GLOBAL CULTURE

AND MEDIA
Group 2
 ESENTATION OUTLIN
PR E
BACKGROUND OF THE STUDY
DEFINITION OF TERMS AND OBJECTIVES OF THE STUDY
CHARACTERISTICS/CRITERIA
ROLES
CHALLENGES
COMPONENTS/COMPOSITION
CONCEPT MAP/FRAMEWORK
REFERENCES
BACKGROUND OF THE STUDY
Globalization is seen as the intermixing of people, cultures and
technologies. Modern cultural globalization is a new phenomenon.
Global culture is culture which transcendence national borders and
exists in many different places around the world. Global culture can
be in many things: sports, TV, cinema, art, music, business, science,
tourism, fashion and even a hamburger can be global culture.

On the other hand, media enable us to connect with different people

globally. The development of media has greatly influenced the
globalization of culture and produced cultural products around the
globe. But, it has also a negative impacts for global integration;
harming global culture, global interrelationships and society as a
whole. However, it is still considered as a cultural product and a
driver for globalization.
DEFINITION OF TERMS
Culture - is an umbrella term which encompasses the social behavior, institutions, and norms found in
human societies, as well as the knowledge, beliefs, arts, laws, customs, capabilities, and habits of the
individuals in these groups.
Media - refers to various means of communication. For example, television, radio, and the newspaper are
different types of media.
Global media - is the mass communication on a global level, allowing people across the world to share and
access the same information. It is indeed that technologies made people's lives easier all over the globe.
Global culture - is a set of shared experiences, norms, symbols and ideas that unite people at the global
level.
Cultural Imperialism - the imposition by one usually politically or economically dominant community of
various aspects of its own culture onto another non-dominant community.
Media Imperialism - A theory based upon an over- concentration of mass media from larger nations as a
significant variable in negatively affecting smaller nations.
Malignant - evil in nature, influence, or effect : injurious. passionately and relentlessly malevolent :
aggressively malicious.
Globalization - the process by which businesses or other organizations develop international influence or
start operating on an international scale.
OBJECTIVES OF THE STUDY
This study aims to explain how culture and media affects the life of every
individual in different countries and promote cultural differences in a
manner way. This research focuses on the practical and theoretical issues
arising from cross-cultural and media encounters around the world.
Lastly, this study provide some ways on how to effectively use the media
to avoid danger and any possible harmful consequences.
CHARACTERISTICS/CRITERIA
Characteristics of Culture
Ø Improved diversity, equity and inclusion (DEI).
Ø Improved retention of employees from underrepresented
demographics.
Ø Greater enthusiasm for innovation and technological improvements.
Ø Greater investment in personal education and upskilling.
Ø Better collaboration and teamwork.
Ø Increased involvement in local community.
TYPE OF MEDIA CHARACTERISTICS (REACH, AUDIENCE, ACCESSIBILITY)

Influential people, such as politicians and policymakers, will

Print media
often turn to print media for their news Intended for the
newspapers and magazines general public.

Available to a broad audience. Suitable if you want to

communicate local information. Has an entertainment function
Radio
but is also a venue for serious discussions. Strong ability for
interaction with call-in shows.

May be a medium for serious news or for entertainment,

depending on the outlet; some talk shows and news broadcasts
Television
are intended to entertain rather than to inform Not as
accessible as radio. Requires strong visuals to be effective.

Internet
Limited accessibility in developing countries Can quickly
online media,
disseminate (accurate or inaccurate) information globally
blogs, and social media
 ROLES
In the new era of globalization, people become much more concerned about the uniqueness and
particularity of their own culture. Cultural identity provides the global significance of local
knowledge and the sense of self, community and nation. It helps to identify with others who have
the same traditions and basic belief system. Legislatures, media executives, local school officials,
and sociologists have all debated this controversial question. While opinions vary as to the extent
and type of influence the mass media wields, all sides agree that mass media is a permanent part of
modern culture.

Three main sociological perspectives on the role of media exist. First, limited-effects theory which
argues that because people generally choose what to watch or read based on what they already
believed, media exerts a negligible influence. Second, class-dominant theory which argues that the
media reflects and projects the view of a minority elite, which controls it. Lastly, culturalist theory,
sees audiences as playing an active rather than passive role in relation to mass media.
 CULTURAL CHALLENGES TOWARDS GLOBALIZATION

Cultural Imperialism Strong Collectivism

- The process and practice of promoting one -Depend more on groups or institutions to
culture over another. Often this occurs determine what they should do.
during colonization, where one nation Work Group Characteristics
overpowers another country, typically one - View people differently as “in-group” and
that is economically disadvantaged and/or “out-group”.
militarily weaker. Demise of our Traditional Festivals
Transmission of Communicable - It limits our cultural innovation. Due to
Diseases globalization, we tend to practice more
- As part of being a globalized country, we the culture of other nations than to foster
tend to try some cultures of different nations. our own culture.
Such as, eating exotic foods that sometimes
leads to a wide-spread of malignant disease.
MEDIA CHALLENGES TOWARDS GLOBALIZATION

