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Contemporary 5

This lesson defines culture and media culture. Culture is a society's way of life, including material objects and intangible ideas. Media culture emerges from the proliferation of mass media and the intersection of media and culture. The lesson discusses how globalization facilitates the sharing of cultural ideas and values across borders through increased contact and cultural flows. It addresses issues in media cultures like access, production, consumption, inclusion, and cultural integrity.

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Lingayo, Deseree C.
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433 views9 pages

Contemporary 5

This lesson defines culture and media culture. Culture is a society's way of life, including material objects and intangible ideas. Media culture emerges from the proliferation of mass media and the intersection of media and culture. The lesson discusses how globalization facilitates the sharing of cultural ideas and values across borders through increased contact and cultural flows. It addresses issues in media cultures like access, production, consumption, inclusion, and cultural integrity.

Uploaded by

Lingayo, Deseree C.
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Lesson 16

A WORLD OF IDEAS
GLOBAL MEDIA CULTURES

JOY D. CALLUENG-DAPEG
Lesson Objectives:
At the end of this lesson, you should be able to:
1. Define culture;
2. Define media cultures;
3. Cite examples of media cultures; and
4. Explain the dynamics between global and local cultural production.
Definition of terms
1. Culture – way of life manifested in tangible objects and intangible ideas we hold dear
2. Media cultures – culture that emerges due to the proliferation of mass media; the intersection
between media and culture.

INTRODUCTION
Could global trade have evolved without a flow of information on markets, prices, commodities,
and more? Could empires have stretched across the world without communication throughout their
borders? Could religion, music, poetry, film, fiction, cuisine, and fashion develop as they have without
the intermingling of media and culture?
- Jack Lule, “Globalization and Media: Creating the Global Village”

One of the fuels, consequences, and manifestations of globalization is the flow of culture from
one geographical area to another. Culture, in simpler terms, refer to human’s way of life- how we
present ourselves, what are the choices we make and how, how we relate with one another, how we
pursue our aspirations (Gidden, Duneier, Applebaum, & Carr, 2017).
2 types of culture:
1. Material culture - this way of life manifests in tangible objects – examples are clothes we use,
the infrastructures we build, the things we create.
2. Non-material – this shows the intangible ideas that we hold dear – examples are our beliefs, our
traditions, our practices.
• Symbols – cultures are articulated in illustrations that convey meanings.
• Language – manifested in a system of symbols that enable members of a society to
communicate with one another.
• Values – what we deem good, desirable, and important.
• Beliefs – what we deem true.
• Practices – how we do things.
• Norms – rules, roles, and expectations that we have and others have relative to our membership
in a society.
• Cultural socialization – we learn culture from our homes and our communities through direct
instruction from our parents or through observation and participation in community affairs.
• Cultural exchange - when we go out and interact with people from other groups, we experience a
different culture.
• Acculturation – they adopt a certain values and practices of the new culture.
• Accommodation – may tend to adopt the new culture only when we are in public.
• Assimilation - in a larger degree such that we begin to resemble the people in other group. The
same process tends to be experienced by the other people we come to interact with.

