CMST 3K03 Lecture Notes - Lecture 4: Herbert Schiller, Media Imperialism, Levi Strauss & Co.
2 Mar 2020
School
Department
Course
Professor
Document Summary
The theorist identified with the media imperialism approach. Churn out media content in ways that undermines the agency of local media markets. Viewed international media as an obstacle to meaningful socio-economic progress. Argues that third world countries occupy a subordinate position in the international eco political systems. Colonization and imperialism is taking the form of whose content pervades the globe. Argues that the needs of developed countries are prioritized. If you invest in media content, you are not doing it as a non-profit venture; you wan be normalized in peoples culture. Whoever creates the content has the ideological control over how audiences think ab. Developed countries maintain their dominant position and continue their own process of the expense of developmental needs of the third world countries. The relationship between economic and cultural dependence is central to this position. Audiences will become dependent on that particular content. The international media are regarded as a global extension of western culture.
