COSC 6211 Essay

Roxanne Van der Westhuizen13014947Roxanne Van der Westhuizen13014947BACC Year 2COSC 6211BACC Year 2COSC 6211COmmunication Science assignment 2A: Intercultural communicationJenna RamnarainCOmmunication Science assignment 2A: Intercultural communicationJenna Ramnarain
Roxanne Van der Westhuizen
13014947
Roxanne Van der Westhuizen
13014947
BACC Year 2
COSC 6211
BACC Year 2
COSC 6211
COmmunication Science assignment 2A: Intercultural communication
Jenna Ramnarain
COmmunication Science assignment 2A: Intercultural communication
Jenna Ramnarain


Table of Contents
Introduction 2
Defining key concepts 2
Culture 2
Globalisation 2
Cultivation theory 2
Culture imperialism 3
Comparing cultural views 3
Acceptability of violence to resolve conflict 4
Material possessions and consumerism importance 5
Value of competitiveness 5
Type of family values promoted (child rearing and treatment of the elderly) 6
Conclusion 7
Bibliography 8











Introduction
This essay will critically evaluate the theory of Cultural Imperialism and the Cultivation theory by determining the media's impact on the writer's non-western culture. Key concepts such as culture, globalisation, the Cultivation theory and Cultural Imperialism will be defined. The writer's Portuguese cultural heritage and current culture will be described and compared to a western culture. The effect of the media, on the writer's culture, will be examined in each value dimension. These values include the acceptability of violence, importance of material possessions, value of competitiveness, and type of family values promoted.

Defining key concepts
Culture
Culture comprises of man-made objective and subjective elements like religion, history, values and social organisations, that have increased the satisfaction and likelihood of survival for the participants (Samovar, Porter, McDaniel and Roy, 2013). These elements then became shared among participants with a common language, geographical area and time (Samovar et al, 2013). The intention of culture is to make life less problematic for younger generations by teaching them how to interpret and understand their surroundings and how to behave (Samovar et al, 2013).

Globalisation
Globalisation enables diverse people and nations to integrate into a single system through technology, transportation, communication, travel, and market changes (Samovar et al, 2013). Because of new technologies such as the internet, cell phones and television, people don't need to leave the comfort of their home or office to create global networks with people they have never met organically (Samovar et al, 2013).

Cultivation theory
According to Samovar et al. (2013), images disseminated by mass media influence viewers' attitudes, perceptions, worldview, gender, sexuality, race, etcetera. Television and movies base their content on western cultural norms, values and beliefs (Samovar et al, 2013). The Cultivation theory states that because of an overabundance of media in daily life, western ideologies are replacing the cultural norms, values and beliefs of non-western societies (Samovar et al, 2013). The more non-western cultures are exposed to western ideologies, the greater the assimilation into a global community sharing a western culture (Samovar et al, 2013).

Culture imperialism
Western societies have the greatest financial capacity to produce various media (Schiller, 1973). The rest of the world therefore, purchases western media, such as movies and comic books, because it is more cost effective than producing their own (Schiller, 1973). Consequently, third world countries view Western worldviews, beliefs and thought patterns on a regular basis, and eventually start replacing their culture and worldview with that of western cultures (Schiller, 1973). The Cultural Imperialism theory states that western nations dominate mass media and therefore hold too much power over third world counties (Schiller, 1973). Furthermore, it states that western nations are destroying third world countries' culture by forcing western views on them (Schiller, 1973).

Comparing cultural views
Mass media shapes personal and cultural identity and provides a framework for how to perceive people, issues and events (Samovar et al, 2013). Western nations produce most of the mass media consumed globally (Schiller, 1973). This essay will specifically focus on western, individualistic values depicted by movies and television.

I have a Portuguese heritage as I was raised primarily by my Portuguese mother after my parents divorced when I was young. My mother was raised with traditional Portuguese values and beliefs as she grew up in Portugal and parts of Angola. It is important to note that the statements made about Portuguese culture are based on personal experience with Portuguese family members as well as narratives passed on about Portugal and Portuguese culture. These statements should not be taken as fact, but rather the writer's interpretation of the Portuguese culture generally.

Acceptability of violence to resolve conflict
In Portugal, violence isn't accepted as a form of conflict resolution. Portuguese people can be seen as verbally aggression on occasion, but they rarely engage in violence to resolve conflict. Instead, the Portuguese engage in roaring verbal assaults where each person attempts to speak over the other. Once they feel they have been heard, they disengage from the argument. Very little actually gets resolved as a result.

My family culture doesn't permit aggression or violence, of any sort, when resolving conflict. Emotions should be communicated calmly and respectfully. Alternatively, an outlet is helpful in dealing with intense emotions. My mother encouraged me to communicate when I was emotional, and still encourages me to partake in activities to help control my emotions.

According to Samovar et al. (2013), American's encourage, approve of and reward aggression. Not only that, but males are socialised to be aggressive, and to dominate others to increase their status (Samovar et al, 2013). This is seen in numerous Hollywood movies like the five Die Hard films, where many are injured and villains are killed in the name of justice. Television show, Banshee, confirms this as rape and murder occurrences are regular and are condoned for reasons such as justice, honour and status.

