Multilingual Media and Influence of Western Media - Report Example

Multilingual Media and Influence of Western Media Module Module ID: The present study aims to carry out an investigation on the topic of the influence of western media on the news and information channels and sources offering their services by applying multilingual methodologies. One of the most essential reasons behind conducting the research on the afore-stated topic includes the strong impact of western cultural patterns on rest of the societies of world, which has resulted into the third world’s imitating the western cultural features in everyday life, including media. The present study is interested in exploring whether or not it is western media that is indirectly regulating the affairs of multilingual media of the world, or there are also other factors that have turned out to be central in the strategic schemes and policies devised and adopted by multilingual media of the world. The study has been supported with theoretical framework related to the media and cultural patterns emulated by the individuals belonging to diversified regions of the globe. The Paper: The present age has frequently been regarded to the age of technological and spatial advancements, which has introduced revolutionary alterations in all walks of individual and collective activities of the humans living in different parts of the world at large (Zaidi, 2015). The latest communication and navigation techniques have played decisive role with regards to humans’ making advancements towards progress and development at a fast pace (Macionis, 2008). In addition, since almost all the developments being witnessed in the world have reached from the west to other areas of the earth, because of west’s having the greatest share in inventing and introducing technological progresses, the same is emulated by the world in order to turn their lifestyle to be advanced and comfortable in the light of the developments being made all around them (Zaidi, 2014). Consequently, the concepts of McDonaldization and Disneyzation of all societies of the world at large in the wake of the establishment of western food chains have earned profound popularity (Artz, 2001). Therefore, amusement platforms and technological application introduced by the west have left dramatic impact on the food patterns, recreational style, educational sources and professional activities of third world countries in general (Macionis, 2008). Being one of the most essential parts of everyday human life everywhere in the world, media has also observed astounding modifications in its nature and scope during the modern age of revolutionary advancements (Macionis, 2008). As a result, news of the incidents taking place in one region of the world reaches the pole-apart areas within few minutes only. Keeping in view the popularity of strategies adopted and enforced by the western media in respect of accelerating the flow of information in an innovative way, the print, social and electronic media belonging to Asian, African and Latin American countries have also started adopting the same techniques by broadcasting and telecasting the news, discussions and information programs in national, local and English languages in order to get them popularized in their own states on the one side, and for the international viewers and spectators interested in watching the current affairs and entertainment programs related to their respective states on the other (Livingstone, 1998). One of the most important factors leading to the popularity of the western cultural patterns included the strategies observed by the political, technological, business and economic authorities of the USA, which have always patronized the attempts of influencing the third world through their political views, technological advancements and commercial ventures, all of which appear to be extremely fascinating for the poor, downtrodden and backward social establishments on the one side, and the strict political policies restricting and regulating the activities of the masses on the other (Zaidi, 2014). It was the western media, predominantly BBC, Voice of America and other noteworthy broadcasting services of the west that had established the system of providing latest information and amusement facilities to the foreigners in their native languages. Consequently, the people from populated and influential spheres including Russians, Arabs, Indians, Pakistanis, Iranians and French could enjoy themselves with the news, drama and other entertainment programs being broadcasted in their native languages. Such commercial ventures and activities tend to boost the popularity of the western media on the one side, and leads to the multiplication of their revenues and profit margins on the other. It is particularly the case with the process of the McDonaldization and Disneyzation of various societies of the world, which not only turn out to be highly supportive for the corporate industries and national economies of the USA, but also urge the eastern societies to copy these food and recreation patterns for making them as the essential part of their cultures subsequently (Artz, 2001). The theorists are of the view that the popularity of Disney characters, especially mickey mouse and others, have also boosted the toys and animated toys industry, where the children look for the same characters including mickey, doraemon, pink panther, Winnie the pooh and many others, movies of which they have watched in Disney cartoons (Artz, 2001); almost same is also the case with the video games, theme parks, cruise ships, toys, clothing, and other consumer products (Artz, 2001). Disney enterprises had acquired the services of different TV and cable networks, including ABC, AM radio stations, and cable holdings such as ESPN and A&E (Artz, 2001), which broadcasted their cartoons after dubbing. Hence, despite the