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Example research essay topic: Rupert Murdoch Cultural Imperialism - 1,063 words

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... pendant on where masts are placed e. g they are not placed in the wilds of Africa or the Bush of Australia, and how many African villagers have internet access? McLuhen promotes the notion of the Global Village, an idea that has had a recent resurgence due to the new possibilities of the Internet. In fact Aol's current advertising campaign advertises their service (a huge US Internet Service Provider) as a Digital Community, a strikingly similar phrase. To use the notion of global and digital communities to sell a product suggests how popular the idea of the Global Village is and that widespread western belief in such a possibility exists.

Howard Rheingold, a leading figure in WELL (Whole Earth Lectronic Link), a San Francisco electronic community, promotes the progressive possibilities of the Internet. Rheingold's work is based on the arguments of Jurgen Habermas who discusses the notion of the Public Sphere. The Public Sphere is a space free from state control where citizens without censorship or recording by Governments and other official bodies can debate politics and policy. Rheingold and Habermas see the Public Sphere as playing an intrinsic part in modern democracy. Rheingold's arguments focus on the structure of domination. We can see, by his rationale, that compared to the highly structured, power concentrated mass media the new electronic structures e.

g. Internet, Telephone text messaging, offer a high degree of freedom of speech and expression. (Although this is not always the case: computer hacking, ISP parental controls and police intervention (e. g. in suspected paedophile cases) can threaten these channels of free communication. ) Rheingold says that where CMC (Computer Mediated Communication) is accessible to people, virtual communities emerge therefore reflecting a demand for community (Rheingold, 1995, p 6). Rheingold says that global communication makes for a better world, but this could be seen as nave. The growth in ownership, development and use of communications technology in global communications is occurring alongside huge increases in global inequalities.

Not every citizen of the world has access to or knowledge of communications technology so the playing field is already uneven. Pessimists believe that rather than equalizing, the growth of global communications and cultural flows has exacerbated divisions between the Information Rich and the Information Poor, who lack electricity, hardware, software or knowledge. The way media power is owned has a dramatic effect on how information is controlled and how the medias power is used. Several companies dominate an increasingly homogenized media. With such a small elite controlling the mass media and therefore a huge percentage of the information spread, a limited and dominant group is mediating messages and therefore a dominant predominantly white, predominantly male, Capitalist view of the world is being perpetuated. A clear example of this comes again from Rupert Murdoch's News Corporation.

Rupert Murdoch's family own 30 % of the companys stock, not only does the company dominate the market but a very small number of people dominate the company therefore a very small group of people (from the same background and culture) hold a huge amount of media power. Access to alternative messages is consequently difficult, the emphasis may fall on the public to actively seek such messages rather than passively receive mass media information. When viewing the impacts of Globalization, how those impacted are categorised in terms of winning and losing, depends on the ideological position of the viewer (or theorist). E. g.

one persons cultural enrichment is another's cultural dilution or pillaging. To some the arrival of McDonalds in Moscow several decades back meant more choice to sample food from another culture, to some it was seen as yet another example of USA trying to dominate the world and forcing its cultural symbols in place of existing symbols, a type of edible Trojan Horse. Economically, Pessimist Globalists would argue that the Optimists claims of a better world for all simply do not add up. There is only so much money in the world the more it is spread the less each persons share will be. Cultural Imperialism is one theory behind what Globalization is and what its principle players motives are. The argument is based on work carried out by the Frankfurt School of sociology (particularly by Adorno and Horkheimer).

Cultural goods are seen as flowing to the rest of the world from America or the West as a whole, cultivating Western or US values in those recipient nations and paving the way for even more goods to arrive therefore more capital to flow back to US or West as a whole. Cultural flows are seen as imbalanced where dominant cultures e. g. US culture overpowers more vulnerable cultures e.

g. Russian culture. An example of Cultural Imperialism is the structure of world news. The five major western news agencies are responsible for producing 80 % of world news and only a quarter of all world news focuses on the developing world. Therefore the dominant culture is focussed on and given precedence over the weaker. One argument, which could be raised to this Pessimistic view, is that Western countries are the highest consumers of news and media in general and perhaps the ratio of television receivers may also be a lot higher in developed countries as opposed to developing countries, in which case the supply reflects the demand.

It is clear that there are both winners and losers from the process described as Globalization. Broadly speaking, at the present time Globalization is of great benefit to Western Governments and Companies who are able to exploit the cheaper labour and resource opportunities of the less developed world while maintaining the flow of their own countries goods across the world. Economically these parties are winners, however with less work being fielded towards the more expensive workforce of their own countries these Governments and companies could be accused of shooting themselves in the foot as the economy of their own countries will suffer due to more unemployment. Workers in less developed countries could be seen as winning as, although mainly gutter-level, sweat shop jobs, the new employment opportunities offered by Western companies are still better than nothing in the long run however, the long hours in terrible conditions plays havoc on the workers health and keeps them in a position of poor pay with no time to look for another job and no opportunities outside of the sweat shops.


Free research essays on topics related to: mass media, rupert murdoch, developed countries, global village, cultural imperialism

Research essay sample on Rupert Murdoch Cultural Imperialism

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