Cultural Imperialism in Literature & Literary Theory

Concept of Cultural Imperialism

Cultural imperialism is a complex and contested concept that refers to the dominance of one culture over others, often facilitated by economic, political, or technological means. It involves the exportation of cultural products, values, and norms from a more powerful or influential culture to others, leading to the erosion of local traditions and the homogenization of global culture.

Critics argue that it results in the marginalization of indigenous or less dominant cultures, contributing to a form of cultural homogenization.

This phenomenon has been particularly associated with the global spread of Western media, such as Hollywood films and American pop music, which can shape perceptions and preferences worldwide, potentially diminishing cultural diversity and autonomy.

Meanings of Cultural Imperialism

Aspect	Meaning
Dominance of One Culture	It refers to the overarching influence of a dominant culture over other cultures, often achieved through various means like economic power, media, and technology.
Exportation of Cultural Products	It involves the widespread dissemination of a culture’s products, values, and norms to other societies, resulting in the penetration of foreign cultural elements.
Erosion of Local Traditions	It leads to the dilution or gradual disappearance of indigenous or local traditions, customs, and practices in favor of the dominant culture.
Homogenization of Global Culture	The process tends to contribute to the uniformity and standardization of global culture, as dominant cultural elements supersede diverse local expressions.
Marginalization of Indigenous Cultures	Critics argue that cultural imperialism can marginalize and disempower indigenous or less powerful cultures, as they struggle to maintain their own identity and traditions.
Role of Western Media	It is often associated with the global dissemination of Western media, such as Hollywood films, American pop music, and television, which shape perceptions, preferences, and lifestyles worldwide.
Impact on Cultural Diversity	It results in a reduction of cultural diversity and autonomy as dominant cultural forces influence and even dominate local cultures.

Definition of Cultural Imperialism as a Theoretical Term

Cultural imperialism, as a theoretical term, encapsulates the concept of cultural dominance on a global scale. It refers to the pervasive influence of one culture, often driven by economic, political, or technological supremacy, over other cultures.

This phenomenon leads to the homogenization of global culture, where dominant cultural elements displace and dilute local expressions.

In essence, it is characterized by the unequal power dynamics in the realm of culture, whereby more powerful cultures marginalize and erode the traditions and identities of less dominant ones, resulting in a landscape marked by imbalanced cultural influence and reduced cultural diversity.

Cultural Imperialism: Theorists, Works and Arguments

Theorists	Works	Arguments
Herbert Schiller	Communication and Cultural Domination (1976)	Schiller’s work argued that Western media, particularly American media, played a significant role in promoting cultural imperialism by exporting values and ideologies globally, thereby undermining local cultures and diversity.
Edward Said	Orientalism (1978)	Said’s work discussed the power dynamics and biases in Western representations of the “Orient.” He highlighted how Western literature and media constructed a distorted image of non-Western cultures, contributing to this type of imperialism.
Herbert I. Schiller	Culture, Inc.: The Corporate Takeover of Public Expression(1991)	Schiller argued that corporate control of the media and entertainment industries perpetuates cultural imperialism, emphasizing how the profit-driven motives of media conglomerates lead to the exportation of homogenized Western content worldwide.
Armand Mattelart	Transnationals and the Third World: Communication and Development (1979)	Mattelart explored the role of transnational corporations in the dissemination of media content, advocating for a New World Information and Communication Order to counter the one-sided flow of cultural products and information from the West.
John Tomlinson	Cultural Imperialism (1991)	Tomlinson discussed cultural imperialism as a complex, multidirectional process where global cultures influence each other. He argued that it was not just a one-way imposition but a more nuanced interplay of cultural influences.
Robert W. McChesney	The Global Media: The New Missionaries of Global Capitalism(1999)	McChesney’s work highlighted the connection between media ownership and cultural imperialism, emphasizing how corporate media consolidation leads to the promotion of capitalist values and the suppression of alternative voices.

