Cultural imperialism and cultural diplomacy
Introduction
Perhaps,
“cultural imperialism” and “cultural diplomacy” are sufficiently young,
but it concerns only word combinations. Mankind always tries to chose definitions to different
phenomena, in particular in sphere of politics, in such way the words “ideology”, “myth”, “propaganda”
have appeared.
Cultural imperialism and cultural diplomacy can be
considered just as more or less
aggressive method of propaganda activity.
The process of clearance of relationship between
journalism and propaganda is as two instruments of cultural diplomacy and
cultural imperialism.
What is the aim of cultural diplomacy and cultural
imperialism: forming of political regimes, decision of some economical problems
or something else? A large use of considering definitions makes doubts that the
aim of spreading ideas can be contain in one word. Most probably it is a
complex of aims. But what politics is more successful? “Whip” politics or
“cake” politics?
New epoch, epoch of globalization, epoch of powerful
mass media has opened new opportunities for propaganda. A man is grasped from
TV every day; the material chosen by journalists has turned out in a stream of
huge amount of information. “It is [TV] the crucial source of information about
the outside world”. (Negrine op. Cit., ibid., p. 100). Naturally that if even
journalists have no enough time for interpretation of the information, what
hopes may be for average spectator to interpret this information correctly. “TV
is a “heavily selected interpretation of events” (R. Hoggart “Bad news”.
London, 1976, p.x.). In the stream of the information a spectator managed by
own prejudices and moral brought from without is building from the information
knots a picture of his own world.
People received the opportunity to know
so many things without learning anything. At the sense level a person understands that he is manipulated (probably
because of that spectator’s appreciation
of journalists are so low). From the other side the information
containing burning topics of the day, sharply and easily for understanding
given, wakes up in a person so powerful
impulse which it’s very difficult not
to be obeyed. As never before a man has become such
unprotected against foreign influence,
the question is what ideology will be more correct key for this or that
country. From the other side despite
that a man has learned to get over large distances for a short time, people
have not became closer one another. It
may be called “the theory of unknown people”. Unknown people are making clothes for us, selling foods,
unknown people are defending us as a Police, unknown people are teaching
our children, building our houses. When we are traveling by bus or by plane our lives are in the
hands of unknown people. Why not to let
these unknown people to take possessions of our minds (through TV and
sound speakers)?
May be supposed that this space being free from critical interpretation in human
consciousness offers the opportunity for enforcing of culture (in context of cultural imperialism). But aforementioned statement has reverse
side as well. Since the borders between that as supposed is personal and
private and that is not so, have no the same sense as were before, people have
worked out the immunity against information aggressiveness.
The opportunity of comparison may have its influence;
access to large amount of information let people to compare thrusting ideas
with the reality. Thus the slogan “Dreamland is good because it is wonderful”
is not working any more.
Before
the World War II in world politics only 10 countries
played essential part. After the War practically all countries began to play
their parts in the world politics.
Economical and political reasons have come to the situation when the ideology
has become the well developed
science. Cultural imperialism as well
as cultural diplomacy have appeared in
the result of development of ideology and propaganda. Differentiation of
ideology, foundation of politics-ideological complexes, access of scientists to practical politics (J.
Kennedy, T. Kissinger) and taking part of scientists in creation of ideological
systems as well as organization of expert centers in this field - all these resulted in foundation of whole system of
measures on foreign policy, particularly in cultural diplomacy.
A needful influence using rude methods of cultural
imperialism can be hardly have an affect,
countries at which the cultural imperialism can be aimed have too
probable chance of maneuver. Cultural
diplomacy and cultural imperialism as a part of ideological war became a
strategic weapon using a subtle instruments of influence. Perhaps Chechen War became
one of the failures of cultural imperialism. Here should be mentioned that
religious factor has played an important part. It is one of the reason that
confirms impossibility of rude
influence can be applicable.
It may be supposed that a peace after the war in
Chechen, long-drawn-out Israel - Palestine conflict and Desert fox, is in
condition of sufficient fragile balance, that can be ground for conclusion that
cultural imperialism isn’t applicable at all, since it would directed at a
country playing an insignificant part in world politics, and would be
identified in time and met by opposite measures, consequences might be
tragic.
