UAMG 3053 CommunicationTechnology Week 8 & 9 Culture in Cyberspace.

UAMG 3053UAMG 3053CommunicationTechnologyCommunicationTechnology

Week 8 & 9Week 8 & 9

Culture in CyberspaceCulture in Cyberspace

ImperialismImperialism

11 :: imperialimperial government, authority, government, authority, or systemor system

22 :: the policy, practice, or advocacy the policy, practice, or advocacy of extending the power and of extending the power and dominion of a nation especially by dominion of a nation especially by direct territorial acquisitions or by direct territorial acquisitions or by gaining indirect control over the gaining indirect control over the political or economic life of other political or economic life of other areas; areas; broadlybroadly :: the extension or the extension or imposition of power, authority, or imposition of power, authority, or influenceinfluence

Modern ImperialismModern Imperialism To Malaysia, British and Japan were To Malaysia, British and Japan were

once our imperial governments. Our once our imperial governments. Our resources were taken by them as resources were taken by them as their own and they reorganized our their own and they reorganized our social structure directly social structure directly

But in modern day, we are looking But in modern day, we are looking at the at the international communicationinternational communication and trying to link and trying to link Communication Communication ImperialismImperialism to to cultural Imperialismcultural Imperialism and and media Imperialismmedia Imperialism

Modern Imperialism…Modern Imperialism…

Johan Galtung, a structuralist, tried Johan Galtung, a structuralist, tried to link international to link international communication to cultural communication to cultural imperialismimperialism

Five types of imperialism: Five types of imperialism: economic, political, military, economic, political, military, communication, and culturalcommunication, and cultural

Imperialism can be introduced in Imperialism can be introduced in any one of these five forms and any one of these five forms and the spread to the othersthe spread to the others


The instant communication afforded The instant communication afforded by tele-satellites and the movement by tele-satellites and the movement of enormous data and information of enormous data and information across national facilitates across national facilitates control of control of the North over the Souththe North over the South

For structuralists, the international For structuralists, the international communication system is said to be communication system is said to be “vertical” from North to South“vertical” from North to South and and there is no “horizontal” there is no “horizontal” communication taking placecommunication taking place


1.1. High levels of industrial capacity High levels of industrial capacity and technological innovation exist and technological innovation exist only in the developed economies of only in the developed economies of North AmericaNorth America

2.2. Western news agencies which Western news agencies which dominate international news dominate international news gathering and dissemination (AFP, gathering and dissemination (AFP, AP, UPI, and Reuters) AP, UPI, and Reuters)

1974 1974

Nonaligned nations demanded for Nonaligned nations demanded for a a New International Economic New International Economic OrderOrder (NIEC) during a special (NIEC) during a special session of the General Assembly in session of the General Assembly in the United Nations meetingthe United Nations meeting

There are There are imbalances in imbalances in international relationsinternational relations that that allegedly allegedly enrichenrich the North and the North and perpetuate perpetuate dependencydependency for the for the SouthSouth

1974…1974…

That led to the demand of a That led to the demand of a New New World Information OrderWorld Information Order (NWIO) from the Third World (NWIO) from the Third World nationsnations

The demand of The demand of NWIONWIO was meant was meant to balance international to balance international inequalitiesinequalities in the flows of in the flows of information, news, and information, news, and communication technologiescommunication technologies

1977 1977

The United Nations Educational, The United Nations Educational, Scientific, and Cultural Scientific, and Cultural Organization (UNESCO) funded Organization (UNESCO) funded The MacBride Commission to The MacBride Commission to review “the totality of the review “the totality of the problems of communication in problems of communication in modern society” modern society”

1978 and 19801978 and 1980

19781978 - The Commission - The Commission published published Interim Interim Report Report

19801980 - The Commission - The Commission published a published a Final ReportFinal Report

19851985

The MacBride Report intensified The MacBride Report intensified some of the hostilities on both some of the hostilities on both sides (North and South) of these sides (North and South) of these debatesdebates

To defend the status quo and to To defend the status quo and to defend a free market in defend a free market in international news, the Reagon international news, the Reagon Administration withdrew from Administration withdrew from UNESCOUNESCO

