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How Does the US Media Effects Evolve in Singapores Current Media - Assignment Example

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"How Does the US Media Effects Evolve in Singapore’s Current Media" paper identifies whether US media flows into Singapore endanger the government’s ‘nation-building’ effort by threatening Singapore’s national identity, and how does the US cultural imperialism influences Singapore…
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How Does the US Media Effects Evolve in Singapores Current Media
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Download file to see previous pages Lewis and Slade (2000, p. 223) in their critical evaluation of the effects of media communication on the audience argue that media effect is achieved incongruent with social context. Their study recounts the experiment on the influence of television on identity in Singapore indicates that US social values and Singaporean values greatly differ from each other. The sharp differences in program content have a negative influence on the audience because Chinese raised Singaporeans value marriage, social values, and collectivism whereas US social culture involves career, family and the struggle to balance the two. Therefore the question of US media's influence to destabilize Singaporean national identity is limited. This view is emphasized in another study by Gauntlett (1998, p. 3) which indicates that social studies of media influence the audience have usually been carried out with the assumption that the intended messages are consumed by the audience whereas the opposite is also true. This means that it is not necessary that all media messages are being consumed by the audience. In fact, studies indicate that audiences use the media, for example, television, congruent with other activities such as turning on the television when a group of friends comes over, or turning on the television while cooking, cleaning or washing the clothes. These dimensions indicate that the media must be used in conjunction with other tools before it can be as effective as changing the national values or culture of a nation.

Culture is defined as the deposit of knowledge, experience, beliefs, values, attitudes, meanings, hierarchies, religion, notions of time, roles, spatial relations, concepts of the universe, and material objects and possessions acquired by a group of people in the course of generations through individual and group striving" (Samovar and Porter 1991 in Ramburuth 1999 p.22). ...Download file to see next pagesRead More
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