CONCEPT OF "A CULTURAL IMPERIALISM" AND HIS MEDIA AND COMMUNICATION EMBODIMENT TODAY
Iuliia Gudova
1Mrs, Ural Federal University, Russia, jgudova@mail.ru
Abstract
The cultural imperialism in the broadest sense is domination, domination of one country over another by means of culture. The concept of a cultural imperialism one of the first Edward Said used in the seventies of the XX centuries. In the book "Culture and Imperialism" (1993) he has given him a conceptual character, has proved theoretically intellectual approach realized by him in relation to the analysis of an imperialism and its demonstrations in culture. He understood two interconnected processes as a cultural imperialism: cultural domination and cultural expansion of one country in culture and cultural development of another country.
E. Said defined a phenomenon of "a cultural imperialism" as multilateral cultural suppression as a result of which the dominating culture forces out and subordinates to himself all manifestations of the subordinated culture — from high to local, from personal to public, from the system of values to consumer interests, from symbols and rituals before their imitations in mass art. Culture as integrity forms imperial feelings, thoughts and imperial imagination.
Today the cultural imperialism is investigated by Y. J. Dal, P. Golding, P. Harris, S.P. Mains, G. Munkler, H. Schiller, and others have given. They consider a cultural imperialism as a way of realization of the symbolical power which manifestations can be cultural submission of other people by means of advance of language of the mother country as state and language of the international communication (a communication imperialism), domination in production and distribution of a cultural product (a media imperialism), domination in financing of the cultural industries (an investment imperialism).The definition of a cultural imperialism was given by S.P. Mains: "The cultural imperialism is a process of disproportional influence on social practices and ideologies of one sociopolitical group on politically weaker and (often) less healthy groups".
The cultural imperialism can be directed to the outside world and can be directed to the remote regions of the country. In that case, we speak about an internal cultural imperialism. The analysis of a cultural imperialism as a difficult system of the relations in the system “Center and Periphery” on principal directions of the social and cultural interaction of the present is a current scientific problem. We will consider an internal cultural imperialism on the example of a media and communication imperialism in modern Russia.
In the modern Russian media space, the capital's center broadcasts most of the information content to the regional periphery. Some Russian regions do not exchange news information, the entire information flow moves two-way: the capital - regions, regions - the capital. It is the Periphery that produces events that the Center turns into news. This is done by journalists trained to see events through the eyes of the Domination Center and to set up a communication chain that filters and processes events so that they correspond to the dominant pattern. For this purpose, correspondent points of the central mass media work in the Russian regions, and a training system for representatives of local media is organized through the capital's center.
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