Background: The Idol series started in Great Britain as Pop Idol in 2001 and due to its extreme success was soon adapted for television in the United States, South Africa and Poland. Since 2001, it has spread to 35 other countries around the world (Dann, 2005). All of these countries have incorporated varying degrees of local culture in their Idol versions, but the overall show format, including logo, the judge’s stereotypical personalities, and the voting process was adapted from the west (Coutas, 2006). According to convergence theory, the differences between national cultures will diminish as international communication increases (Barnett & Rosen, 2007). In regards to the Idol series, this theory suggests that the spread of this western reality show will result in a more homogenized and global culture reflecting western values and ideas.
Theoretical Approaches: Through the process of cultural synchronization, this reality television series managed to transcend national borders and become a global phenomenon. Using cultural imperialism in the critical theory approach and the uses and gratifications theory in the social sciences approach, we will analyze the cultural implications and implicit meanings and influences of the American Idol series in a few of the countries where it has been adapted. We will look specifically at Idol in India, Poland, and Latin America. All shows have a similar motif while simultaneously incorporating some of the home culture’s values and interests. In this way, the Idol series is an example of glocalization, in which the foreign reality television show enters a new country and becomes localized so that it appeals to the general public of the country (Mody & Lee, 2003). This glocalized version of the show represents a cultural hybrid that reflects the overall western format and ideology, but also incorporates local culture and values in order to gain popular appeal in the new country.
In terms of cultural imperialism, the Idol series is an example of western corporation, Freemantle Media, exporting a reality television structure to countries around the world. Although each version of Idol has a certain degree of autonomy incorporating local flair, the overall format of the show is dictated by the hegemony of Freemantle Media. The uses and gratifications theory analyzes how media is used by the audience to gratify certain needs. Across national and cultural boundaries, people identify with the show. Idol consumers find it appealing because they are part of the action (Hicks, 2009). Through the voting process, audience members enjoy the ability to influence the fate of the contestants. The show also appeals to its audience because contestants are regular, ordinary people attaining celebrity status, thus increasing the perception that anyone can be famous (Hicks, 2009). The Idol series experiences worldwide appeal because it gratifies the needs of a wide range of consumers, not only through entertainment, but also through involving the audience in the show and inciting feelings of ambition and potential among audience members.
Links for additional information:
http://popcultural.wordpress.com/2010/02/23/global-television-why-we-love-pop-idol/ (Why we love Idol)
http://www.time.com/time/arts/article/0,8599,1606692-2,00.html (Uses and gratifications, why people watch Idol)
http://www.fims.uwo.ca/mit/mediations/essays.html (American Idol, power and money)
Discussion Questions:
1.) Is the process of globalization detrimental to the receiving culture?
2.) Does the spread of reality television and other forms of media result in the loss of national cultures and the convergence into one global culture?
3.) Does the uses and gratification theory cause a separation from reality for the viewer by placing so much emotion on the idol television show?
4.) Is this another example of how the expansion of media is causing the public to lose grasps on personal experience as well as reality?
Danielle, Lynn, Jennifer, Dhvani, Brittany
2. Although the idea that world culture fits neatly into the scientific theory arguing for the convergence of all components of a system is almost laughable, the case of the Idol programs and other similar phenomena do support an argument that through such means Western countries are shaping the way that non-Western countries understand and use the media. The surface argument of “glocalization” exists in that these countries are all putting their unique interpretation onto the format and making it their own is deceptive. The underlying values and structure upheld in all variations of the show are more indicative of how such a show affects non-Western countries. The nature of the competition, with clear winners and losers, the style of judgment, the “democratic” manner in which winners are chosen, etc. are all ways in which Western values are being instilled through such mediums, allowing people to imagine desires they didn’t know they had.
