TOPIC

GLOBAL MEDIA CULTURES

LEARNING OBJECTIVES:
At the end of this topic, you are expected to:
1. Analyze the different kinds of media in driving global integration;
2. Distinguish the role of global media in creating the global village;
3. Appreciate the role of media in spreading globalization; and
4. Perform a musical presentation that became internationally famous.

INTRODUCTION
This topic will discuss how globalization affects cultural life particularly on social
media. “Culture here refers to the way of life people have in their everyday life.” This
topic focuses on how globalization impacted the people’s transition which includes
knowledge, beliefs, traditions, practices, habits that is being acquired by man as a
member of a society, its response to globalization and how it helps in resolving global
conflict and restoring peace.
Likewise, this will look on how globalization helps in spreading social culture
and ideas among nations . It will look into how media is being used in spreading the
channel of communication transferring music, dances, dramas and in connecting people
in different places making the world borderless and interconnected.
Hence, in this topic, you are tasked to analyze how globalization brings changes
in terms on the social life of the people particularly on their use of technology in their
global life.
 ENGAGE

Share your thought!

Directions: Read the question below and give your brief thought about it. Write your
answer inside the box.

_______________________
_
“Is it possible for __________________________
globalization to __________________________
occur or expand
__________________________
without media?”
__________________________
 EXPLORE

“Images are active players in the game of establishing and changing values. They are capable of
introducing new values into the world and thus of threatening old ones.
J.T Mitchell, 2005.

Globalization is a set of multiple,

uneven and sometimes overlapping historical
processes, including economics, politics, and
culture, that have combined with the evolution
of media technology to create the conditions
under which the globe itself can now be
understood as “an imagined community”. The
concept of “global imaginary” as coined by
Manfred Steger, refers to the consciousness of belonging to a global community- a consciousness
that has emerged in recent decades with the rapid rise of communication technologies and the
decline of nation-based political ideologies.
The world nowadays is very much different from the world 20 years ago, starting from its
economic status, social life of the people, political practices and the cultural life of the people.
These differences are mainly caused by the rapid changes of the people’s way of life specifically,
because of the continuous improvement of many countries nowadays brought about by many
scientific and electronic discoveries like the information technology.
We are living in a world where technology is one of the most important aspect of life. We
use technology to make our lives easier and our work faster. We rely on technology to be updated
on issues worldwide, thus television, cellphones, radios and social media groups were created to
reach wider and larger audiences and makes one feel that they are connected to each other.
Globalization necessitates the blowout of different culture and media is a great instrument
of this. Movies from USA like the movie of Angelina Jolie and Brad Pitt entitled Mr. and Mrs.
Smith is being known not only in USA but even in many other countries. Korean novelas and
dances like “Endless Love and Bam Bam” fever is being felt here in the Philippines. Knowledge
and ideas also is being shared globally through the help of social media. The concept of
accepting the rights of the members of the lesbian, gays, bisexual, and transgender (LGBT)
communities became known to the world through social media, books and any other means of
communication. As well as religious organizations uses media as a means of proclaiming their
teachings and proliferation.
 Today, media play a great role in helping globalization to spread global cultures ,
knowledge and ideas . Jack Lule was then right asking, “ Could global trade have evolved
without a flow of information on markets , prices, commodities, and more? Could empire
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 cultures?(Claudio et.al 2018)
The contemporary world where we’re living nowadays shows the undeniable relationship
of globalization and media in spreading cultures globally.

