Proximity of U.S Media on Perception of Afro-Canadians

Proximityof U.S Media on Perception of Afro-Canadians

Proximityof U.S Media on Perception of Afro-Canadians

Inthe current society, the media represents the primary means of socialinteraction and communication, giving people and groups a significantflow of facts, data and ideas. The proximity of the United Statesmedia to the Afro-Canadians makes it possible for the individuals topropose particular meanings and build different images aboutthemselves and the world. Therefore, one can say that thehierarchies, social norms and values promoted by the U.S media, themeanings portrayed by them, can enforce and inform the cognitive mapof the Afro-Canadians and their way of thinking (Laroche, etal.,2012). It means that mass media functions as the creator of agendaswith priorities and classifications for the mass audiences.

TheU.S media impacts on the Afro-Canadian society by the process ofAmericanization where the influence American cultures become felt bythe people of the Afro-Canada. The features of the Americanizationprocess involve factors such as the American traditional cultures,their media, cuisines, technologies, business practices, and thepolitical techniques. Furthermore, Americanization is prevalent onthe Afro-Canadian Community because of the spread and the advancementof the internet usage. Apparently, there is a growing concern forAmericanization through Apple, Facebook, Uber, Twitter and Google, aswell as other Internet-dependent corporations in the U.S. Besides,the United States media proximity plays the role in the distributionof journals, television shows, books, and films (McGuire, 2012).

Sequentially,the American media influences and expresses the positive and negativevalues, behaviors, mentalities, social norms and opinions,contributing to the rising or the reducing understanding and thegeneral perception of the Afro-Canadians in the relevant areas ofcultural civilization. With regards to this aspect, the Americanmedia is one of the strongest agents that shape the Afro-Canadians’ways of thinking (Czitrom, 1982). The personality developed by theAmerican media in the Afro-Canadians and at the global village levelhas influences in the diversification of collectivity as well as inproviding information to the American continent.

However,Some Afro- Canadian commentators at times attempt to dissociatethemselves from their nativity because of the influence of the U.Smedia. The individuals publicly denounce the pathological states ofAfro-Canadian society and culture. Most importantly, the trade thatincludes a radicalized people and the growth of a functional blackteam are never immune from a nation that shares of other community.The black-Canadians predicament is not only a delicate issue ofAmericanization. More so, it helps in revealing the silencing andfrustrations of an irrational relationship with the United States’cultures and their academic prowess through the media. As a result,the realization that the American media plays multiple functionsroles in the Afro-Canada‘s agenda. It shows the rhetorical friendlyspirit that develops the comfort of diversity to the Afro-Canadiansand also the elements of the black nativity (Laroche, etal.,2012).

Inthat argument, the norms and the values get represents in severalstyles depending on the culture of both the Americans and theAfro-Canadians. For instance, beliefs such as family security,identity, tolerance, money, freedom reflect in different ways inAfro-Canada, an ex-communist community as compared with the U.S thathas a real history of democracy and capitalism. The Afro-Canadiansassociate the Americans with freedom while the Americans associatethe Afro-Canadians with hospitality. The two regions thus end upsharing the value of both history and the future (McGuire, 2012).

TheAmerica’s media organizers develop process and become the first inthe distribution of information and images that determine peoples’attitudes behaviors and beliefs. Most of the time, the media iscapable of manipulating the audience while creating false senses ofreality. Also, they at times deliver only limited informationconcerning events event or other agenda. Moreover, the manipulativeaspect of human minds is the instrument of the American Conquest onthe Afro-Canadians. The reality is available for the Afro-Canadianspart of the mass audiences, due to their inadequate understanding ofcomparison with the American elites. The mass media form ofmanipulation is a tool for controlling the public opinion (McGuire,2012).

Relatingto the manipulation aspect via mass media, the ownership of the mediaspeculate whatever the audiences want to watch, to see, or to read.In the United States, one of the essential values is the freedom ofhumans. The value is in the American media, and they live with therecognition of the personal preferences with individual liberty. Itis an idea that developed several centuries ago in linkage with thepersonality grown by the richness of the American money marketeconomy. The entrepreneurial system and the individualism relate withindividual freedom in the United States because of the fewlimitations and constraints met during the establishment of theAmerican media society. The notion of individualism and personalchoice is visible in the Afro-Canadian society where the peoplecurrently struggle to achieve personal freedom (Laroche, etal.,2012). The issues relate to matters such as owning a house, a car ora company. It is one of the most relevant beliefs that shape thefeatures of the U.S media today. By that comparison, one can say thatthe media promotes the values of the Afro-Canadians.

Equally,the other aspect is the media neutrality about the different regions.The American media behaves neutral and attempts not conceal the realnature of events and assists with the process of manipulation. Therelevance of neutrality is to confirm that regions are impartial andthat they are beyond social conflicts. Similarly, the control methodof the neutrality belief is to nurture the reality that no specialinterest groups dominate the majority. With that fact, there is aneutrality of the American media as opposed to any other culture orcountry in the globe. However, only political or economic bias candetermine if the media takes sides.

Moreover,the expectation that people act in a particular ways because of theirindividual situations shows in the belief of unchanged human nature.It is the other mind managing mechanism in the United States mediathat helps in the removal of the social predicaments of theAfro-Canadians. It also helps them to act and behave appropriatelyand not to blame their media on a hereditary, inherent, and thepredictable behavior of humans. For instance, the airing of violenceon the television that is immoral in the view of what people want.What the notion is the fact that people’s social behaviors are fastchanging under the impact of the apparent technological advancementsincluding the internet and other new sciences. Most importantly,major transformations in the constant human behavior are commonlyexpressed in Afro-Canadian community. The changes are an integralpart of human development in any part of the world (McGuire, 2012).

Furthermore,the perception of the absence of any element of social conflict inthe United States forms from the idea that American society lives ina harmonious and on a large scale steady equilibrium. The truth thatthe media holds is in the reporting of such plagues, and to an extentthey benefit. The Afro-Canadians therefore, as a result of Americanmedia, views conflict and violent as individualistic and natures ofhuman in the end. Moreover, the distortion and omission of socialtruth is a control instrument of the United States. It plainlyrejects the reality of any conflicts avoid presenting controversialissues that can create unrest and raise questions (Laroche, etal.,2012).

Consequently,the manipulation process through the individual choice practiced inU.S media and culture informs the Afro-Canadian perception of theirvalues and social norms concerning the American ways. The ideaoriginates from the fact that the Afro-Canadian people believe thatthe Americans choices are meaningful. Also, the U.S media managerscreate attraction to the adjacent Afro-Canadians by giving acollection of information that causes the impressions of diversecontents in cultures. The media has the power to transform the waypeople perceive life and in essence creates the diversity incultures. The features are often manipulative and make theAfro-Canadians have a new way of thinking about themselves and theentire world. Moreover, the people that gets so enclosed by the mediaend up withdrawing from their nativity of the blacks. By theproximity, there is the choice they reduce to the few sources ofmedia and adopting the Americans ways. In this way, the proximity ofthe U.S media is and informing the perception of the Afro-Canadiansof different lifestyles and to an extent changing their values.


Czitrom,D. J. (1982). Mediaand the American mind: from Morse to McLuhan.Univ of North Carolina Press.

Laroche,M., Toffoli, R., Kim, C., &amp Muller, T. E. (2012). The influenceof culture on pro-environmental knowledge, attitudes, and behavior: ACanadian perspective. Advancesin Consumer Research,23,196-202.

McGuire,W. J. (2012). The myth of massive media impact: Savagings andsalvagings. Public communication and behavior,1,173-257.