The emergence of international media has really changed the face of the globe. Today we
don’t belong to a big planet called Earth. We are part of a small global village. Exposure to
international media has had a positive as well as negative impact on local cultures. In the
following paragraphs I shall discuss these impacts. Overall, the impact has been largely
positive.
On the positive side, today’s communications and technologies allow a more open spread
of culture around the world – people in far corners of the globe are able to be aware of
and share each other’s culture. It is a view that sees global culture as generally positive –
something that encourages diversity and a mixing of culture and has enabled people
around the world to overcome national boundaries to embrace common causes. Thus,
cultural globalisation in itself promotes diversity and a respect for other cultures.
Some people hold the view that internationalization of media can overpower national
culture. However, this depends on how strong a particular national culture is. In some
circumstances of course, national culture is damaged by aggressively marketed foreign
media imports. However, the theory that local cultures will be drowned out and
completely disappear under a tide of global media does not appear to hold true at least in
the case of India. This is partly because of the strong cultural identity of India. The cultural
preferences of Indian viewers are so strong that foreign imports are put at a clear
competitive disadvantage relative to the regional and national media produced. In fact,
the international media companies have to tailor their output so as to fit into the local
cultural setting.
Another positive effect that international media has had on India is that our media
companies have improved dramatically under the stiff competition of global media and as
a result they have found a place in the international market. This has put our culture on a
higher pedestal than any other culture of the world.
To put it in a nutshell I pen down saying that the internationalization of media needs not
necessarily undermine national culture. If the local culture is strong enough, it can
withstand any foreign influence.
The emergence of
international
media
has
really
changed
the face of the globe.
Today
we
don’t belong to a
big
planet called Earth. We are part of a
small
global
village. Exposure to
international
media
has had a
positive
as well
as
negative
impact on local
cultures
. In the
following paragraphs I shall discuss these impacts.
Overall
, the impact has been
largely
positive
.
On the
positive
side,
today
’s communications and technologies
allow
a more open spread
of
culture
around the world
–
people
in far corners of the globe are able to be aware of
and share each other’s
culture
. It is a view that
sees
global
culture
as
generally
positive
–
something that encourages diversity and a mixing of
culture
and has enabled
people
around the world to overcome
national
boundaries to embrace common causes.
Thus
,
cultural
globalisation
in itself promotes diversity and a respect for other cultures.
Some
people
hold the view that internationalization of
media
can overpower national
culture.
However
, this depends on how
strong
a particular
national
culture
is. In
some
circumstances
of course
,
national
culture
is damaged
by
aggressively
marketed foreign
media imports.
However
, the theory that local
cultures
will
be drowned
out and
completely disappear under a tide of
global
media
does not appear to hold true at least in
the case of India. This is partly
because
of the
strong
cultural identity of India. The cultural
preferences of Indian viewers are
so
strong
that
foreign imports
are put
at a
clear
competitive disadvantage relative to the regional and
national
media
produced. In fact,
the
international
media
companies
have to
tailor their output
so as to
fit into the local
cultural setting.
Another
positive
effect that
international
media
has had on India is that our media
companies
have
improved
dramatically
under the stiff competition of
global
media
and as
a result they have found a place in the
international
market. This has put our
culture
on a
higher pedestal than any other
culture
of the world.
To put it in a nutshell I pen down saying that the internationalization of
media
needs not
necessarily
undermine
national
culture
. If the local
culture
is
strong
enough
, it can
withstand any foreign influence.