Some critics argue that the growing Disney brand is a good example of cultural imperialism.

Do you agree?

• Globalisation means that media organisations have access to larger audiences.

• National and international cultural traditions are developing as apart of a new global culture.

• New technology means that we communicate differently, this is reshaping our lives.

• One single device can now access all media from television to the telephone.

• Cultural convergence enables the largest media organisations to supply more media to larger audiences.

• Cultural perceptions are constructed by the media and they establish values and ideologies. This is called cultural homogenisation.

• Cultural imperialism refers back to the British Empire ruled by the developing world. The current US media dominates the world’s media. This is damaging for other countries culture and small independent organisations.

• Current debate about the effects of globalisation revolves around the global news system that has developed as a result o technological advances.

• Others argue that the US monopolises the global information system but is also a product and a producer of a new culture.

• The world ahs become ‘the global village’ for media. The media reflects and creates the social and cultural world we live in.

• The reception theory suggests that the audience is active, and therefore the media producers only produce texts which reflect the values and beliefs of the perceived audience.


Disney:
• Universal
• Acknowledge worldwide
• Mass markets that appeal to mass audiences
• Primary audience E, 5-15
• Secondary audience C1, C2, D, 15+