Globalization and its Impacts on Arts and Cultural Values - Term Paper Example

Globalization and its Impacts on Arts and Cultural Values Globalisation has been in existence for quite a while. In the early ages it was essentiallylimited to business and trade. But with the beginning of the new form of market driven governments, globalisation has filtered down to almost all walks of life like, media, art, culture, and of course the trade and business practices. During the early ages, these trading companies, once in a foreign land, used to try influencing the ruling class in order to strengthen their business goals. Gradually these companies also succeeded in capturing power in those countries, thus giving rise to the practice of imperialism. British companies were in the forefront of such practices in those early days leading to a situation when most parts of the world were ruled by Britain. In modern times, situation is very different, now the world is a vastly different society with modern means of communication and technology, ideologies, international treaties etc. Today USA appears to be in the forefront of influencing the cultures across the globe. But, it’s not a one way process anymore. If a large number of US companies are able to make good progress in the spheres of trade and business in many regions of the world, there are many US businesses which have gone to the outside world as well. For example, in the field of IT and IT enabled services, on the one hand many US companies are on an outsourcing spree while there are equally impressive number of emigrant people making US their home for professional reasons and thus influencing the culture of the country. But the growing influence of Multi National Corporations (MNCs) in almost all walks of life is being termed as a cause of worry by some analysts. What provides fuel to such concerns is the fact that these MNCs come from those very nations who were involved in imperialistic practices in those early days. Bodies like United Nations (UN) and World Trade Organisation (WTO) have been trying to implement a code of conduct for business practices, but at times these international organisations appear openly dependent on the so-called developed nations. Such international organisations have been asking for the reduction in cross border tariffs, international movements of people, global circulation of ideas, exchange of cultural values, increasing activities of Non Governmental Organisations (NGOs) or voluntary organisations etc. Media plays a very important role in telling the people about the values, ideas, opinions and culture of any country and organisation. In fact media helps in propagating the value proposition of one country into another, provides space for disseminating art and architecture as well consumerist ideas amongst the populace. Organisations often hire Public Relation companies to undertake such tasks. These PR companies study the local environment, the beliefs and cultures of the local consumers and then devise appropriate strategies in such a manner that the ideas and products are accepted by the people. Media is supposed to influence the communicative practices of individuals and institutions, which in turn influence the people and societies. Of late the growing influence of media in all spheres of life is leading to a belief that it is another kind of imperialism in which people tend to forget and gradually discard their own cultural ethos and values while adopting the ideas being propagated by the media. Manuel Castells (2000) proposed the growth of an Information Communication Technology (ICT) dominated informational society in which the social interaction becomes dependent on use of such technology. For integrating the international society media and communication plays a crucial role. Though development in this field has been undergoing since the days of invention of paper and printing, some later developments like underwater cabling system and growth of news agencies further helped the growth of media technology. In 1869 news agencies agreed to divide the world into mutually exclusive areas of operation which more or less corresponded to the prevailing spheres of influence of the major imperial European powers. Carey (1992) argues that broadcast media have helped in promoting centralization of production, decentralization of broadcast/ publication and international distribution. But most nations prefer to impose restrictions over electronic media development fearing that it would result in degrading their culture. Globalisation is another form of transnational cooperation amongst different countries. But trans-nationalism essentially meant a focus on broader areas of cooperation in cultural exchanges, economic exchanges; connecting people, governments, organizations or institutions across the borders of nation-states thus facilitating the flow of people, ideas and goods between different countries and regions. On the other hand globalisation, though implies similar connotations, has become more associated with economic activities and a hegemonistic attitude of big corporate houses. While trans-nationalization worked with exchanges across boundaries connecting the countries and regions, globalization knows no boundaries. Moreover with the advancement of communication technologies spread of globalisation has become more prominent and now it has replaced the word trans-nationalisation. While trans-nationalisation effectively meant cooperation and coordination between two or more countries, globalisation works with involvement of many countries in similar practice or trade. Economic activities have now dominated as the major players in deciding the policies. In fact, America is aware of the criticism that some of the US policies and companies have invited as a result of the globalisation and liberalisation policies all across the globe. While delivering his lecture at the Eisenhower Fellowship Conference in Singapore, Ambassador Frank Lavin said, “We’ve