Улога медија у реализацији пројекта културног империјализма
Role of Media in the Project of Cultural Imperialism

Summary/Abstract: Military power, combined with the economic potential and scientific and technological superiority, aims globalization on a larger scale. Confirmation of dominance and its maintenance are realized through an ideological project by imposing a model of social organization which provides the control over the positions of hegemons. The ideology matrix of neoliberal capitalism is used through globalism to maintain such positions. The conversion of cultural patterns of local communities is rightly explained as westernization of the rest of the world done by the Euro-Atlantic countries. Global multimedia networks enforce the western value system and lifestyle which leads to degradation of local cultural patterns. As a result, the collective identity of members of local communities is endangered and cultural patterns created over centuries are being destroyed and replaced by an inadequate social structure which cannot satisfy the needs of the local population.

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