Media corporations have the power to produce images of lifestyles through which people form their identities. The wide reach of these corporations has led to local cultures becoming less important.
Media corporations may contribute to a growth in global culture.Applying material from Item M, analyse two ways in which media corporations may contribute to a growth in global culture.
AQA
A Level
2024
👑Complete Model Essay
Free Essay Plan
Essay Outline: Media Corporations and the Growth of Global Culture
This essay will analyze two ways in which media corporations contribute to the growth of global culture, drawing upon Item M's assertion that "Media corporations have the power to produce images of lifestyles through which people form their identities." It will argue that these corporations contribute to global culture by promoting consumerism and homogenizing media content.
Introduction
- Define 'global culture' and distinguish it from local cultures.
- Introduce Item M and its central argument about media corporations and identity formation.
- Briefly outline the two main ways media corporations contribute to the growth of global culture (consumerism and media homogenization) that will be explored.
Body Paragraph 1: Promoting Consumerism
- Argument: Media corporations, particularly those based in Western nations, promote a consumerist ideology that transcends national boundaries.
- Evidence and Examples:
- Discuss how advertising and branding campaigns by global corporations like Nike, Coca-Cola, and Apple portray desired lifestyles and aspirations that resonate with audiences worldwide.
- Refer to theorists like Sklair's theory of "cultural imperialism" to illustrate how these corporations may impose Western values and consumerist ideals on other cultures.
- Explanation: Explain how this widespread consumerism and the desire for global brands can weaken local cultures by eroding traditional values, practices, and products.
Body Paragraph 2: Homogenizing Media Content
- Argument: Media corporations contribute to the homogenization of media content, making similar products and narratives accessible across the globe.
- Evidence and Examples:
- Discuss how streaming platforms like Netflix deliver the same content to a worldwide audience, potentially reducing exposure to diverse cultural perspectives and local narratives.
- Mention the dominance of Western film genres and music styles in global markets, which can diminish the visibility of alternative cultural expressions.
- Explanation: Explain how this homogenization of media content can lead to a decline in cultural diversity and a sense of shared global identity, potentially undermining local cultural identities.
Conclusion
- Summarize the key arguments presented: How media corporations contribute to the growth of global culture through consumerism and homogenization of media content.
- Acknowledge potential counter-arguments, such as the role of local media and the ongoing cultural hybridity that results from the interaction of global and local influences.
- Conclude by reiterating the significant impact of media corporations on the formation of global culture and their potential to influence individual identities.
Note: This outline provides a framework, and the essay should be expanded upon using specific examples, theoretical perspectives, and evidence from relevant sources as mentioned in the prompt.
Media Corporations and the Growth of Global Culture
Item M argues that media corporations shape identities and diminish the importance of local cultures. This essay will discuss two ways in which media corporations contribute to the growth of global culture: through the promotion of consumerism and the global distribution of standardised media products.
The Spread of Consumerism
Media corporations, particularly those based in the West, play a significant role in spreading an ideology of consumerism. As Sklair argues, corporations promote a capitalist ideology that equates happiness with the acquisition of material goods. Through advertising and product placement in films and TV shows, these corporations create a desire for Western products and lifestyles. This is particularly impactful in developing countries, where exposure to Western media can lead to the adoption of these consumerist values, often at the expense of traditional values and practices.
Furthermore, the global reach of brands like Coca-Cola and McDonald's, often featured prominently in media, contributes to a homogenization of culture. Ritzer refers to this as the "McDonaldization" of society, where the principles of efficiency, calculability, predictability, and control, often associated with fast-food chains, are becoming increasingly prevalent in various aspects of life globally. This can lead to a decline in cultural diversity as local businesses and traditions struggle to compete with the overwhelming presence of global brands.
Global Distribution of Media Products
The availability of the same media products worldwide is another significant contributor to global culture. With the rise of streaming services like Netflix and Amazon Prime, geographical boundaries have become increasingly blurred. People across the globe consume the same shows, listen to the same music, and engage with the same online content. This shared experience can foster a sense of global interconnectedness and contribute to the development of a shared global culture.
However, this global distribution is not without its critics. Herman and Chomsky's propaganda model argues that media conglomerates, often driven by profit motives, promote a particular worldview that aligns with the interests of powerful corporations and governments. This can lead to a narrow range of perspectives being represented, potentially marginalizing local voices and limiting cultural diversity.
Conclusion
In conclusion, media corporations play a significant role in the growth of global culture. The spread of consumerism through advertising and the global distribution of standardised media products contribute to a more homogenized world. While this can lead to increased interconnectedness, it is important to acknowledge the potential negative consequences, such as the erosion of local cultures and the promotion of a dominant, often Western-centric, worldview.
Media corporations have the power to produce images of lifestyles through which people form their identities. The wide reach of these corporations has led to local cultures becoming less important.
Media corporations may contribute to a growth in global culture.Applying material from Item M, analyse two ways in which media corporations may contribute to a growth in global culture.
Free Mark Scheme Extracts
Globalisation and Cultural Homogenisation
Western/American media spread an ideology of consumerism so that people around the world aspire to the same ideas, values and products. Global brands are promoted and recognised around the world, weakening local cultures.
The same media products are available around the world.
Sources
- Bagdikian - Baudrillard - Compaine - Fenton - Flew - Herman and Chomsky - Kellner - Putnam - Rosenau - Schiller - Sklair - Strinati - Thompson - Thussu