GLOBAL

CULTURE AND
MEDIA
 What is Culture?
• -refers to the unified style of human knowledge, beliefs,
and behaviour from which people learn, and the ability to
communicate knowledge to the next generations. Its
development mainly influenced by media.
 5 stages of development
•
of Media
1. oral communication-language allowed humans to
communicate and share information.
• 2. invention of script- distance became hindrance to oral
communication. Script allowed humans to communicate over
a larger space and for a much longer duration.
• 3. printing press- the introduction of printing press allowed the
continous production, reproduction and circulation of
materials.
• 4. emergence of electronic media- as characterized by its use
of elctricity. Electronics media includes the telegraph,
telephone, radio,film and television.
• 5. Digital media- relies on digital codes. It can be created ,
modified, and stored in any digital electronic device.
Digitalized content is transmitted over the internet and
computer networks.
 What is Media?
• Media is the carrier of culture. It is a tool for the
interaction of people with different cultures. However,
the real media are the people. Marketing people seek
the world for their cultural products and managers
facilitate interactions of culture for profit.
• Marketing people seek the world for their cultural
products, and mangers facilitate interactions of culture
and profit. Others bring cultural exchanges of beauty
and power. These interactions result in the integration of
cultures. Pieterse (2204) asserts that the only
outcomces of the influence of globalization on culture
are cultural differentialism, cultural convergence and
cultural hybridity.
 Cultural Differentialism
• it views cultural difference as immutable. As the west
and non-western civilizations interact or are brought in
contact through globalization, clash of civilizations such
as that of the west and Islam logicall follows.
 Cultural Convergence
• it suggests that globalization engenders a growing
sameness of cultures. However, the culture of powerful
and progressive countries becomes culture. Take the
example of K-pop culture. Some teeneage Filipinos
prefer to dress up like their South Korean idols. A lot of
them have also joined fan clubs in support of Korean
Novelas. Korean boybands, among others. At the same
time, many Filipino music bands are influenced by Jazz
and the reggae music of the West.
 Culture Hybridity
• It suggests that globalization spawns an increasing and
on-going mixing of cultures. Anexample of this is the
Chabacano, a Spanishbase creole language of
Zamboanga City and of some parts of Cavite, which
exemplifies hybridity in language prompted by the
merging of two cultures. This trend will furhter bring
about new cultural forms, not only in language but also in
food, fashion, arts,music among others.
• These outcomes set the dynamics between local and
global cultural production. Glocalization, coined from
globalization and localization, is a rather a new concept
brought about by the increased frequency of contact
among cultures. This reinforces the fact that local
cultures are not weak, static, or fixed; they are built and
understood anew each day in globalized world. Local
cultures continue to accomodate and assimilate
cultures of the world due to globalization.
• To sum up, the five stages of development of media
have greatly influenced the globalization of culture.
From pamphlets to instagram., twitter and snap chat,
media has produced and reproduced cultural products
around the world.