Cultural Analysis of the Media

Abstract

culture hegemony is a phenomenon which punctuates our daily living in the world today. Media are powerful vehicles of culture, ideology, information and education. To some extent they define people and their cultures. The media play a great role in cultural transmission and influence in and across nations. The developed world media are powerful and their influences transcend space and time. The impact of the developed world (mainly in the global North) media on some cultural aspects in the developing world (countries seeking to become more advanced economically and socially) is of significance. The impetus of the impact of influence has been precipitated by the sharing of information in bulks through the internet. Anchored on critical theory; the aim of this paper is to bring to focus some aspects which manifest cultural hegemony. It acknowledges that the cases of cultural influence are many and thus highlights a few. The main focus is on three areas which include: imperialism and dependency, creation of global culture and influence through international media events. The paper foregrounds and advocates for paradigm shift in this kind of existence.