CULTURAL IMPERIALISM IS A VERY OLD PHENOMENON MEDIA ESSAY  More recently, Viacom’s MTV has successfully adapted this strategy by integrating many different Americanized cultures into one   pt2   1600w

CULTURAL IMPERIALISM IS A VERY OLD PHENOMENON MEDIA ESSAY  More recently, Viacom’s MTV has successfully adapted this strategy by integrating many different Americanized cultures into one   pt2   1600w

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CULTURAL IMPERIALISM IS A VERY OLD PHENOMENON MEDIA ESSAY     pt2   1600w

 

More recently, Viacom’s MTV has successfully adapted this strategy by integrating many different Americanized cultures into one unbelievably influential American network (with over 280 million subscribers worldwide). According to a 1996 “New World Teen Study” conducted by DMB&B’s BrainWaves division, of the 26,700 middle-class teens in forty-five countries surveyed, 85 percent watch MTV every day. These teens absorb what MTV intends to show as a diverse mix of cultural influences but is really nothing more than manufactured stars singing in English to appeal to American popular taste.

 

If the strength of these diverse “American” images is not powerful enough to move products, American corporations also appropriate local cultures into their advertising abroad. Unlike Levitt’s weak multinationals, these corporations don’t bend to local tastes; they merely insert indigenous celebrities or trends to present the facade of a customized advertisement. MTV has spawned over twenty networks specific to certain geographical areas such as Brazil and Japan. These specialized networks further spread the association between American and modernity under the pretense of catering to local taste. Similarly, commercials in India in 2000 featured Bollywood stars Hrithik Roshan promoting Coke and Shahrukh Khan promoting Pepsi (Sanjeev Srivastava, “Cola Row in India.” BBC News Online). By using