For decades, the media has played an essential part in how people learn about their own culture and other countries worldwide. However, as time passed, powerful businesses and government groups began to take advantage of the media. The phenomenon of imperialism has been an ongoing issue where powerful nations excerpt their power onto less developed countries. In particular, media imperialism—also referred to as cultural imperialism—examines how Western media shapes people’s worldviews and narratives. Weaker countries have less opportunity to be independent and to establish their own distinct cultural identities due to the influence Western media has over other nations. The United States has been essential to the worldwide media flow because of the volume of material generated there. Due to this dominance, various theories and research have been conducted on how this concept of media imperialism affects how people see themselves in different cultures. This review will examine Mjos, Willnat, et al., and Boyd-Barrett and Mirrlees’s study to examine the idea of media imperialism and its impact on people’s self-perceptions in other countries. Mjø’s excerpt “The Power of Media and Communications” develops into media imperialism, which may standardize cultural identities. It looks at how big digital companies play a role and their dominance in areas like competition, data exploitation, and national control over rules and privacy. Just like Mjøs, the evolution of media imperialism is expressed and examined in Boyd-Barrett and Mirrlees book, Media Imperialism: Continuity and Change, by examining how media flows and how it continues to give powerful actors a platform to exert influence across the geopolitical economic, technological, and cultural landscapes. On the same topic, Willnat et al., writing Perceptions of Foreign Media Influence in Asia and Europe: The Third-Person Effect and Media Imperialism, investigates the influence of foreign media and how it creates this “third-person effect.” The research may help clarify how fears of cultural domination influence audience perceptions. Through all three of these sources, it is suggested that media imperialism and Western media are widely used and have acted as a means for influencing people from different cultures.
Boyd-Barret defines media imperialism as a theory in which media from another foreign country heavily influence another country’s media. This influence occurs without proportionate reciprocation from the affected country’s mass media. Media Imperialism: Continuity and Change, by Boyd-Barrett and Mirrlees, examines how media influences cultures globally. It continues to give powerful actors a platform to exert influence across the geopolitical, economic, technological, and cultural landscapes. The book notes that media imperialism originated in the 1960s and 1970s. It was primarily applied to the media power and influence in the United States. However, the focus has been eventually extended to other nations. Boyd-Barrett and Mirrlees urge media imperialism scholars to adopt a more global outlook. They need to pay more attention to the relations linking geopolitics and the economics of media corporations (14). In addition, they demonstrate how global coordination, information operations, and propaganda clash with campaigns. They argue that they favour a holistic approach to studying media imperialism. Boyd-Barret and Mirrlees developed reasons for revisiting and reinvigorating the concept of media imperialism. Boyd-Barret urges that media imperialism can evolve. However, its underlying structures of domination remain largely connected. Furthermore, the work of Boyd-Barret and Mirrlees closely relates to studies from other scholars such as Mjøs and Willnat et al. Ole J. Mjøs, in his excerpt, “The Power of Media and Communications,” explains the complex relationship between global power dynamics and media imperialism. It sheds light on mechanisms powerful nations employ to assert their dominance. In addition, Willnat et al. work on “Perceptions of Foreign Media Influence in Asia and Europe: The Third-Person Effect and Media Imperialism” explores the complex dynamics of how individuals perceive and interpret the influence of foreign media in different regions. It also contextualizes it within the broader understanding of media effects, globalization, and cultural imperialism. The study presents the concept of the third-person effect. The text suggests that individuals perceive media influence to be prevalent in others. These perceptions can lead to several behavioural changes. They can form different perceptions about Western media and its influence in other countries. Recognizing and challenging media imperialism is vital in establishing a fair and just world.
Boyd-Barrett and Mirrlees also claim that it is vital to be sensitive to the relationship between culture, media, and imperialism. He suggests that imperialism is promoting the exploitation of one community by another. Imperialism has a greater explanatory power regarding globalization. Control over territory is dispensable. Imperialism has been a continuous process throughout history. Powerful nations usually exert their power and influence over weaker nations. Economic interests fuel the desire for control and power. The desire for power and control has been the primary motivator for imperialism (Mjøs 152). Moreover, imperialism took the form of military conquest in the past. Stronger nations directly exerted power over weaker nations. However, imperialism has taken a new approach to modern global culture. Advancements in the media and technology play a key role in modern-day imperialism. Media evolves most visibly by technological form. Moreover, media also evolves through relationships to control, ownership, power, and democratic reach (Boyd-Barrett and Mirrlees 15). Stronger nations use their control over media to perpetuate and reinforce their dominance over weaker nations. Powerful nations control the flow of information and shape global narratives using their control over the media. An integral tool for imperialism has now become global media (Mjøs 153). It has a profound impact on the power dynamics globally. Policy decisions and public opinions are influenced by powerful nations controlling the media. Media organizations are tied to the state power of powerful nations. Moreover, the Western media is dominated by a few corporations with strong connections to powerful governments. They shape the narrative around global issues and events. These corporations often promote the interests of powerful nations at the expense of the weaker nations. The interests of powerful nations are favoured over weak ones. The diversity of perspectives that the public receives is limited due to powerful nations’ concentrated ownership of media corporations.
