America having the strongest global economic and political power, has inevitably found a place in almost any other culture around the world. Whether you suffer from habitual Big Mac and Mc Flurry cravings or cringe at the thought of having to miss the latest episode of “One Tree Hill” or “Gossip Girls”, your American tastes can be satisfied almost anywhere around the world. This propagation of American products has to be more than just a mere accident. Largely attributed to globalisation, it is part of a larger trend of conscious proliferation of American culture and values- Cultural imperialism (The practice of promoting, distinguishing, separating, or artificially injecting the culture or language of one nation into another)
More than just the dissemination of consumer goods, much of America’s principles such a “freedom” or “democracy” are prevalent in other cultures. Thus, issues such as the undervaluation of woman and children, in many cultures has changed, and more women are finding themselves a place in society thanks to these American ideals. This may seem appealing on the surface, but deep down it masks a frightening truth. That cultures are disappearing due to the overpowering corporate and cultural America. It makes me feel as if globalisation is heading everyone to the direction of cultural uniformity. Gradually, America may colonize almost every other culture, completely. Today, the spread of American culture goes through every communication medium: 90% of the information available on the Internet is in English, CNN is seen in 120 countries, Stephen King is the number one best seller in the world. Is this not already a sign of cultural uniformity?
Leaving that aside, let’s get back to the disintegration of cultures in specific. One very obvious example that comes to my mind when I think of this issue is that Indians are becoming less conservative. Hindi (Bollywood) movies are the biggest proof to this. In the past, movies had many messages for people to take home. In my opinion, it is the oldest Indian movies and songs that keep you thinking and give you something to reflect on. Today, most movies are about family problems, hurdles in love stories, affairs etc. All a reflection of what is happening in today’s society! There are no deeply significant messages that we can take home. At least that’s what I feel about 8 out of 10 movies released these days.
Also, in the past, romantic scenes were not exactly what you’d call romantic. Minimal sexual references were made. You’d probably see couples dancing around, embracing each other but minimally. Nowadays, even Indian film directors have identified the “action” in Western films, adopted them and have made them their own. The latest trend has been to showcase even a minute or two of actors kissing on screen.
Here’s a clip of the movie “Bachna Ae Haseeno” where actor Ranbir Kapoor kisses actress Deepika Padukone. Take a look.
http://www.youtube.com/watch?v=AKYt9jF1EZk
For our generation to realise that culture is being lost may not be that easy. However, I am lucky to have lived (and am still living) with my grandparents, who constantly shrug and give their few cents worth on how movies are becoming from bad to worse with all these liberal scenes. What I find pretty hilarious is the comments my grandmother makes when we decide to watch any Indian movie with girls dressed in mini skirts or halter neck sari blouses. If I loosely translate what she says, it would go something like this.
“People spend so much money on unnecessary things like handphones, games (referring to my brother’s PSP) but they don’t know how to spend money buying proper clothes! Girls wear clothes smaller than those worn on Barbie Dolls! Nikita you better not become like that ok!”
Jokes aside, I think I’m very fortunate to have my grandparents with me to constantly reinforce Indian values and customs to keep me as close as they can, to my roots. I definitely love the Indian culture and although times are changing and moving on with times is necessary, I strongly feel certain things should be retained.
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3 comments:
A really good and very relevant article! It is a shame that people often forget the importance of unity in diversity, and as you mention we are finding ourselves drifting ever closer to cultural uniformity. There are so many wonderful cultures and traditions in the world which have evolved over many years. In my opinion we should be acknowledging and celebrating these differences - it is very much possible for them all to co-exist in harmony, whilst still having tolerance, respect and being able to understand and work with each other for the future of our shared planet.
With the proliferation of media, be it through television, radio, magazines or the Internet, it is becoming increasingly harder for people to avoid succumbing to the messages and ideals being promoted. There are a few things we can do here - firstly parents (and grandparents too!) should instill key human values from an early age, to set a firm foundation and make it possible to judge right from wrong. The real skill to be developed is to be able to quickly filter information coming from various sources and only take in what's correct and useful, whilst not being swayed by that which is unsavoury.
The second is for those who recognise the benefits of traditional values and believe in their cause to be proud of being individual and not being taken off track by peer pressure. There should never be any shame in believing in and doing the right thing, even if others around are not following the same path.
a really well written article...i think american culture is really going to the east especially in INDIA..
that is why having a good family and values embedded in you is of primary importance..having a strong foundation will ensure you of not being influenced the wrong way. You will be able to discriminate between good and bad.
I think being traditional in thinking is essential but being open minded in the right aspect is also important so you wont have friction between old and young people..
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