On the contrary cultural diplomacy is the war without
victims. To avoid any impact of
cultural diplomacy a country can only in case
of the isolation from foreign world is available (Iraq, North Korea).
Since that it is one of the sign of the totalitarian state, but it’s not
excluded that the regime will aim its powerful ideological machine at its
people. It’s all the same for the cultural imperialism but only within the
limits of one state. If one of the purposes of cultural imperialism in foreign
policy would be the spreading of a political regime, so in case of totalitarian
country the aim of propaganda, creation of myths, ideology became in general
the support of a regime. Too much energy must be spent for the support of
information units.
Supposedly that cultural imperialism as well as
cultural diplomacy is aimed by one country or a group of countries at other
country. Sometimes instruments of political influence are aimed at population
of the own state, for example at representatives of a large group of national
minority. In this case the use of aggressive methods of cultural imperialism
can not be acceptable, since in this way a serious national conflict can be
provoked and the chain of ones has flushed within the territory of the former
USSR in the beginning of 90-th years.
Real needs including economical reasons in regular spreading of the information have
occurred. Needs in instrument of selecting of this information have came. In
practice it could be realized together with the development of technique of
printing of books in XV - XVI centuries, when in Europe the first periodical press appeared. Journalism became a special type
of activity. Propaganda started its
development earlier: the method of influence upon the opponent, social
political instrument of classes. The “relationship between paper and reader was
this being changed from the ideal one of a tutorial and intellectual nature, to
one of a market character”. (A.J. Lee “The Origins of the Popular Press 1855 -
1914, London, 1976, p. 121).
Journalism may be non-connected with politics, but
propaganda can not. As a powerful
weapon propaganda always aspires to enlarge an
application of its instrument: the word was added by a
text in writing. (Pamphlets, leaflets of the time of the Peasant’s War in
Germany, Pugachyov’s letters).
Journalism perhaps from the moment of its birth has
grasped 3 functions. The first one is the selecting and lighting of the facts
of every day life, the second function is the spreading of appraisals and minds
and the third one is different shows.
The complication of relationship of such definitions
as journalism and propaganda is determined by that the journalism is more
special definition regarding to propaganda. The phenomenon of journalism has
many senses. The periodical press has wider sphere of interests than
propaganda. It includes every day informing about facts and actual events. In
this respect propaganda is a part of periodical presswork. From the other side
journalism is the complexity of technical means of circulation of information
messages and materials of propaganda (newspapers, TV, radio) and at this way
journalism is one of the instruments of propaganda machine. Propaganda has its
own distinguishing features in application of means and weapons of its
influence. In its arsenal there are placards, leaflets, photos, means of mass
media. Journalism addresses only a large auditorium and its activity can be
determined by system of means specially foreseen for circulation of its
publications. Propaganda is an ever-lasting companion of the periodical press;
therefore many journalists are propagandists as well. Even in the media there
are many propaganda materials or materials related to propaganda, are beyond
from periodical press. Newspapers are publishing official governmental
messages; TV canals are carrying out direct translations from meetings. This
propaganda can not be related to own creations of journalists, therefore for
calling of the propaganda, which is professional work of journalists, can be
used the term “Journalism propaganda”.
Periodical press has its an important mobilizing
influence upon people and stimulates social activity as well. It seems that
journalism is called as “literature made in a hurry” and in comparison with
classical fiction literature it (journalism) must have less influence. A
fiction literature uses more sharp, more bright and figurative word. But
journalism, probably because of effect of participation, has the strongest
“impulse” influence upon minds, directions and behavior of people. Perhaps one
of the secrets of this influence is the unique combination of means, which are
available for journalism. Reality of the fact which has been taken from the
present day plus magnetic strength of an idea plus understandable word and
representation. Disappearance of one of these three above-mentioned means
destroys a complex of the modern journalism. For periodical press a conjunction
of three components: energy, propaganda and publicity, - may be compulsory,
since it’s the strong factor of influence upon a social consciousness.
Propaganda is closely bound with a science ideology.
The ideology partly is the method of thinking which taken from without as well
as propaganda serves for ideology can not contain such idealism definitions as
truth, objectivity, impartiality. According to its character propaganda is
tendentious but not objective.
