Global Media Cultures

Lesson Objectives  refers to human’s way of

life -- how we present
At the end of this lessons, you
ourselves, what are the
should be able to:
choices we make and
1. Define culture;
how we relate with one
2. Define media cultures;
another, how we pursue
3. Cite examples of media
our aspiration. (Giddens
cultures; and
et al., 2017)
4. Explain the dynamics
between global and local
cultural production. Material - this way of
life manifests in tangible objects
-- eg. The clothes we use, the
Definition of infrastructures we build, the
things we create.
Terms
Non-material - this
 Culture - way of life also shows in intangible ideas
manifested in tangible that we hold dear-- eg., our
objects and intangible ideas beliefs, our traditions, our
we hold dear. practices.
 Media Cultures - culture
that emerges due to the Cultures are articulated in;
proliferation of mass media;
the intersections between
media and culture.
 Symbols -
illustrations that convey
meanings.
Could Global trade have evolved
without the flow of information  Language - system
on markets, prices, of symbols that enable
commodities, and more? Could members of a society to
empires have stretched across communicate with one
the world without another.
communication throughout their
borders? Could religion, music  Values - what we
poetry, film, fiction, cuisine, and deem good, desirable,
fashion develop as they have and important.
without the intermingling of
media and cultures?
 Beliefs - what we
deem true
-Jack Lule, “Globalization  Practices - how we
and Media: Creating the Global do things
Village”
 Norms - rules, roles,
and expectations that we
Culture have and others have
 relative to out members in the age of
in a society. globalization (Ritzer &
Dean, 2015)
Cultural Global cultural flows can be
Socialization viewed in different ways (Ritzer
 learning culture from our & Dean, 2015)
homes and our
communicaties through 1. Cultural
direct instruction from
our parents or through Differentialism
observations and - this view suggests that
participations in there are barriers which
communicaty affairs. shield cultures from
being penetrated by
Cultural Exchange external inputs.
 when we go out and 2. Cultural
interact
other
people
groups,
from
we
Hybridization -
experience a different creative process which
cultures. yields combinations of
global and local
creatures when external
Acculturation inputs interact with
 adopting certain values internal inputs.
and practices of the new
culture. Apparudai’s (1996) concept
of scapes hint that global
 Accommodatio flowsvbring forth unique cultural
realities everywhere (Ritzer &
n - we may tend to Dean, 2015) these global flows
adopt the new culture are:
only when we are in
public.  Ethnoscapes - movement
of the people
 Assimilation - we  Technoscapes - fluid and
begin to resemble the interlinked global
people in the other technology
group.  Financescapes -
movement of huge
amount of money across
Globalization and nation-states
 Mediascapes - fast
Culture productions and transfer
of information
Cultural Flows  Ideoscapes - movement
of political images
 is a term used to refer to
this dynamics of culture
Instead of clashing and quite complex to define media
conflicting, cultures, amidst is quite straightforward--”a
these global flows, integrate or means of conveying
interpenetrate one another. something”, “a channel of
communication.”
Globalization Five distinct areas:
 gave birth to a
hybridized form that is
unique from both its  Oral
global and local origins. communication
 Script
Cultural  Printing press
Convergence  Electronic media
 making cultures across  Digital media
nation states a little
more similar and Media is instrumental and
homogenous. supportive of various domains
of globalization:
Isomorphic
 uniform culture  Economic
(Tomlison, 2012, as cited  Political
by Ritzer & Dean, 2015).  Cultural
This is linked with the
concept of Cultural Nick Stevenson (2002), in his
Assimilation. book Understanding Media
Cultures: Social Theory and
Related concepts in the process Mass Communication, shared
of cutural convergence is what why he chose to use the term
Tomlison reffered to as: "media cultures."

 Cultural Imperialism -  First, he noted that "much of

when cultures the modern culture is
consciously impose transmitted by the media of
themseves on other mass communication,"
cultures. establishing an inextricable
 Deterritorialization - link between the two.
when a culture is not  Secondly, theories and
anymore tied to the perspectives on media can
restrictions of the only be understood deeply
geographical space when by looking at the larger
it originates. cultural context theorized on
and lived on by the
Media Cultures 
theorists.
Thirdly, there are "histories
of intellectual exchanges”
Lule (2014) - contented that
that need to be attended to
unlike globalization which is
 for a full grasp of the link Internet usage
between culture and media. is 3 hours and
28 minutes)
Media and the (Gonzales,
2019).
Filipinos
Issues in Media
2016 study it was found Cultures
that while
there was a In the age of globalization, there
decline in are a few issues to address:
consumption of
newspapers,  access,
approximately  Production &
96 percent of consumption,
Filipinos watch  inclusion &
television, participation, and
devoting  cultural integrity.
almost four
hours in
watching their
favorite shows
(Arcangel,
2017)

2019 study it was revealed

that Filipinos
are the world's
top user of
social media,
spending a
little more than
10 hours
online daily
(the world's
average online
use is 6 hours
and 42
minutes) as
well as of
Internet use in
front of a
computer,
spending a
little more than
five hours daily
(the world's
average