1985…1985…

Despite the report, problems in Despite the report, problems in international communication remain international communication remain unresolvedunresolved

E.g. the West in general and the E.g. the West in general and the United States in particular often United States in particular often suffer from their lack of information suffer from their lack of information in regard to the true nature of in regard to the true nature of events in much of the worldevents in much of the world

1985…1985…

At the same time, the centers of At the same time, the centers of East-West conflictsEast-West conflicts are shifting are shifting from from North Atlantic to Third World North Atlantic to Third World contextcontext (i.e., Afghanistan, Central (i.e., Afghanistan, Central America, and southern Africa)America, and southern Africa)

The “New Order” in The “New Order” in International RelationsInternational Relations 1950s and 1960s – the rise of 1950s and 1960s – the rise of

nationalism and the end of nationalism and the end of colonialism – most of the Third Worldcolonialism – most of the Third World

Many less developed countries (LDC) Many less developed countries (LDC) gained political independence but gained political independence but their national autonomy (self-their national autonomy (self-government) continued to be government) continued to be compromised through other meanscompromised through other means

The “New Order” inThe “New Order” in…..…..

Many LDCs remain dependent on Many LDCs remain dependent on their former imperial states for their former imperial states for trade, technology, expertise, and trade, technology, expertise, and cultural resourcescultural resources

The proposal for an The proposal for an NIEO NIEO addresses four key areas to addresses four key areas to promote rapid developmentpromote rapid development in the in the Third World, while simultaneously Third World, while simultaneously reducing the reducing the dependencydependency of the of the LDCs on the WestLDCs on the West

Four keys of NIEOFour keys of NIEO 1. LDCs were to be given absolute 1. LDCs were to be given absolute

sovereignty over their natural resources, sovereignty over their natural resources, including the right of nationalizationincluding the right of nationalization

2. Preferential treatment was to be 2. Preferential treatment was to be given to Third World goods in Western given to Third World goods in Western marketsmarkets

3. Grant, gifts, and other transfers of 3. Grant, gifts, and other transfers of advanced technologies from the west to advanced technologies from the west to the Third World were to be vastly the Third World were to be vastly increased and funded by the wealthy increased and funded by the wealthy industrialized nationsindustrialized nations

4. New controls were to be placed on 4. New controls were to be placed on multinational corporations (MNCs) which multinational corporations (MNCs) which operate in the Third Worldoperate in the Third World

NWIONWIO

NWIONWIO followed followed NIEO NIEO – because – because LDCs still rely on foreign sources LDCs still rely on foreign sources for news and communication for news and communication technologiestechnologies

The technology necessary for The technology necessary for modernizing a national agency or modernizing a national agency or broadcasting studio is primarily a broadcasting studio is primarily a Western exportWestern export

Four keys of NWIOFour keys of NWIO

1. Absolute sovereignty for LDCs over 1. Absolute sovereignty for LDCs over all of their “information resources”all of their “information resources”

2. Preferential treatment for Third 2. Preferential treatment for Third World news in Western marketsWorld news in Western markets

3. Direct grants and other gifts of 3. Direct grants and other gifts of advanced communication advanced communication technologies from the West to the technologies from the West to the Third WorldThird World

4. The breakup of the Western 4. The breakup of the Western transnational news agencies (TNNAs: transnational news agencies (TNNAs: AFP, AP, Reuters, and UPI) AFP, AP, Reuters, and UPI)

Two dimensions in the Two dimensions in the flow of information flow of information Stevenson & Cole (1984) Stevenson & Cole (1984) The East and West flow - The East and West flow -

The dominant and industrialized The dominant and industrialized countries of the capitalist West countries of the capitalist West and the socialist countries of and the socialist countries of Eastern Europe along with the Eastern Europe along with the former Soviet Union. former Soviet Union.