Soviet theoretic scientists have been tried to prove
Scientific features of propaganda through the term “ the true of an idea or a
mind” recognizing by that the right of elite, making up socials myths and
ideology, to operate with human consciousness.
Though propaganda always brings to a man a moral and
directions ab extra. The question is at what degree a man can be operated and
how many different ideologies are aimed at a man, has a person the opportunity
of a choice in that - what illusion can be used?
It should be
mentioned that mass media at the definite point must support political power as well as state
structure. “So long as newspapers remain cure of political authority, they are
beyond criticism; once they challenge that authority, they suffer the full
force of its reaction” (R. Negrine “Politics and the Mass Media in Britain”.
London. 1994. P. 47 - 48).
Is a hamburger the part of national politics? Who is
more popular: Uncle Sam or Mickey Mouse? Can Michael Jackson, for example, to
inculcate a love to American culture? These questions could be analyzed through
the theory of creation of myths.
It’ s necessary to mention that creation of myths as
well as ideology and propaganda comes sufficiently closely to determination of
cultural diplomacy. If the following interpretation of creation of myths would
available: as the process of constructing of the image system with the subject
presented as essential for a person social reality, in this case the difference
with the subject of cultural diplomacy is not so large. In case of making the
question more simply and to determine the aim of a myth is to provide the
opportunity of orientation, the difference with the purposes of cultural
diplomacy becomes less. The problem is as usual since in context of political
science (Ortega, Gasset) myth is bound closely with political elite which is
working out political myths spreading upon all around. In myth there is not
limits, but cultural diplomacy is aimed at determined real subject. In this
case myths making up by cultural diplomacy are concerning the creation of myths
as a part is related to whole object.
Returning to aforementioned it may be concluded that a
numerous industry of amusements or “pop industry” can not bring all load of
cultural diplomacy. Positive impressions of culture of a state must be formed
in development. The word “ diplomacy” supposes not impulses but a process of
thinking. The impulses are corresponding to mass industry and love for popular
music is going away so quickly as a feeling of satiety after eating a
hamburger.
Besides that since cultural diplomacy is leaning for
the support of the elite and the influence must be extended to the most
intelligent and educated population therefore the instruments must be delicate.
For example the song of Elton John “Yellow Brick Road” never can inculcate the
love to England but if the sound track would be provided by representation of
the Big Ben, House of Parlament and other great creations of British
architecture, an excellent result might be achieved.
Thus for the cultural diplomacy it would be more
reasonable to sell the TV picture “Variety Fair” with damage than to earn much on a
pop-star concert.
It can be supposed that if the pop-industry is
always aimed at earning money, cultural diplomacy has to work with damage
for itself and able to make money only in indirect way. In general the
distinguishing feature of pop-industry is internationalism, for example, the
Disneyland is available not only in the USA but the Freedom Stature can be seen only in the United States of America.
Instruments of cultural diplomacy as
well as cultural imperialism must be
unique.
Why the rude methods of cultural imperialism have not been refused at all? Probably in
this period these are more operative. In one of Eric Berne’s book the following
example was described: when grasshoppers were offered to two groups of people
and the first group was made to eat the
insects up and the other group was just
offered to test them. In result
those people who were made to eat the insects, in general, called the
taste qualities of grasshoppers as
good. The other group which just tested of its own free will said negatively
about its tastes.
Eric Berne explained this case by one of the quality
of the human psychic: when something is imposed to a person our mind makes us
to love it. In any case for a some time. The other reaction when this influence
is finishing. In the time of “the cold war” many Western radio programs can be
heard in the USSR, such as “The Voice of America”, “Radio Liberty”. After the
disintegration of the USSR very
tendentious “The Voice of America”
became non-interesting and lost its audience.
By the way it did not enlarge the sympathy to the USA.
It may be too simple illustration.
For example can be used a powerful agitation
USSR’s influence upon the former members of East system and what it
resulted in afterwards. All examples have one common feature: an action always
turns by opposite action. Even an action of political pressure such as Soviet
tanks in Czechoslovakia, Afghanistan and Chechen, American B 52 over Vietnam
and rackets Patriot over Baghdad. Regardless of that how many years or days
mankind has come without wars, the methods of rude influence will be continued
in future The question of effectiveness
of these measures is opened.
