Cultural Imperialism: the Impending Avalanche?

I recently read David Rothkopf’s article “In Praise of Cultural Imperialism” which is an interesting account of how cultural imperialism should not be shied away from. More specifically though, American’s should not be afraid to proliferate the rest of the world with their message. In reading the article for this week’s class, “Cultural Contagion: On Disney’s Health and Education Films for Latin America” I can’t help but believe that Rothkopf and Cartwright and Goldfarb would strongly disagree with one another. One of the topics brought up in class was whether or not cultural imperialism was alright in instances of education. So the two video’s the article focused on would, with this viewpoint, be considered acceptable. Cartwright and Goldfarb don’t seem to directly address whether or not cultural imperialism is dangerous or not, but rather they discuss how this particular case has gone about it the wrong way. Perhaps there is nothing wrong with an educational video, but it is the way Disney went about it that seems improper. One of the most significant messages that spoke to me in watching the films was that of superiority. The booming voice and the large hand that would constantly intervene, all alluded to ideas of superiority. I think this is one instance (among many) where the film has pushed American superiority upon the people of Latin America. It is in these situations that I feel cultural imperialism has pushed its boundaries too far. Cartwright and Goldfarb state that “in short, an “inter-American” system would be US-centered; “hemispheric” control was a euphemism for US control” (173). It is interesting to note the direct opposition that is raised in Rothkopf’s article where he believes that “the United States [should] do whatever is in its power to shape the development of [the communication] infrastructure, the rules governing it, and the information traversing it”. This leads me to my next point; what would happen if the tables were turned? What would happen if another country and its culture were the imposing superpower? Rothkopf warns that “Americans should not fall under the spell of those like Singapore's Lee Kuan Yew and Malaysia's Mahathir bin-Mohamad, who argue that there is "an Asian way," one that non-Asians should not judge and that should be allowed to dictate the course of events for all those operating in that corner of the world.”. Rothkopf clearly exemplifies wholly imperialistic views and doesn't begin to entertain the idea of another country coming into power. So is this to say that other countries should not even attempt to promote their culture? Suggesting the idea that ‘if you can’t beat ‘em, join ‘em?’. I want to say that an individual country's culture should be maintained and spread across borders, but the U.S is so widespread and so large that I find it difficult to imagine happening. Would differing cultures only get gobbled up by U.S domination regardless of how hard they attempted to present an opposoing view? It feels as though, whether we agree with it or not, American cultural imperialism isn't going to let anything get in it's way.

David Rothkopf, "In Praise of Cultural Imperialism?" Foreign Policy, Number 107, Summer 1997, pp. 38-53.
(accessed through http://www.mtholyoke.edu/acad/intrel/protected/rothkopf.html)

Cartwright, Lisa and Goldfarb, Brian. "Cultural Contagion: On Disney's Health Education Films for Latin America". CMST 4D03: International Communication. McMaster Universty Custom Courseware 2008. 7-13.