Two dimensions ..of Two dimensions ..of flowsflows The North and South flow -The North and South flow -

- the “industrialized countries of - the “industrialized countries of the Northern Hemisphere and the the Northern Hemisphere and the developing, mainly nonaligned developing, mainly nonaligned nations of the Third World, nations of the Third World, located psychologically if not located psychologically if not always geographically in the always geographically in the Southern half of the globe” Southern half of the globe”

Three Schools of Thoughts Three Schools of Thoughts on International on International CommunicationCommunication

A)A) The Conservatives –backed by The Conservatives –backed by U.S. government – politically U.S. government – politically most powerful group of thoughtsmost powerful group of thoughts

They denied that imbalances in They denied that imbalances in international information flows international information flows are due to the activities of are due to the activities of governments and media in the governments and media in the WestWest

The Conservatives..The Conservatives..

They see the imbalances in news They see the imbalances in news flow as being caused by certain flow as being caused by certain “natural” characteristics of “natural” characteristics of information gathering and information gathering and disseminationdissemination

Deny the charges that a free market Deny the charges that a free market of information and a free press have of information and a free press have adverse effects on underdeveloped adverse effects on underdeveloped nationsnations

The Conservatives…The Conservatives… Stress on the positive aspects of a Stress on the positive aspects of a

free market in news and free market in news and information – Western technologies information – Western technologies serve as a tools of development for serve as a tools of development for the Third Worldthe Third World

Defend the status quo in Defend the status quo in International communication and International communication and argue against governmental control argue against governmental control of the mass media – either the of the mass media – either the Soviet form of censorship and Soviet form of censorship and government controls, or the government controls, or the American tradition of press freedomAmerican tradition of press freedom

The ReformistsThe Reformists

Receives much broader Receives much broader international support that international support that conservatives from many Western conservatives from many Western journalists and media executivesjournalists and media executives

Admits that imbalances in Admits that imbalances in information flows are due to the information flows are due to the West’s near-monopoly of West’s near-monopoly of newswires and technologynewswires and technology

The Reformists…The Reformists…

Recognized the harmful social and Recognized the harmful social and political effects that result from the political effects that result from the unregulated actions of Western unregulated actions of Western TNNAsTNNAs

Believe that the current Believe that the current international order can be made international order can be made more effective and equitable more effective and equitable through a series of incremental through a series of incremental adjustmentsadjustments


Believe much can be done on the Believe much can be done on the current context current context

E.g., reduction of costs of E.g., reduction of costs of communication for LDCs (lower communication for LDCs (lower newsprint costs)newsprint costs)

E.g., Western assistance to train E.g., Western assistance to train journalists from LDCs, and journalists from LDCs, and increased coverage of Third World increased coverage of Third World nations in the Western pressnations in the Western press


Reformists proposed to advocate Reformists proposed to advocate more coverage of ongoing more coverage of ongoing projects for social, political, and projects for social, political, and economic development economic development

““Development journalism” to Development journalism” to replace “spot news” which replace “spot news” which concentrated on episodic events concentrated on episodic events such as riots, coups, and disasterssuch as riots, coups, and disasters


two-way form, horizontal, two-way form, horizontal, interactive flow, a process of give interactive flow, a process of give and takeand take

Called for a mix of governmental Called for a mix of governmental controls and free press controls and free press institutions institutions

The Structuralists The Structuralists

Neo-Marxist journalists, Third World Neo-Marxist journalists, Third World diplomats, and theorists like Herbert diplomats, and theorists like Herbert Schiller and John GaltungSchiller and John Galtung

Believe that the source of global Believe that the source of global informational imbalance can be found in informational imbalance can be found in the West’s desire to retain hegemony the West’s desire to retain hegemony over formerly colonized areasover formerly colonized areas

To Schiller, communication dominance To Schiller, communication dominance has replaced more direct forms of has replaced more direct forms of political and military controlpolitical and military control

The Structuralists…The Structuralists…

Control of communication and Control of communication and information is also said to be the information is also said to be the means by which Western MNCs means by which Western MNCs promote their economic interests at promote their economic interests at the expense of the developing the expense of the developing nationsnations

John Galtung, a structuralist, tries to John Galtung, a structuralist, tries to connect communication imperialism connect communication imperialism and cultural imperialism – the and cultural imperialism – the former leads to the latterformer leads to the latter


Divided nations into a) the center Divided nations into a) the center (developed) and b) the Periphery (developed) and b) the Periphery (underdeveloped)(underdeveloped)

