Since the end of the Cold War, cultural imperialism has replaced overt political imperialism as a worldwide issue. Briefly explain cultural imperialism and how it has spread.It is a theory which is presented by Herb Schiller in 1973 and it states:“Cultural Imperialism Theory states that Western nations dominate the media around the world which in return has a powerful effect on Third World Cultures by imposing n them Western views and therefore destroying their native cultures.”This theory clearly says that, due to cultural imperialism West will dominate the world with its capitalist ideology along with the lifestyle, language, media, food etc.
The most part played in spreading the cultural imperialism is of technology, which includes the record or cassettes or CDs which spread music, while television, dish and cable gave exposure to the western culture to the third world. Some countries do act very strong for the protection of their cultures like China, India etc. No doubt, the western media is very popular in Asia; they control the media and show whatever they want people to think about. Like in news if they don’t want to highlight the American attack on Iraq they will start giving emphasis on different news.Policies of America are often criticized because intellects from all over the world can clearly see the impact and the strategies with which it is affecting the world.
The effect of cultural imperialism is very vague when we talk about audiences; they are still unable to understand.While talking about imperialism another term which is meme by American culture is cultural hegemony. It is homogenizing the world, like everyone wants to go to McDonalds and listens to pop music. Hegemony theory is found more arrogant than imperialism theory. People by being more inclined towards Mcdonalisation are considered anti terrorism.
After 9/11 people heard the word terrorism and media linked it with Islam. So Benjamin Barber in his book Jihad vs. McWorld said that no matter what happens there will always be war, and there will always be terrorist.
So, we can say that the after affect of cultural imperialism a war between Macworld and Jihad.