Globalization and the mediated spread of the western ideal.
The western concept of a perfect body has been spread all over the world through media imperialism of the beauty industry. How has globalization affected the global body images and what consequences can it have? I will discuss how westernization, mainly through media imperialism, has contributed to the body image of modern age and how the global flows have influenced the homogenization of it.
Many industries in America specializes in products too create the perfect body for women. The Trends they are selling are now sold not only in the U.S. but also in other countries. The trends reached first to Europe but was later expanded to the East and other areas through the medicalization.
Media imperialism is seen as a sub-culture of the process where a culture is imposing themselves more or less awarded, on other cultures. The consequences of cultural imperialism are that it is destroying other cultures. The west, specially the U.S is dominating the less developed countries, with their media technology such as movies produced in Hollywood, TV-shows, books etc. these things was seen as they were imposing themselves on the less developed countries. The effect was not only on the media but also in the process of shaping the culture. It is not only the less developed nations that are affected by the media imperialism from the U.S but the whole world. Jeremy Tunstall is the author of the books “The media are America” and “The media were American: US mass media in decline” this is showing the point of media imperialism very well. Tunstall is pointing that America has a huge influence of the media peaked in the mid-twentieth and have ever since been declined. Technoscape. Are the fluid global configurations of high and low mechanical and informational technology and the wide range of material that now moves freely and quickly around the globe and across borders
Another concept is the westernization. Westernization is different to the globalization in the way that it is a “one way” act, “economic, political and cultural influence of the west on the rest of the world” (Ritzer 2011) The concept is often grasped in a more negatively way than before. The reason for the negatively point of view, is the globalization (Ritzer 2010). The westernization has proved that it is making the world more homogenized. Because of the dominating of homogenizing of the western world it is supporting the majority groups and working against minority groups. Because of the globalization many cultures are affected by, cultural convergence, the flows that are a product of westernization I causing a grow alike in many cultures. Ethnoscape- involve the actual movement, as well as fantasies about moving of mobile groups and individuals (tourist, refugees, guest workers)
The sociologist George Ritzer, has taken Max Webers rationalization theory “turn-of-of-twentieth-century” and used for his own thesis “McDonaldization”. Ritzer’s thesis uses the fast-food restaurant as a model for its points. The link between the early globalization model “turn-of-of-twentieth-century” is the rationalization of reaching into more sectors of societies. There is five stages of the McDonaldization:
* Efficiency – the products has to be made effetely, often on a assembly line. * Calculability – the firms is focusing on the size or the quickness. * Paradoxically – attempt to make our environment more predictable. * Control through the substitution of technology – the employees are controlled by the provide technology. * The irrationality of rationality – the good...
Bibliography: [ 1 ]. Ritzer, 2010, High-tech global flows and structures; Media were American, Global a basic text, page 285.
[ 2 ]. Ritzer, 2010, High-tech global flows and structures; Media were American, Global a basic text, page 285.
[ 3 ]. Ritzer, 2010. Glossary
[ 4 ]
[ 5 ]. Ritzer, 2010. Glossary
[ 6 ]
[ 7 ]. Ritzer, 2010, global cultures and cultural flows: Mcdonaldization, Global a basic text, page 264.
Please join StudyMode to read the full document