Cultural Imperialism in Late 20th Century Author(s): James Petras Source: Economic and Political Weekly, Vol.

29, No. 32 (Aug. 6, 1994), pp. 2070-2073 Published by: Economic and Political Weekly Stable URL: http://www.jstor.org/stable/4401590 Accessed: 30/05/2009 08:45
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PERSPECTIVES
Cultural hnperialism 20th Century
James Petras

in

Late

Culturalliberation involves not merely empoweringindividualsor classes, but is dependent on the developmentof a socio-politicalforce capable of confrontingthe state terror that precedes cultural conquest. Most importantly,the Left must recreate a faith and a vision of a new society built around spiritual as well as material values.
US CULTURALimperialismhas two major economic and the other goals-one political-to capturemarketsfor its cultural and comrmodities to establish hegemony by shaping popularconsciousness. The export of entertainment commodities is one of the most important sources of capital accumulationand global profits displacing In manufacturingexports. thepoliticalsphere, culturalimperialism plays a major role in dissociatingpeople from theirculturalroots and traditionsof solidarity, replacing them with media created 'needs', which change withevery publicitycampaign.The political effect is to alienate people from traditional class and community bonds, atomising and separatingindividuals from each other. Cultural imperialism emphasises the segmentationof the working class: stable workers are encouraged to dissociate themselvesfromtemporaryworkers,who in turn separate themselves from the unemployed, who are further segmented amongthemselves within the 'underground economy'.Culturalimperialismencourages peopleto thinkof themselves as part working of ahierarchy minutedifferences emphasising in life style, in race and gender, with those below them ratherthan the vast inequalities that separatethem from those above. targetof culturalimperialism Tlhe principle is the politicaland economic exploitationof and entertainment advertiseyouth.Imperial ments target young people who are most vulnerableto US commercial propaganda. Themessageis simpleanddirect:'modernity' is associated with consuming US media a Youthrepresent majormarketfor products. US cultural exports and they are most susceptibleto the consumerist-individualist The mass media manipulates propaganda. adolescent rebelliousness by appropriating the language of the left and channelling discontent into consumer extravagances. Cultural imperialismfocuses on youthnot only as marketbut also for political reasons: in a to uQdercutpoliticalthreat whichpersonal rebellion could become political revolt against economic as well as cultural forms of control. Over the past decade progressive movements confront a paradox: while the greatmajority thepeople in thethirdworld of experience deteriorating living standards, growing social and personal insecurity and decay in public services (while affluent minorities prosper as never before) the subjective response to these conditions has been sporadic revolts, sustained, but local activities and large-scale protests of short duration.In a word, there is a profoundgap between the growing inequalitiesand socioeconomic conditions on the one hand and the weaknesses of revolutionaryor radical The subjectiveresponses. maturing 'objective conditions' in the thirdworld have not been accompanied by the growth of subjective forces capable of transformingthe state or society. It is clearthatthereis no 'automatic' relationship between socio-economic regression socio-politicaltransformation. and Culturalintervention(in the broadestsense including ideology, consciousness, social action)is thecruciallinkconverting objective conditions into conscious political intervention. Paradoxically, imperialpolicymakers seem to have understood the of importance cultural dimensionsof political practice far better than their adversaries.
CULTURAL DOMINATION

Imperialismcannotbe understoodmerely as an economic-militarysystem of control and exploitation.Culfuraldominationis an integraldimension to any sustainedsystem of global exploitation. In relation to the third world, cultural imperialismcan be definedas the systematic penetrationand domination of the cultural life of the popularclasses by the rulingclass of the west in order to reorderthe values, behaviour, institutions and identity of the oppressed peoples to conform with the interests of the imperial classes. Cultural imperialismhas takenboth 'traditional' and modem forms. In past centuries,the church, educational system, and public authorities played a major role in inculcating native peoples with ideas of submissionandloyalty in the nameof divineor absolutistprinciples.