MEDIA AND ITS FUNCTIONS

As mention earlier media play a great role in

spreading cultures globally. There are a lot of definitions
of media, first we have to consider that media is the
plural form of medium. Media was defined by Lule as “ a
means of conveying something such as a channel of
communication”. Bloggers define media as a
communication channel through which we disseminate
news, music, movies, education, messages and data
which are the means of mass communication like print media, broadcast media and digital
media.
Media is a powerful tool in delivering changes within our community hence it is more
important to determine its functions in our lives and to the society. We have to consider that
media can be informative or it provides entertainment to a large audience. According to J. V.
Vil’anilam in the Journal of Kerala Media Academy, there are 6 major functions of state these
are: Surveillance of the environment; Correlation of parts of society and Interpretation of events
and issues; Socialization and transmission of the cultural heritage; Entertainment; Mobilization;
and Democratic Participation as well as minor functions such as publicity and public relations;
advertisement; and ,
 Surveillance refers to the collection and distribution of information by the media. Like for
example the Filipino citizens becomes aware of the changing of the Government
structure into Federalism from centralized form of government because of news from
television, radio, newspaper and any means of social media.
 Correlation of parts of society and Interpretation of events and issues refers to the
interpretation and analization of media and its activities. Like for example citizens know
from the television broadcast on the possible drought due to the weather forecast of El
Niño
  Transmission of the social heritage refers to the ability of the media in communicating
the norms, values and behavior of the traditional societies trough a drama, songs, novels
and many others which the society nowadays can appreciate.
 Entertainment refers to the ability of the media to divert attention and give amusement to
the audience
 Mobilization refers to the ability of media to encourage a community to participate in a
common goal with the use of social media.
 Democratic participation refers to how media influence the freedom of the people to
freely air their ideas on what they perceived is right or wrong in a certain issue.
 Publicity and public relations refers on the ability of the media to inform the public about
an issue, a person or an activity
 Advertisement refers on how media share and promote new ideas, products and others to
the public.
THE GLOBAL VILLAGE AND CULTURAL IMPERIALISM
“Cultural imperialism involved, among many other things, exploration, missionary and humanitarian
missions, travel and the use of education and publishing to disseminate European ideas.
George Ritzer
McLuhan examines the impact of the electronic
media by using his analysis of technology. He analyzes that
that the television brought social changes wherein, this
television can make “a global village”. This means that
people can create the same perception on what they
watched as they seat and see in front of their televisions
watching same programs. Other media scholars believe that
the global media had the ability to homogenize our culture.
They believe that when global media spread, people from
different parts of the world would begin to watch , listen,
and read same things. This has began when the America’s
culture begin to spread all over the world and when this is combined with the global media
brought about by colonization, the “cultural imperialism” form where American culture become
superior over other cultures of the world.
Herbert Schiller (1976) argued that not only the cultures of the world became
Americanized but it also helps the American “ capitalist values” like consumerism began to
spread. The same with what John Tomlinson believe that cultural globalization is basically a
understatement for “ Western cultural imperialism” since it promotes “homogenized,
westernized, consumer culture.” Additionally, Robert Mc Chesney believe that “economic and
cultural globalization arguably would be impossible without a global commercial media system
to promote global markets and to encourage consumer values.” These intellectuals who criticized
cultural imperialism have a top-down view of the media as believe by Claudio and
Abinales(2018) considering that they are more concerned with the broad structures of the media
content. These intellectuals had neglected other flows of information that media can provide
because of their focus on America. However, cultural imperialism theory has, thus, still subject
to important critique.
Globalization and cultural hegemony vis-a vis impacted to each other positively and
negatively. The positive impact of globalization will lead to diverse cultures maintaining their
diversity and coexisting with each other in this globalized arena. Globalization will aid in
bringing the cultures together. This will lead to a convergence of world cultures . In other words,
we will move to an era of “ cultural hybridity” and “creolization”. The negative impact is that,
globalization will lead to the domination of one culture over another culture. We will see “
cultural imperialism “, “cultural hegemony”, and obsolescence of weak cultures.( Gupta, 2009).
We are moving towards a world in which people practicing monoculture losing their own
cultural identity.

Activity 1. Read the following questions and write your

answer inside the box.
1. What are the different kinds of media? Explain how each of them contribute to
globalization. Cite specific examples to substantiate your answer.

2. Explain how global media creates the following:

a. Global Village
b. Cultural Imperialism
 ELABORATE
Activity 1: Search It!
Make a research on Asian musical dance/ song/ drama which became internationally
famous like for example Psy, Utada, Hikaru, F4, Meteor Garden, Boom Boom, etc.
Which of them became your favorite? After you choose one, answer the following:

1. Where did the musical artist/dance/song/drama originate?

2. In which countries does it become famous?
3. How did the musical artist/dance/song/drama become famous?
4. Why do you think the musical artist/dance/song/drama became famous?

Activity 2: Share It!

