Coca cola- The world's favorite soft drink, was an American-born product. Today, it represents the epitome of the American cultural imperialism. Back in the 1970's this ad cleverly incorporated the use of people from many different nationalities to show their acceptance of Coke being the 'Real thing'.
This commercial illustrates an attempt to portray U.S. goods as a product capable of transcending political, ethnic, religious, social, and economic differences to unite the world.
(This entry is not about Coke, however)
Just like this coke advertisement, we still see the diffusion of the westernized (mainly American) cultures to many countries across the globe. Be it movies, lingo, songs, beliefs and even traditions, this proliferation of American 'products' across the globe is more than mere accident.... It is meant to Americanize you.
A very current example would be MTV and how it has successfully adapted this strategy by integrating many different Americanized cultures into one unbelievably influential American network.
It has over 280 million subscribers worldwide and out 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.
The role of MEDIA has definitely served the United States well in infiltrating it's influence.
We cannot deny the fact that most of our favorite stars, Hollywood actors, musicians and idols come from the US. We delight in feeding our ourselves with information about them and even try to subscribe to their way of life.
In a country that encompasses a good mix of East and West such as Singapore, it is undeniable that US media is prevalent.
Despite this, however many still hold strong to the belief that no matter how strong the influence of the American media, it cannot completely revolutionize our relatively conservative culture.
Do you stand by this? Is the American cultural revolution still relevant and in Singapore?
Yes, it is true that repeated coverage of the media will highlight and make an issue deem more important. Because as humans, we tend to select stimuli that is not only intense but frequent as well. "That guy is supposedly promoting family values but.." that may be true also however, this can all still be a publicity stunt to promote his latest movie. Afterall, a form of publicity is still publicity.
ReplyDeleteJust my two kents worth.
Western culture influence has invaded out daily lives, this is something that we cant deny. But the culture invading alone wont be enough to let the culture existing to diminish, it us we start to forget what our roots are and letting it slowly fade away. I believe that its good to learn from others, but we should also hold strong something that is what truly is us.
ReplyDeleteDefinitely, the western culture is more than dominant in Singapore. Everyone wants to be more westernized - they dress like them, speak like characters in Gossip Girls, and listen to music predominantly from the US. Even for vacations, more people cite "US" and "Europe" as choice destinations rather than Asian countries. This shows the degree that Singaporeans idolize these western cultures.
ReplyDeleteHmmm. I think that in today's day and age , imperialism has taken the world by a storm. I totally understand what you'r trying to imply.I am a history student. The greatest countries in the world have been empires. Rome, England, Spain, France under Napoleon. So how did the United States come to be an Imperialistic power then? I think the answer to this couldl probably their dominance on world affairs. I think American influece is everywhere.Most of the buildings are westernized, What we eat . burgers, fries all of thsi originate from the western world. Every county has its own identity and heritage but with a touch and glimpse of Western culture
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ReplyDeletehmmm...saying that there is an American in everyone of us because we drink Coke is a tad drastic. Yes, Coke can be considered as a pop culture. However,I think Cultural Imperialism is more towards something that has a more significant impact to a country and its society. Such as the exposure of American shows on tv.
ReplyDeleteWe dress like them, we speak like them, we even try to be like them. I guess your take on american imperialism is very real and current. Good link to the Coke- a relatively American drink. Shows how the culture has spread so fast around the globe. It's the real thing huh?
ReplyDeleteHey Akka!!! thanks for bringing me to the Airshow with your extra free tickets.
ReplyDeleteI guess in a way i have to say thank you for the 'lecture' you gave me with regards to why we have total defense. Never occurred to me. It was interesting but I missed out most of the action with my favorite jets flying. Please take me again? hahahahha
Western culture do have their influences towards us. Our Media follows the trend of their tv programs and our people dressed to be like the american celebrities. Furthermore, we are getting much more open-minded towards certain issues(public intimacy) , but the older generation may still be conservative towards it.
