Scribd
Upload
570 views9 pages

Lesson 8 Media and Globalization

Globalization relies on media as its main channel for spreading global culture and ideas. Different types of media, from television to social media, both spread ideas globally but can also segment audiences into "cyber ghettos" or bubbles. While early concerns focused on cultural imperialism through Americanization, researchers now argue that globalization allows the strengthening of regional cultures as people engage with media in local ways. New media technologies constantly change how ideas and culture spread globally, with both benefits and unintended consequences.

Uploaded by

ChadAclanParas
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
570 views9 pages

Lesson 8 Media and Globalization

Globalization relies on media as its main channel for spreading global culture and ideas. Different types of media, from television to social media, both spread ideas globally but can also segment audiences into "cyber ghettos" or bubbles. While early concerns focused on cultural imperialism through Americanization, researchers now argue that globalization allows the strengthening of regional cultures as people engage with media in local ways. New media technologies constantly change how ideas and culture spread globally, with both benefits and unintended consequences.

Uploaded by

ChadAclanParas
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 9

MEDIA AND

GLOBALIZATION
Media and Globalization

■ Globalization also involves the spread of ideas.


■ People who travel the globe teaching and preaching their beliefs play
a major role in the spread of culture and ideas.
■ But, today, television programs, social media groups, books, movies,
magazines, and the like have made it easier for advocates to reach
larger audiences.
■ Globalization relies on media as its main channel for the spread of
global culture and ideas.
Media and Globalization

■ Media and Its Functions


– Media (plural of medium)
■ A means of conveying something, such as a channel of
communication (Lule, n.d.).
■ The technologies of mass communication.
– Print media include books, magazines, and newspapers
– Broadcast media include radio, film, and television.
– Digital media cover the internet (e-mail, internet sites,
social media and internet-based video and audio) and
mobile mass communication.
Media and Globalization

■ Media and Its Functions


– The medium is the message (McLuhan, n.d.)

– Pros and cons?


– Different media simultaneously extend and amputate human
senses.
– New media may expand the reach of communication, but they
also dull the user’s communicative capacities. Ex: medium of
writing.
Media and Globalization

■ The Global Village and Cultural Imperialism


– The television was turning the world into a “global village.”
■ Challenges of a global media culture
– Global media had a tendency to homogenize culture.
– As global media spread, people from all over the world would begin to
watch, listen to, and read the same things.
– Commentators believed that media globalization coupled with American
domination would create a form of cultural imperialism.
– Not only the world is becoming Americanized, but that this process also
led to the spread of “American” capitalist values like consumerism.
– Cultural globalization is simply a euphemism for “Western cultural
imperialism” since it promotes “homogenized, Westernized, consumer
culture.”
Media and Globalization

■ Critiques of Cultural Imperialism


– Rather than simply receiving American culture in a “passive and
resigned way,” viewers also put “a lot of emotional energy” into
the process and they experienced pleasure based on how the
program resonated with them.
– Cultural imperialism has been belied by the renewed strength o
regional trends in the globalization process.
– Given these patterns, it is no longer acceptable to insist that
globalization is a unidirectional process of foreign cultures
overwhelming local ones.
Media and Globalization

■ Social media and the Creation of Cyber Ghettoes


– Social media have both beneficial and negative effects.
– Beneficial:
■ Democratized access: Anyone with an internet connection or a smart
phone can use FB and Twitter for free.
■ Have enabled users to be consumers and producers of information
simultaneously.
– Negative effects:
■ Emergence of “splinternet” and the phenomenon of “cyberbalkanization”
to refer to various bubbles people place themselves in when they are
online.
■ It can be exploited by politicians with less than democratic force likewise
make it a cheap tool of government propaganda.
Media and Globalization

■ Social media and the Creation of Cyber Ghettoes


– As the preceding cases show, fake information can spread easily on social
media since they have few content filters.
– Global online propaganda will be the biggest threat to face as the globalization
of media deepens.
– As consumers of media, users must remain vigilant and learn how to
distinguish fact from falsehood in a global media landscape that allows
politicians to peddle what President Donald Trump’s senior advisers now call
“alternative facts.”
– Though people must remain critical of mainstream media and traditional
journalism that may also operate based on vested interest, we must also insist
that some sources are ore credible that others.
Media and Globalization

■ Conclusion:
– Different media have diverse effects on globalization process
– It seemed that global television was creating a global
monoculture.
– Now, it seems more likely that social media will splinter cultures
and ideas into bubbles of people who do not interact.
– Societies can never be completely prepared for the rapid changes
in the systems of communication.
– Every technological change creates multiple unintended
consequences.

You might also like