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Does the globalisation of television bring a threat to national and local cultural identities? Discuss in relation to any one television genre.

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INDIVIDUAL PROJECT Number 2: Globalisation of television Global Media, Global Culture MZ3001 STUDENT NUMBER: J0285629 PROFESSOR: Stuart Hanson NAME: Marina Schiaffino Dom�nech Number 2: Does the globalisation of television bring a threat to national and local cultural identities? Discuss in relation to any one television genre. According to the Catalan language dictionary Albert�, culture is a 'joint space of knowledge from a person; or else the joint space of the human creations in general, or the specific of a country or a society'. So everything that creates culture is related to the knowledge that different individuals have. And how can people achieve knowledge? As said by Timo Jarvilehto, psychology professor in the Oulu University: "...the senses are not transmitters of environmental information; rather, they create a direct connection between the organism and the environment that makes possible a dynamic organism-environment system... With the help of efferent effects on receptors, each organism creates its own particular world" Therefore, we get knowledge thanks to everything that surrounds us. Basing on the results of an interview (see annex), Catalan people do not know their own culture. The Catalan typical folkloric dances are danced in a cultural association called Esbart. Theoretically, everybody must know at least, which is the name of this association, but when we look to the results we see that this is not true. ...read more.


The harder impact comes from countries who are on a very different social level that the USA. If for example in Spain, we are looking to a series where a guy goes to a refrigerator, takes a Coke and drinks it, while he is talking about his job in a publicity enterprise, we wont be much surprised. But if the same image is broadcasted in a Third World country the impact will be very different. Not only because maybe they don't have Coca-Cola in their stores (something strange, I know), or because they almost don't know what a marketing company is. Probably the worst influence will come from the image of a man who owns a fridge by him alone, and is wearing some super-fashion clothes. The effects that the messages of the American entertainment provokes, can be divided in different types: short-term effects, long-term effects and effects in the media. Short-term effects: * Beauty standards: Creation of stereotypes that men and women 'have to follow' if they want to reach success. That can create frustration and discrimination to those that cannot reach them. * Creation of needs: All the audiences are seen as potential consumers by the media. And what the media makes, through television series, is to put the idea of buying products in the minds of the audience, just to create the feel they are classified in a particular high socio-economic status. ...read more.


This is an enormously high level. Only 18% of the whole exhibition of a year in a country for the non-American lands demonstrates that the American cinema has invaded completely other states. CONCLUSION In a theoretical frame, globalisation is a very good idea. Poor countries receive help from the rich ones, and everybody wins different aspects from the different cultures, so all of them get wealthier. But in fact, rich countries get richer, and poor get poorer. The problems in the economic aspect are very important, but in the cultural aspect are worse. If the stock market falls, can be recuperated soon or later, but if a culture disappears invaded by another, there are no more chances. Homogenisation is a double blade knife: it is a good point if helps to develop the cultures, but when goes over the line of development, it becomes a negative influence, because a strong culture, more advanced technologically always goes over the weaker cultures. In the beginning of this project, we have seen that the culture is created through the stimuli that are around us. And we have seen that the American series and cinema are changing our world constantly, not for better in a general way but for better only for them. So through these asseverations we can extract that using the media, the American culture it is being able to squash the other cultures in the world. ...read more.

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