The The centercenter dominated the dominated the network of communicationnetwork of communication

The The centercenter owns the major news owns the major news agenciesagencies

The The centercenter provides the definition provides the definition of what is newsworthy for the of what is newsworthy for the Periphery Periphery


Journalist and media users in the Journalist and media users in the Periphery come to “see events Periphery come to “see events with with centercenter eyes” eyes”

These factors erode the cultural These factors erode the cultural identify, national sovereignty, and identify, national sovereignty, and political independence of political independence of developing statesdeveloping states


Structuralists view the current Structuralists view the current order in international order in international communication as extremely communication as extremely unjust and beyond redemptionunjust and beyond redemption

Argued that a new order is need Argued that a new order is need to replace the current to replace the current international systeminternational system

The Structuralists….The Structuralists….

Place a much heavier emphasis Place a much heavier emphasis on balance than freedomon balance than freedom

To achieve political and economic To achieve political and economic autonomy, Third World or autonomy, Third World or underdeveloped nations must underdeveloped nations must become technologically self-become technologically self-sufficient sufficient

Tutorial 10 - QuestionsTutorial 10 - Questions

1.1. In brief, explanation what is Cultural In brief, explanation what is Cultural Imperialism and how does the Imperialism and how does the imbalance flows of information effects imbalance flows of information effects the underdeveloped nations?the underdeveloped nations?

2.2. Explain the two dimension of flows of Explain the two dimension of flows of information. Do these two dimensions of information. Do these two dimensions of flow still exist?flow still exist?

3.3. Do you agree with the conservatives, Do you agree with the conservatives, the reformists, or the structuralists?the reformists, or the structuralists?

4.4. Based on your extra reading, what will Based on your extra reading, what will the dependency of East Europe media the dependency of East Europe media suggest?suggest?

UAMG 3053UAMG 3053CommunicationTechnoloCommunicationTechnologygy

Week 8 & 9Week 8 & 9

Culture in CyberspaceCulture in Cyberspace

Two Conceptions of Two Conceptions of “News”“News”

What is News? – Much of the What is News? – Much of the scholarly and diplomatic debate scholarly and diplomatic debate about NWIO revolves around this about NWIO revolves around this simple question.simple question.

News as commodityNews as commodity News as social goodsNews as social goods

News as commodityNews as commodity

In Western context – news is In Western context – news is treated as a commoditytreated as a commodity

Western media provide Western media provide international news in the form of international news in the form of “merchandise rather than a “merchandise rather than a service”service”

News stories are selected for their News stories are selected for their impact, exoticism, and ability to impact, exoticism, and ability to entertainentertain

Commodity…Commodity…

Contents of international news are Contents of international news are determined by market interestsdetermined by market interests

News, historically, serves a News, historically, serves a particular economic interests and particular economic interests and catered to specific cultural taste catered to specific cultural taste

A news report tells what, when, A news report tells what, when, where, why, who, and how (later)where, why, who, and how (later)

A well-written news story should be A well-written news story should be brief, to-the-point, and clear – brief, to-the-point, and clear – “good” news reporting“good” news reporting

News as social goodsNews as social goods

New as social good developed New as social good developed during the 20th century campaign during the 20th century campaign for decolonizationfor decolonization

LDCs tried to improve and LDCs tried to improve and broaden their industries, broaden their industries, educational institutions, and educational institutions, and general social welfare all at the general social welfare all at the same timesame time

Social goods…Social goods…

All national assets, including All national assets, including information, came to be seen as information, came to be seen as resourcesresources held in common, held in common, under under absolute sovereign control of the absolute sovereign control of the statestate

Information was to be employed Information was to be employed as a tool for rapid developmentas a tool for rapid development

Cultural Imperialism Cultural Imperialism and Media Imperialismand Media Imperialism Cultural Imperialism Theory, Cultural Imperialism Theory,

developed by developed by Herbert SchillerHerbert Schiller in in the late 1960s and early the late 1960s and early 1970s1970s

Cultural Imperialism is about the Cultural Imperialism is about the struggle and shift of power and struggle and shift of power and control that lead to domination control that lead to domination and the erosion of local culture.and the erosion of local culture.

