Mass Media and Cultural Identity

Abstract

Mass media are media of communication such as the printed press, cinema, radio, and television that address large and diverse audiences. Cultural identity refers to a set of qualities attributed to given populations, often thought of as static but which change through time. Mass media have played a key historical role in shaping national cultures and therefore a range of cultural identities. The press, cinema, radio, and television have successively impacted on cultural and national identities within the international system of nation-states. An account is offered of Europe's century-old concern about 'Americanization' through Hollywood films or US television programs. The Third World's interest in a New World Information and Communication Order to redress the unbalanced global flow of news and entertainment is discussed. Media imperialism is considered in relation to the defense of cultural identity and national sovereignty. An account is given of the trade dispute between the USA and the EU over the cultural status of audiovisual products, showing the connection to ideas of cultural identity. Finally, examples of relationships among mass media, language, and cultural identity are presented. The article concludes by noting that 'globalization' will not eliminate the diversity of cultural identities.