The Articulation Between Global And Local Cultural Practices, Elements Or Symbols In The Context Of Malaysian Television Advertising
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Date
2000-09
Authors
Lee, Evelyn Li Ling
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Abstract
Globalization has led many people to believe that the imposition of western values, lifestyles
and culture on the Third World nations has consequently led to the displacement of local
cultures, and traditional and authentic cultures are undermined by the dumping of western
culture via slick and sophisticated media products.
However, nationat or local cultures ru:e not disappearing under the attack of transnational
media and their contents. This is because patrimonial cultures are strong and they resist from
being so easily overwhelmed and dominated by western cultural elements. Thus, cultural
adaptation is an inevitable process. The articulation between the transcultural and the
patrimonial is experienced and witnessed everywhere in the world. Global media players have
not ignored these articulations and attempt more and more systematically to utilize them in their
advertising and promotion strategies.
Cultural pluralism and interaction is an wlcontested reality today. More and more cultural
spaces are being exposed to other local and national cultures, and more and more people are
being involved with more than one culture. Global corporations and advertising agencies are
aware of the need to practice local adaptations in their advertisements. They realize that every
individual has different habits and cultural practices and that it is impossible to impose a
specitic global culture 011 them and expect the global culture to have an immediate, significant
impact on them. It is important to note that many advertisements today not only carry
underlying global messages. but messages about the local culture as well.
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Keywords
Authentic cultures are undermined by the dumping , of western culture via slick and sophisticated media products