My culture differs from that of Portuguese culture, but not in line with portrayed western principles. Viewing movies and television condoning violence has therefore not changed my cultural values as nonaggressive values are rooted in my cultures deep structure and therefore not easily changed by external elements. The Cultivation theory and the theory of Cultural Imperialism thus does not apply to this situation.

Material possessions and consumerism importance
Ordinarily, Portuguese people aren't materialistic or consumed by financial success and consumerist activities like flamboyant or expensive possessions. When Portuguese people move out of their family homes, they often stay in the home they purchase for the rest of their life. Portuguese people place greater importance on using the money they earn for their family, than on acquiring expensive luxuries.

In contrast, my family has moved multiple times in search of bigger houses in better areas. Additionally, my mother continuously surrounds herself with top quality foods, branded clothes and the newest technology. My mother believes that quality is dependent on the price of an object.

Westerners consider materialism natural and healthy, so much so that they consider it almost a right to be financially well off (Samovar et al, 2013). Samovar et al. (2013) states that Westerners see material possessions as a reward for their hard work. The media promotes materialism in movies such as The Great Gatsby. Gatsby has a low social standing because of his financial situation. Per my observation, unless a movie character specifically has a poor financial position, they don't have older phones, cars or clothes that suffer from 'wear and tear'.

Arguably, the media has caused a shift in my culture's values of minimalistic living by repeatedly displaying the importance of one's financial position and material possessions. The Cultivation theory and the theory of Cultural Imperialism could explain why the images displayed by mass media have affected my culture's values.

Value of competitiveness
Consistent with Portuguese culture, my culture doesn't specifically promote competitiveness. In fact, cooperation is more highly valued than competitiveness, the success of one group member is linked to the success of the group and vice versa. During my upbringing, I was never required to participate in sports, excel in academics and I was never compared to friends or family members. Despite my non-competitive upbringing, I am competitive. In my education, for example, it's not enough for me to receive a distinction, I feel need to surpass my classmates in order for me to be satisfied.

According to Samovar et al. (2013), western cultures perceive competition positively, and teach young children the importance of competition. According to Taylor (2013), America could be the most competitive country in the world. This is reinforced with regular ratings of people, schools, hospitals, movies and vacation locations in multiple 'top 10' lists (Samovar et al, 2013). Additionally, movies like Remember the Titans, The Longest Yard and A League of their Own promote competitiveness by elevating the idea of winning.

The Media has influenced my culture more in competitiveness, than in any other value discussed. The Cultivation theory explains that the continuous pressure from multiple media platforms, to be the best and meet western standards, has led to me identifying with that culture and desiring to be better.

Type of family values promoted (child rearing and treatment of the elderly)
Portuguese culture values support, inclusion and connectedness in a family. Family members normally live close to each other and travel between houses regularly. Childrearing is an integrated family effort, usually headed by the grandmother. The father, demands respect from the children and generally uses corporal punishment to discipline them. Older family members are respected and appreciated; they are normally active members of society and the home and thus aren't sent away.

My culture is similar in that family given the highest priority; friends and work life fall under family obligations. So much so, that mother raised my uncles, aunt and myself because other family members lived abroad. However, older family members aren't integrated in current childrearing practices. Differences also lie in disciplinary tactics; instead of defaulting to corporal punishment, my mother attempts to reason her children when they misbehave.

Western culture is typically made up of Nuclear families, comprised of only direct family members (Samovar et al, 2013). In childrearing, Americans are less concerned with obedience and exert less control over their children (Samovar et al, 2013). Instead, children are encouraged to be independent, self-reliant and move out once they reach maturity (Samovar et al, 2013). According to Samovar et al. (2013), aren't involved in childrearing practices and don't usually live with their children. They are devalued and sent to retirement communities or convalescent homes (Samovar et al, 2013). The movie Parental guidance shows a typical nuclear family; a father, mother, children and he uninvolved grandparents. Additionally, western childrearing practices are evident from line such as "Where you would say, 'no' we would say, 'consider the consequences'" (Addario and Syracuse, 2012).

Culturally, the childrearing practices and involvement of elderly family members differs from Portuguese culture and reflects western culture. Because of the media's portrayal of western parenting styles, non-western cultures could start believing that corporal punishment is no longer socially acceptable, and therefore the Cultivation theory and the theory of Cultural Imperialism applies to this situation.

Conclusion
Based on the information presented in this essay, the writer's culture displays some western values despite her Portuguese heritage. The Cultivation theory and Cultural Imperialism state that because of relentless media exposure and an overexposure to western cultures, the writer's non-western culture has replaced some non-western values with those of western cultures. Therefore, the Cultivation theory and Cultural Imperialism applies to the writer's culture. The values discussed were violence acceptance, materialism, the value of competitiveness, and the type of family values imparted to younger generations.

Bibliography
Addario, L. a. S. J., 2012. Parental Guidance. Canada: Billy Crystal, Dylan Clark and Peter Chernin.
Samovar, L. P. R. M. E. a. R. C., 2013. Communication Between Cultures. 8th ed. China: Monica Eckman.
Schiller, H., 1973. Communication and Cultural Domination. White Plains, NY: International Arts and Sciences Press. Spring 2000 Theory Workbook.
Taylor, J., 2013. Has America Become Too Competitive?. Psychology Today.