ReplyDeleteFun topic! I don't mean to tangent away from your good questions, but another thing you could look at is the cultural influence of idol contestants AFTER they become famous. Would you argue that the creation of culturally hybridized idols furthers global homogenization? One could argue that in a way the Idol franchise actually helps expose more people around the world to different cultures by piquing their interest in idols from related shows, but one could also make the counterargument that these idols were manufactured by a show with Western values and Western-stylized judges makes them hybrid symbols, or perhaps even Westernized symbols, rather than true representatives of their native cultures.
ReplyDeleteQuestion #4, by the way, is interesting... what do YOU think? I'd say to some extent yes, as it gives viewers yet another way to "live vicariously" through ordinary people doing extraordinary things, and the inaccurate perception (perhaps?) that fame is relatively easy to obtain.
Q#1 - Is this process of globalization detrimental to the receiving culture?
ReplyDeleteDetrimental is a much stronger word than I would prefer to use, however, this process of globalization will certainly change the receiving culture.
As mentioned in the review, the local versions of Idol do incorporate the “home culture’s values and interests,” but it is important to realize the majority of the values and interests in the show are Western. The format and design of the show leave little space for a nation to engage their population culturally. One interesting aspect to study would be the types of songs performed on the show. What percentage of those songs are in the country’s native tongue? It is amazing to witness the spread of American music around the globe. It is likely that a song performed on Idol would continue to be played on local music stations and music videos would follow. As everyone knows, music videos can be a huge source of influence especially on adolescents. When so much time is spent listening to foreign (likely American) music, watching foreign music videos and mimicking foreign artists through dance and character, it is increasingly difficult to maintain traditional forms of music and dance.
As the devil’s advocate, exposure to different forms of music and dance can easily evolve into new forms of music and dance. Are culturally hybrid forms of music and entertainment less valuable than the traditional forms?
4) I believe that yes, this is another example of how the expansion of media is causing the public to lose grasps on personal experience and reality. With games like the Sims and reality TV being so popular, I feel that people use these as ways to live the life they’ll never have. I’ve known serious gamers who say they would much rather spend their time living life within the game because it’s so much better than real life. With American Idol, the public can feel like they are helping to influence the next pop icon while also trying to live their dreams through the contestants instead of going out and trying to live their dreams in reality.
ReplyDelete#2 I do not believe that the spread of reality television and other forms of media have to result in a loss of national cultures, but it seems it often does. The concept of globalization of media eroding national culture, although seemingly well established, still seems to be a new issue and one which has not garnered enough scholarly attention. This erosion of national culture is likely extremely difficult to research, study and measure – which may be the reason many countries do not glocalize their version of IDOL even further away from the Western culture.
ReplyDeleteAny interesting comparison with IDOL may be Eurovision. Eurovision is a European song contest among nations within Europe. I’ve always though the contest to be a very good result of globalization – with different countries sharing their different cultural flare – singing in their national languages and typically staying true to their countries nationalism. I have not watched the contest in a couple years so it would be interesting to see if the contest has “westernized” further from it’s beginnings, or possibly the other way around.
Is this another example of how the expansion of media is causing the public to lose grasps on personal experience as well as reality?
ReplyDeleteI would argue that Idol does not cause the public to lose grasps on personal experience or reality. In fact, it is quite the contrary in my opinion. If anything, Idol shows a number of individuals with varying degrees of talent, from different backgrounds competing, and even relays their personal stories. The show is entertainment, but also relates to the exhilarating, yet difficult "one in a million" chance of being a famous singer. Viewers get to route for and vote for an everyday hero, and I think that is empowering and fun. People who work hard and take chances to move forward in life will be inspired while those who would live vicariously through others have someone to cheer for.
