MEDIA AND

MEDIA
MEDIA AND
AND
GLOBALIZATION
GLOBALIZATION
GLOBALIZATION
GLOBALIZATION
Learning Objectives:
Analyze how various media drive different
forms of global integration;
Compare the social impacts of different
media on the processes of globalization;
Explain the dynamics between local and
global cultural production; and
Define responsible media consumption.
Globalization entails spread in various cultures. Films in
Hollywood is not only shown in the United States but also in
other cities across the globe. Globalization relies on media as its
main conduit for the spread of global culture ideas.
Globalization also involves the spread of
ideas. (e.g The rights of LGBTQ communities
spreading across the world and becoming
widely accepted.)
Television programs, social media groups,
books, movies, magazines are made easier for
advocates to reach larger audience.
 JACK LULE
WAS ASKED, 'COULD GLOBAL TRADE HAVE
EVOLVED WITHOUT A FLOOR OF
INFORMATION ON MARKETS, PRICES,
COMMODITIES AND MORE?' 'COULD
RELIGION, MUSIC, POETRY, FILM, FICTION,
CUISINE AND FASHION DEVELOP AS THEY
HAVE WITHOUT THE INTERMINGLING OF
MEDIA AND CULTURE?'
 MEDIA
MEDIA
AND
AND ITS
ITS
FUNCTION
FUNCTION
 MEDIA
Lule describe media as "a means of conveying
something, such as a channel of
communication."
Commentators refers to media as the
technologies of mass communication.

DIGITAL MEDIA
Means any media that are
Transmit information via
encoded in machine-
physical objects.
readable formats.

BROADCAST MEDIA INTERNET MEDIA

The distribution of audio or Comprise such services as
video content to a dispersed email, social media sites,
audience via any electronic websites, and Internet
mass communications medium. based radio and television.
While it is relatively easy to define the term
"media", it is difficult to determine what
media do and how they affect societies
MARSHALL MCLUHAN
MEDIA THEORIST
DECLARE THAT "THE MEDIUM IS THE
MESSAGE"
ADDED THAT DIFFERENT MEDIA
SIMULTANEOUSLY EXTEND AND
AMPUTATE HUMAN SENSES
 THE GLOBAL
VILLAGE AND
CULTURAL
IMPERIALISM
MARSHALL MCLUHAN
A CANADIAN PROFESSOR AND
PHILOSOPHER ANALYZED
TECHNOLOGY TO EXAMINE THE
IMPACT IN ELECTRONIC MEDIA
HE WAS WRITING AROUND 1960S
HE EXPLAINS THE SOCIAL CHANGES
BROUGHT BY TELEVISION
HE SAID THAT, TELEVISION WAS TURNING THE WORLD INTO A
“GLOBAL VILLAGE”.

-IT MEANS THAT EVERY TIME WE SAT DOWN IN FRONT OF OUR

TELEVISION SETS, WE ARE ALREADY INTERCONNECTED WITH THE
WORLD. SAME IDEOLOGY ALSO IN TRIBAL VILLAGES THAT ONCE
SAT IN FRONT OF FIRES TO LISTEN AND HEAR STORIES. IN THE
NEW GLOBAL VILLAGE, PEOPLE SIT IN FRONT OF BRIGHT BOXES
IN THEIR LIVING ROOMS.
THE REGIONALIZATION OF CULTURE WAS A BOON TO
FILIPINO TELENOVAS. FROM 2000 TO 2002, ABS-CBN AIRED
“PANGAKO SA ‘YO”STARRING JERICHO ROSALES AND
KRISTINE HERMOSA. THE SHOW SOON BECAME A HIT IN
SINGAPORE AND MALAYSIA, AND ITS TWO STARS BECAME
HOUSEHOLD NAMES.
IN 2013 CAMBODIAN TV EVEN PURCHASED THE RIGHTS TO
PRODUCE ITS OWN VERSION OF IT.
UNTIL NOW FILIPINO TELENOVELAS HAS A GREAT IMPACT
LIKE “BE CAREFUL OF MY HEART” FIND AUDIENCES ACROSS
SOUTHEAST ASIA.
 CULTURAL
IMPERIALISM
•YEARS AFTER MCLUHAN, MEDIA SCHOLARS FURTHER GRAPPLED WITH THE
CHALLENGES OF GLOBAL MEDIA CULTURE.
•A LOT OF THESE EARLY THINKERS ASSUMED THAT GLOBAL MEDIA HAD A
TENDENCY TO HOMOGENIZE CULTURE.