While these 'traditional' mechanisms of cultural imperialism operate, still new modem instrumentalities rooted in contemporary institutions havebecome increasinglycentral to imperial domination. The mass media. publicity, advertisement and secular entertainersand intellectuals play a major. role today. In 'the contemporary world, Hollywood, CNN and Disneylandare more influentialthanthe Vatican, the Bible or the public relationsrhetoricof political figures. Cultural penetrationis closely linked to politico-militarydomination and economic exploitation. US military interventions in supportof the genocidal regimes in central Americawhich protectitseconomic interests are accompanied by intense cultural penetration. US-financedevangelicalsinvade Indian villages to inculcate messages of submission among the peasant-Indian victims. International conferences are sponsored for domesticated intellectuals to discuss 'democracy and market'. Escapist television programmessow illusions from 'anotherworld'. Culturalpenetrationis the extension of counter-insurgency warfareby non-militarymeans. cultural colonialism(CCC) Contemporary is distinct from past practices in several senses: (1) It is oriented toward capturing mass audiences, not just converting elites. (2) The mass media, particularly television, invade the householdand functionfrom the 'inside' and 'below' as well as from 'outside' and above. (3) CCC is global in scope and homogenising in its impact:the pretenceof universalismserves to mystify the symbols, goals and interests of the imperial power. of (4) The massmediaas instruments cultural imperialismtoday are 'private' only in the formalsense: the absenceof formalstateties provides a legitimate cover for the private media projectingimperial state interests as 'news' or 'entertainment'. (5) Under contemporary imperialism, politicalinterests areprojectedthroughnon-imperial subjects. 'News reports' focus on the personal biographies of mercenarypeasant-soldiers in centralAmericaandsmilingworkingclass US blacks in the Gulf war.'X6) Because of the increasing gap between the promise of peace and prosperity under unregulated capital and the reality of increasing misery andviolence, the mass mediahave narrowed even furtherthe possibilities of alternative perspectives in their programmes. Total culturalcontrolis the counterpart the total of separation between the brutality of realexisting capitalismandthe illusorypromises of the free market.(7) To paralysecollective responses, cultural colonialism seeks to destroy nationalidentitiesor empty them of substantive socio-economic content. To of cultural rupture solidarity communities, the

