Publication: Kültürel emperyalizmde medyanın rolü
Abstract
1980'lerden bugün yaşadığımız çeyrek asır içinde dünyanın geçirdiği değişim ve dönüşümlere etki eden ve anlam veren üç önemli süreçten söz edilebilir;1980'lere damgasını vuran neo-liberalizm ve küreselleşme ,1990'lara damgasını vuran soğuk savaşın bitimi ,belirsizlik ,güvensizlik ,eşitsizlik ve micro milliyetçi çalışmaların giderek sistem dönüştürücü bir nitelik aldığı soğuk savaş sonrası dönem ve 2000'li yıllara damgasını vuran 11Eylül terörü ve sonrası hala yaşamakta olduğumuz ama nereye doğru gittiğini kestiremediğimiz 11Eylül sonrası dünya.1980'lerden bu yana yaşadığımız ve toplumsal değişimi anlamanın anahtar kavramı olarak düşünülen küreselleşme sürecinin farklı evreleri olarak okunabilmektedir. Tüm bunlar gerçekleşirken küreselleşme kültürü yıkmıştır,moderniteyi niteleyen ve ekonomik emperyalizmle ,ekonominin emperyalizmi kültürü farklara indirgemiştir. Çok kültürlülük gerçekleştirilebilecek bir tasarı olmaktan çok bir mitos bir ayarlayıp kandırmaca bu kültürel emperyalizm eski zenginliğin yerine koyduğu sadece 'trajik boşluk'bezgin bir modernite ile süslenmiş bir boşluk kültürüdür ve onu Güney ülkelerine doğru yol çıkarmıştır. Kültürel emperyalizm modern kültürel ürünlerin,imajların ve tarzların dünya çapında yayılması (egemen dillerden ,ve popüler müzikten televizyon setlerine ve bilgisayar hatlarına kadar) kültürel baskı ve yayılmanın çağdaş biçimidir. Kültürel emperyalizm üçüncü dünya ülkelerinin kapitalist dünya sistemi ile bütünleştirilmesinin bir yoludur ,ve telekominikasyon altyapıları da kültürel emperyalizmin taşıyıcısıdır. Hegomonya kavramı başat-yerel kültürü tartışırken yön göstericidir çünkü hegomonyanın kurulmasında medya en önemli aktörlerden biridir. Modern medya hegomonyanın kurulmasında en önemli rolü oynamakla başat kültürün çıkarına hizmet eden yorumların yeniden üretilmesine yaramaktadır. Medya rızanı kazanıldığı gibi aynı zamanda kaybedildiği ideolojik bir mücadele alanıdır. Medya izleyicileri kapitalist üretim düzeninin iyi tüketicileri yapmak üzere elinde oynatan ticari pazarlama aracı olarak görülür. Emperyalizm bir millet veya topluluğun diğeri üzerinde doğrudan ve dolaylı siyasi ekonomik kültürel veya söylemsel yayılmasıdır. Dolayısıyla temelde amaç ve araçlar olarak güçler ilgilidir Bu güç tarafından kurulur ve yeniden üretilir.dolayısıyla kültürel emperyalizm kapitalizmin bir aracıdır onun ekonomik bir sistem olarak yayılmasını mümkün kılan bir dizi uygulamada medyanın şüphesiz ki önemli rol üstlendiği açıktır. Kültürel emperyalizm hakkında yayımlanan tartışmaların çoğu medyayı; basın, reklamcılık, film, radyo ,TV, konunun merkezine yerleştirir. Son çıkan CD'leri alma Amerikan dizi ve filmleri izleme dijital oyunların yaygınlaşması ,blue jean pantlonun rağbet görmesi yerel popüler Amerikan geleneklerinin benimsenmesi konusunda inanılmaz bir benzerlik söz konusudur. Bu benzerliklerin oluşmasında medyanın olağanüstü çabası vardır. Yeni Dünya Düzeninin oluşumuyla birlikte küreselleşme bir olgu olmanın yanı sıra bir ideoloji de oluşturmaktadır. İletişim devrimiyle tüketim arzusu ortak toplumsal sorumluluk gençlerin isyanı bireysel yargılama çağı kısaca yeni bir toplum gelişmektedir. Bu arada silahli diplomasi geçmişte kalmıştır, gelecek ağların diplomasisidir. Bu düzeni meşrulaştırmak adına Tarihin Sonu ve Uygarlıklar Çatışması gibi ortaya atılan tezler de Yeni Dünya Düzeni uluslararası ilişkilerde siyasal açıdan tek süper ülkenin ABD'nin egemenliğini ifade etmektedir. ABD'nin dünyada sürekli başrolde olmasının en önemli nedeni siyasal ve finansal gücü elinde bulundurmasıdır.Bu güçle kendi kültürünü yaymada medyayı kullanırken zaman zaman medyanın ön plana çıkması da - özellikle ulus ötesi şirketleşme etkisiyle - kaçınılmaz olmuştur. Tarihin Sonu gibi tezler özellikle 11Eylül sonrası Devlet İnşasına dönüşmüştür. Günümüzde devletler ve devler arası ilişkiler artık dünyayı düzene koymanı tek ekseni değildir. Bunun nedeni ulus ötesi aktörlerin ortaya çıkmış olmasıdır. Bu süreçte medyanın ikili bir konumu olmuştur: Medya bir yandan küresel olarak akmak ihtiyacındaki sermayenin gerek duyduğu ideolojik / kültürel ortamı sağlamıştır. Diğer yandan da sermaye şirketleri haline gelen medya kuruluşları bizzat sermaye artışının özneleri olarak davranmışlardır. Kültür satışında olanlar ve kimliğini tümüyle batıyla tanımlayanlar için elbette kültürel emperyalizmi yoktur ; ancak Mcdonald'stan, giydiğimiz blue jeans'den ,kullandığımız kavramlardan, tercih ettiğimiz televizyon programları ve filmlere kadar günlük yaşamımızın her anı ve her mekanında kültürel emperyalizm vardır. Bu araştırmanın amacı kültürel emperyalizmin yayılmasında medyaya verilen rolü ve daha sonra ise kendi çıkarları için üstlendiği rolü klasik emperyal görüşün aksine baskıyla değil iknayla oluşturduğunu böylelikle de çağdaş batı kapitalizminin merkezi referans noktası olduğunu göstermektir. Çalışmanın son bölümünde yer verdiğimiz Yeni Dünya Düzeni ile bunu gerçekleştirmenin yolunun ABD'den geçtiğini ,dolayısıyla siyasal ve finansal etkilerin konuyla ilgisini araştırmaktır.
