History and media scientist opinions on “Global Village”

 Marshal McLuhan {1960} was the prophet of media and he predicted the process of
globalisation as the product of society being increasingly mediated.
 Yet Robertson (1994) described globalisation to be the compression of the world and the
intensification of the consciousness of the world as a whole.
 Waters (1995) said “In a globalised world there will be a single society and culture occupying
the planet... it will be a society with no borders and spatial boundaries. We can define
globalisation as a social process in which the constraints of geography on social and cultural
arrangements recede and in which people become increasingly aware that they are
receding.
 Waters 1995 in favour of globalisation: single society single culture one world concept.
 Moores 2005 was against globalisation. In reference to him the idea of specific place, the
local, is not marginalised by globalisation but is instead made ‘instantaneously pluralised’.
 His point of view was that local and global media works together and that they both work in
correspondence therefore not overlapping each other’s importance
 Bauman 1998 was against globalisation and according to him”globalisation divides as much
as it unites. It divides as it unites- the causes of division being identical with those which
promote the uniformity of the globe. What means globalisation for some means localisation
for others; signalling a new freedom to some, upon many others it descends as an uninvited
and cruel fate. He was relating to the strategy of winners and losers. Winners being referred
to the people who have access to media whereas those who don’t are referred to as losers.
 Lulls 2006 was not exactly anti globalisation yet he said that “Although the new electronic
networks have partially replaced the relatively stable and enduring traditional communities
with which we are accustomed, they also facilitate countless highly specialised social and
cultural connections that otherwise would not take place. Millions of people all over the
world are taking advantage. As technological and cultural landscapes evolve the sense of
belonging and community does not disappear, it changes shape.
 Media has become a debatable issue due to the accessibility of broadband to the general
public.
 Google is accessible in a restricted version in China for their cultural/historical and social
preservation.
 Broadband internet is a global network for the distribution, consumption, critique and
remixing of media products.
 Corporations like Disney and BBC reach out to the wider audiences through the internet for
their promotion.
 We media is the media created by people who have no authenticated certificate or
agreement to publish or broadcast media. For example on YouTube. This information is
random and much harder to analyse.
 Irvin 2006 was anti globalisation and according to him “at the extreme, modern media
simply dissolve time, distance, place and local culture that once divided the globe. Perhaps
the best examples are computer games and pop videos. Routinely their content blurs
boundaries of history and geography in a mix that denies the specificities of actual locations
and particular chronological period. In effect we are putting all our eggs in one basket.
  A “digital divide” has been created due to the fact that not even the 50% of the world has
been given access to the broadband internet which precisely divides the two classes of the
privileged and the under privileged. Hence stating in itself the disadvantage of this “global
village”
 The relation of media locally and globally in accordance to culture: there is always a
resistance and rigidness shown to the trend/concept that the huge manipulating
corporations have distributed their media products through the media.
 Global access is limited in many parts of the world due to political, social, commercial,
economical and cultural bounds.

Global Television and HYBRID programming:

 Hartley 2007 was in favour of globalisation and said that “globalisation is as old as the media
themselves”
 The pros and cons of television are:
1. Pros: cheaper hardware. The television is not difficult to buy whereas visiting the
different parts of the world is.
2. Ability to consume TV from anywhere. As the access is easily available.
3. Comparison between cultures and adaptation of positive points from different
cultures.
 The pros are both economic and cultural
4. Cons: deterioration of national or local culture.
5. American agenda is absorbed and assumed conveniently.
6. Market forces funding
 The cons have a more severe outcome as American lifestyle has become the norm around
the world which is naturally enforcing itself on different nations in terms of culture, social
and ethical trends and political/religious agenda which are a means of contemplation of
farfetched operations through their influence.
 Although the options have increased yet we should consider if we are fed with vast
information or with the same information in vast methods and techniques. This is known as
narrowcasting.
 Narrowcasting is the subdivision of a large group according to their taste and then they
program according to them e.g. zoom TV.
 The working together of global and local media leads us to this example of “hybrid
programming”
 Hybrid Programming is one which sold across cultural and national boundaries, with changes
made to the original format e.g. language to accommodate local cultural differences, either
to avoid offence or to attract more viewers.
 E.g. ”who wants to be a millionaire” in