3 & 4. Yes, media does influence us to lose sight of reality and it is quite evident that media has used its power to enforce certain beliefs. TV shows like this make me question why so many people are obsessed with celebrities and why they aspire to be famous. Becoming famous seems to be a cry for acceptance (along with other factors) because the public generally “approves” of them. When we analyze our lives to see if we have been accepted from others, there is good possibility that we are not satisfied. If seeking acceptance is a legitimate factor in the aspiration of fame, then media might be addressing some of the things we desire in life. However, media seems to be an insufficient way to solve our problems due to its passive nature, which calls us to address these issues better in our own lives. People should also be held responsible for losing grips with reality because of their conscious choice to turn to media. Yes, we are heavily influenced by the media and by society, but we also have some say in what in choosing media over experience.
ReplyDelete2.) Does the spread of reality television and other forms of media result in the loss of national cultures and the convergence into one global culture?
ReplyDeleteAs much as I would like to say No, and think that it is impossible for there to be one global culture, I unfortunately saw signs of this while in Peace Corps in Cape Verde. My high school age students emulated many US celebrities to the point where they would try and dress and act like their favorite rapper or pop star. It disturbed me to see really sweet, kind boys trying to be "gangsta," and arguing that it was ok for men to abuse women (keep them in line) and that it was ok for Chris Brown to hit Rihanna. It was then that I realized that they were taking some of the worst examples from my culture and applying them to justify the norms in their culture. Traditional music and dances are being replaced by American music and MTV. I don't think we'll ever have one global culture, but I do think that cultures are affected by globalization and parts change or disappear.
To answer question 2, I don't believe that Pop Idol erodes local culture, but actually reinforces it. Yes,the structure of the show reflects the original Western design and value system. The branding of the show means that there will always be three cheesy judges and an audience voting scheme that is present even in countries where Simon Cowell and a democratic value system is not, but that's where the hegemony ends.
ReplyDeleteIf you were to take a cultural studies approach to look at the producer's encoding and the audience's decoding of the show, most of the weight lies on the audience. Contestants are from the local community. The audiences who ultimately choose the best singer are from the same area. You'd have to do a media content analysis, but I'd bet that because both the contestants and audience judges are from the same vicinity they will both choose songs that are locally popular.
Audience decoding is what drives the show. It's popular because those who watch it not only relate to their neighbors on stage, but take active participation in the format of future programing by voting for their favorites.
The Americans and British who designed the show for international distribution produced it in a way that leaves them with minimal production responsibility. Audience participation dramatically cuts their costs. There are other culturally imperialist factors that do seep into the show however. Using Pop Idol as a product placement for Coke would be an example. Western music sung by contestants could be another, but this would be a choice made by a local community member. That's not quite the same as Pop Idol forcing them to sing a Michael Jackson tune.
2.) Does the spread of reality television and other forms of media result in the loss of national cultures and the convergence into one global culture?
ReplyDeleteMy general answer to this question would be YES that the spread of reality TV and other media does result in a loss of culture, but I cannot necessarily say that the correct word to use is 'loss.' American television is broadcasted throughout the world and has millions of viewers of many different cultures and ethnicities. People seem to put American media, especially reality television shows, on a pedal stool. During my stay in Uganda last summer, I observed a generation of young adults (approximately 18-29 years old) idolizing reality shows from the US. They would use quotes, dance moves, and recite lyrics they saw and heard on television. In a sense they are merging their culture with American culture, but I would not say this is a LOSS of Ugandan culture. I think in many ways, people worldwide give and take from other cultures. I believe that culture is something that can be shared and every different culture has something positive that each individual can learn from.
1.Globalization can be understood as something that will homogenize a local culture so that it becomes unrecognizable. Yes, globalization acts in ways that undermine common bonds that tie a people together, especially when there is not clear planning for the modernizing way of introducing a technology, American Idol in this case. However, people can choose not to participate in these new technologies/television show. Sometimes when a new technology is introduced into a society there is a dilution of what forms the traditions and customs for the given culture. If it then becomes too diluted and it no longer resembles the original culture, it can be a serious problem. I think it is important for individuals, families, communities and nations to make efforts to maintain the aspects of the culture they hold dear and want to be everlasting. Globalization would be impossible to stop, but one’s own efforts in preserving culture depends on how important it is for them to sustain, what they are willing to do so that it will not diminish and whether or not they allow globalization to effect them so strongly that it does severely detriment their culture.
