GMS Study Guide written exam
questions with well elaborated
2025\2026- 12
Cultural imperialism - correct answers theory that American economic dominance of media around the
world imposes Western views on ? audiences, therefore destroying their indigenous culture
Active Audience theory - correct answers Capacity of audience to negotiate possible contradictory
meanings. Pleasure and acceptance of a text's values different. Role of social or communal interaction in
meaning making.
Dallas - correct answers Exploits Texas millionaires. Broadcast on CBS, distributed world wide. Different
countries placed different meanings with the show. Holland thought it represented American Greed and
corruption. (against cultural imperialism?)
Canadian Television Content Laws (CanCon) - correct answers Content laws. Quotas 1998- 50% of
primetime content, must be made in Canada, 30% of broadcast revenue must be spent on Canadian
programs. Netflix does not have to subject to any rules. Why eliminate rules? Too much govt control,
cheaper.
Tomlinson, "Media Imperialism" - correct answers thesis is that there are problems though the discourse
of media imperialism and he examines this through analyzing three main issues. These issues are, the
problem of specifying "the cultural" within a wider context of political/economic domination,
hermeneutic naivety of much of the discourse of cultural imperialism, and lastly the way in which the
media figure in contemporary Western culture.
A critique of the imperialist text is how the American Dream travels through cultural imports such as
Disney, because this media contains the values of American consumer capitalism.
Cultural imperialism is best understood in terms of the spread of capitalist modernity.
content matters, how is ownership culture?
Donald Duck- Disney content contains American Ideals. Critique of imperialist text.
, Five dimensions of global flow - correct answers ethnoscape, mediascape, ideoscape, financescape,
technoscape
Ethnoscapes - correct answers landscapes of people who constitute shifting world. (tourists, immigrants,
refugees, guest workers)
Technoscapes - correct answers Fluid differentiated diffusion of technology across the globe. High
speeds spreads and spreads over boundaries. Driven by capital, politics and labor.
Financescapes - correct answers the globalization of capital is more complex than ever. Trade
agreements, global currency markets, national stock exchanges, commodity speculation, transnational
corporations
Ideoscapes - correct answers Ideology: a worldview of how we think communities, individuals and
groups should interact with each other or who should be in power.
Hegemony
Hegemony - correct answers the dominance of one ideology which gains social consent though
normalization ideoscapes. Often political ideologies of states and counter ideologies of movements
engaged in a struggle for hegemony. World and ideologies interpreted differently. Translation, context
and conventions
Mediascapes - correct answers Media landscape: ownership, production, distribution, content,
technology and audience
Appadurai, "Disjuncture and Difference in the Global Cultural Economy" - correct answers thesis
proposes a way of exploring the disjunctures between economy, culture and politics by looking at the
relationship among five dimensions of global cultural flows, which are, ethnoscapes, mediascapes,
technoscapes, financescapes and ideoscapes. Apparduai uses the suffix "scape" to illustrate these
dimensions depend on their context and are changing.
· Homogenization is usually linked to Americanization or commodification but this theory fails to
incorporate cultural invasion that is not just Americanization, since it can be any culture penetrating into
another.
questions with well elaborated
2025\2026- 12
Cultural imperialism - correct answers theory that American economic dominance of media around the
world imposes Western views on ? audiences, therefore destroying their indigenous culture
Active Audience theory - correct answers Capacity of audience to negotiate possible contradictory
meanings. Pleasure and acceptance of a text's values different. Role of social or communal interaction in
meaning making.
Dallas - correct answers Exploits Texas millionaires. Broadcast on CBS, distributed world wide. Different
countries placed different meanings with the show. Holland thought it represented American Greed and
corruption. (against cultural imperialism?)
Canadian Television Content Laws (CanCon) - correct answers Content laws. Quotas 1998- 50% of
primetime content, must be made in Canada, 30% of broadcast revenue must be spent on Canadian
programs. Netflix does not have to subject to any rules. Why eliminate rules? Too much govt control,
cheaper.
Tomlinson, "Media Imperialism" - correct answers thesis is that there are problems though the discourse
of media imperialism and he examines this through analyzing three main issues. These issues are, the
problem of specifying "the cultural" within a wider context of political/economic domination,
hermeneutic naivety of much of the discourse of cultural imperialism, and lastly the way in which the
media figure in contemporary Western culture.
A critique of the imperialist text is how the American Dream travels through cultural imports such as
Disney, because this media contains the values of American consumer capitalism.
Cultural imperialism is best understood in terms of the spread of capitalist modernity.
content matters, how is ownership culture?
Donald Duck- Disney content contains American Ideals. Critique of imperialist text.
, Five dimensions of global flow - correct answers ethnoscape, mediascape, ideoscape, financescape,
technoscape
Ethnoscapes - correct answers landscapes of people who constitute shifting world. (tourists, immigrants,
refugees, guest workers)
Technoscapes - correct answers Fluid differentiated diffusion of technology across the globe. High
speeds spreads and spreads over boundaries. Driven by capital, politics and labor.
Financescapes - correct answers the globalization of capital is more complex than ever. Trade
agreements, global currency markets, national stock exchanges, commodity speculation, transnational
corporations
Ideoscapes - correct answers Ideology: a worldview of how we think communities, individuals and
groups should interact with each other or who should be in power.
Hegemony
Hegemony - correct answers the dominance of one ideology which gains social consent though
normalization ideoscapes. Often political ideologies of states and counter ideologies of movements
engaged in a struggle for hegemony. World and ideologies interpreted differently. Translation, context
and conventions
Mediascapes - correct answers Media landscape: ownership, production, distribution, content,
technology and audience
Appadurai, "Disjuncture and Difference in the Global Cultural Economy" - correct answers thesis
proposes a way of exploring the disjunctures between economy, culture and politics by looking at the
relationship among five dimensions of global cultural flows, which are, ethnoscapes, mediascapes,
technoscapes, financescapes and ideoscapes. Apparduai uses the suffix "scape" to illustrate these
dimensions depend on their context and are changing.
· Homogenization is usually linked to Americanization or commodification but this theory fails to
incorporate cultural invasion that is not just Americanization, since it can be any culture penetrating into
another.