Furthermore, stronger nations use global media to promote cultural imperialism. Media is used to attract, pressurize, and sometimes bribe cultures from dominant nations to social systems of weaker nations (Mjøs 154). Weaker nations are supposed to live and relate to the foreign power centre influencing their cultures. Media acts as a weapon for suppressing cultural identities in many countries. Willnat et al. found that exposure to Western media influences the cultural values of individuals in other countries (184). However, many individuals attribute the greater influence of the Western media to others than themselves. Moreover, media imperialism is examined as unequal power dynamics in global media flows. The dominance of Western media influences the cultural identities of many individuals worldwide. The study employs a comparative approach to examine foreign media’s influence on Asia and Europe. Willnat et al. investigate how individuals perceive the impact of Western media content on themselves and others (176). Media portrayals might create a desire to emulate the dominant culture, potentially leading to a longing for something perceived as better or more desirable. In addition, Willnat et al. found that individuals acknowledged the presence of Western media in their lives (177). Additionally, they explore the role of media literacy and exposure to alternative sources of information in shaping attitudes toward media imperialism. Willnat et al. examine perceptions of foreign media influence across different cultures (175). The research expands our understanding of how global media flows are contested by individuals from different cultures. In addition, media narrative control in international events makes it challenging for weaker nations to assert their sovereignty and independence (Mjøs 154). Moreover, cultural imperialism is generally more pervasive and constitutes social structure and processes than media. Cultural imperialism is concerned with the ideological and cultural influence of power. Boyd-Barrett and Mirrlees offer an important perspective for understanding the global relationship between media, politics, and culture (11). They call attention to the regulatory framework of Western media. Furthermore, the research by Willnat et al. provides valuable insights into how foreign media influence is perceived in different cultures. People’s traits affect their attitudes towards foreign nations. These personal traits are influenced by knowledge of foreign countries, personal experiences with foreigners, and openness to foreign cultures. Willnat et al. suggest that people learn the significance of global issues from the media (175). Thus, the media might influence people’s thinking concerning the cultures of foreign countries. Willnat et al. found that individuals in several countries perceived Western media to negatively and positively influence their cultures. Media imperialism often marginalizes or excludes voices and stories from less powerful cultures. This lack of representation can lead to a sense of invisibility and a distorted understanding of the diversity within the global community.
Boyd-Barrett and Mirrlees’s study has influenced debates on media imperialism. However, it has been challenged by its concept of domination and resistance. The research by Boyd-Barrett and Mirrlees is a vital source for investigating the influence of media on culture and geopolitics. On the other hand, the work by Ole J. Mjøs provides varying insights into the power dynamics of media imperialism. Understanding the power of media influence is complex. Therefore, his work is prone to errors due to generalization. Moreover, the study by Willnat et al. primarily focuses on individual-level perceptions. This limited focus does not fully address structural factors shaping media influence patterns. Consequently, the study by Willnat and colleagues demonstrates the relationship between media, culture, and power and its influence on the cultural identities of individuals.
The literature review of the three sources has demonstrated that Western media and media imperialism are widely used to influence different cultures worldwide. Powerful corporations tied to powerful governments control the media. They use media to control the narrative of global events. This undermines weaker nations’ ability to exercise independence and sovereignty. Western media shapes people’s worldviews and controls narratives on global issues and events. Mjøs excerpt, “The Power of Media and Communications,” explains the complex relationship between global power dynamics and media imperialism. It shows how imperialism has taken a different approach in influencing different cultures. Policies and public opinions are more influenced by powerful nations who control the media. Boyd-Barret offers an important perspective for understanding the global relationship between media, politics, and culture. Boyd-Barret and Mirrlees call for regulations for the influence of Western media. On the other hand, Willnat and colleagues explore the complex dynamics of how individuals perceive and interpret the influence of foreign media in different regions. He explores the role that media plays in influencing different cultures. The literature review on media imperialism is vital in understanding the nature of the influence Western media has on the cultural values of different people globally. In conclusion, Western media and media imperialism impact people’s self-perceptions and cultures in other countries.
Works Cited
Boyd-Barrett, Oliver, and Tanner Mirrlees, eds. Media imperialism: Continuity and change. Rowman & Littlefield, 2019.
Mjøs, Ole J. “International communication and global media: continuity of critical concerns.” Communication Research and Practice 1.3 2015: 267–274.
Willnat, Lars, et al. “Perceptions of foreign media influence in Asia and Europe: The third‐person effect and media imperialism.” International Journal of Public Opinion Research 14.2 2002: 175–192.
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