Does the Caribbean Contribute to the Americanization of Its Media Essay Example

globalisation is at the heart of the international free market. This offers both benefits and challenges for these evolving nations.

One could assert that the issues raised are substantially more significant than the offered 'solutions.' Among the issues related to the free market is the risk it poses to a culture, as noted by Jenniffer Mohammed (2007, p. 278). Mohammed emphasized that most Caribbean nations are in the stage of development and require financial aid from institutions like the International Monetary Fund and various Multinational Organizations. The sole way to get such support is through compliance with terms like privatization. This would thus be the result.

It's important to recognize that privatization is a concept within the Neo-liberalism framework, which essentially means that entities once held by the government are transferred to private hands, thereby explaining the term 'privatization'. According to a research paper by Nickesha Gordon from Barry University in 2007, it is revealed that the media in Jamaica is currently in private ownership. Privatization impacts television content as it shifts its distribution from public to private control, resulting in a surge of non-indigenous programming. This subsequently turns local systems into mere distributors of Western programming.

"Media privatization promotes an unrestricted flow based on the principle that a free market does not hinder the movement of cultural products," Gordon underscored. After analyzing a programme, she discovered that TVJ, CVM, and Love TV - three of the most watched stations, broadcast more foreign shows than local ones. Furthermore, she found that a staggering 61% of total airtime consisted of content from the United States. Consequently, Gordon concluded that "increased privatization of Jamaican media has made a minor contribution

in broadcasting more local programs."

The observation has been made that these three channels broadcast strikingly similar shows. This can be attributed to the possibility of innovative ideas failing, leading these channels to mimic successful programs. She argues that the programme types aired demonstrate the impact of the US media industries globally. She points out that the quality of programming is now measured by local producers against the standard set by Hollywood productions.

The reasons Jamaica imports a significant amount of its content from the U.S. is partly linked to this. This can also be seen in another Caribbean country: Trinidad and Tobago. Here, Americanisation seems to be strongly prevalent, as observed from a survey carried out by Lynette Lashley, a Journalism professor from Creighton University. This survey was conducted across six secondary schools in Trinidad. The objective of the survey was to determine whether the students were satisfied with the lack of local shows being broadcasted. The results showed that 53% of the participants agreed.

The survey also inquired if Trinidadian young people genuinely value local programs, with 50% of the participants affirming this. An additional question presented by Lashley asked if they wanted American programs to persist in the absence of local programs, to which 53% expressed agreement. As identified by Jenniffer Mohammed in 2007, the theory of cultural imperialism suggests that foreign mass media disseminate their cultural commodities to developing nations. These are eagerly accepted, resulting in the adoption of foreign standards, values, and lifestyles.

Through globalization, individuals in the Caribbean have gained easy access to United States media via platforms like cable TV. This exposure to American culture has led them to develop a familiarity

and affinity for it. As a result, Caribbean media professionals find it necessary to mimic the American style to retain their audience. For instance, American fast food items like burgers, fries, and Pepsi are being favored over traditional Caribbean meals including root vegetables, ackee, and saltfish.

As Ssenyonga proposes, more than one consequence exists. Another example dwells in the realm of fashion; the typical American dressing, which includes Jeans, T-shirts, and sports shoes, is widely accepted worldwide, often [Replacing the indigenous Caribbean fashion trends. ] Ssenyonga further emphasized the impact of the American music industry on global attire preferences. The flamboyant dressing and sparkly (high-value) jewellery linked to artists such as 50 Cent, Lady Gaga, and 2 Pac have had significant influence on people's dressing style across the globe.

This juncture necessitates a closer examination of whether Caribbean media is facilitating the encroachment of American culture on Caribbean society? Ssenyonga's argument centers around the propagation of American values primarily via various channels, with electronic media, especially Television, playing a lead role. He notices that these local stations often find themselves airing content with a heavily American influence, justified by business protocols centered on demand and supply. This is underscored by a Trinidad-based survey previously highlighted; the young respondents of this survey, as per Alfred's interactions, showed a clear preference for American shows over local content. This suggests that even if Caribbean media opts to broadcast purely local content, it may lead to dwindling viewership as their content preferences remain unfulfilled.

Thanks to the expansive reach of the World Wide Web, consumers have the comfort of choosing different forms of media to enjoy American programs based on their preferences.

Ssenyonga notes that Hollywood's allure has led some individuals in the Caribbean to idealize the image of a rough, cigar-smoking man in casinos and slender, long-legged women. Ssenyonga also mentions our newfound admiration for Jazz, Hip hop, Rap, Country, and Gospel music, all genres originally introduced by the United States.

Americanization, a part of the worldwide Globalization trend, including the Caribbean, has resulted in audiences asking for more variety in programming. Consequently, local channels must step up to cater to this increased consumer demand and simultaneously maintain their nations' cultural integrity.