cultural imperialism

 

06:00 AM

 

That 70s Show VIII (Sitcom)

My Fairy King

06:30 AM

Prime Time Morning (News)

09:30 AM

The Ellen DeGeneres Show V (Variety)

10:30 AM

The Tyra Banks Show II (Variety)

11:30 AM

Small Space, Big Style (Info/Education)

Little Home, Hugh Results

12:00 PM

The Martha Stewart Show II (Info/Education)

Chazz Palminteri

01:00 PM

Jamie’s Kitchen: Australia (Info/Education)

02:00 PM

Fall Guy (Drama)

Soldiers Of Misfortune

03:00 PM

Chicago Hope VI (Drama)

Thoughts Of You

04:00 PM

Perfect Strangers II (Sitcom)

Get A Job

 The above is a program guide from http://5.mediacorptv.sg/wassup/progguide/index/.html , showing the programs screened on channel 5 on 11th march 2008 from 6 am to 4 p.m. As one would notice, most of the programs are American. With the exception of the morning news, all the shows are Western programs. It is undeniable that there is a huge dominance of U.S media products on Singapore television. Even on radio stations such as Class 95, most songs are from U.S. According to Varis (1984), it is clear that there is a one-way traffic. This means that while we are absorbing and learning the culture of Americans, they know nothing of us. In fact, many Americans don’t even know the existence of Singapore. U.S is a major exporter of media products, and many countries in the world have access to these products.

 Many Singaporeans know the U.S culture more than our own. Ask them who the American politicians are, they’ll gamely list all of them. But ask them who is the Transport Minister of Singapore, and they’ll be at a loss. Ask the locals the history of Singapore, most are unsure, and some don’t even know. Yet, when you question them the American history, they can write a book about it.

What are the consequences of this cultural imperialism- the unbalanced flow in international television market? I personally feel that cultural imperialism dilutes a community’s culture. In some cases, the community members abandon their own culture to join another. Some cultures would no longer be proud of their traditions and heritage, hiding them when they can. Cultural imperialism could also impact the global television culture. A terrible consequence is that the global television culture loses its diversity and uniqueness, and follow this tried-and-tested way of success. For example, Singapore produces English television comedy series, like Police and Thief and My Sassy Neighbor, to model after the success of U.S television series like Ugly Betty, and Heroes. It is indeed sad that the effects of cultural imperialism is often unpleasant and leads to loss of cultural identity.