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imperialism promotesthe cult of 'modernity' saturation mass audiences with messages of as conformitywith extemal symbols. In the that provide the poor with vicarious narmof'indivduality',socalbondsareattackedexperiences of individualconsumption and according the adventuredefines the currentchallenge of to andpersoalities arereshaped dictates of media messages. Whilc imperial cultural colonialism. amisdisarficulatecivilsociety,andbankspillage US mediamessagesarealienatingthe third the economy, the imperial media provide world people in a double sense, They create illusions of 'international'and 'cross class' with escapist identities. individuals Cultural imperialismprovidesdevastating bonds. Through television images a false demonological caricaturesof revolutionary intimacyandanimaginarylink is established adversaries, while encouraging collective between the successful subjectsof the media amnesia of the massive violence of pro- and the impoverished spectators in the westerncountries.The western mass media 'barrios'.These linkages provide a channel never remind their audience of the murder through which the discourse of individual 1,00,000 solutionsfor privateproblemsis propagated. byand-communistpro-USregimesof in Indians Guatemala, 75,000 workingpeople The message is clear.The victims areblamed in El Salvador,50,000 victims in Nicaragua. for their own poverty, success depends on The mass media cover up the greatdisasters individual efforts. Major TV satellites, US resultingfrom the intrduction of the market and European mass media outlets in Latin in eastem Europeand the ex-USSR, leaving America avoid any critique of the politicohundreds millions impoverished. of economic origins and consequences of the new cultural that imperialism hastemporarily PROPAGANDA AND CAPrrAL ACCUMULATnON disoriented and immobilised millions of The mass media is one of the principal impoverished Latin Americans. sources of wealth and power for US capital PoLmcs OFLANGUAGE as it extends its communication networks Culturalimperialismhas developed a dual throughout the world. An increasing percentageof the richest North Americans strategy to counter the Left and establish derive their wealth from the mass media. hegemony. On the one hand,,it seeks to Among the 400 wealthiest Americans the corruptthe political languageof the Left; on percentagederiving their wealth from the the other it acts to desensitise the general mass media increased from 9.5 per cent in publicto the atrocitiescommittedby western 1982 to 18 per cent in 1989. Today almost powers. During the 1980s the western mass basicideas oneoutof five of therichestNorthAmericans mediasystematically appropriated derive their wealth from the mass media. of the left. emptied them of their original content and refilled them with a reactionary Cultural capitalism has displaced manufacturingas a source of wealth and message. For example, the mass media influence in the US. described politicians intent in restoring The mass media have become an integral capitalism and stimulating inequalities as part of the US system of global political 'reformers'or 'revolutionaries',while their andsocial control, as well as a majorsource opponents were labelled 'conservatives'. of super profits. As the levels of exploita- Cultural imperialism sought to promote tion, inequality and poverty increase in the ideological confusion and political third world, western-controlled mass disorientationby reversing the meaning of communications operateto converta critical political language. Many progressive public into a passive mass. Western media individuals became disoriented by this ideological manipulation.As a result, they celebritiesandmassentertainmenthavebecome important ingredientsin deflecting potential were vulnerable to the claims of imperial political unrest. The Reagan presidency ideologues who arguethatthe terms 'Right' highlightedthecentralityofmediamanipulation 'Left' lacked any meaning, that the and reactionary distinctions have lost significance, that through highly visiblebutpolitically a whichhasspreadto ideologies. no longer have meaning. By entertainers,phenomena corrupting the language of the Left and LatinAmericaand Asia. Therc is a direct relation between the distortingthe content of the Left and Right, increase in the numberof television sets in culturalimperialistshope to underminethe LatinAmerica,the decline of income andthe politicalappealsandpoliticalpracticesof the decreasein mass struggle.In Latin America anti-imperialistmovements. Thesecondstrategy cultural of imperialism between 1980 and 1990, the number of television sets per inhabitantincreased 40 was to de-sensitise the public;to make mass per cent, while the real average income murder by the western states routine, declined40 percent, anda host of neo-liberal acceptableactivities.Mass bombingsin Iraq political candidates heavily dependent on were presentedin the form of video games. By trivialisingcrimes againsthumanity,the television images won the presidency. The increasing penetrationof the mass public is desensitised from its traditional belief that human suffering is wrong. By media among the poor, the growing the of investmentsand protits by US corporations emphasising modernity new techniques in the sale of culturalcommodities and the of waffare, the mass media glorify existing

elite power-the techno.warfareof the west. Culturil imperialismtoday includes 'news' reports in which the weapons of mass destruction are presented with human while the victims in the thirdworld attributes are faceless 'aggressors-terrorists'. Global culturalmanipulationis sustained by the corruptionof the languageof politics. In eastern Europe, speculatorsand mafioso seizing land, enterprises and wealth are are' describedas 'reformers'.Contrabandists described as 'innovating entrepreneurs'.In the west the concentrationof absolutepower to hire and fire in the hands of management and andtheincreasedvulnerability insecurity of labouris callkd 'labourflexibiity'. In the third world the selling of national public enterpriseto giant multinational monopolies is described as 'breaking-upmonopolies'. 'Reconversion' is the euphemism for reversionto 19thcenturyconditionof labour of stripped all social benefits. 'Restructuring' is the return specialisationin rawmaterials to or the transferof income from production to speculation. 'Deregulation'is the shift in power to regulate the economy from the national welfare state to the intemational banking, multinational power elite. 'Structuraladjustments' in Latin America mean transferring resourcesto investorsand lowering paymentsto labour.The concepts of the left (reform,agrarian reform,structural changes) were originally oriented toward redistributing income. These concepts have been co-opted and turnedinto symbols for reconcentrating wealth,incomeandpowerinto the handsof westernelites. And of courseall the privatecultural of institutions imperialism amplify and propagate this Orwellian disinformation. Contemporary cultural imperialism has debased the language of liberation,convertingitintosymbolsofreaction.
CULTURAL TERRORISM