ReplyDelete2. What works as a successful innovation in one culture will not necessarily be a good implementation in another. Globalization often brings innovations and ideas from one part of the world to the rest assuming that what one culture values and sees as beneficial must work all over. This brings in the notion that there is a single right way of doing things. Why use the ‘americanized’ version of a technology, or here American Idol, rather than using a more localized form that fits more appropriately into a target culture, without undermining the traditions and customs that make each culture legitimate and unique? In this case it probably has to do with money and what is popular. American Idol has been done. It works. It makes money.
3. A big part of why people use Idol and continue to do so is because of voyeurism. People get pleasure from watching people doing things that they themselves can imagine being able to do. As a reality TV show, one gets the impression that anyone could do this. The viewer gets to live vicariously through the contestant; they could even be a contestant. Also, viewers are asked to participate even if they aren’t on the show, they get to vote. This is particularly interesting in cultures where people don’t have the opportunity to vote or have much of a say in what is done in their government or society. Idol gives them the opportunity to have a voice and impact what happens on the show.
4. Some people who watch reality TV becoming immersed into the reality that the lines between their own individual reality and the reality they are experiencing in this medium become blurred. People feel like they know the participants of the reality program and often begin to talk about them as if they were friends. For example, with Jersey Shore, I have several friends who refer to the characters from the show as if they were apart of our group of friends by pointing out certain nuances of their behavior or quoting things they say. Also, this question makes me think about people who consume a lot of reality TV. They may feel that they become apart of these peoples lives that they begin to not participate in their own. If people don’t feel they are ever actually going to do what these reality stars are doing, they get the idea that they could, and can imagine themselves living this life they will never have. Why participate in their own life when they enjoy the reality version so much better?
#1.
ReplyDeleteGlobalization undoubtedly has a negative impact on cultures around the world since it exemplifies an unequal structure of global dominance that mostly serves to further a western agenda/worldview. I view globalization as a reinvention (though there is nothing new or progressive about it in this aspect) of colonialism through which allegedly reformed imperialistic nations such as the UK and US can press their values on less powerful countries, all under the guise of increased freedom, capital and market power. It is still vile, still despicable, only now we call it globalization and not empire-building. Globalization has enabled western nations to arrogantly rename themselves liberators (which is a problematic term for myriad reasons), while still wearing the same conqueror faces. Not all warts, globalization has prompted heightened access to information, spread cultural diversity, and especially allowed for increased involvement in activism, though in the case of Idol, none of these has been the intention of Idol’s distributor. The intent, I believe, has been to spread Idol’s western success to the rest of the world for obvious financial purposes. Money is power, especially if the whole world is paying franchise fees to broadcast senseless television programs.
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ReplyDeleteThank you for the comments everyone! Your ideas are all very helpful in thinking about this. I am very interested in the comments that dismiss Idol as detrimental to local cultures. The show and topic is definitely a sort of two-edged sword. Think about our discussion in class about how the spread of English is an example of cultural imperialism. On most of the shows, the contestants sing in English, which seems strikingly like cultural imperialism, particularly when watching clips.
ReplyDeleteBut there is another perspective you can take. In English language programs abroad, teachers use American and English songs to help teach English. Knowing English is an asset because it opens people up to more opportunities for social mobility through perhaps a better job. During the class discussion about English language and cultural imperialism, someone played the devil’s advocate and brought up the thought that sharing a similar language can increase communication in a positive way.
