MEDIA AND GLOBALIZATION
globalization coupled with American
INTRODUCTION
Globalization – entails the spread of various
cultures
 It also involves in the spread of ideas
Media – have made it easier to reach larger
audiences
-----There is an intimate relationship between
globalization and media------------
MEDIA AND ITS FUNCTIONS
Media (plural of medium) – a means of conveying
something such as channel of communication (Lule,
n.d.).
THE TECHNOLOGIES OF MASS
COMMUNICATION
Print Media – include books, magazines, and
newspapers
Broadcast Media – include radio, film, and
television
Digital Media – cover the internet and mobile
mass communication
FUNCTIONS
The medium is the message (McLuhan, n.d.)
PROS & CONS
Different media simultaneously extend and
amputate human senses
New Media may expand the reach of
communication, but they also dull the user’s
communicative capabilities
GLOBAL VILLAGE AND CULTURAL
IMPERALISM
The television was turning the world into a “global
village”
WHAT ARE THE CHALLENGES OF MEDIA TO
CULTURE?
 Global media tended to homogenize culture
 People from all over the world would begin
to watch, listen to, and read the same
things
 Commentators believed that media
domination would create a form of cultural
imperialism.
 Not only the world is becoming
Americanized, but that this process also led
to the spread of “American” capitalist values
like consumerism.
 Cultural globalization is simply a euphemism
for “Western cultural imperialism” since it
promotes “homogenized, Westernized,
consumer culture.”
CRITIQUES OF CULTURAL IMPERIALISM
 Rather than simply receiving American
culture in a “passive and resigned way,”
viewers put “ a lot of emotional energy” into
the process and the experienced pleasure
based on how the program resonated with
them
 Cultural Imperialism has been believed by
the renewed trends in the globalization
process
 It is no longer acceptable to insist the
globalization is a unidirectional process of
foreign cultures overwhelming local ones
SOCIAL MEDIA AND CREATION OF CYBER
GHETTOES
 Social media have both beneficial and
negative effects
 BENEFICIAL. Democratized access
enabled users to be consumers and
producers of information simultaneously
 DETRIMENTAL. Emergence of
“splinternet” and the phenomenon of
“cyberbalkanization” to refer to various
bubbles people place themselves in when
they are online
 It can be exploited by politicians
 Fake information can spread easily on social
media since they have few content filters
 Global online propaganda will be the biggest
threat to face as the globalization of media
deepens
 As consumers of media, users must remain
vigilant and learn how to distinguish fact
from falsehood in a global media landscape
that allows politicians to peddle what
 President Donald Trump senior advisers
now call “alternative facts”
 Through people must remain critical of
mainstream media and traditional
journalism that may also operate based on
vested interest, we must also insist that
same sources are more credible than others

CONCLUSIONS

 Different media have diverse effects on

globalization process
 Global Television was creating a global
monoculture
 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
 Every technological change creates multiple
unintended consequences/questions.