GLOBALIZATION AND CULTURE


In earlier lessons, we learned that globalization facilities sharing of ideas, attitudes, and values
across national borders due to increased “contact between people and their cultures”- their ideas, their
values, their ways of life – as observed in the globalization of lifestyles, knowledge, and technologies.
Cultural flows is a term often used to refer to this dynamic of culture in the age of globalization.
Global cultural flows can be viewed in different ways. One way to look at it is to recognize that
cultures are inherently and strongly unique from one another and are not significantly affected by input
from other cultures in the process of globalization (cultural differentialism). This view suggests that
there are barriers which shield cultures from being penetrated by external inputs. An example would be
religious convictions and ideologies shared by members of a particular society.
Another view is to look at global flows as a creative process which yields combinations of global
and local cultures when external inputs interact with internal inputs (cultural hybridization).
Appadurai’s concept of scapes hints that global flows bring forth unique cultural realities everywhere.
These global flows are:
1. Ethnoscapes – movement of people.
2. Technoscapes – fluid and interlinked global technology.
3. Financescapes – movement of huge amount of money across nation-states.
4. Mediascapes – fast production and transfer of information.
5. Ideoscapes – movement of political images.
Instead of clashing and conflicting, cultures, amidst these global flows, integrate or
interpenetrate one another, give birth to a hybridized form that is unique from both its global and
local origins- a process referred to as glocalization.
* Cultural convergence – making cultures across nation states a little more similar and
homogenous.
* Isomorphic – leading to a more uniform culture.
* Cultural imperialism – when cultures consciously impose themselves on other cultures.
* Deterritorialization – when a culture is not anymore tied to the restrictions of the geographical
space where it originates.
Media Culture
Lule (2014) contended that unlike globalization which is quite complex to define, media is quite
straightforward – “ a means of conveying something”, a channel of communication.” Likewise, he
articulated that the intersection between globalization and media can be captured in five distinct eras:
a. Oral communication
b. Script
c. Printing press
d. Electronic media - media that uses electricity, including television, radio, the Internet, fax,
CD-ROMs, DVDS and online video streaming. It includes any medium that uses the digital or
electronic encoding of information.
e. Digital media – examples are software, digital images, digital video, video games, web pages and
websites, social media, digital data and databases, digital audio such as MP3, electronic
documents and electronic books
Issues in Media Cultures
In the age of globalization, there are a few issues to address: access, production, and consumption,
inclusion and participation, and cultural integrity.
1. In the aspects of access, we may ask: Who has access to media? Is it something that everyone who
needs it can get hold of? Or are they only a few groups of farmers in far-flung areas need to receive
news about updates in agriculture, do they have the opportunity to get hold of this information? If they
access, what is the quality of access they have – can they access it easily or do they encounter
difficulties that others typically do not? And, if they do not have access, what is the state doing to level
off this concern on access and what is their power to change the situation.
2. In the aspects of Production and consumption, we may ask: What media contents are made available
for consumption? Who decides what to produce and not to produce? What are the intentions for
producing such contents? What cultures are being conveyed in the media content? Who controls what to
convey and how? As Servaes and Lie (2003) said, identity and consumption of media are interlinked – “
you are what you consume”.
3. In the aspects of Inclusion and participation, we may ask: How are people represented in media? Are
these portrayals empowering or diminutive? Does the media culture promote a culture of dignity? Does
the media culture put forward equity and human rights? How does the media culture represent women,
people with exceptionalities, LGBTQ+, and other vulnerable and oppressed sectors?
4. In the aspects of cultural integrity, we may ask: How does the media culture shape the inherent culture
in the local sphere? How is culture framed in media? In the processes of cultural hybridization,
construed, are cultural products a-culturised ( without any substance associated with any culture),
deculturalised ( made to be appealing to global audiences by removing culture-specific elements), or
reculturalised (given another cultural touch).
SUMMARY:
In this lesson, we discussed basic principles and concepts about culture and media culture. We
described how culture is shaped by mass media and talked about the issues revolving around this
dynamic and exciting process. We also engaged in reflection as to how this interaction between
culture and media influences and is influenced by the various spheres of globalization- political,
economic, and cultural - culminating with introspection on how we, as citizens of our country and of
the world, experience these processes.

----------------------------------------------------------ACTIVITY-------------------------------------------------------------
1. Go around your house or surroundings and look for objects which you think are representative of
your family’s and your community’s culture. Take photos of these objects and paste it in your answer
sheet or draw this objects. Explain how each object is representative of your culture.
2. What are the television shows or series you watch? Reflect on what are your personal reasons for
watching these shows. What deeper needs are satisfied when you watch these shows? What
information do you gain and what messages about life do you receive? Do you think these messages
are helpful to you as a growing person? Are these shows something that you will recommend to
others, or if you will have children, will you let your children watch these shows? Explain your
answers.

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