Cultural Imperialism and Literary Theories

1. Postcolonial Theory:
   • It is central to postcolonial theory, which examines the legacy of colonialism on literature and culture. It explores how colonizers imposed their cultural values, language, and literary norms on colonized societies. Postcolonial literature often reflects the resistance to and negotiation of cultural imperialism, highlighting the impact on identity and representation.
2. Cultural Studies:
   • It plays a significant role in cultural studies, which examines how media and literature reflect and perpetuate dominant cultural values. Cultural studies scholars analyze how cultural imperialism influences the production and consumption of literature, as well as its role in shaping cultural identities and norms.
3. World Literature:
   • Cultural imperialism affects the canon of world literature, where certain works are privileged and widely circulated while others are marginalized. The concept sheds light on how Western literature has dominated the global literary landscape, influencing which authors and texts receive international recognition and readership.
4. Feminist Literary Theory:
   • Cultural imperialism intersects with feminist literary theory, especially when considering how gender roles and expectations are exported through literature. Feminist theorists examine how dominant cultures use literature to reinforce gender norms and how this influences the representation and empowerment of women in literature from different cultures.
5. Reception Theory:
   • Cultural imperialism can impact how literature is received by readers. Reception theory considers how readers from diverse cultural backgrounds interpret and respond to literary texts, taking into account the influence of dominant cultural values and norms on their understanding and appreciation of literature.
6. Postmodernism:
   • Postmodern literature often critiques and deconstructs grand narratives and cultural hegemony. Authors may use postmodern techniques to challenge cultural imperialism and question the authority of dominant cultural discourses in literature.
7. Translation Studies:
   • Cultural imperialism is pertinent in translation studies, as it raises questions about the power dynamics in translation. The choice of which foreign works to translate, how they are translated, and the cultural context in which they are presented can all reflect and perpetuate cultural imperialism.

Cultural Imperialism in Literary Criticism

Work	Critique
Americanah by Chimamanda Ngozi Adichie (2013)	Adichie’s novel explores the cultural imperialism that can occur in the context of American influence on Nigerian culture. It critiques the Western standards of beauty, education, and success that are often imposed on African societies. The story follows the experiences of Ifemelu, a Nigerian woman in the United States, who grapples with cultural assimilation while questioning the dominance of Western ideals in the global cultural landscape.
Exit West by Mohsin Hamid (2017)	“Exit West” delves into the impact of cultural imperialism in the context of global migration and displacement. The novel depicts the plight of refugees and the loss of cultural identity in the face of forced assimilation. It explores how cultural imperialism can lead to the erasure of unique cultural heritages as people flee their homelands in search of safety and opportunity.
Homegoing by Yaa Gyasi (2016)	Gyasi’s novel spans generations, tracing the effects of cultural imperialism on the descendants of two half-sisters, one of whom is sold into slavery in America. The novel exposes the enduring consequences of colonialism and the forced migration of African cultures. It illustrates how cultural imperialism is a historical and ongoing process that continues to shape the lives of marginalized communities.
The Sympathizer by Viet Thanh Nguyen (2015)	Nguyen’s novel provides a critique through the lens of the Vietnam War. It offers a complex portrayal of a Vietnamese double agent working for the Americans and delves into the complexities of cultural allegiance and identity. The novel underscores how cultural imperialism can lead to internal conflicts and self-identity crises when individuals are caught between two opposing cultural forces.

Suggested Readings

1. Featherstone, Mike. Global Culture: Nationalism, Globalization, and Modernity. Sage, 1990.
2. Lull, James. Culture in the Communication Age. Routledge, 2000.
3. McChesney, Robert W. Rich Media, Poor Democracy: Communication Politics in Dubious Times. University of Illinois Press, 1999.
4. Said, Edward. Orientalism. Vintage, 1978.
5. Schiller, Herbert. Communication and Cultural Domination. International Arts and Sciences Press, 1976.
6. Schiller, Herbert I. Culture, Inc.: The Corporate Takeover of Public Expression. Oxford University Press, 1989.
7. Tomlinson, John. Cultural Imperialism. Continuum, 1991.
8. Tomlinson, John. Globalization and Culture. University of Chicago Press, 1999.
9. Tunstall, Jeremy. The Media Are American: Anglo-American Media in the World. Columbia University Press, 1977.