-THE SPREAD OF GLOBAL MEDIA OVER THE WORLD WOULD BEGIN TO WATCH,
LISTEN TO, AND READ THE SAME THINGS. THIS THINKING AROSE AT A TIME
WHEN AMERICA’S POWER TURN IT INTO THE WORLDS CULTURAL
HEAVYWEIGHT.
•THEY BELIEVED THAT MEDIA GLOBALIZATION COUPLED WITH AMERICAN
HEGEMONY WOULD CREATE A FORM OF “CULTURAL IMPERIALISM”.

- WHEREBY AMERICAN CULTURE AND VALUES COULD OVERWHELM OTHERS.

 HERBERT
HERBERT SCHILLER
SCHILLER
•IN 1976 MEDIA CRITIC HERBERT SCHILLER
ARGUED THAT NOT ONLY WAS THE WORLD
BEING “AMERICANIZED”, BUT IT ALSO
SPREAD TO AMERICAN CAPITALIST VALUES
LIKE CONSUMERISM.
 JOHN
JOHN TOMLINSON
TOMLINSON
•FOR JOHN TOMLINSON, CULTURAL
GLOBALIZATION IS SIMPLY A EUPHEMISM
FOR “WESTERN CULTURAL IMPERIALISM”
SINCE IT PROMOTES “HOMOGENIZED,
WESTERNIZED, CONSUMER CULTURE”.
THESE SCHOLARS WHO DECRY OR DENOUNCE CULTURAL IMPERIALISM,
HOWEVER HAVE A TOP-DOWN VIEW OF THE MEDIA, SINCE THEY ARE MORE
CONCERNED WITH THE BROAD STRUCTURES THAT DETERMINE MEDIA
CONTENT.
- THEY FOCUS ON AMERICA HAS LED THEM TO NEGLECT OTHER GLOBAL
FLOWS OF INFORMATION THAT THE MEDIA CAN ENABLE.

