Cultural Imperialism Versus Globalization of Culture: Riding the Structure‐Agency Dialectic in Global Communication and Media Studies

This article discusses and analyzes the dialectic between so‐called cultural imperialism and globalization of culture perspectives in global communication and media studies. At an extreme, cultural imperialism is cast as the international extension of the long‐discredited hypodermic needle theory which views cultural consumers as passive automatons. At the other end of the extreme, the globalization of culture perspective is cast as a wildly postmodern standpoint in which free‐floating individuals are said to be able to make an infinite set of localized meanings from cultural products. There has been a growing trend among many global communication and media scholars to locate a productive middle ground between cultural imperialism and globalization of culture. In this author’s view, the most effective melding of the two perspectives would situate local, creative appropriation of cultural objects against the backdrop of larger, hegemonic regional and global macro‐forces. This approach ought also to acknowledge the many complexities that characterize the intersections among globalization, culture, and media, including the ways in which the local, national, regional, and global constitute one another and the ways in which resistance to local hegemony can paradoxically fuel national or global hegemony.