Cultural Modernization

Cultural Modernization

Chance Frazee

In this paper we will discuss the theory of cultural modernization. What is cultural modernization but a macro-theory with a historical and sociological inspiration? This modernization would mean that the appearance of modes of social life and the organization in which it emerges. Modernization theories to explain how and the ways in which the communication and media are used in not only traditional but postmodern societies.

This modernization has evolved in three very waves. The first wave was seen in the fifties and sixties. In this first wave there was an attempt to explain the diffusion of Western living, technology, and types of communication. This theory produced three variants. The economic development, the literacy and cultural development, and the national identity, the economic develop was due to the mass media promotion of the global diffusion that many technical and social innovations did modernize. (Rogers, 1962)

The literacy and cultural development we do to the fact media taught literacy and other very essential skills or techniques. This development also encouraged a “state of mind” that was then favorable to modernization. Finally there is the national identity in which the mass media supported the identities in new nations (colonies) which then would support attentions to elections. Even though this theory has been discredited due to the pro-Western biasing.

The second wave of modernization theories is a more critical part which was very popular in the seventies and the eighties. While it does not truly support yet it does criticize the influence of the Western modernization. This can be seen in the case of Western cultural and economic imperialism.(Schiller, 1976). One of these theories centered on media dependence; where developing countries would assume to be dependent on the mass media to their core.

This brings us to the third wave of the modernization theory; which was developing in the nineties. This theory is of late, high, and post modernity and it tries to be more neutral instead of being for or against. It is a contradiction of the modernization process although it does try explaining the outcomes of modernity as it affects individuals in a more contemporary society. Giddens showed that the modern society it is characterized by the time and space distantiation and even the dis-embedding of mechanisms.

In a traditional society it is direct interaction that occurs between people living close to one another. While in a modern society it is expanded across space and time using the mass media and interactive media. The dis-embedding of such things as money, symbolic means, which the English and the internet help to lift out. These activities are merely an abstract or online form which it was embedded in material goods and places.