THIS MEDIA/CULTURAL IMPERIALISM THEORY HAS, THEREFORE, BEEN

SUBJECT TO SIGNIFICANT CRITIQUE.
CRITIQUES OF
CULTURAL
IMPERIALISM
•ONE OF THE MAIN EXAMPLES OF MEDIAL CULTURAL
IMPERIALISM TODAY (20TH – 21ST CENTURY) IS THAT OF THE
USA. IT IS CONSIDERED A CORE COUNTRY AND, PARTIALLY,
EXTENDS ITS DOMINANCE THROUGH MEDIA FLOWS.
•MEDIA FLOWS ARE CLOSELY RELATED TO ECONOMIC POWER;
THE FREER MARKETS ARE THE MORE ABLE COMPANIES FROM
ECONOMIC POWERS ARE TO DOMINATE GLOBAL MARKETS
(THUSSU, 2010).
•CONSEQUENTLY, US MEDIA AND ENTERTAINMENT
INDUSTRIES, LIKE HOLLYWOOD AND DISNEY, ARE ABLE TO
PENETRATE THE GLOBAL MARKET AND EXPORT US-AMERICAN
CULTURAL PRODUCTS AND VALUES.
•ALTHOUGH CULTURAL IMPERIALISM THEORY ALSO FOCUSES ON
GOVERNMENTAL AND ECONOMIC SYSTEMS, IT IS MORE CONCERNED WITH
THE ASSIMILATION OF MEDIA, LIKE LITERATURE, FILM, TELEVISION,
INTERNET, AND MUSIC, TODAY. AS MENTIONED EARLIER, THIS IS ONE-
SIDED, MEANING THAT THE AFFECTED CULTURE’S MEDIA IS NOT
EXPORTED TO THE INFLUENCING CULTURE.
•HOLLYWOOD FILMS HAVE DOMINATED MOST GLOBAL MEDIA MARKETS
SINCE THE 1920S AND STUDIES SHOW THAT AROUND 55%-90% OF ALL
FILMS SHOWN IN CINEMAS IN EUROPE ARE FROM THE US (CROTEAU,
HOYNES, & MILAN, 2011). ANOTHER STUDY SHOWED THAT IN COUNTRIES
LIKE MALAYSIA, COLOMBIA, VENEZUELA, AND INDONESIA THE
PERCENTAGE OF HOLLYWOOD FILMS IS ABOVE 80% (EUROPEAN
AUDIOVISUAL OBSERVATORY, 2010).
•THERE IS NO DOUBT THAT THE USA (AND TO A LESSER DEGREE THE
UK) EXPORT A LARGE AMOUNT OF FILM AND TELEVISION
PROGRAMMING; HOWEVER MANY CRITICS OF CULTURAL
IMPERIALISM QUESTION WHETHER THIS REALLY DOES HAVE A
HOMOGENISING EFFECT IN OTHER COUNTRIES. INDIA, NIGERIA AND
JAPAN TO NAME A FEW ALL HAVE THRIVING MOVIE INDUSTRIES OF
THEIR OWN.
•CULTURAL IMPERIALISM AND THE MEDIA ARCLOSELY LINKED TO
GLOBALIZATION - GLOBALIZATION FACILITATES GLOBAL
COMMUNICATION AND THE SPREAD OF CULTURAL PERSPECTIVES
THROUGH NEW MEDIA AND TECHNOLOGICAL ADVANCEMENTS, AND
SOME ARGUE THAT GLOBALIZATION IS THEREFORE A
TOOL OF CULTURAL IMPERIALISM.
•CULTURAL IMPERIALISM IS PREVALENT IN TODAY’S MEDIA CLIMATE,
WHERE CORE COUNTRIES OWN THE MAJORITY OF GLOBAL MEDIA AND
EXPORT THEIR CULTURAL VALUES. NONETHELESS, CULTURAL
IMPERIALISM THEORY HAS RECEIVED CRITICISM FOR NOT CONSIDERING
THE AGENCY AND FREE WILL OF THE TARGET AUDIENCE, AND IGNORING
THE IDEA OF CULTURAL RESISTANCE.
•OTHER CRITICS ALSO POINT OUT THAT AUDIENCES ARE NOT JUST
PASSIVE OBSERVERS AND THEY ARE CAPABLE OF MAKING THEIR
OWN JUDGEMENTS AND ATTACHING THEIR OWN MEANING TO
MEDIA TEXTS ( RECEPTION THEORY). AUDIENCE RESPONSES TO
GLOBALIZED MEDIA ARE HIGHLY DIFFERENTIATED DEPENDING ON
WHICH COUNTRY THEY ARE VIEWED IN.
 The Simpsons is hugely popular
throughout the world and ahs been
translated into several languages and
shown in over 70 countries. However, the
show does contain some regional
variations...
The show is edited to
make it suitable for the
target audience. This is
sometimes done to make But also to ensure that
the content more he does not cause
appropriate to audiences
offence. E.g. in Pakistan
outside of the USA
all references to drugs,
drinking and sex have
been removed.
•PROPONENTS OF THE IDEA OF CULTURAL IMPERIALISM
IGNORED THE FACT THAT MEDIA MESSAGES ARE NOT JUST
MADE BY PRODUCERS, THEY ARE ALSO CONSUMED BY
AUDIENCES. IN THE 1980S, MEDIA SCHOLARS BEGAN TO PAY
