Global Culture

and Media
Globalization
GE 3 –Contemporary World
Globalization
It entails spread of
various cultures. In
some aspect it also
includes the spread
of ideas.
Globalization
Relies deeply on
media.
 CULTURE
Culture – Refers to the unified style of
human knowledge, beliefs, and behavior
from which people learn, and the ability
to communicate knowledge to the next
generations.

Its development has been mainly

influenced by media.
It is a carrier of culture. It is
a tool for the interaction of
people with different
cultures.
What is Media?

Lule defines Media as

a means of conveying
something, such as a
channel of
communication.
INDIVIDUAL MEDIA INDIVIDUAL
How do we classify media?
 Radio, Television
Telephone,
Telegraph and Electronic
Films Media

Media
Print Digital Internet,
Books,
social media,
magazines and Media Media
e-mail
newspapers
Language
Oral
communication

Media
Script Written
 Real People
Media
 PowerPoint
Presentations
Overuse of
cellphones
makes us highly
dependent. We
become more
distractible and
more prone to
multitasking.
Mcluhan
–Television turns the world
into a “Global Village”
Pieterse (2004) asserts
that the only outcomes of
the influence of
globalization on culture
are cultural
differentialism, cultural
convergence, and cultural
hybridity
 CULTURAL DIFFERENTIALISM

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 logically follows.
CULTURAL CONVERGENCE

Suggest that globalization engenders a growing

sameness of cultures.

However, the culture of powerful and progressive

countries becomes culture.
Ex.
K-pop culture. Some teenage
Filipinos prefer to dress up like
their South Korean idols. A lot of
them also joined fan clubs in
support of Koreanovelas, Korean
boybands, among others.

Many Filipino music bands are

influenced by jazz and the reggae
music of the West.
Cultural Hybridity

Globalization spawns an increasing and ongoing mixing of cultures.

Ex.
Chabacano, a Spanish-based creole language of the Zamboanga City
and of some parts of Cavite, which exemplifies hybridity in language
prompted by the merging of two cultures.

This trend will further bring about new cultural forms, not only in
language but also in food, fashion, arts, music among others.
GLOCALIZATION

Coined from globalization and localization, 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 build and understood a new each
day in globalized world(Lule, 2014)

Local cultures continue to accommodate and assimilate

cultures of the world due to globalization.
CONCLUSION:

All in all, the five stages of development of media have greatly influenced the
globalization of culture. From pamphlets to Instagram, Twitter, and
SnapChat, media has produced and reproduced cultural products around the
globe. Moreover, the increase in cultural interactions generated by media
results in outcomes that exhibit the vigor of local cultures influenced by the
global culture.