Just as westernstate terrorism attemptsto destroy social movements,2 revolutionary governments'anddisarticulatecivilsociety,4 economic terrorismas practisedby the IMF and private bank consortia destroy local industries, erode public ownership and savages wage and salaried household. Cultural terrorism is responsible for the physical displacement of local cultural activities and artists. Culturalterrorismby preying on the psychological weaknesses anddeep anxieties of vulnerablethirdworld peoples, particularly their sense of being 'backward', 'traditional' and oppressed, *projects new images of 'mobility' and 'free expression', destroyingold bonds to family andcommunity,while fasteningnew chains of arbitraryauthority linked to corporate power and commercialmarkets.The attacks on traditionalrestraintsand obligations is a mechanism by which the capitalist market and state becomesthe ultimate centreof

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Culturalimperialismin the name of 'self expression' tyrannises third world people fearful of being labelled 'traditional', seducing and manipulating them by the phoney' images of classless 'modernity'. Cultural imperialism questions all preexisting relationsthatareobstacles to the one and only sacred modern deity: the market. Thirdworldpeoplesareentertained, coerced, titillated to be 'modern', to submit to the demands of capitalist market to discard comfortable,traditional, loose fittingclothes for ill-fitting unsuitable tight blue jeans. Cultural imperialism functions best through colonised intermediaries,cultural collaborators. The prototype imperial collaboratorsare the upwardlymobile third world professionalswho imitatethe style of theirpatrons.These collaborators servile are to the west and arrogant to their people, prototypical authoritarian personalities. Backed by the banks and multinationals, they wield immense powerthroughthe state and local mass media. Imitativeof the west, they arerigidin theirconformityto the rules of unequal competition, openingtheircountry and peoples to savage exploitatioh in the name of free trade. Among the prominent cultural collaborators are the institutional intellectualswho deny class dominationand imperialclass warfarebehind the jargon of objective social science. They fetishise the marketas the absolute arbiterof good and evil. Behind the rhetoric of 'regional cothe operation', conformistintellectualsattack

working class and national institutions which constrain capital movements-their supportersisolated and marginalised. Todaythroughout thirdworld,westernthe funded third world intellectuals have embracedthe ideology of 'concertacion'(class collaboration). notionof interdependence The has replaced imperialism. And the unregulated worldmarketis presentedas the only alternativefor development.The irony is that today, as never before, the 'market' has been least favourableto the thirdworld. Never have the US, Europeand Japanbeen so aggressive in exploiting the third world. The cultural alienation of the institutional intellectualsfromthe global realitiesis a byproduct the ascendancy westerncultural of of imperialism. thosecritical For, intellectuals who refusetojointhecelebration themarket, of who are outsideof the official conferencecircuits, thechallenge to once againreturn theclass is to and anti-imperialist struggle. One of the great deceptions of our times is the notion of 'internationalisation' of ideas, markets and movements. It has become fashionable to evoke terms like 'globalisation' or 'internationalisation'to on justifyattacks anyorall formsof solidarity, community,and/orsocial values. Underthe guise of 'internationalism', Europe and the US have become dominant exporters of cultural forms most conducive to depoliticising and trivialising everyday existence.The imagesof individualmobility, the 'self-makepersons', emphasis 'selfthe on

