherg, Anne Rawls, Mary Jo Deegan, Michael R. Hill, Patricia Lengermann, Jill Niebrugge-Brantley, Tony Orum, William A. Smith, Ben Agger, Karen Pyke, and Leslie Houts. [TJoday the contradictions of American civi- lization are tremendous. Freedom of political discussion is difficult; elections are not free and fair. . . . The greatest power in the land is not thought or ethics, but wealth. . . . Present profit is valued higher than future need. . . . I know the United States. It is my country and the land of my fathers. It is still a land of magnificent possibilities. It is still the home of noble souls and generous people. But it is selling its birthright. It is betraying its mighty destiny. (Pp. 418-19) Today the social contradictions of Ameri- can and global civilizations are still im- mense. Many prominent voices tell us that it is the best of times; other voices insist that it is the worst of t.

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