ATTENTION TO THE WAYS IN WHICH AUDIENCES UNDERSTOOD
AND INTERPRETED MEDIA MESSAGES.
•A STUDY BY IEN ANG IN 1985 SHOWED THAT AUDIENCE-
VIEWERS DID NOT SIMPLY RECEIVE AMERICAN CULTURE IN A
“PASSIVE AND RESIGNED WAY” AND THAT VIEWERS PUT “A LOT
OF EMOTIONAL ENERGY” INTO THE PROCESS AND THEY
EXPERIENCED PLEASURE BASED ON HOW THE PROGRAM
RESONATED WITH THEM.
•PROPONENTS OF THE IDEA OF CULTURAL IMPERIALISM IGNORED
THE FACT THAT MEDIA MESSAGES ARE NOT JUST MADE BY
PRODUCERS, THEY ARE ALSO CONSUMED BY AUDIENCES. IN THE
1980S, MEDIA SCHOLARS BEGAN TO PAY ATTENTION TO THE
WAYS IN WHICH AUDIENCES UNDERSTOOD AND INTERPRETED
MEDIA MESSAGES.
•A STUDY BY IEN ANG IN 1985 SHOWED THAT AUDIENCE-VIEWERS
DID NOT SIMPLY RECEIVE AMERICAN CULTURE IN A “PASSIVE AND
RESIGNED WAY” AND
THAT VIEWERS PUT “A LOT OF EMOTIONAL ENERGY” INTO THE
PROCESS AND THEY EXPERIENCED PLEASURE BASED ON HOW THE
PROGRAM RESONATED WITH THEM.
•GIVEN THIS IT IS REASONABLE TO SURMISETHAT
GLOBALIZATION IS A UNIDIRECTIONAL PROCESS OF FOREIGN
CULTURES OVERWHELMING LOCAL ONES. GLOBALIZATION IS
AN WILL REMAIN AN UNEVEN PROCESS, AND WILL PRODUCE
INEQUALITIES.
 SOCIAL MEDIA
AND THE
CREATION OF
CYBER GHETTOES
FEW MEDIA SCHOLARS ARGUE THAT THE WORLD IS BECOMING
CULTURALLY HOMOGENOUS. THE INTERNET AND SOCIAL MEDIA ARE
PROVING THAT THE GLOBALIZATION OF CULTURE AND IDEAS CAN
MOVE IN DIFFERENT DIRECTIONS.
WHILE WESTERN CULTURE REMAINS POWERFUL AND MEDIA
PRODUCTION IS STILL CONTROLLED BY A HANDFUL OF POWERFUL
WESTERN CORPORATIONS, THE INTERNET, PARTICULARLY THE SOCIAL
MEDIA, IS CHALLENGING PREVIOUS IDEAS ABOUT MEDIA AND
GLOBALIZATION.
SOCIAL MEDIA HAVE BOTH BENEFICIAL AND NEGATIVE EFFECTS. THESE
FORMS OF COMMUNICATION HAVE DEMOCRATIZED ACCESS. ANYONE
WITH AN INTERNET CONNECTION OR A SMARTPHONE CAN USE
FACEBOOK AND TWITTER FOR FREE.
HOWEVER, SOCIAL MEDIA ALSO HAVE THEIR DARK SIDE. IN THE
EARLY 2000’S, COMMENTATORS BEGAN REFERRING TO THE
EMERGENCE OF A “SPLINTERNET” AND THE PHENOMENA OF
“CYBERBALKANIZATION” TO REFER TO THE VARIOUS BUBBLES
PEOPLE PLACE THEMSELVES IN WHEN THEY ARE ONLINE.
BEING ON FACEBOOK CAN RESEMBLE LIVING IN AN ECHO
CHAMBER, WHICH REINFORCES ONE’S EXISTING BELIEFS AND
OPINION-
THIS SEGMENTATION HAS BEEN USED BY PEOPLE IN POWER
WHO ARE AWARE THAT THE SOCIAL MEDIA BUBBLES CAN
PRODUCE A HERD MENTALITY. IT CAN BE EXPLOITED BY
POLITICIANS WITH LESS THAN DEMOCRATIC INTENTIONS AND
DEMAGOGUES WANTING TO WHIP US POPULAR ANGER. THE
SAME EXPENSIVENESS THAT ALLOWS SOCIAL MEDIA TO BE A
DEMOCRATIC FORCE LIKEWISE MAKES IT A CHEAP TOOL OF
GOVERNMENT PROPAGANDA.
AS CONSUMERS OF MEDIA, USERS MUST REMAIN VIGILANT AND
LEARN HOW TO DISTINGUISH FACT FROM FALSEHOOD IN A
GLOBAL MEDIA LANDSCAPE THAT ALLOWS “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 more credible than
others.
A lack of coordination and cooperation regarding
cyber security among nation states could create
“cyber security ghettos” or cyber ghettos and
undermine the security of the global
cyber environment.
Conclusion:
Conclusion:
It shows that different media have diverse effects on
globalization processes.
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.
Technological change, creates multiple unintended
consequences.
 Thank you for
attending!

Fantillano, Hollero, Taborada, Tulio, Vacaro, Villahermosa