The globalization of the mass media is indeed one of the world’s largest growing media businesses. This particular business has not only grown in size but has also influenced many throughout the years. Today, we will be discussing about another function of the media which is also known as the cultivation theory. Like what we have learned in this week, the cultivation theory is all about influencing the audience indirectly via media productions. However, as the name suggest, this theory can only be cultivated through a period of time hence, serving no immediate effects on the audience.
What do I mean? Allow me to give you an example; the influence of the American culture. As we all know, United States has always been the largest exporter of media products in the industry. Many countries have not only been consuming a lot of their media products but have also been influenced by them in many ways. Such as, their eating habits, the way they speak, the way they dress and now, even more significantly, they way they think.
Do you agree? Well, just take a look around! You might not be aware of it, but Singapore itself, is actually one of those who have been consuming a large number of US media products over the years. Being a consumer, we have not only watched their programmes but have also inherited some of theirs into ours.
Here is an example; The Idol Show.
Shown in the year 2007
Shown in the year 2008
As you can see, there were some traces of similarities in the two videos. Some might say its all coincidence, however, I would believe that it was an act of influence instead. The way Steven Lim reacted appears to me that he wanted to seek for attention (intentionally) just as William Hung did (unintentionally).
Another similarity spotted in the show was the different characters the three judges possess. One who appeared to be very jovial and positive, another who was generally quite neutral in her responses and lastly, the other who acted like the devil advocate. Once again, are all these just pure coincidence? I doubt so.
Therefore, do not deny, the American culture is slowly getting to us. Watching all these shows have caused us to slowly cultivate their way of looking at things; such as people and dreams. In fact, the influence of the American culture is becoming very apparent now.
If you are still not very convinced, take a look at all these other media products;
Who wants to be a Millionaire
So You Think You can Dance
Do all these programmes look familiar to you? Do you consume them? What certain traits do all these shows have? Are you already influenced by them? Give it a thought.