NOKUTHULA PURITY TENZA

64889084

COM3705 EXAM PORTFOLIO 2024

DECLARATION OF OWN WORK

I,Nokuthula Purity Tenza (NAME and SURNAME) confirm that:

this MODULE contains my own, original ideas and work

those ideas, or work, that are not my own, have been cited through the prescribed referencing
system which I have familiarised myself with in TL CMNALL/E/301

I have not submitted the ideas or work contained in this MODULE for any other tertiary
education credit

I have read the University’s Policy on Research Ethics

I have read and understood the PLAGIARISM POWERPOINT FOR UNDER-GRADUATE STUDIES
(available under ADDITIONAL SOURCES on myUnisa

I have familiarised myself with the library guides ON PLAGIARISM AND ETHICS offered by
Unisa’s library: https://libguides.unisa.ac.za/research-support/plagiarism

I have read and understood Unisa’s Policy for Copyright Infringement and Plagiarism, and I am
aware that plagiarism is punishable in terms of the Copyright Act (Act 98 of 1978) and I have read the
regulations of the University of South Africa in this respect, available online:

https://www.unisa.ac.za/static/corporate_web/Content/Apply%20for%20admission/Documents/Poli
cy_copyright_infringement_plagiarism_16November2005.pdf

STUDENT NUMBER

64889084 12 May 2024

SIGNATURE DATE

NP Tenza 12 May 2024

WITNESS DATE

Ntombi Tenza 13 May 2024

TABLE OF CONTENTS PAGE

QUESTION 1

1.1 Introduction 1

1.2 Globalization 1

1.3 Internet and social networks 1

1.4 Internet bringing people together 1

1.5 Global culture sharing. 1&2

1.6 Digital Divide. 2

1.7 Conclusion 2

QUESTION 2

2.1 Introduction 3

2.2 Media imperialism 3

2.3 Effects of media imperialism in the film industry 3&4

2.4 Marvel Universe 4

2.5 Relevance of media imperialism 5

Question 1
Introduction
The emergence of Amapiano, a distinct music genre from South Africa, offers an
interesting example to study the effects of globalization, social connections, and
technological disparities. This article delves into these ideas by looking at how
Amapiano’s worldwide popularity is influenced by the use of the internet and social
media in connecting cultures and overcoming geographical barriers.
1.2 Globalization
Globalization is the term used to describe the growing interconnectedness and
interdependence between countries, largely fuelled by advancements in technology,
trade, and communication. Globalization refers to the flow of goods, services, ideas,
and cultural practices between different countries, resulting in a more interconnected
global economy and society. Amapiano, as a music genre, demonstrates globalization
by breaking through geographical limits and achieving worldwide popularity through
online platforms.
1.3 Internet and social networks
The internet is a worldwide system of linked computers that allows for the exchange of
information and communication. Social media sites like Facebook, Twitter, and
Instagram are digital spaces that support social connections by offering features for
users to build profiles, share posts, and communicate with others. These platforms have
transformed communication by allowing instant interactions and sharing information with
a worldwide audience. A good illustration is how Amapiano artists use YouTube and
Instagram to distribute their music and connect with fans around the globe.
1.4 Internet bringing people together
The internet and social media have the ability to unite individuals by overcoming
distance limitations and facilitating immediate interaction. A clear demonstration of this
is seen in the global rise of Amapiano music during the COVID-19 crisis, as DJs utilized
live-streaming on platforms such as YouTube and Instagram to share their sets with a
worldwide audience. This enabled people from various worldwide locations to engage in
the cultural event together, promoting a feeling of worldwide unity and mutual cultural
respect.
1.5 Global culture sharing
Media imperialism theories argued that prior to the rise of the internet and social media,
traditional channels such as television, radio, and print played a key role in spreading
global culture. These theories contended that Western media wielded significant
influence over global cultural exchanges, sometimes at the expense of local cultures.
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Nevertheless, the internet has enabled platforms such as YouTube and Spotify to
democratize the production and distribution of culture. This has enabled genres like
Amapiano to achieve global popularity.
The idea of globalisation, blending global and local elements, is relevant in this context.
Amapiano, originally rooted in South African culture, has evolved to incorporate global
influences, creating a fusion genre that attracts a wide range of listeners. This
phenomenon demonstrates how the interactions between global influences and local
cultures can impact each other.
The increasing popularity of Amapiano on a global scale reflects how cultural exchange
is evolving. With the help of digital platforms, people from different backgrounds can
now easily discover and enjoy cultural content, ultimately contributing to a richer and
more diverse cultural environment. This change in perspective questions traditional
ideas of cultural dominance and proposes a more balanced exchange of cultural
influences.
1.6 Digital Divide
In South Africa, efforts have been made to bridge the digital divide by increasing
internet access, now totaling 72% of the population. This gap refers to the disparity
between those who have access to digital technology and those who do not. Still,
inequalities persist, especially in remote regions. The popularity of Amapiano highlights
how crucial digital access is for fostering cultural engagement and connecting with a
global audience.
1.7 Conclusion
The global popularity of Amapiano showcases how globalization, internet access, and
social media have significantly influenced cultural sharing worldwide. These
technologies have helped create a more connected and culturally rich global community
by overcoming geographical barriers and making cultural production more accessible to
everyone.
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QUESTION 2
2.1 Introduction
Media imperialism is a key concept in global communication, emphasizing how the
media of dominant countries can overshadow those of weaker nations. This paper
delves into media imperialism within the movie sector, specifically examining the Marvel
Cinematic Universe (MCU) to demonstrate how the influence of Hollywood affects
media environments worldwide.
2.2 Media imperialism