centred existence' (mass produced and by distributhd the US mass media industry) now have become major instruments in dominatingthe thirdworld. Neo-liberalism continues to thrive not because it solves problems, but because it servestheinterest thewealthyandpowerful of and resonates among some sectors of the impoverishedself-employed who crowd the streets of the third world. The North Americanisation thirdworldculturestakes 0f place with the blessing and supportof the nationalrulingclasses because it contributes to stabilise their rule. The new cultural norms-the private over the public, the individual over social, the sensational and violent over everyday struggles and social realities-all contribute to inculcating preciselytheegocentricvaluesthatundermine collective action. The cultureof images, of transitoryexperiences, of sexual conquest, works against reflection, commitment and shared feelings of affection and solidarity. The NorthAmericanisation culturemeans of focusing popular attention on celebrities, personalities and private gossip-not on social depth, economic substance and the human condition. Cultural imperialism distracts from power relation and erodes collective forms of social action. The media culture that glorifies the 'provisiohal'reflects the rootlessnessof the US capitalism-its power to hire and fire, to move capital without regard for communities. The myth of 'freedom of

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mobility' reflectsthe incapacityof people to establish and consolidate community roots in the face of the shiftingdemandsof capital. North Americanculture glorifies transient, impersonalrelations as 'freedom' when in fact these conditions reflect the anomie and bureaucraticsubordination of a mass of capital. individualsto the powerof corporate involves a wholesale NorthAmericanisation of assaulton traditions solidarityin the name attackson class loyalties in the of modernity, name of individualism, the debasement of massivemediacampaigns democracy through focusing on personalities. The new culturaltyrannyis rooted in the omnipresentrepetitivesingulardiscourseof the market, of a homogenised culture of consumption,of a debasedelectoral system. The new mediatyrannystandsalongside the hierarchicalstate and economic institutions that reach from the board rooms of the internationalbanks to the villages in the Andes. The secret of the success of North American cultural penetrationof the third world is its capacity to fashion fantasies to escape from misery, that the very system of economicandmilitary domination generates. The essentialingredientsof the new cultural imperialism the fusion of commercialismis sexuality-conservatism each presented as idealised expressions of private needs, of individual self-realisation. To some third world people immersed in everyday dead endjobs, strugglesfor everyday survival, in the midst of squalor and degradation,the fantasiesof NorthAmericanmedia, like the evangelist,portray 'somethingbetter',a hope in a futurebetterlife-or atleastthevicarious pleasure of watching others enjoying it. If we want to understandthe absence of revolutionary transformation, despite the maturingof revolutionary conditions, we mustreconsiderthe profoundpsychological impactof state violence, political terrorand the deep penetrationof cultural/ideological values propagated the imperialcountries by and internalisedby the oppressed peoples. The state violence of the 1970s and early 1980s createdlong-term,large-scalepsychic damage-fear of radicalinitiatives, distrust of collectivities,a sense of impotencebefore established authorities-even as the same authoritiesare hated. Terrorturned 'people inward' toward private domains. neo-liberalpolicies, a form Subsequently, of 'economic terrorism', resulted in the closing of factories, the abolition of legal of protection labour,thegrowthof temporary work, the multiplication of low paid individualenterprises. These policies further fragmented working class and urban In communities. thiscontextof fragmentation, and distrust privatisation, cultural the message of imperialismfound fertile fields to exploit encouraging vulnerable peoples'sensibilities, and deepening personal alienation, selfcentredpursuitsand individualcompetition over ever scarce resources. Economic and Political Weekly