all heard that; Globalization means American culture domination. MTV will take over the world. Globalization homogenizes culture and destroys local customs. Starbucks will take over the world. Globalization lowers standards by spreading a mass consumer pop culture. “Baywatch” will take over the world. Frank Lavin further added that there might be some truth in the criticism, but most of the criticism arises from misconception about the so called ill effects of spread of the US culture. Media has indeed emerged as a potent force in the spread of globalisation and cultural exchanges. For example, once the media starts coming out with interesting stories about the need for ‘green buildings’ to save the environment, many countries started adopting such policies and many companies/ organisations started making their corporate offices and factory buildings in such a manner that these building consume little energy from the artificial resources while utilising the sunlight and other natural resources for the energy requirements. Economic policies are of course, dependent upon a range of factors, most of which can be influenced by the mainstream media. Therefore, those asking for a free flow of media include mainstream economists, who argue that more opportunities for sharing information, borderless communication and global commerce will emerge if we allow globalisation of media to its potential. Citing the ideas of ‘The Death of Distance’ by Cairncross and ‘the global village’ by Marshall McLuhan, these economists find support from media moguls like Rupert Murdoch and companies like AOL/Time Warner. But, there are some apprehensions as well. For example, what gives rise to the fears of imperialism is the cordial relation of Rupert Murdoch with the US govt. Administration, which indirectly results in association of the political criticism of Bush administration’s policies with the media channels. The growing influence and power of MNEs, increasing role of media in framing of governmental policies, unequal distribution of communication power and resources further increase their worries about the expansion of such imperialist forces from the western part of the world. Schiller (1969) argues states that ‘Nothing less than the viability of the American industrial economy itself is involved in the movement towards international commercialization of broadcasting’. This school of thought anticipates the shades of cultural imperialism in the growing influence of west dominated media. Schiller defines cultural imperialism as ‘the sum of the processes by which a society is brought into the modern world system and how its dominating stratum is attracted, pressured, forced, and sometimes bribed into shaping social institutions to correspond to, or even promote, the values and structures of the dominating centre of the system’. Similarly, Herman and McChesney (1997) argue that the power that the multinational corporations are able to apply for global expansion and global media’s assistance in spreading their business principles and ideas makes the lesser privileged world take notice their imperialistic designs. Third world nations put forth all such concerns in the New World Information and Communication Order (NWICO) debate in the early 1970s. They advanced the views that growing western media influence is resulting in strengthening of conservative political forces worldwide and the erosion of local cultures. They wanted UNESCO (United Nations Educational, Scientific and Cultural Organization) to address the issue of power imbalance in global communication capabilities. But, in view of the major opposition from USA and UK, the movement could not find favour. Economists and business leaders, favouring globalisation treat the people all across the global as potential consumers and they are resorting to all means of convincing the global consumers about the benefits of globalisation. They’ve got enough money power to influence the media in spreading good words about their plans. They resort to the use of ‘soft power’ which means ability to achieve desired outcomes in international affairs through attraction rather than compulsion. This method works by convincing governments and institutions to agree to their ideas. A gradual build-up in local media, about the MNE followed by more concessions helps in convincing the local governments. In earlier days, their used to be only couple of media houses, most of them being regulated by the local governments. But now there are large numbers of media channels, newspapers even at local levels, which gives rise to competition and require huge amount of money-power as well. The Multi National Corporations from western nations take advantage of such a situation and in return for financial obligations get willing help from local media channels in planting their own stories, culture, commercial interests and ideas. Schiller (1969) termed this phenomenon as ‘transnational corporate cultural domination’. Sinclair (1997) also argues that contrary to what the cultural imperialism theory says more important than the ideological influence of the US on other countries in broadcasting was its legacy in implanting system of broadcasting which are out and out commercial i.e. that aim to attract audiences which can then be sold to advertisers. References: 1. Castells, Manuel (2000). ‘Information Technology and Global Capitalism’ in Hutton, Will and Anthony Giddens (2000). ‘On the Edge, living with Global Capitlism’. London. Jonathon Cape. 2. Carey, James (1992). ‘Technology and Ideology: The Case if the Telegraph’. Communications as Culture. New York. Routledge. 3. Schiller, Herbert I. (1969). Mass Communication and American Empire. New York. A.M. Kelly. 4. Herman, Edward S., and Robert W. McChesney (1997). ‘The Global Media: The New Missionaries of Global Capitalism’. London, Cassell. 5. Sinclair, John (1997). ‘The Business of International Broadcasting: Cultural Bridges and Barriers.’ Asian Journal of Communication 7.1. Read More