Media and Its Impact in Shaping Minority Youth Identity
Media theories such as imperialism suggest that such imposition of the dominant society – the English – may not be welcome among the minority populations and there may be an emerging and ever urgent need among the less dominant population to cling to their cultural values in an effort to avoid a complete displacement of their cultural roots, norms and practices. For young British Asians, the struggle to shape and develop an identity within a dominantly white society is a challenging one. For young second-generation Asians, the struggle to reconcile the cultural values and beliefs of their parents with the values of the society they live in and interact with is a Herculean task. .
Waters view globalization as a “social process” in which the limitations imposed by geography are receding (Waters, 1995: 3). According to the world theory of globalization, the world is a system that is comprised of “multiple cultural systems” (Wallerstein 1974: 390). According to Waters, these social exchanges of symbols, tastes and values are such that “material exchanges localize. political exchanges internationalize, and symbolic exchanges globalize.” (Waters 1995: 9). Therefore Waters sees a social transformation taking place. Critics of globalization argue that it leads to homogenization or hybridization of cultures, so that the rich diversity of local culture and traditions may be irretrievably lost. (Nederveen Pieterse 1995. Robertson 1995). The imposition of one dominant culture upon another as a part of the globalization process is the cultural imperialism theory that emerged in the 1960’s – in .direct opposition to the Marxist critiques of capitalism (Schiller 1976). The beliefs, values, behavioral patterns and norms of the economically dominant nations are imposed upon the weaker ones (Salwen 1991). .Such cultural domination is viewed as a particularly dangerous process because it produces a homogenization of culture in line with dominant countries such as the United States – “the fundamental concepts of a society’s national image are remodeled in the American image” (White, 1983: 120). .