Beyond media imperialism: Assymetrical interdependence and cultural proximity

Abstract

This paper analyzes some of the controversies in the literature on media imperialism by drawing on two revised concepts: the idea of assymetrical interdependence as a more precise and complex way to frame the imperialism issues, and the idea of audiences actively searching for cultural proximity in cultural goods, as a way to reincorporate the role of audiences in the media imperialism debate. The focus is on limits imposed by dependence, growth in cultural industries, technological change, and reconceptualization of an active audience that is divided by class. The study focuses on television flows vs. national television production, on the primary case of Brazil, and on institutional and audience‐centered evidence.

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