Adams, Rowell E.

BSECE 2A
FINAL TERM
Activity #1
Essay

1. Differentiate the terms Modernization, Americanization and Westernization.

Westernization and modernization are closely similar and related but are terms that have
completely different definitions from each other. They are associated with each other due
to the fact that the products of the so called ‘modernization’ are attributed and rooted
mostly from the Western World. In other terms, modernization was partially commenced
by westernization as influences from Western cultures such as United States and other
European countries such as the politics, economics, technology, raw products, clothing,
etc. were introduced to the countries outside its territories. For a country to be
modernized, an upgrade must be initiated and done to their technology, form of
communication, level of productions and trading as well as propagating industrialization
and urbanization. On the other matter, for a non-Western country to be westernized, it
should incorporate and adopt Western traditions, beliefs and practices, religion and
culture to their own authentic nation. Hence, a country can be modernized without being
westernized and vice versa. On the other hand, Americanization according to Wikipedia
is “the influence of American culture and business on other countries outside the United
States, including their media, cuisine, business practices, popular culture, technology or
political techniques.” It can be coined as the homogenization of one’s culture or the
convergence toward a common set of cultural traits and practices in this case the
American influences. A firm example of that is the notion of “McDonaldization” and the
high-speed internet originated from and provided by America and is viewed as
Americanization of the entire globe. To put it simply, Americanization is all about the
fanciness of America’s primacy. Its focus is all about the influences that are incorporated
on territories outside its premises. Americanization was a threat compared to
westernization and modernization as it is a process of acculturation by immigrants and
native populations. It fully changes a native’s culture and makes an individual adopt the
prevailing American culture.

2. Why is "propaganda" often seen as a never-objective-communication?

According to some definition online, “propaganda is information that is not impartial
and is used primarily to influence an audience and further an agenda, often by
presenting facts selectively (perhaps lying by omission) to encourage a particular
synthesis, or using loaded messages to produce an emotional rather than a rational
response to the information presented”. Since its main purpose is to influence audience
and has a goal to be achieved, then therefore the facts presented by the propagandist
should be unbiased or impartial and must be balanced in order to illuminate conviction on
 the side of the audience. It should always contain the truth and not the biased or facts that
are influenced by external elements such as feelings or opinions. It is the primary reason
why it is a never-objective-communication to achieve a desired response which is the
desired intent of the propagandist.

3. How does the Agenda Setting Media Theory of Communication treat "propaganda" as a
persuasion tool?
The Agenda-Setting Media Theory of Communication treats propaganda as an aid to help
or enhance and ameliorate the influence or power to persuade more people on a certain
agenda. The Agenda-Setting theory treats propaganda as a persuasion tool by utilizing it
as a device to gain or persuade more people to further the agenda of that propaganda. For
instance, if the “Dilawan’s Yellow Propaganda” was put in the front page of the
newspaper in a much larger font, it can make people believe that something big is going
on because texts in large fonts in front page is an indication that it should be prioritized.
Hence, in this particular manner, the further agenda or the all abouts of a propaganda is
greatly enhanced through writing it in large font, which influences people to drive their
interest on the certain propaganda.

4. What features of Facebook can illustrate it as a social media example for the Democratic
Participant Theory of Communication?
The major concept of the Democratic Participant Theory is participation and full circular
communication in a manner that political regulations does not exist but some legal
regulations. It consists of various rights such as right to information, right to express,
right to utilize new and modern technologies as well as freedom, freedom to local data
and freedom to take part in a certain social action. The theory is also centralized on
making use of technology and from the definitions above, Facebook is a perfect fit as
social media example of this theory. Features of Facebook such as share this post,
comment section, “What’s on your mind?”, Post a photo or a video, groups or
communities, like or follow a page are some of the many features of this social media
application that people can use to express their views freely with absolute freedom and
without fear. With these features, it enables people to engage to social actions and social
participations which is an explicit interaction between media and the audience. Citizens
who seek more political and social freedom, as well as personal expression of freedom
for desirable action for the benefit and safety of citizens, might turn to these features for
help. People could interact with one another to express their feelings using these features
but of course it should still be self-regulated as government still has control over some
media aspects such as process of registration, licensing, censorship, by preparing
guidelines for media, monitoring, etc.

5. Does getting "Westernized" also mean being "modernized?"

 Absolutely no. I have remembered this topic from our Philippine Popular Culture course
in first year second semester. It was the controversy over westernization that had major
historical implications in the Middle East over the past several decades. It was in the
1960’s and 70’s when the Shah (king) of Iran sought rapid modernization, who
disregarded the conservative Muslim opinion. His plans were to inject Western practices
and traditions to their conservative Muslim culture such as land reform as aid for the
poor, extension of voting rights to women and allowance of formation of political parties.
However, his actions resulted to a radical revolutionary movement began by the
fundamental clerics against this Iran’s so called “westoxification” which sought to expel
all the Western influences from their ancient civilization. With this, the Kingdom of
Saudi Arabia had adopted an approach with the motto “modernization without
westernization” to prevent and avoid the outcome seen in Iran. Hence, getting
westernized does not necessarily mean being modernized and vice versa. On the other
hand, since the so called “trend” are existing first and being initiated mostly from
Western countries such as the America the giant, being modern can be sometimes used to
refer something also as being western. For instance, you bought the latest product of
Apple and used it which is an American brand, then you are being modern because at the
same time you are using the modernity which is the iPhone of a Western country.

6. How can social media help in the acculturation of an individual?

Social media had become an integral part of an individual’s day to day basis, especially
as a consumer. It is evident that for acculturation to intervene and arise he or she should
be able to acquire and learn skills and knowledge from that prevailing culture.
Specifically, social media is a highly effective medium that can facilitate social changes
and changes in behavior and practices as it enables people to engage and interact with
one another through the Internet that paves the possibility of connecting them from
different parts of the world. It allows opportunities of diffusion and brainstorming of
ideas and reflections to other people since social interaction is the key motivation for
learning. Moreover, since social media contains of variety of contents from its designated
region, it is much easier for people to understand and learn the dominant culture they are
into. It creates opportunities for knowledge dissemination that can be major drivers of
social learning, networking and building symbiotic communal relationships on the basis
of mutual trust, support and altruism. Social media serve people their daily interactions
with other individual which has dominant cultures can influence the building of
communal bonds and relationships that can make them learn the culture significantly
much easier.