CHAPTER 1
THE PROBLEM AND ITS BACKGROUND
A certain culture is a conglomeration of other different cultures around the world. It is an alloy that sums up the humans’ way of living - ranging from the food they eat, from the clothes they wear, and from the house where they live in. Moreover, it is also a mixture that made from the hearts and blood of their ancestors during the reign of western countries. Hitherto, at present, it appears that such colonization has not yet ceased. The Philippines is now undergoing neo-colonization over the hand of South Korea. Likewise, such colonization is neither bloody nor catastrophic; it is rather fascinating. Hence, Filipinos are being shift to a completely new culture way far from what they have grown on. …show more content…
In a series of studies about the stream of television content in South America, Straubhaar fully developed his version of the Cultural Proximity Theory, especially in studies on the globalization of television.
His theory states that television audiences pursue local media content because of its traditional and distinguishable cultural content and language. But if the local media fails to convey this, Straubhaar believed that the audience would prefer television content with parallel texts from countries proximate in geography, culture and language. Although language is the chief element that audiences identify with, Straubhaar said that sometimes: “…they go beyond language to include history, religion, ethnicity (in some cases) and culture in several senses: shared identity, gestures and nonverbal communication; what is considered funny or serious or even sacred; clothing styles; living patterns; climate influences and other relationships with the environment.” In his recent attempt to update Cultural Proximity Theory, Straubhaar argued that cultural proximities are dynamic based on the audiences’ identification of the following cultural
THE PROBLEM AND ITS BACKGROUND
A certain culture is a conglomeration of other different cultures around the world. It is an alloy that sums up the humans’ way of living - ranging from the food they eat, from the clothes they wear, and from the house where they live in. Moreover, it is also a mixture that made from the hearts and blood of their ancestors during the reign of western countries. Hitherto, at present, it appears that such colonization has not yet ceased. The Philippines is now undergoing neo-colonization over the hand of South Korea. Likewise, such colonization is neither bloody nor catastrophic; it is rather fascinating. Hence, Filipinos are being shift to a completely new culture way far from what they have grown on. …show more content…
In a series of studies about the stream of television content in South America, Straubhaar fully developed his version of the Cultural Proximity Theory, especially in studies on the globalization of television.
His theory states that television audiences pursue local media content because of its traditional and distinguishable cultural content and language. But if the local media fails to convey this, Straubhaar believed that the audience would prefer television content with parallel texts from countries proximate in geography, culture and language. Although language is the chief element that audiences identify with, Straubhaar said that sometimes: “…they go beyond language to include history, religion, ethnicity (in some cases) and culture in several senses: shared identity, gestures and nonverbal communication; what is considered funny or serious or even sacred; clothing styles; living patterns; climate influences and other relationships with the environment.” In his recent attempt to update Cultural Proximity Theory, Straubhaar argued that cultural proximities are dynamic based on the audiences’ identification of the following cultural