Stated that global mass media Stated that global mass media are basically are basically dominated by dominated by Western nations Western nations

Cultural Imperialism…Cultural Imperialism…

It suggested a one way It suggested a one way (imbalance, vertical) flow of (imbalance, vertical) flow of information information

Western nations control flows of Western nations control flows of international news and international news and information, allowing them to information, allowing them to undermine the cultures of the rest undermine the cultures of the rest of the worldof the world


To Petras (1999), imperialism is a To Petras (1999), imperialism is a “systematic penetration and “systematic penetration and domination of the cultural life of the domination of the cultural life of the popular classes by the ruling class popular classes by the ruling class of the West in order to reorder the of the West in order to reorder the values, behavior, institutions, and values, behavior, institutions, and identity of the oppressed people to identity of the oppressed people to conform with the interest of the conform with the interest of the imperial classes” (p. 140). imperial classes” (p. 140).


Western domination over the media Western domination over the media also means the ability of Western also means the ability of Western media to impose Western viewsmedia to impose Western views

Western media serve as a vehicle Western media serve as a vehicle from Western values, Western from Western values, Western norms, and Western culturenorms, and Western culture

Along with news and entertainment, Along with news and entertainment, Western media carry to the LDCs Western media carry to the LDCs images of a more prosperous life images of a more prosperous life and more exciting lifestylesand more exciting lifestyles


Third World nations are dependent Third World nations are dependent upon the West for their upon the West for their international news and international news and entertainment broadcasting, they entertainment broadcasting, they allegedly become molded in the allegedly become molded in the West’s cultural imageWest’s cultural image

Western way of life is said to effect Western way of life is said to effect social, political, and economic social, political, and economic changes on the Third World nationschanges on the Third World nations

Cultural Imperialism …Cultural Imperialism …

E.g., it stimulates desire on E.g., it stimulates desire on Western culture – demands for a Western culture – demands for a more westernized lifestyle increase more westernized lifestyle increase the demands of Western goods – the demands of Western goods – lead to increased importation of lead to increased importation of Western commodities and Western commodities and increased dependency by LDCs on increased dependency by LDCs on their Northern trading partnerstheir Northern trading partners

Cultural Imperialism …Cultural Imperialism …

Anthony Smith, “the flow of media Anthony Smith, “the flow of media exports acts as a kind of ideological exports acts as a kind of ideological prerequisite for the flow of other material prerequisite for the flow of other material exports” – the condition of cultural exports” – the condition of cultural imperialismimperialism

Referred by Thomas McPhail as Referred by Thomas McPhail as “electronic colonialism” – the “electronic colonialism” – the dependency relationship established by dependency relationship established by the importation of communication the importation of communication hardware, foreign-produced software, hardware, foreign-produced software, along with engineers, technicians, and along with engineers, technicians, and related information protocols…”related information protocols…”

Assimilation and Assimilation and AcculturationAcculturation Melting Pot or Salad?Melting Pot or Salad?- Rethinking acculturation and assimilationRethinking acculturation and assimilation

- Acculturation defined as the “cultural Acculturation defined as the “cultural changes” resulting from contact with changes” resulting from contact with various societies over time.various societies over time.

- Generally regarded as one strategy of Generally regarded as one strategy of acculturation, assimilation has been acculturation, assimilation has been understood as a process of melding, understood as a process of melding, whereby one culture changes its cultural whereby one culture changes its cultural characteristics characteristics entirely entirely in order to in order to acquire the culture of the host society.acquire the culture of the host society.

E.g Hispanic population in United StatesE.g Hispanic population in United States Chinese in CanadaChinese in Canada Indonesians in MalaysiaIndonesians in Malaysia

- Cultural historians have begun to Cultural historians have begun to explore the extent to which Hispanics explore the extent to which Hispanics are changing American culture.are changing American culture.

- As Hispanics adopt American ways, As Hispanics adopt American ways, their own traditions exert a growing their own traditions exert a growing influence on American culture, from influence on American culture, from tastes in food and popular music to the tastes in food and popular music to the economic and politics.economic and politics.