Three important processes which influence and give meaning to the changes and transformations that the world has passed from 1980's till today, within quarter of a century that we are living could be talked about; neoliberalism and globalization which influenced 1980's, end of cold war, rest of cold war period which indefiniteness, unsafety, inequality, micro nationalist studies gain a system transformer characteristic gradually and 11th September and world after 11th September that we are living but can not estimate where it is going through which influenced 2000's. Life that we are living from 1980's till today could be read as different stages of globalization process that can be tought as the key concept of social change. While all these come true, globalization destroyed the culture, imperialism that describe modernity and is economic and imperialism of economy reduced culture into differences. Being multi cultured is an arranging bluff that rather than a project that can be realized. This tragic emptiness has been put instead of old wealthiness that an empty culture; was decorated with a discouraged modernity and saw it off to the south nations. Cultural imperialism is worlwide spread of modern culture products, images and styles (from dominant languages, popular music to television sets and computer lines) a contemporery form of cultural pressure and spreading. Cultural imperialism is a way of combining third world nations with capitalist world system and telecommunication substructures are also carriers of cultural imperialism. Hegomony concept is a way to demonstration while discussing dominant-local culture because media is one of the most important actors in foundation of this hegemony. By playing the most important role in foundation of hegemony modern media serves the producing interpretetions that serves to the benefit of dominant culture again. Media is an ideological area in which consent not only was gained but also was lost. Media is seen as a commercial marketing tool which plays spectators in its hands to make them good consumers of capitalist production system. Imperalism is direct or indirect political, economical, cultural or prononcial spreading of one nation or community over another. So it is related with forces as being goals and means in basis. It is established and produced again by this force. So cultural imperialism is a means of capitalism. Certainly, it is clear that media takes an important role in a series of applications to make its spreading possible as an economic system. Broadcasted discussions about cultural imperialism put the media (newspapers, advertising, film, radio & TV) to the centre of this topic. There is an unimaginable similarity in buying last CDs, watching American films and series, popularity of digital games, blue jeans which are in demand, local popular American traditions that are appropriated. There is an extraordinary effort of media in forming of this similarities. With forming of New World Order globalization constitutes an ideology in addition to being a fact. With communication revolution, consumption desire, common social responsibility, individual judge age, briefly a new society is developing. And armed diplomacy stayed in the past, future is the diplomacy of network. To make this order legal, thesis like 'End of history' and ' Civilization Conflict' state sovereignity of the only super nation -ABD- in political point in New World Order international relations. The most important reason of ABD for always being in an leading role is owning the political and financial power. While using media for spreading it's own culture is unavoidable that media sometimes came to the fore -especially with effect of rest nation becoming company. Thesis like 'end of history' was turned to 'government construction' especially after 11th September. States and interstatal relations is not the only axle of putting world in an order any more. Reason of this is the occurance of rest nation actors. Media had a double impact in this process: media has provided ideologic/ cultural athmosphere necessary for capital that needs to flow spherical. And also media organizations that become capital companies acted as the objects of capital increasing. Surely there is not a cultural imperialism for the ones that are being in a cultural salling and defining their identities entirely with the western culture; but there is an cultural imperialism in all the moments and places of our daily lives from Mcdonald's, blue jeans thet we wear, concepts thet we use to the television programmes and films that we chose. The aim of this study is to show contarary to classical imperialist view cultural imperialism did not constituted the role which was given to the media in its spreading and after the role that it undertook for its own benefits with pressure but with persuation and in by this way showing that it is the center reference point of contemporary west capitalism. Making this happen could be achieved by researching USA and its political & financial impacts via New World Order that we were talking about at the end section of this study.
