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Read Item M below and answer the question that follows - AQA - A-Level Sociology - Question 20 - 2020 - Paper 2
Question 20
Read Item M below and answer the question that follows. Item M Media corporations have the power to produce images of lifestyles through which people form their id... show full transcript
Worked Solution & Example Answer:Read Item M below and answer the question that follows - AQA - A-Level Sociology - Question 20 - 2020 - Paper 2
Step 1
Analyse how media corporations spread Western ideals
Answer
Media corporations often promote Western lifestyles, values, and products through their content. For instance, popular films, music, and television shows from Hollywood tend to depict a particular way of life that includes consumerism, individualism, and specific fashion trends. This representation can lead to local cultures adopting these Western ideals as they become desirable. Over time, the prevalence of these globalised images can overshadow local identities, fostering a more homogenised global culture.
Step 2
Examine the role of media corporations in global branding
Answer
Media corporations facilitate global branding by ensuring that recognizable brands are marketed uniformly across different cultural contexts. For example, fast-food chains and technology companies utilize global advertising campaigns that can make their brands ubiquitous in different countries. This not only promotes a common consumer culture but also undercuts local businesses, contributing to a sense of global culture where similar products and lifestyles are valued. In doing so, media corporations play a significant role in shaping a globalized identity.