Jean-Pierre brings up an excellent point about how the viewer decodes the show. I would argue, however, that the audience also participates in and adopts Western ideals as he or she decodes the show. Therein lays the danger. In the Barnett and Rosen article (which treats humans as an equation, and of course should be taken with a grain of salt) however, looks at "regularities in relationships among interacting units." The ability for a viewer to become a critic, and participate in the show by voting, is a relationship. The Idol franchise spreads the format of the show of course, but it is also spreading this relationship, now a sort of social norm in ever country Idol is present. The social and psychological implications of people in nations and cultures around the world playing the role of voter and playing the role of contestant spreads capitalist and democratic ideals in significant ways. Looking forward to everyones presentations Monday!
2.) Does the spread of reality television and other forms of media result in the loss of national cultures and the convergence into one global culture?
ReplyDeleteI also think the question of whether it results in a "loss" of culture is up for debate. The Idol phenomenon, because it was brand new and never seen before, can't be said to have replaced or pushed out some part of a given culture that used to fill the space that Idol now fills, simply because it is niche that wasn't there before. Its rise in popularity is instead more like a co-opting of local culture, where the global (U.S.) influence uses some aspects of the existing culture and brings in new elements. In this sense, Idol's emergence seems to be more of an addition to existing cultures, rather than a subtraction.
On the other hand, it is probably true that Freemantle Media made sure that some aspects of the Western cultural inputs to local Idol spin-offs were maintained, over and against the local cultural aspects that would have otherwise been present. The fact that the Idol spin-offs do not represent local cultures as much as they COULD therefore represents a sort of cultural opportunity cost. In this sense, it is a "loss" of the additional local cultural aspects that might have been incorporated. But again, those local aspects would still have been new, so they don't represent a literal subtraction from what was already there.
4.) Is this another example of how the expansion of media is causing the public to lose grasps on personal experience as well as reality?
Absolutely. I think that when we watch TV programs labeled as "reality TV" that document what is actually happening to other people, there is a temptation to compare what we are seeing in others' lives with our own. Especially with a show like Idol that alleges to portray average people becoming very unaverage, it lets us believe that this narrative could play out for us as well. But I deny that this is actually the case. With few exceptions, it is difficult for people who are not young, attractive, and willing to alter their personal image meaningfully late stages of Idol competitions. I think the disconnect from reality lies in how altering one’s personal image – the new wardrobe, make-up, & hairstyles that contestants receive as they advance – really IS a requisite for succeeding in these competitions. In later stages, the emphasis becomes more on competitors cultivating the pop star personas that judges expect. The performances and the changes people have to undergo to give them are literally and metaphorically staged, and hence unreal. This is where the reality stops and why the narrative that Idol proposes is of normal people being exalted to celebrity status on their own merits is misleading, and certainly not "reality." Yes, part of the formula involves people being actually talented. But one of Idol's directives is to produce pop personalities that have broad market appeal and, in the end, will make money. It is highly doubtful that the Idol judges vote for candidates unrestricted by such considerations. In fact, it is more likely that they are in some ways constrained by the preferences and motives of Freemantle Media and other stakeholders. This is inconvenient for the "reality" narrative that they try to tell. So for this reason, Idol does represent a disconnect from reality in that it misrepresents a mix of a little real life and a substantial amount of “staging” as being all reality when it is quite the opposite.
2. Does the spread of reality television and other forms of media result in the loss of national cultures and the convergence into one global culture?
ReplyDeleteI would have to say yes and I strongly disagree with the idea that it is harmless. Though cultural studies may give the audience power it is no equal power to the producers of a show. We deal and live in a world where the values, definitions, and criteria are set for us. So as one comment said IDOL does not erode but rather reinforces culture. How is that done? If we have Western skeleton to work with we can only use the body to do so much.
As audience members we have some input, but the obvious values in IDOL are Western (as Or, at least, they are Western propaganda). To think that Media is harmless and does not substitute a loss of culture is to miss the amount of time people dedicate themselves to Television vs. Personal Connection. If nothing else, we are loosing a skill in social life. Less then one hundred years ago my ancestors would entertain themselves by playing things similar to today's board games. One person would sit and tell stories as they played. This tradition no longer exists. I would say that's the influence and the presence of a Global media eroding a culture's creative skills of self-expression.
