Canadian Studies · Grade 9 · Global Connections · Term 3

Cultural Globalization & CanCon

Examining the influence of American media on Canadian culture and the role of 'CanCon' policies in protecting Canadian content.

About This Topic

Cultural Globalization & CanCon examines how American media influences Canadian identity and the protective role of CanCon policies. Students analyze U.S. dominance in film, music, and television, which often overshadows local content on platforms like radio and streaming services. CanCon rules, enforced by the CRTC, mandate that broadcasters devote significant airtime to Canadian artists, fostering homegrown production. This topic addresses key questions: the degree to which Canadian culture risks being absorbed by American imports, the justification for government subsidies to musicians and filmmakers, and how digital platforms like Spotify and YouTube reshape cultural consumption and creation.

Aligned with Ontario Grade 9 Canadian Studies in the Global Connections unit, it builds media literacy, critical analysis, and civic engagement. Students evaluate cultural sovereignty, weighing economic support against free market principles, and explore internet-driven shifts that bypass traditional regulations. These discussions develop argumentation skills essential for informed citizenship.

Active learning benefits this topic greatly because students engage directly with media they consume daily. Debates on policy effectiveness, personal content audits, and collaborative projects like curating CanCon playlists make concepts relevant and foster ownership of cultural narratives.

Key Questions

1. Analyze the extent to which Canadian culture is influenced or 'swallowed' by American media.
2. Justify the government's role in subsidizing Canadian artists, musicians, and filmmakers through 'CanCon' policies.
3. Explain how the internet and digital platforms have altered the consumption and production of culture in Canada.

Learning Objectives

• Analyze the extent to which Canadian cultural identity is shaped by American media imports.
• Evaluate the effectiveness of Canadian content (CanCon) regulations in supporting Canadian artists and industries.
• Compare the consumption of Canadian versus American media across different digital platforms.
• Justify the role of government policy in preserving cultural distinctiveness.
• Explain how the internet has impacted the production and distribution of Canadian cultural products.

Before You Start

Introduction to Canadian Identity

Why: Students need a foundational understanding of what constitutes Canadian identity before analyzing external influences on it.

Media Literacy Basics

Why: Understanding basic media concepts like source, audience, and message is crucial for analyzing media influence.

Key Vocabulary

Cultural Globalization	The process by which cultures become increasingly interconnected and influenced by each other, often through the spread of media and products across national borders.
Canadian Content (CanCon)	Regulations established by the Canadian Radio-television and Telecommunications Commission (CRTC) that require broadcasters to air a minimum percentage of Canadian-made music, television programs, and films.
Cultural Sovereignty	The ability of a nation to control its own cultural expression and production, free from undue influence or dominance by foreign cultures.
Cultural Hegemony	The dominance of one cultural group over others, often leading to the adoption of the dominant group's values, beliefs, and practices by subordinate groups.
CRTC	The Canadian Radio-television and Telecommunications Commission, an independent agency that regulates broadcasting and telecommunications in Canada, including the enforcement of CanCon rules.

Watch Out for These Misconceptions

Common Misconception

CanCon policies censor content and limit choice.

What to Teach Instead

CanCon sets quotas for Canadian material without banning foreign works, promoting diversity. Active role-plays as stakeholders reveal balances between protection and access, helping students see subsidies as investments in cultural infrastructure.

Common Misconception

The internet makes CanCon irrelevant since everyone accesses global content.

What to Teach Instead

Digital platforms amplify U.S. dominance but also enable Canadian creators via algorithms and niches. Student-led audits of streaming habits expose these dynamics, clarifying how policies adapt to new media.

Common Misconception

American media has no positive influence on Canadian culture.

What to Teach Instead

Cross-pollination enriches tastes, but unchecked dominance erodes local voices. Debates encourage nuanced views, with evidence from hybrid successes like Canadian artists on U.S. charts.

Active Learning Ideas

Debate Stations: CanCon Pros and Cons

Divide class into stations representing stakeholders: artists, broadcasters, audiences, government. Each group prepares 3 arguments with evidence from current examples. Rotate stations to rebut and refine positions, then vote on policy changes.

50 min·Small Groups

Media Audit Gallery Walk

Students track one week's personal media consumption, noting Canadian vs. American content. Create posters with data visuals and reflections. Class walks the gallery, adding sticky-note feedback and patterns.

40 min·Individual

CanCon Creation Challenge

Pairs produce a 2-minute video or playlist justifying CanCon value, featuring underrepresented Canadian works. Share via class Padlet for peer upvotes and discussion on digital viability.

60 min·Pairs

Policy Simulation Role-Play

Assign roles: CRTC regulator, U.S. media exec, Canadian artist. Simulate a hearing on updating CanCon for streaming. Groups present positions, deliberate, and draft recommendations.

45 min·Small Groups

Real-World Connections

• Canadian musicians like Drake and The Weeknd, while internationally successful, operate within a domestic music industry shaped by CanCon quotas that ensure Canadian songs receive radio play.
• The National Film Board of Canada (NFB) produces documentaries and animated films that are supported by government funding, aiming to tell Canadian stories and compete with the output of Hollywood studios.
• Streaming services such as Crave and CBC Gem offer curated selections of Canadian television shows and films, alongside international content, reflecting the ongoing negotiation between global and local media consumption.

Assessment Ideas

Discussion Prompt

Facilitate a class debate using the prompt: 'Resolved: Canadian content regulations are an unnecessary barrier to free market principles and limit consumer choice.' Ask students to present arguments for both sides, citing specific examples of Canadian and American media.

Quick Check

Present students with a list of 10 popular songs or TV shows. Ask them to identify which are Canadian and which are American, and then write one sentence explaining how they determined their answer, referencing CanCon or cultural influence.

Exit Ticket

Ask students to write a short paragraph explaining one way the internet has changed how they discover or consume Canadian music or film, and one potential challenge this presents for CanCon policies.

Frequently Asked Questions

What are CanCon policies and why do they exist?

CanCon rules require Canadian radio stations to play at least 35% Canadian music and TV to feature Canadian content, administered by the CRTC. They counter U.S. media dominance, ensuring Canadians hear and see their stories. Subsidies support production, preserving identity amid globalization; without them, local artists struggle against better-funded imports.

How has the internet changed CanCon enforcement?

Streaming services like Netflix bypass traditional broadcast quotas, prompting CRTC proposals for online contributions. Platforms favor popular algorithms, often U.S.-heavy, but enable direct artist-fan connections. Students analyze this shift to understand evolving cultural policy needs in Canada.

How can active learning engage students in Cultural Globalization & CanCon?

Activities like media audits and policy debates connect abstract ideas to students' habits, sparking investment. Creating CanCon content builds skills and empathy for artists, while gallery walks reveal class patterns. These hands-on methods turn passive learners into advocates, making global issues feel local and urgent.

Should the government subsidize Canadian artists through CanCon?

Subsidies justify as cultural investments, yielding economic returns via tourism and exports, like The Weeknd's global success. Critics argue market forces suffice, but data shows without support, U.S. content swamps airwaves. Student justifications weigh identity preservation against taxpayer costs effectively.