Hispanic youth tuned into popular American Hispanic youth tuned into popular American culture, its fashion, music, television and films culture, its fashion, music, television and films and connected to the Internet.and connected to the Internet.

E.g signs of assimilation point to the recent E.g signs of assimilation point to the recent study by Nielson Media Research in 2000 study by Nielson Media Research in 2000 found that younger Hispanics prefer watching found that younger Hispanics prefer watching TV in English even in household where adults TV in English even in household where adults speaks Spanish.speaks Spanish.

These signs of assimilation require a more These signs of assimilation require a more nuanced view. It also noted that Hispanic nuanced view. It also noted that Hispanic youth now see regularly see many Latino icons youth now see regularly see many Latino icons in popular movie actors and pop stars such as in popular movie actors and pop stars such as Penelope Cruz, Antonio Banderas, Jennifer Penelope Cruz, Antonio Banderas, Jennifer Lopez, Shakira and Christina AguileraLopez, Shakira and Christina Aguilera

Media consumption Among HispanicsMedia consumption Among Hispanics

- Spanish-language media outlets Spanish-language media outlets catering both Spanish only speakers as catering both Spanish only speakers as well as Hispanics who speaks English.well as Hispanics who speaks English.

- Spanish radio station in U.S increased Spanish radio station in U.S increased from 210 in 1992 to 550 in 2000.from 210 in 1992 to 550 in 2000.

- By adding this acquisition to TV and By adding this acquisition to TV and Internet audiences, communication Internet audiences, communication companies hope to increase market companies hope to increase market penetration.penetration.

- Magazines – Latina, Latin Style, Magazines – Latina, Latin Style, Hispanic Business and Hispanic Hispanic Business and Hispanic NetworkNetwork

- Internet networks – Spanish-language Internet networks – Spanish-language version such as AOL Espanolversion such as AOL Espanol

In summary, Hispanics acculturation In summary, Hispanics acculturation in the U.S presents a mixed picture. in the U.S presents a mixed picture.

Exposure to popular American Exposure to popular American culture through multimedia channels culture through multimedia channels – together with the economic – together with the economic advantages generally associated advantages generally associated with acculturation- has contributed with acculturation- has contributed to Hispanic assimilation, especially to Hispanic assimilation, especially the 2the 2ndnd and 3 and 3rdrd generation Hispanics. generation Hispanics.

Tutorial 10 - QuestionsTutorial 10 - Questions

In your opinion, what are the In your opinion, what are the factors that helps to contribute factors that helps to contribute assimilation and acculturation assimilation and acculturation among minorities? among minorities?

What are the two conceptions of What are the two conceptions of “News”“News”

ReferencesReferences

Curran, J. (2002). Media and Curran, J. (2002). Media and Power. New York: Routledge.Power. New York: Routledge.

Meyer, W.H. (1988). Meyer, W.H. (1988). Transnational Media and Transnational Media and Third World DevelopmentThird World Development. . New York: Greenwood Press.New York: Greenwood Press.

Petras, J. (1999). Globalization: A Petras, J. (1999). Globalization: A critical analysis. critical analysis. Journal of Journal of Contemporary Asia, 29Contemporary Asia, 29, 3-37. , 3-37.

ReferencesReferences Schiller, H. J. (1973). Schiller, H. J. (1973). Communication Communication

and cultural dominationand cultural domination. White . White Plains, NY: International Arts and Plains, NY: International Arts and Sciences Press. Sciences Press.

Stevenson, R.L., & Cole, R.R. (1984). Stevenson, R.L., & Cole, R.R. (1984). Issues in foreign news. In R.L. Issues in foreign news. In R.L. Stevenson & D.L. Shaw (Ed.), Stevenson & D.L. Shaw (Ed.), Foreign Foreign News and the New World Information News and the New World Information Order (pp. 5-20). Order (pp. 5-20). Ames, IA: The Iowa Ames, IA: The Iowa State University Press.State University Press.

Green, L. (2001). Chapter 9. Pg 153.Green, L. (2001). Chapter 9. Pg 153.

UAMG 3053 CommunicationTechnology Week 8 & 9 Culture in Cyberspace.

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