So obviously, IDOL has the so-called 'Western' values (Democracy, individualism . . .etc.) On the ground this translates to constructing an 'individual' from a Western lens completely. It also reinforces the myth that Western societies model true democracy. I question the legitimacy of saying Western Societies model democracy and consider this simple propaganda to further control the world.
However, the real threat, and problem is CAN the local cultures defend themselves or protect themselves from IDOL or related shows? The obvious answer is No. This is the scary thing. Regardless of what anyone believes, we are loosing cultures and rapidly so. This is a fact Leanna attested to from her first hand experience. I know I've also had first hand experiences reinforcing this.
So, to ask a different question and to push the group further: What techniques, strategies, and ideas would you give a culture to combat Westernization in any of its forms? Is there a way? The current balance of power, and normative discourse, would suggest we are doomed.
I guess I agree with Danielle in the end, money is power and control is the goal. Cultural imperialism is at least as bad as actual imperialism but possibly worse because cultures hardly realize it's happening to them.
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ReplyDelete2. My answer to this would be no and yes. As you guys have in regards to Pop Idol, "all of these countries have incorporated varying degrees of local culture in their Idol versions." I do recognize that other elements of the show were developed with western influence but the content, for example which songs are chose to be sung or is different in each country and unique to their culture. Therefore my answer is no to the question of culture being lost. However my answer is yes to the question of a sense of global culture convergence. Each culture in every country is essentially experiences the same thing through these reality TV shows like Pop Idol. Another example of this is America's Next Top Model which airs over 40 other countries than the US including Australia, Afghanistan, Hungary and Russia. The convergence of a top reality show being produced in many countries brings a sense of unity among these countries. Individuals in all different countries can share the enjoyment of watching their favorite TV show and knowing that someone in another country they have never visited is experiencing the same thing BUT in their own culture.
ReplyDeleteCulture of an individual country will never completely diminish in my opinion. There are way too many cultural factors such as language, the physical environment, economy, and technology that provide barriers from this happening. This is not to say though the there is a greater connection among nations through media advancements that will continually grow. I think it fair to say that rather than a complete convergence of culture a great awareness of culture will arise.
Thanks for the comments everyone! It’s great to hear other perspectives on the topic we’ve been researching.
ReplyDeleteRoshan brings up a good point in how American Idol at first portrays the realness of the contestants during the audition episodes but later they get new wardrobes and make-overs. There are very noticeable differences in contestant appearances from their initial audition and their time in the top twelve. Viewers are made to think that these contestants are just like them, everyday Americans trying to succeed in life. If American Idol wanted to stick to the reality theme then they should not alter their contestants’ images. This definitely could cause the public to lose grasps on reality.
Shows like American Idol and other Western imports weren't anything new to the youth in Ha Noi, whom I had daily interaction with as an English writing/speaking teacher. I wasn't too crazy about this fact - for many of the reasons already mentioned concerning the spread of Western values and the encroachment on local culture - until it became apparent that most of my students actually seemed to regard these shows with little more than grounded amusement. They'd get their entertainment out of it, and then move on. Perhaps they aren't aware of the impact of a continuous stream of Western values; this may certainly be the case and there is a lot of good argument to be made along those lines. But it's also worth noting that my students never seemed that interested to chat about Western-style reality television shows, but rather about the traditional dance they were choreographing for a local festival; the video they were making about their school's volunteer efforts in rural communities outside the city; the hot new Korean boy band that was going to perform the following week :P, and so on. They were definitely aware and exposed to Western pop culture and its values (the internet was quite the tool for them to gain access; gov't censorship can't keep up) and yet there did seem to be the steady presence of local culture/values in the majority of my students. It'd be interesting to survey Vietnamese youth on their exposure to and perceptions of Idol-like shows in order to get some idea of how these Western cultural texts are being decoded and thus impacting local subcultures.
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