Reader response (final draft)

In 'Globalization of Culture Through the Media' (2002), Kraidy attempts to evaluate the different perspectives of globalization, namely cultural imperialism and hybridization through media. He describes the first school of thought, cultural imperialism, to be one where Western nations are exerting their dominance by exporting their ideas through the media to developing countries. He then explores the second school of thought, cultural hybridization, to be one where the phenomenon of localization that adapts the imported ideas to one’s own culture inherently relinquishes developing countries from Western domination. He then comes to the conclusion that cultures around the world inherently amalgamate imported cultures with their own, and transnational mass media only exacerbate this process.

I agree with Kraidy’s view that mass media act as an accelerant to hybridization instead of being the root cause of it. This can be illustrated in the example of the 2011 Social Media uprising that occurred in Egypt. The Egyptian’s dissatisfaction with the incumbent authoritative regime was already set in motion over the decades. However, social media, like Facebook and Twitter, was the spark that provided protestors with the means for the movement. Protestors were able to round up activist within Egypt and spread their message worldwide. Hence, the Egyptians’ desire for liberation from the oppressive regime was a longstanding internal predicament rather than an instant reaction brought upon by transnational media.

However, the rapidity in which, mass media influences hybridization is not one to be taken lightly. Transnational mass media has redefined the terms in which we acquire information across nations.  With a click of a button, we have access to television programs, news and other events that are broadcasted on the other side of the world. Social media, such as Facebook and Twitter, has enabled us to connect with people from all over the world. What used to take months or even years to reach the outside nations, now takes mere minutes to reach us; such is the power of mass media. Hence, I can’t help but wonder, how long, will it take for our definition of Singaporean culture to evolve – into a completely different one.

References

Kraidy, M. M. (2002). Globalization of Culture Through the Media. Retrieved from http://repository.upenn.edu/cgi/viewcontent.cgi?article=1333&context=asc_papers

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