Cultural Imperialism Western And Chinese Society

â€Å"It is through cultural imperialism that Western nations are able to dominate the media †¦ allowing Western views to destroy their native cultures.† (Schiller, H. 1973) Western cultures are notorious for their domination over other cultures, exerting this power through the media. The front cover of India’s Elle magazine (March 2013) and McDonald’s 2012 Manly Man Beef advertisement in Beijing, are both texts that display the prominent influences of cultural imperialism in practice. This essay seeks to highlight how Western societies, through the utilisation of media, have begun to modify the representation of gender - especially amongst the female sex - in Indian and Chinese society. The media is the driving force of cultural imperialism, and from the core essence of these texts, we can discern the positive and negative consequences it has on India and China. Western ideology is ever-present on the front cover of India’s Elle. This media text portrays women as sexual figures. This is evident through the juxtaposition of the model’s attire and posture to that of traditional Indian etiquette and garments. Traditional Indian women are obligated to wear conservative clothing that cover up the knees, upper arms, shoulders, cleavage and midriff — conveying them as obedient women. While comparing these traditional Indian expectations with the front cover model – Anushka Sharma, a well-known Indian Actress of the magazine’s demographic – it can be explicitly seen that Sharma’s attireShow MoreRelatedThe Impact Of Cultural Imperialism And De-Westernization935 Words   |  4 PagesPresentation report The topic of the presentation is Cultural imperialism and de-westernization. The term cultural imperialism can be defined as broad cultural effects of imperialism including colonialism, but more recently, it tends to have the imperialistic impact of global capitalism. 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