Last Words

One key theme or idea that we discussed this term is that of Canadian identity-or lack thereof. Canada seems to be in this constant struggle to differentiate itself from the U.S. and attempts to create meaning through popular culture. However, much of the Canadian popular culture is arguably a replica of the American popular culture. Therefore, Canada struggles to stand out and create an individual identity but ends up stereotyping itself in the process. Perhaps this is why Canada is usually associated with the wilderness and nature or "the great outdoors"; why its known for hockey, beer and snow; why symbols of Canada are beavers, moose, geese, and Native images. These are the most used images and symbols of Canada-we have yet to achieve any others that would be less stereotypical. Another aspect of Canada is that we do no have large culture industries-as in film, television and music. We are associated with producing documentaries and having mainly indie record labels. Most everything we do is under the U.S. Essentially, our cultural products and texts are viewed as being lesser than that of America’s-lesser in quality, worth, and originality. Our lack of identity can be attributed to our proximity to the U.S. as well as the fact that the States are culturally aggressive. Canada’s continuous fight for distinction had become so prevalent that it is perhaps a defining characteristic itself.

Another key theme that was discussed in the course is that of the relationship between the media and the audience. The media has profound affects on viewers. There are several theories that attempt to explain just how people respond to the media as well as how the media functions and what its aims are. For example, the Magic Bullet theory or Hypodermic-needle theory argues that the media are so powerful that they inject their messages into the audience. There is also the Agenda Setting theory that states that the media sets the agenda for topics of discussion-that it doesn’t necessarily tell us what to think so much as what to think about. There is the Cultivation Effect-the notion that people begin to perceive their own reality based on what they see in the media. And there is Reception Analysis, which analyzes how people make meaning out of messages in the media. The theory argues that people make meaning out of messages based on current social and cultural circumstances as well as on their own personal experiences towards those circumstances. Furthermore, the concepts of hegemony and ideologies use the media as their way to carry their messages and maintain dominance in society or culture at large. The relationship between the media and the audience is important to understanding society and culture as a whole. Since the media can have such large effects and influence on us, it is important to understand exactly what is taking place and why, especially if we want to defy it. It is important in identifying what hidden messages are implied in the media and at work to influence our ways of thinking, viewing the world and to maintain the dominance of those in power.

Overall Canadian pop culture indeed seems to be a reflection of American popular culture, and while I understand the desire to establish our own identity, I don’t think it’s that big a deal if we have music, television, movies, books, magazines etc from other countries. Though it is a pain flipping through a magazine that only features clothing or products available in the U.S., or constantly hearing about places in other countries that contribute to our imagined view of them, or knowing that our industries are not as large as America’s, it’s not a bad thing, in my opinion, to like or even prefer other nations cultural products. It shows how accepting we are of difference, how we admire their work. After all, imitation is the sincerest form of flattery. And who’s to say that other countries don’t prefer or like our culture, even if it is a mini-America? It certainly says something about us when we hear people say how much they love Canada and the way people are here. We’re known for being polite, friendly and welcoming individuals. That seems like a good enough identity to me.