Media imperialism describes the phenomenon where the media of a powerful nation
influences and dominates the culture and media of other countries, leading to the
suppression or diminished visibility of local cultures and media content. This trend is
strongly tied to the historical context of cultural imperialism, in which cultural goods from
dominant nations overpower and shape those from less dominant nations, resulting in a
kind of cultural uniformity. Media imperialism is strongly associated with dependency
theory and the structural theory of imperialism, both of which suggest that peripheral
countries rely on core nations for cultural goods, resulting in an unequal cultural
exchange and representation (Crane, 2014).
2.3 Effects of media imperialism in the film industry
Positive effects
Hollywood movies, such as those within the MCU, have wide reach across the world,
bringing in substantial profits and cultural impact. This can open doors for filmmakers
and actors from various backgrounds to receive recognition on a global scale.
Media imperialism enables the flow of cultural values and ideas, with Hollywood
frequently integrating a variety of cultural elements into its movies. This results in a
blending of cultures, as seen in the Marvel Cinematic Universe which incorporates
characters and themes from different cultural backgrounds, fostering a sense of global
cultural amalgamation.
Negative Effects
The extensive influence of Hollywood movies can contribute to the dilution of indigenous
cultures and traditions. The popularity of American films frequently leads to the
assimilation of American cultural norms, eclipsing local customs and values.
Hollywood studios’ immense financial resources greatly overshadow local film
industries, creating economic inequalities. This imbalance makes it challenging for local
filmmakers to rival Hollywood’s top-notch production quality and extensive marketing
budgets, hindering the development of indigenous film sectors.
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Hollywood movies frequently depict cultures from a Western perspective, which can
result in misrepresentations and stereotypes. This can further embed cultural biases
and uphold dominant Western narratives.
2.4 Marvel Universe case study
The Marvel Cinematic Universe (MCU) serves as a prominent illustration of media
imperialism at work. Created by Marvel Studios and distributed by Walt Disney Studios,
the MCU showcases the extensive global impact and power of Hollywood. The MCU
movies are known for their focus on American cultural ideals like independence,
bravery, and equality.
For example, Captain America, a key figure in the MCU, represents American principles
of patriotism and ethical virtue. The character’s experiences across different MCU
movies mirror America’s past and present social and political environment, highlighting
and strengthening American dominance in culture.
The popularity of the MCU reflects the global consumption trends influenced by
Hollywood’s dominance in the media industry. Marvel movies are promoted and shown
all over the world, resulting in massive profits worth billions of dollars. The popularity of
these movies is boosted by their top-notch production quality, famous actors, and
captivating plots.
The popularity of the MCU on a global scale emphasizes the importance of adapting
content for diverse audiences, which can be seen as a form of media imperialism.
Marvel movies are frequently translated into various languages to reach international
viewers. Moreover, efforts to feature a variety of characters and locations, like
showcasing Wakanda in Black Panther, are made to appeal to a worldwide fan base.
Nevertheless, this strategy may result in oversimplified depictions that do not fully
convey the nuanced aspects of various cultures.
The movie “Black Panther” (2018) is a significant entry in the Marvel Cinematic
Universe, as it delves into themes of cultural representation and media domination.
Directed by Ryan Coogler, the film boasts a mainly Black cast and is set in the fictional
African nation of Wakanda. “Black Panther” received acclaim for its authentic depiction
of African culture and its defiance of typical Hollywood clichés.
The film “Black Panther” showcases the challenges of media imperialism despite its
celebration of African culture and inclusion of Black talents. Despite being a product of a
major Hollywood studio, the movie offers a platform for showcasing Black voices. The
film’s worldwide success demonstrates Hollywood’s ability to create content that
resonates culturally, yet also emphasizes the widespread impact of American media on
audiences worldwide.
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2.5 Relevance of media imperialism in the new media environment

The emergence of innovative media platforms like streaming services and social media
has revolutionized the media industry, opening up fresh avenues for creating and
sharing content that disrupts conventional structures of media dominance. Streaming
platforms such as Netflix, Amazon Prime, and YouTube allow filmmakers worldwide to
connect with international viewers without requiring support from big film studios.
Nevertheless, the core aspects of media imperialism are still significant. Hollywood’s
major studios continue to wield power in the global media industry, using their financial
strength and marketing skills to uphold their supremacy. Although there are new media
channels for content dissemination, they are frequently owned by big U.S. corporations,
thereby sustaining the predominance of American media.
Moreover, the algorithms and suggestion tools employed by streaming services can
uphold current power dynamics by prioritizing content from big studios over independent
or local projects. This means that the issues of media dominance continue to exist in the
modern era, highlighting the need for continuous scrutiny and support for fairer media
approaches.
Media imperialism in the film industry is still a significant concern, as Hollywood’s
influence plays a crucial role in shaping how people consume media worldwide. The
Marvel Cinematic Universe serves as a prime example of the complexities associated
with media imperialism, presenting both chances for cultural interaction and obstacles
concerning representation and cultural uniformity. Despite the rise of new media
platforms, the power of major Hollywood studios emphasizes the importance of having a
thorough grasp of media imperialism in today’s media environment.
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