The globalisation of culture and TV
TV not only creates artificial needs, it undermines the meaning of community, wealth and the notion of self. The effects have been particularly devastating among indigenous communities. When TV was introduced among the Dene Indians and Inuit peoples in the Arctic, children lost interest in the native language, they wanted to learn Canadian English; they refuse to learn how to fish on the ice or go[...]DOWNLOAD REFERAT
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It has ended the tradition of story telling through which the old handed their experience, Indian culture, traditions, oral history and way of life to the young who had a sense of place and their roots. TV makes the young important and the old redundant. 'Young people did not want to be Indians, in fact they hate being Indians - they want to be Canadians and Americans'. The old were silently witnessing the death of their culture.
American values as encapsulated in 'Dallas' are eloquently captured in the words of an Indian: 'People are sitting in their log houses, alongside their frozen lakes with dog teams tied up outside, watching a bunch of white people in Dallas, standing around their swimming pools, drinking martinis, and plotting to destroy each other or steal from each other or get their partners' wives into bed. Then after that comes a show about a man turning into a machine... The effect has been to glamorise behaviours and values that are poisonous to life up here. Our traditions have a lot to do with survival.
Community co-operation, sharing, and non materialism are the only ways that people can live here. But TV always presents values opposite to those.' It is life and soul destroying and obliterates the richness and diversity of life.In the Third World TV serves to heighten the stark contrasts between the poor majority and the rich few. An Indian social scientist has tried to explain the recent social breakdown and culture induced stress. According to him, 'economic liberalisation has further widened the gulf between the rich and the poor'. The opening up of the economy has benefited the elite further; while 'traditional bonds of extended families have disappeared, leading to the disintegration of old family support structures.
Increasing westernisation of the Indian elite, the rat race for personal wealth and glory has contributed to the loss of equilibrium. The stress on material values rather than moral or spiritual values, increasing consumerism, fuelled by myriad satellite TV channels' so that the rich now 'drive around in foreign cars, wear branded clothes and patronise expensive discos and five star hotels have contributed to this frenzy in the economically deprived communities. Dazzled by the riches of the Indian elite, the poor take increasingly to crime.
Seventy percent of Indians do not have access to sanitation; 53 percent of children under five are underweight; almost 16 percent of the total population cannot hope to survive beyond the age of 40. Some 44 percent of the population is under the international poverty line of US$ 1 per day. In the midst of this, corporate food chains vie to capture a dedicated following among the rich and the young, for the new tastes and lifestyles that Pepsi, Coke, Pizza Hut and Kentucky Fried Chicken offer. « mai multe referate din Economie