This document discusses cultural imperialism and its effects. It defines cultural imperialism as more powerful cultures promoting themselves over lesser known cultures. It notes that the term emerged in the 1960s. It explores how American mass culture dominates the global cultural sphere through television, film, and advertising. It also discusses how Europe constructed its identity by relegating non-European cultures to secondary status. Additionally, it mentions that cultural diversity is important to preserve, similar to ecological diversity. Finally, it notes that major media companies are now multinational, allowing Western media to impact developing country cultures.

1. Cultural Imperialism
By : Sarra Mezougui

2. • 1. Definition .
• 2. Contributions to Cultural Imperialism.
• 3.Cultural Diversity.
• 4.Cultural Imperialism and the Media.
• 5.Refrences.

3. 1.Definition :
Cultural imperialism is the practice of
promoting a more powerful culture over a
least known culture .

4. “The term cultural Imperialism does not
have a particular long history . it seems to
have emerged, along with many other terms of
radical criticism, in the 1960s and had endured
to become part of the general intellectual
currency of the second half of the twentieth
century”(Tomlinson 2).

5. 2. Contributions to Cultural Imperialism :
Stuart Hall argues that the global mass culture is actually predominantly
American culture. Hall looks at the global cultural sphere as being “dominated by
the visual and graphic arts. . .dominated by television and by film, and by the image,
imagery, and styles of mass advertising” (52).
Edward Said writes that Europe has constructed its identity by “relegating and
confining the non-European to a secondary racial, cultural, ontological status”(13).

6. 3. Cultural Diversity
One of the reasons often given for opposing any form of
cultural imperialism, voluntary or otherwise, is the
preservation of cultural diversity, a goal seen by some as
analogous to the preservation of ecological diversity.

7. 4.Cultural Imperialism and the Media
Increasingly the major media players
are multinational companies with
interests across the globe.
This has an important implication for
the way Western television and film
companies can have an impact on the
cultures of developing countries.

8. References
SAID,Edward.culture and imperialism.NewYork:
Alfred A. Knopf, 1993.
Schiller, Herbert .Communication and Cultural
Domination. New York: M.E . Sharpe ,1976.
Tomlinson, John .Cultural Imperialism : A
Critical Introduction. London: sage, 1991.