Are you an avid fan of K-dramas? Nowadays, Filipinos of different ages especially millenials just
like you are so fond or addicted to K-drama series such as Descendants of the Sun, Legend of the
Blue Sea, It’s Okay To Be Not Okay, Crash Landing On You, to name few. What about you?
What is your most favorite K-drama? After watching the series, how did they contribute to your
knowledge of other countries’ culture? Were you able to draw familiarity of Korean culture? If
yes, what can you say about Korean culture? Did you try to act as one of them by speaking their
language and imitating their gestures? Write inside the box below your sharings about your
experiences in watching K-drama series.

Activity 3: Do It!

Perform a musical presentation or dance that became famous globally. Take a video of
yourself while performing and send it to this email myleneturbi@csu.edu.ph. Below is
the rubric to be used in grading your presentation.
Dance Rubric

Total: / 20

Exceeds Expectations Meets Expectations Approaching Does Not Meet Expectations 1/0
4 3 Expectations 2

Knowledge Demonstrates excellent Demonstrates knowledge Demonstrates some Demonstrates no knowledge of movement.
of knowledge of of movement and knowledge of movement,
Choreograph choreography and performs with few errors. and performance has many
y performs movement free errors.
of errors.

Stage Dancer uses their face Dancer uses facial Dancer uses little face and Dancer uses no facial and/or body expressions.
Presence and body to fully express and body expressions body expressions when
the intent of the when performing. performing the movement.
movement.
Musicality Shows a full Shows understanding of Has some knowledge of Dancer speed up/ and or falls behind often throughout the
understanding of rhythm rhythm and timing by rhythm and timing, but dance.
and timing by staying on staying on beat speeds up/and or slows
beat for the entire dance. throughout most of the down many time
dance. throughout dance.

Technique Great attention to the Choreography is Choreography is performed Choreography shows no attention to details of movement and
quality of movement, performed with attention with little attention to details demonstrates little knowledge of dance style.
body position, and to details and shows of movement, and student is
demonstrates excellent proficiency of dance not proficient is dance style.
understanding of dance style.
style.

Effort Shows great effort Shows effort when Shows little effort while Shows no effort while performing choreography.
while performing performing performing the
choreography. choreography choreography
 CATEGORY 4 3
Preparedness Student is completely
prepared and has obviously
rehearsed.
Speaks Clearly Speaks clearly and distinctly all
(100-95%) the time, and
mispronounces no words.
Posture and Eye Contact Stands up straight, looks
relaxed and confident.
Establishes eye contact
with everyone in the
room during the
presentation.
Characterization Portrays range of emotion and
movement
that heighten our
awareness of/connection
to the character
Voice Properly supports the voice
from the
diaphragm, hits all notes
correctly, and shows a
high level of technique
through the performance.
Blocking/Choreo Use of the space and
movement heightened
the audience\'s
understanding/enjoyment
of the piece and
overwhelming told the
story.
Character Character analysis sheet is fully
Analysis answered with well-developed
responses and evidence of both
Student seems pretty
prepared but might have
needed a couple more
rehearsals.
Speaks clearly and distinctly all
(100-95%) the time, but
mispronounces one word.
Stands up straight and
establishes eye contact with
everyone in the
room during the
presentation.
Portrays range of emotion and
movement
that establishes
appropriate awareness
of/connection to the
character.
Properly supports the voice
from the
diaphragm, hits most
notes correctly, and
shows a good level of
technique through the
performance.
Use of the space and
movement maintained
the audience\'s
understanding/enjoyment
of the piece and
appropriately told the
story.
Character analysis sheet is
answered with mostly well-
developed responses and some
2 1
The student is somewhat
prepared, but it is clear that
rehearsal was lacking.
Speaks clearly and distinctly
most ( 94-85%) of the time.
Mispronounces no more
than one word.
Sometimes stands up
straight and establishes eye
contact.
Portrays limited range of
emotion and movement
that establishes some
awareness of/connection
to the character, but
could be stronger.
Somewhat supports the
voice from the
diaphragm, hits most
notes correctly, and
shows fair technique
through the performance.
Use of the space and
movement somewhat
contributed to the
audience\'s
understanding/enjoyment
of the piece and limitedly
told the story.
Character analysis sheet is
answered with under- developed
responses and has limited evidence
Student does not seem at all
prepared to present.
Often mumbles or can not be
understood OR mispronounces
more than one word.
Slouches and/or does not look at
people during thepresentation.
Portrays limited range of
emotion and movement
and fails to establish
awareness of/connection
to the character.
Does not properly support the voice
from
the diaphragm, hits few
notes correctly, and
shows little technique
through the performance.
Use of the space and
movement did not
enhance audience\'s
understanding/enjoyment
of the piece and did not
tell the story.
Character analysis sheet is
answered with poor or short
responses and has very little
 EVALUATE