False Information Sense of Individualism

- The media include a risk of inaccurate reporting - People spend too much time on the internet
and a loss of privacy. Sometimes, in a rush to be and watching television. As a result, socialization
the first to break a story, the media puts out with friends, family and neighbors is affected.
incorrect or inaccurate information. Health Problems
Cyber bullying - Prolonged watching in technological devices
- It increased the graph of cyber bullying and can lead to eyesight problems and radio listening
fraudulent activities. using earphones exposes one to possible hearing
Media Imperialsim defects.
-In which the national identity of smaller nations is It can ruin a reputation
lessened or lost due to media homogeneity - It is possible for one to create an anonymous
inherent in mass media from the larger countries. account. Such accounts can be used to for
malicious reasons such as spreading rumors.
 COMPONENTS/COMPOSITION
Culture was defined earlier as the symbols, language, beliefs, values, and artifacts
that are part of any society. As this definition suggests, there are two basic
components of culture: ideas and symbols on the one hand and artifacts (material
objects) on the other. The first type, called non-material culture also known as
symbolic culture, includes the values, beliefs, symbols, and language that define a
society. The second type, called material culture, includes all the society’s
physical objects, such as its tools and technology, clothing, eating utensils, and
means of transportation. These elements of culture are discussed next:
Components of Culture
Symbols
Every culture is filled with symbols, or things that stand for something else and that often evoke various
reactions and emotions. Some symbols are actually types of nonverbal communication, while other
symbols are in fact material objects. As the symbolic interactionist perspective discussed in Chapter 1
“Sociology and the Sociological Perspective” (Links to an external site.) emphasizes, shared symbols
make social interaction possible.
Language
Perhaps our most important set of symbols is language. In English, the word chair means something we
sit on. In Spanish, the word ”silla” means the same thing. As long as we agree how to interpret these
words, a shared language and thus society are possible. By the same token, differences in languages can
make it quite difficult to communicate.
Norms
Cultures differ widely in their norms, or standards and expectations for behaving. We already saw that
the nature of drunken behavior depends on society’s expectations of how people should behave when
drunk. Norms of drunken behavior influence how we behave when we drink too much.
Rituals
Different cultures also have different rituals, or established procedures and
ceremonies that often mark
transitions in the life course. As such, rituals both reflect and transmit a
culture’s norms and other elements from one generation to the next. In many
societies, rituals help signify one’s gender identity.
Values
Another important element of culture and involve judgments of what is good
or bad and
desirable or undesirable. A culture’s values shape its norms. In Japan, for
example, a central value is group harmony.
The Work Ethic
Another important value in the American culture is the work ethic. By the
19th century, Americans had come to view hard work not just as something
that had to be done but as something that was morally good to do (Gini,
2000). The commitment to the work ethic remains strong today: in the 2008
General Social Survey, 72% of respondents said they would continue to
work even if they got enough money to live as comfortably as they would
like for the rest of their lives.
Artifacts
The last element of culture is the artifacts, or material objects, that constitute
a society’s material culture. In the most simple societies, artifacts are largely
limited to a few tools, the huts people live in, and the clothing they wear.
One of the most important inventions in the evolution of society was the
wheel.
DIFFERENT TYPES OF MEDIA
1. Mass Media or Traditional Media - is communication—whether
written, broadcast, or spoken—that reaches a large audience. This includes
television, radio, advertising, movies, the Internet, newspapers, magazines,
and so forth.
Mass Media Classification
Print Media
Newspapers - it is a major source of information for a large number of
readers.
Magazines - a specialized advertising media that serves educational,
informational, entertainment and other specialized needs for consumers,
businesses and industries.
Broadcast Media
Television - a principal source of information and entertainment for people
expose to mass media.
Radio - a premier mass medium for users and advertisers.
Outdoor Media - usually used as supportive medium by advertisers.
1. Social Media or New Media - it is an internet-based form of communication. Social media
platforms allow users to have conversations, share information and create web content.

Social Media Classification

Social Networking Sites - a platform where people manage their social circles and interact
with each other. The most popular examples of this category are Facebook and LinkedIn.
Blogging - a platform in which discussion revolves around one topic and this is getting
very popular lately. For better understanding this is further subdivided into two classes:
Blogging an online initiative where different persons exchange their comments on in-depth
article individually and Micro-blogging a broadcasting medium having small blogs and
idea is that in minimum words how you can convey complete expression.
Media - where people exchange photos, videos and audios. It is also classified further into
following four classes: video-sharing, audio-sharing, photo-sharing and podcast.
CONCEPT MAP/FRAMEWORK
 The Editors of Encyclopedia Britannica
Intercultural Communication Studies XVI : 1 2007
U.S Library of Congress (Links to an external site.) 
The Elements of Culture – Introduction to Sociology: Understanding
and Changing the Social World (howardcc.edu)
3.2 The Elements of Culture – Sociology (umn.edu)
Courtroom | Courtroom in the old historic courthouse Sarasot… | Flickr

REFERENCES (PDF) CHALLENGES OF MEDIA GLOBALIZATION FOR

DEVELOPING COUNTRIES (researchgate.net)
Global Culture AND Media - Rivera, Gio Treb V. BSMT 2B Media: A
driver for globalization or not? - StuDocu
Classification of Social Media! – What Is Digital Marketing ?
(wordpress.com)
Media's Role in the Globalization Process - 645 Words | Bartleby
Global media Research Papers - Academia.edu
Global Cultural Studies | Global Studies (wustl.edu)
Globalization of Culture (globalpolicy.org)
Thank you for listening.
Presentation by Group 2

Jeric Moreno Shanean Rose Villa

Cliff Ford Piando Jerico Jimenez