EN
In the contemporary world the meaning of cultural imperialism, often described as media imperialism, undergoes transformation. Nowadays, imposing patterns, standards, values or the cultural identity gradually ceases to be the domain of the West. Art sensu stricte still plays an important role here – in both passive and active way it determines the meaning of the Western culture. As a result of globalisation and the consumer-led market, art is used as an important element of cultural domination. Large media enterprises are still connected to the West, although this gradually ceases to be a stable and unchanging element. Participation of art in the process of cultural imperialism may be observed most easily in tourist activity, the number of visitors in museums, the scale of trade in works of art and the art’s presence in advertising.