The media is widely use every day by millions of people all over the world every hour, minute, and second someone somewhere is using one medium of the media or the other. The media informs, educate, entertain, and influence the audience either positively or negatively.
Media dependence has taken over the cultural, educational, social, moral, and religious aspect of the world. Today people want to be part of what is trending in the world. Most people imitate the lifestyle of a particular celebrity all this has taken over the cultural values.
Communications imperialism has to do with the domination of a country’s media activities by another. The ownership, structure, distribution or content of the media in the country are affected by pressures from media interests of another country or group out of proportion with those of that country.
To determine if this is happening we should consider the country’s policies, private sectors, efforts to export communication elements, and actions of the dominate country against the dominated. The 4 aspects of international media in the situation are television program exportation, foreign ownership and control of the media distribution, the infringement of capital opinions on other societies, and traditional norms, in addition to the software and hardware and the forms of communications such as satellites, computers, and transportation of mass media,
The cultural effects on the developing countries.in the case of involuntary of voluntary dependency of the recipient country. The effect of the unbalanced international communication can be harmful or beneficial; communication dependency may not be harmful to the culture of the recipient country. In determining the theory of unbalanced international communications 3 factors should be considered. There are; the role of the interacting countries, the nature of the dependency of the recipient country and the beneficial or harmful effect of unbalanced communication pattern on the country.
Cultural dependency theory:
Cultural dependency theory was emerged in the late 1960’s and 1970’s in Latin America. It was a criticism of the modernization theory. This theory was developed in Latin America under the supervision of Raul prebisch who was the director of United Nations economic commission.
Cultural imperialism comprises the cultural aspects of imperialism. Imperialism here refers to the creation and maintenance of unequal relationships between civilization. Favoring the more powerful civilization. Thus, cultural imperialism is the practice of promoting and imposing a culture, usually that of a politically powerful nation, over a less powerful society; in other words, the cultural idea of industrialized or economically influential countries which determine general cultural values and standardize civilizations throughout the world. The term is employed especially in the fields of history and cultural studies.
Imperialism is the conquest and control of country by a more powerful one. Culture imperialism signifies the dimensions of the process that go beyond economic exploitation or military force .cultural imperialism promote the interests of certain circles within the imperial powers, often of the detriment of the targeted societies.
The issues of cultural imperialism emerged largely from communication within the realm of postcolonial discourse; cultural imperialism can be seen as the cultural legacy of colonialism, or forms of social action contributing to the continuation of western hegemony. To some outside of the realm of this discourse, the term is critiqued as bring unclear, unfocused, and/or contradictory in nature.