ReplyDeleteResist the American Cultural Imperialism! Buy MECCA COLA!
ReplyDeleteYes, it is everywhere. You consumer McDonalds, you watch American Idol and you use Microsoft Windows XP. Yes, it also cannot completely change our culture. Singapore is still a more collectivist society of Asian values, which contrasts the American appeal towards individualism. However, does it affect how we see? Yes, definitely. Have you ever wondered if a day will come if these American products are deprived from you? You realize that you have this strong dependency on American product. You may also develop a more sympathetic view towards American values. Does it affect? In some way yes, in some way no.
The Americanization of the globe begun long before you and I were born. As you mentioned, American media is prevalent in almost every society today. Given time, our conservative natures will slowly erode, giving way to the western manner of things.
ReplyDeleteThe American dominance in Singapore has definitely influenced the local culture, expecially that of the youths. We can see it everywhere, from the way we dress, to the kind of music we listen to (the mainstream ones), tv shows and that junk food we're ever hard up for. It's a good influence, and globalisation has provided us well. However, its ability to revolutionise our conservative culture may be seemingly possible, but we as Asians, I believe would retain that traditions be partial towards our culture. It is an identity we're forging to us and the world. The western culture has exposed us to things that are deemed to be unconservative, but it is only to the discerning minds that these values are well sieved to keep the harm away from the good.
ReplyDeletePersonally, I would not say that Singapore adopts Americanism. But we could safely say that we have become more westernized in terms of doing business, etiquette, culture and open-mindedness. Not only western, some Singaporeans are also in J-POP and K-POP culture. Therefore, such a situation has arisen in Singapore due to the great influence of media and it being a powerful tool.
ReplyDeleteYou're talk about me right? That i imitate the Americans as if i were them. haha
ReplyDeleteWell, It can't be helped because all we see in the media is nothing but them. Drama series on Channel 5, Disney Channel, HBO channel. We love them.
If you asked me to imitate the American way of speaking, I'd be able to do it better than any other accents. I cant help it if that is all I am exposed to right? Hahaha
Look around us and you'll see how we, Singaporeans, have become Westernised as well. It's undeniable that media played a huge role in "brainwashing" us with American culture but I guess we have ourselves to blame for not preserving our own. We do have our own culture and various religious beliefs but it's not well practised.
ReplyDeletePersonally I feel that Singaporeans feel the need to be inferior towards America and Western countries seeing as how they are dominant even in our local channels.
Media is the major contributor to influencing us with the cultures of others. But I guess it's up to us to preserve what's ours.
I think I agree with Kevin, that given time our conservative cultures will erode.
ReplyDeleteWe are witnessing it unfold before our eyes. Many things are being 'accepted' currently, but was never before. You and I know what I am talking about. Issues such as Homosexuality and increasing divorces rates are all part of society. It is seen as a norm. These are definitely liberal ideas from Western countries. How did such matters/issues reach us? Media Influence has been a great attributer to it. Very subtle but strong.
Thank you for the comments guys :)
i do agree we are becoming more and more westernized. though we mght not be aware of it we are being influenced by it..
ReplyDeleteif we see korean culture is expanding and we are following maybe the way they dress or the way they act.
I agree with you to a certain extent.
ReplyDeleteWe are not only influenced by the American's culture, we are also influenced by the Jaoan, Korean cultures as well. Walk down Orchard Road, and you'll see all kind of cultures that Singaporeans have grown accustomed to.
The American media has played the biggest part on all our lives. It's really influential. Take for e.g. Deal or No Deal, the gameshow. It was originally created by the Westerners. Singapore has done it. And now even India is doing it as well!
Apart from that, I still think we Singaporeans still hold true to our very own culture as well.
I am not against Cultural Imperialism if its for the good and beneficial towards the people. However, I don't agree with adopting the negative thinking which challenges our morality.
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