MULTIPLE CHOICE

Instructions: Read the statements and decide which of the given choices would answer
the question correctly or complete the statement. Write your answer on the space
provided before each number.
____1. What do you call this community that has been created because of the
combination of globalization and the evolution of media technology?
A. Imagined Community
B. Industrialized Community
C. Global Village
D. High Tech Community

___ 2. What do you call the consciousness that has emerged in recent decades with the
rapid rise of communication technologies and the decline of nation-based political
ideologies.

A. Global Village
B. Global Imaginary
C. Cultural Imperialism
D. Globalization
___3. Which is the main reason why there are a lot of changes in the way of life of
people nowadays likewise the improvements of many countries?
A. Improved machinery
B. Information Technology
C. Big Industries
D. intelligent leaders

___4. Globalization necessitates the blowout of different culture and the great
instrument of this is _____________?
A. Books
B. Movies
C. Media
D. Television
___5. Which of the following does NOT belong to the group?
A. Bam-Bam
B. Gangnam
C. Buwan
D. Tala
___6. The notion of the rights of lesbian , gay , bisexual, and transgender (LGBT) communities
is spreading across the world and becoming more widely accepted. This explains that
globalization entails ___________?
A. Spread of cultures
B. Spread of ideas
C. Spread of social media
D. Spread of religion

___ 7. Globalization relies on ______ as its main conduit for the spread of global culture and
ideas.
A. Media
B. People
C. Education
D. Government

___ 8. Which of the following is an example of a print media?

a. Radio
b. Film
c. E-mail
d. Magazines

___ 9. Social media is under the category of what media?

a. Print media
b. Broadcast media
c. Internet media
d. Digital media

___ 10. The following are examples of broadcast media EXCEPT _____________?
a. Internet sites
b. Mobile mass communication
c. Television
d. Newspaper

___ 11. The ability of the media in communicating the norms, values and behavior of the
traditional societies trough a drama, songs, novels and many others ia a function of a social
media which is ____________?
a. Surveillance
b. Correlation
c. Transmission
d. Entertainment
___ 12. How does media perform its correlating function for globalization?
a. It collect and distribute information in the media
b. It analyze and interpret information
c. It divert attention and amuse audience
d. It influence people to freely air their ideas

___ 13. Which of the following evolution of media started the information revolution?
a. Oral communication
b. Script
c. Printing press
d. Electronic media

___ 14. Which of the following is NOT included in the accomplishments of the Oral
Communication in the development of media?
a. It allowed sharing of information.
b. It helped them move and settle down.
c. It led to markets, trade and cross-continental trade.
d. It allowed human to communicate over a larger space and much longer times

___ 15. Which media evolution allowed for the written and permanent codification of economic,
cultural, religious, and political practice?
a. Printing press
b. Electronic media
c. Script
d. Oral communication

REFERENCES:
 Steger, Manfred B. , Paul Battersby, and Joseph M. Siracusa, eds. 2014. The SAGE
Handbook of Globalization. Two volumes. Thousand Oaks: SAGE Publications.
 Abinales, Patricio and Claudio, Lisandro, “The Contemporary World.”,.(C & E Publishing,
Inc.2018): 72-81.
 http://college.cengage.com/history/ayers_primary_sources/creation_cyberghetto1998.htm
 https://www.google.com/search?
q=cyber+ghettos&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjG46O3xv7gAhXZAIgK
HZJkAvsQ_AUIDigB&biw=1306&bih=638
 https://mediamagazine.in/content/major-and-minor-functions-media
 https://www.encyclopedia.com/media/encyclopedias-almanacs-transcripts-and-
maps/functions-media
 https:// www.researchgate.net