In the time of running of Napoleon the newspapers of
France started to describe this event beginning from the titles such as “ the
Blood-thirsty Tyrant Got away from a Cage” and this events were finished in
articles as “The Emperor is taking his
throne”. This particularity of
journalism has been available till present time.
However despite that which methods have been applied:
mild or heavy, cultural politics must be understood by them for whom it
has been carried on. Therefore it’s hardly to say about cultural imperialism,
for example, provided by CNN in respect of Russia or China, or Japan. There an
English speech can not been understood. In general, a large ethnic groups in
respect of their language are very conservative, feeling itself in its
consciousness as a part of a huge language group. In this connection one
American saying is very interesting: a
person who speaks one language is a citizen, a person streaking two languages
is an immigrant, three languages is a vagrant. When it’s known before that the
words won’t be understood a statement can be impressed by gestures
(Khrushchov’s shoe in the session of UN) or by understandable images (Iraq
tanks in Kuwait).
If the
military conflicts would be left , since
state and commence electronic mass media must lead determined
policy, because on the contrary (TV is a “heavily selected interpretation
of events” (R. Hoggart “Bad news”. London, 1976, p.x.)), and cultural
imperialism is becoming more and more active. In case of considering a
journalism as an important transmitter of state propaganda or ideology, in the
most powerful and developed countries the chain: government - journalist -
audience won’t be full because of principle of pluralism, equality of political
factors and institutions. Besides that since the competition fights for
audience the modern mass media lost
their opportunity for strategic planning. For instance even the USA has worked
at the image of its country shown the interrogation of the USA President. For
the politics of the USA this fact is not positive. But the modern regulation of
mass media played here their part.
Perhaps, the commerce protects people from any kinds of imperialism.
“International bodies and international competitive pressures are having an
impact on the development of national structures of Broadcasting” (Negrine.
Op.cit. p. 210).
Conclusion
As a summary of this work several general moments can
be mentioned. At present time an opportunity of the manipulation with human consciousness, is especially real as
never before since a spectator (listener) receives a huge amount of information which can not grasp it.
From the other side an opportunity of influence became
weaker because of the increasing opportunity for comparison, the information
became more assessable and the one of the particular feature of foreign policy
became taking part of almost all countries of the world. Therefore a chance of
the influence upon the more non-developed countries using the powerful methods
of the cultural imperialism are minimized.
The opportunity of defend of oneself from the power
influence has increased proportionally to
increasing of the influence of the world community where all countries
take essential part.
In this work the statements interpreting the
conjunction between journalism and
propaganda (weapon of any foreign and inside influence). However at present
time journalists are being more
interested in sensations, show and dynamics of programs. Therefore means
of mass media which without doubt multi - level structures can exist for means
received from advertise sale: thus they
are less interested in social orders. In this situation commerce can protect
an audience from ideological
influence. Though “ for some observers the globalization of journalism
carries with it the threat of cultural imperialism - the dissemination across
the planet of a journalism dominated largely by North American (read CNN)
values, agendas, and ideological assumptions”. (Brian McNair “News and Journalism
in the UK”. London, 1994, p. 188.
Cultural diplomacy in contradistinction to pressure
influence of cultural imperialism, probably must influence upon elite classes
negatively. Since the educated people grasp rude propaganda methods at once and
in many cases able to separate information from ideology and infotainment as
well. Thus rude methods of industry will not work here.
For easier understanding it can be supposed that well
done programm on Discovery Canal about, for example, American Air Forces of the
World War II had more influence effect than the a direct translation of CNN
about bombardment of Baghdad.
In conclusion it ‘s desirable to impress a hope that
the rude methods has been finished at least in respect of actual
participants of the world community.
References
A.J. Lee (1976) “The Origins of Popular
Press. 1855 - 1914”, London, p. 121
R. Negrine (1994) “Politics and the Mass Media in
Britain”, London, p. 47 - 48
R. Hoggart “Bad News”, (1976), London,
p.x.
Brian McNair (1994) “News and Journalism
in the UK”, London, p. 188
A. Briggs, (1979) “Governing the BBC”,
London, p. 211
R. Friedman (1992) “American Law”, Moscow
Для подготовки данной работы были использованы материалы
с сайта http://www.ef.wwww4.com/