Three important processes which influence and give meaning to the changes and transformations that the world has passed from 1980's till today, within quarter of a century that we are living could be talked about; neoliberalism and globalization which influenced 1980's, end of cold war, rest of cold war period which indefiniteness, unsafety, inequality, micro nationalist studies gain a system transformer characteristic gradually and 11th September and world after 11th September that we are living but can not estimate where it is going through which influenced 2000's. Life that we are living from 1980's till today could be read as different stages of globalization process that can be tought as the key concept of social change. While all these come true, globalization destroyed the culture, imperialism that describe modernity and is economic and imperialism of economy reduced culture into differences. Being multi cultured is an arranging bluff that rather than a project that can be realized. This tragic emptiness has been put instead of old wealthiness that an empty culture; was decorated with a discouraged modernity and saw it off to the south nations. Cultural imperialism is worlwide spread of modern culture products, images and styles (from dominant languages, popular music to television sets and computer lines) a contemporery form of cultural pressure and spreading. Cultural imperialism is a way of combining third world nations with capitalist world system and telecommunication substructures are also carriers of cultural imperialism. Hegomony concept is a way to demonstration while discussing dominant-local culture because media is one of the most important actors in foundation of this hegemony. By playing the most important role in foundation of hegemony modern media serves the producing interpretetions that serves to the benefit of dominant culture again. Media is an ideological area in which consent not only was gained but also was lost. Media is seen as a commercial marketing tool which plays spectators in its hands to make them good consumers of capitalist production system. Imperalism is direct or indirect political, economical, cultural or prononcial spreading of one nation or community over another. So it is related with forces as being goals and means in basis. It is established and produced again by this force. So cultural imperialism is a means of capitalism. Certainly, it is clear that media takes an important role in a series of applications to make its spreading possible as an economic system. Broadcasted discussions about cultural imperialism put the media (newspapers, advertising, film, radio & TV) to the centre of this topic. There is an unimaginable similarity in buying last CDs, watching American films and series, popularity of digital games, blue jeans which are in demand, local popular American traditions that are appropriated. There is an extraordinary effort of media in forming of this similarities. With forming of New World Order globalization constitutes an ideology in addition to being a fact. With communication revolution, consumption desire, common social responsibility, individual judge age, briefly a new society is developing. And armed diplomacy stayed in the past, future is the diplomacy of network. To make this order legal, thesis like 'End of history' and ' Civilization Conflict' state sovereignity of the only super nation -ABD- in political point in New World Order international relations. The most important reason of ABD for always being in an leading role is owning the political and financial power. While using media for spreading it's own culture is unavoidable that media sometimes came to the fore -especially with effect of rest nation becoming company. Thesis like 'end of history' was turned to 'government construction' especially after 11th September. States and interstatal relations is not the only axle of putting world in an order any more. Reason of this is the occurance of rest nation actors. Media had a double impact in this process: media has provided ideologic/ cultural athmosphere necessary for capital that needs to flow spherical. And also media organizations that become capital companies acted as the objects of capital increasing. Surely there is not a cultural imperialism for the ones that are being in a cultural salling and defining their identities entirely with the western culture; but there is an cultural imperialism in all the moments and places of our daily lives from Mcdonald's, blue jeans thet we wear, concepts thet we use to the television programmes and films that we chose. The aim of this study is to show contarary to classical imperialist view cultural imperialism did not constituted the role which was given to the media in its spreading and after the role that it undertook for its own benefits with pressure but with persuation and in by this way showing that it is the center reference point of contemporary west capitalism. Making this happen could be achieved by researching USA and its political & financial impacts via New World Order that we were talking about at the end section of this study.