A Complex Relationship: Media, Globalization, & Identity

It is strange and somewhat ironic that one of the most important ideologies that affects our way of life throughout the world (i.e. culture) is so hard to pin down or define. What is culture? Is it a point of reference, perhaps, that connects those in a certain geographic area or is it just a point of reference that connects people who share a certain religious and ethnic background? Does it allow us to understand others or does it bring others to understand us? Regardless of the answer, which would be beyond the scope of this article, we must all agree that American culture is ever changing, and, even though we witness similar cultural threads throughout the history of our country, our culture and our country cannot be easily characterized or delineated in any comprehensive way.

That being said, one of the cultural phenomena that defines the American point of view is our understanding and appreciation of democracy. This ideal is not just a reference to a government of the people, for the people, and by the people. It also refers to the ability of the common man to make it in the world, a level playing field ideal which should exist between all parties so that everyone has a fair shot to achieve success, regardless of their physical attributes, their race, their financial means, and not to mention their background or personal history.

Oddly enough, maybe other societies have looked down at the United States for such "naïve" approaches to the world. A sort of psychological cognitive dissonance existed early on (Perhaps As A Way To Intellectualize Common Jealousy or Hatred of America) when Europeans labeled the citizens of this country as ogres or voracious and vulgar consumers. This perception became other people's realities in other parts of the world. In a current example of this model, when it was believed that American companies were strategizing the buyout of a European stronghold, Dannon, the rumor mill kicked them into the mainstream media, as the story made front page headlines. Although the takeover never did happen, it was really all about how a majority of people perceived the story. Europeans really did not want this icon to fade away from either their continental control or their patrimony.

In regards to globalization, the global markets have allowed goods to be mass produced throughout much of the world. A unique and a delicate national identity is basically on the back burner. The backlash has been strengthened by those who fear that the people in power will undermine their cultural importance in the name of financial progress.

Tradition is the purest and most innocent form of social culture. The role of media can definitely shape an individual's definition of culture. Robert Parker had become one of the most influential people in the wine industry.

The amount of wine being sold in a certain area would increase if his assessment about the beverage is a positive one and if his scores are high enough. Inversely, the amount of wine being sold in a certain area would also decrease if his assessment about the beverage is a negative one. Mr. Parker really democratized the way the wine industry works. His evaluation of wine is either what drives sales or what makes sales slump. Mr. Parker's scoring system does not take into account the "Old Europe" system of label and family vineyard recognition that are so important to the respective national wine industries (Especially The Many Wine Industries In Both France and Italy).

In regards to Old Europe, it is a structured, very rigid, and a far from dynamic society. Though subtle today, hierarchies and elites still exist in European nations. In the U.S., on the other hand, the Protestant work ethic, when a person succeeds if he/she both works hard and does well in life, supercedes family origin and other non-controllable personal characteristics. The United States has much more flexible labor policies than their European counterparts. This creates for a more dynamic economy.

The question of whether culture, wrapped in nationalism, can surrender to globalization is one which will continue to play itself out for years to come. The answer to this particular question will be keenly observed and it is an answer that will certainly have significant ramifications for all mankind.