fact that most of the cartoons, movies and films have been produced in English language, these are presented in different countries after getting dubbed in the local languages, which tend to increase the curiosity of the viewers and force them to watch the same. Hence, the toys, costumes, sports, fast food stuff, hotels and restaurants, and entertaining activities, the children and adults find in the western cultures, are followed by them with great enthusiasm (Artz, 2001). The individuals that had been watching the cartoons, stories, lyrics and movies produced by the western producers and film-makers since their childhood and adolescence, certainly look unconsciously under the influence of the views, thoughts and patterns they have long experience of having their interaction with. As a result, the same lifestyle, social norms and cultural values become the essential part of their sub-conscious and hence do not let them come out of the same for the future years to come. Consequently, the influence of the animated cartoon films and other movies depicting stories and lyrics for the adolescents develop their minds in such a way that they start preferring the western dresses, cuisine, mannerism, behavior and lifestyle in their daily routines related to the private and professional life subsequently. By visiting different regions of the world, or reading or watching the material portraying the lifestyle adopted by the people of Middle East, South Asia, East Europe, Africa and others, it becomes evident that the native populations appear to be under the complete and absolute influence of the western civilization with regards to their professional and domestic activities. Thus, the young Africans and Arabs could be found wearing the western dresses and enjoying themselves by visiting the fast food chains attributed to the US and European cultures (Zaidi, 2015). Identical with different arrangements associated with one’s life, all fashion manners including cuisine, dresses, traveling and amusement and others are generally invented by the elite stratum of society, and are imitated by the middle and lower classes with great fervor and enthusiasm (Veblen, 1924). The upper stratum of every society, according to Simmel (2010), introduces latest designs and styles of fashion and other activities, in order to sustain its distinction and uniqueness. On the other hand, the members of middle and lower strata also attempt to emulate these styles attributed to the individuals from the upper class of society, though the elite stratum starts surrendering and parting with the same on finding the lower classes adopting their patterns and fashions (Veblen, 1924). The same is also the case with the rich and affluent societies of west on the one side, and the poor third world countries belonging to Asia, Africa and Latin America on the other, where the cultural values of the former and imitated by the latter in every field of life, including media. By taking the precedent of the print media rendering services in the third world, it becomes evident that the Russian, Chinese, Indian, Pakistani, and Arab countries could also be found offering their services in their native as well as English language. Besides, most of these states also provide the readers with the online newspaper reading services, which allow access in local and English languages. In the same way, the multilingual media services also looks following the western style in their informative and entertainment programs, which has left its significant influence on the liking and disliking of the spectators and readers alike. Moreover, almost all the Far East, Middle East, South Asian and African states have declared English learning as an essential part of the educational curricula, which certainly endorses the hypothesis that multilingualism has been being imitated by all of the oriental cultures and societies without discrimination during the modern times. To conclude, it becomes evident that it is the essential part of human nature that almost all the individuals, communities and nations feel pride in emulating the ways adopted by the elite, powerful and affluent groups and classes of society. It is partly because of their desire to associate them with the influential members and communities of society in one way or the other, so that other members of society could look at them with envy and curiosity that they embrace and espouse the lifestyle attributed to the affluent for winning applause and admiration from others. It is equally applicable on various platforms of the multilingual media of the world, which consciously and unconsciously add their share in the process of promoting and projecting of western cultural traits and characteristics by developing the characters, styles, cuisine, technological devices and equipment, and entertainment ventures, and hence indirectly play a very important role in the multiplication of the commercial and financial boost of the western companies and culture as well. References Artz, Lee. (2001). “Animated Hierarchy: Disneyland and Globalization of Capitalism.” Purdue University Calumet, pp. 1-32. Macionis, John J. Sociology. 11th Edition (New York: Prentice-Hall, 2008), 331-587 Simmel, Georg. (1957/2010). “Fashion.” The American Journal of Sociology, Volume 62, No. 6 May, pp. 541-58. Retrieved from http://sites.middlebury.edu/individualandthesociety/files/2010/09/Simmel.fashion.pdf Veblen, Thorstein. (1924). Theory of the Leisure Class. London: Transaction Publishers. Zaidi, Mujtaba Haider. (2015). “Third World Cultural Identity in Jeopardy.” The Frontier Post newspaper, March 06. Retrieved from http://epaper.thefrontierpost.pk/e-paper/2015-03-06/ Zaidi, Mujtaba Haider. (2014). “East’s Craving for Occidental Culture.” The Frontier Post newspaper, March 03. Retrieved from http://epaper.thefrontierpost.com/e-paper/2014-03-03/Editorial-11239/ Read More