Cultural imperialism and the values it and anti-imperialmovements are found in promotes playeda major in preventing cohesiveethnicandoccupational has role communities; exploited individuals from responding mining towns, fishing and forestryvillages, in collectively to theirddteriorating conditions. industrial concentrationsurban centres. Where The symbols, images and ideologies that work, community and class converge with have spread to the third world are major collective cultural traditionsand practices, retreats. culturalimperialism obstacles to the conversion of class The effectiveness of culturalimperialism exploitationand growing immiserationinto class conscious bases for collective action. does notdependmerelyon its technicalskills The great victory of imperialismis not only of manipulation,but on the capacity for the the materialprofits, but its conquest of the state to brutaliseand atomise the populace, innerspaceof consciousnessof theoppressed to deprive it of its hopes and collective faith directlythrough massmediaandindirectly in egalitariansocieties. the through the capture (or surrender)of its Cultural liberation involves not merely intellectual and political class. Insofar as a ,empowering' individualsor classes, but is revival of mass revolutionary politics is dependent on the development of a sociopossible, it mustbegin with open warfarenot political force capable of confronting the only with the conditions of exploitationbut state terrorthat precedes culturalconquest. with culture that subjects its victims. Cultural. autonomydependson social power Against the pressures of cultural and social power is perceived by the ruling colonialism is the reality principle: the classes as a threat to economic and state is personal experience of misery and power. Just as culturalstnrggle. rootedin community solidarity and exploitation imposed by western multi- valuesof autonomy, to the nationalbanks,thepolice/military repression whichareneressary create consciousness enforced by US supplied arms. Everyday forsocialtransformations, and political military realitieswhich the escapist media can never poweris necessary sustain cultural to the bases change.Withintheconsciousnessof thethird for class and nationalidentities. world peoples there is a constant struggle Most important,the Left must recreatea between the demon of individual escape faithandvision of a new society builtaround (cultivated themassmedia)andtheintuitive spiritualas well as materialvalues: values by knowledge that collective action and of beautyandnot only work.Solidarylinked is In to generosity and dignity. Where modes of responsibility theonly practical response. times of ascendingsocial mobilisations, the production are subordinatedto efforts to virtueof solidarity takesprecedence; times strengthen deepenlong-standing in and personal of defeatanddecline,thedemonsof individual bonds and friendship. Socialism must recognise the longings to rapacityare given licence. There are absolute limits in the capacity be alone to be intimateas well as to be social of cultural to and imperialism distract mystify and collective. Above all, the new vision people beyond which popularrejectionsets mustinspirepeople becauseit resonateswith in. The TV 'table of plenty' contrastswith their desire not only to be free from the experience of the empty kitchen; the dominationbut free to create a meaningful amorousescapades mediapersonalitiescrash personal life informed by affective nonof againsta housefulof crawling,cryinghungry instrumental that relations transcend everyday children. thestreet In CocaCola work even as it inspires people to continue confrontations, becomes a molotovcocktail.The promiseof to struggle. Culturalimperialismthrives as affluencebecomesan affront thosewho are much on novelty, transitoryrelations and to denied. but perpetually Prolonged impoverishment personalmanipulation, neveron a vision and widespread decayerodethe glamourand of authentic,intimateties based on personal and appealof the fantasiesof the mass media. honesty,genderequality socialsolidarity. The false promisesof cultural imperialism become the objects of bitterjokes relegated Notes to another time and place. The appeals of imagesmaskmassstatekillings, just cultural imperialism are limited by the 1 Personal astechnocratic of rationalise rhetoric weapons enduring ties of collectivities-local and mass destruction ('intelligent bombs').Culregional-which have theirown values and turalimperialism the era of 'democracy' in practices. Where class, racial, gender and mustfalsifyreality theimperial in to country ethnic bonds endure and practices of victims into justifyaggression-byconverting collective action are strong,the influence of Hence and into aggressors aggressors victims. the mass media are limited or rejected. in Panama US imperialstate and mass the to mediaprojected Panama a drugthreat as To theextentthatpre-existingculturesand bombs youngpeoplein the US, as it dropped traditionsexist, they form a 'closed circle' in on workingclass communities Panama. whichintegrates social andcultural practices of and thatlook inwardanddownward,not upward 2 Theexperiences ElSalvador Guatemala in the 1980s is illustrative. and outward.In many communitiesthere is 3 Nicaragua'sSandinistagovernment the in a clear rejection of the 'modernist' 1980s and Chile under Allende in the 1970s developmental-individualist discourse are emblematic. associatedwiththe supremacy the market. 4 The case of Uruguay of and Argentina the in The historicalroots for sustainedsolidarity 1970sand 1980sunder military the regimes. 2073

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