Читать книгу The Communication Playbook - Teri Kwal Gamble - Страница 64

Cultural imperialism is the expansion or dominion of one culture over another culture. When one culture presents itself as superior to others, relationships between members of the diverse cultures suffer. Not taking cultural practices into account impedes relationship building, whereas recognizing, respecting, and responding to differences among cultures allows for more meaningful relationships.

We need to be mindful not to rely on stereotypes. Everyone from a particular culture does not necessarily exhibit the same characteristics and communication traits. Failing to develop insights into cultural nuances can lead to lost opportunities and increased levels of tensions between people.

Being unaware of how others outside a culture view that culture’s members can be equally costly. Deficient self- and cultural-awareness takes a toll on individuals and society. A survey was conducted of 1,259 teenagers from 12 countries whose main contact with Americans was through popular culture, including television programs and movies they watched and the music they listened to. Based on these experiences, in their judgment, Americans were violent, materialistic, sexually promiscuous, disrespectful of people unlike them, unconcerned about the poor, and prone to criminal activity. The study concluded that the export of American popular culture contributed to impressions of cultural imperialism. Because the way of life in the United Stated was promoted as superior to other ways of life, feelings of anti-Americanism had been fostered inadvertently.²⁰

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According to critics of cultural imperialism, the news, entertainment, and products of industrialized countries such as the United States tend to overwhelm the national cultures of other countries. There are signs, however, that the reign of American pop culture is beginning to erode. Increasing numbers of foreign films have been successes in the United States. U.S. music charts also regularly feature vocalists from the United States or other countries who sing in foreign languages, often Spanish. Foreign news services are increasingly influencing news coverage. Such exposure contributes to learning about diverse cultures and ourselves.