Cultural imperialism is the process by which a nation asserts power by imposing cultural dominance on another country. Rooted in the Latin term “imperium”, which means “to command”, imperialism is intertwined with colonialism, in which the imperial power exercises control and sends settlers to establish colonies.
The United States is a prime example of cultural dominance in our contemporary world. Hollywood movies not only serve as a means of entertainment, but also set the standard for filming and acting worldwide. Coca-Cola, the famous soft drink company that has been around since 1892, has spread its deliciousness across the globe. Companies of renowned social media platforms, such as Facebook, Twitter, and Instagram, are all based in America.
Considering cultural imperialism's pervasive influence, it begs the question of how this process paves the way for a 'dominant player' status on the global stage, where one nation's influence looms large over others.
Cultural Hegemony
Cultural hegemony refers to the dominance of one culture or set of values over others within a society or on a broader societal level. It involves the establishment of a cultural framework that is widely accepted as the norm and shapes the perspectives, behaviours, and identities of individuals within that society. This cultural dominance is often maintained through the exercise of power, social institutions, and the control of resources.
The concept of cultural hegemony was developed by Italian philosopher Antonio Gramsci, inspired by German philosopher Karl Marx's traditionalist theory that the dominant ideology of society reflects the beliefs and interests of the ruling class.
However, Gramsci expanded upon Marx’s theory that cultural imperialism existed and maintained through his idea of “hergonomic consent.” In this framework, the ruling classes, such as governments or powerful elites, utilises cultural institutions, such as the arts, media, and education, to influence or control the behaviour, thoughts, beliefs, and values of subordinated classes and ordinary people. These people are manipulated to assume that the ideas of the ruling class are naturally normalised and acceptable, consenting without question. Therefore, cultural hegemony plays a crucial role in maintaining the status quo. By shaping the culture and beliefs of society, the ruling class secures its dominance and prevent widespread challenges to its power.
Impact
Positive
Access to a wide range of cultural products and experiences from around the world
Increased cultural exchange and cross-cultural understanding.
Adoption of beneficial technologies and innovations
Exposure to diverse perspectives and ideas
Enhancement of global communication and interconnectedness
Negative
Cultural dominance may result in a loss of cultural diversity
Homogenization of cultural expressions
Marginalisation of local languages and customs
Erosion of local cultural traditions and practices
Reinforces power imbalances and inequality
Perpetuates stereotypes and misconceptions about other cultures
Conclusion
While cultural imperialism has received criticism, it is essential to remember that it represents only the tip of an iceberg, with its focus on the spread of one culture over others; it is just one manifestation of the broader dynamics of cultural domination and control. Therefore, while the concept may be a visible aspect, it is crucial to recognize the larger framework of cultural hegemony beneath the surface.
Works Cited
Cassam, N. (2013). Hegemony or Harmony: A quest for stability in an era of free market capitalism. [online] Nadia’s Plate. Available at: https://culinarycafe.wordpress.com/2013/08/05/hegemony-or-harmony-a-quest-for-stability-in-an-era-of-free-market-capitalism/.
Cikaj, K. (2023). Antonio Gramsci on Cultural Hegemony: What Is It and How Does It Work? [online] TheCollector. Available at: https://www.thecollector.com/antonio-gramsci-cultural-hegemony/.
Cole, N.L. (2020). How the Ruling Class Maintains Power Using Ideas and Norms. [online] ThoughtCo. Available at: https://www.thoughtco.com/cultural-hegemony-3026121.
Dirlik, A. (1987). Culturalism as Hegemonic Ideology and Liberating Practice. Cultural Critique, 6(6), p.13. doi:https://doi.org/10.2307/1354254.
Glassman, J. (2009). Hegemony. [online] Science Direct. Available at: https://www.sciencedirect.com/topics/social-sciences/hegemony.
Mckenna, A. and Weynand Tobin, T. (2016). cultural imperialism. [online] Encyclopedia Britannica. Available at: https://www.britannica.com/topic/J-curve-hypothesis.
University of Minnesota Libraries (2016). 13.7 Cultural Imperialism. [online] University of Minnesota Libraries. Available at: https://open.lib.umn.edu/mediaandculture/chapter/13-7-cultural-imperialism/.
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