GLOBALIZATION

 It is the process by which the world is becoming increasingly interconnected as a result of

massively increase trade and cultural exchange.
 Globalization and media have been partners throughout history. They’ve created condition by
which people can now imagine that they are part of singular world.

MEDIA

 It’s has played significant role shaping the global processes of economics, politics and culture-
the three aspect that make up the multidimensionality of globalization.

EVOLUTION (5 periods in the evolution of media and globalization)

 oral communication
 script
 printing press
 electronic media
 digital media

ROLE OF MEDIA IN GLOBALIZATION

 Mass media plays a vital role in the globalization process

 Many people argues that media and globalization go hand in hand. Boyle (2007) argues that
this media has changed the way young people spend more time online on social networks
with a global reach.

IS MASS MEDIA A POSITIVE FORCE IN GLOBALIZATION?

 McLuhan (1962) used the term Global Village. He states that mass media is a force for
positive change in the world, that mass media breakdown barriers of understanding.
 Flew (2002) suggests that media, through globalization has created a global popular
culture. Through television and the internet, global corporations (e.g. Starbucks,
McDonald's) have spread a globally identifiable culture.
 The Pluralist approach to the mass media argues that the media, like society, has become
more diverse; it offers greater variety an choice than ever before.

IS MASS MEDIA A NEGATIVE FORCE IN GLOBALIZATION?

 Fenton (1999) argues that global culture has led to the westernization of other cultures.
The mass media forces western cultural value (especially American) on non-western
countries.
  The mass media is damaging other cultures and promoting cultural homogenization,
where everything is the same.

Media and Cultural Globalization

 Media is a good carrier of culture.

 It generates numerous and on-going interactions
 Globalization will bring about and increasing blending or mixture of culture

globalization process
ROLE OF MEDIA IN
GLOBALIZATION
 Mass media plays a
vital role in the
globalization process
IS MASS MEDIA A
POSITIVE FORCE IN
GLOBALIZATION?
 McLuhan (1962)
used the term Global
Village. He states that
mass media is a force
for positive change in
the world, that
mass media breakdown
barriers of
understanding.
 Flew (2002) suggests
that media, through
globalization has
created a global popular
culture. Through
television and the
internet, global
corporations (e.g.
Starbucks, McDonald's)
have
spread a globally
identifiable culture.
 The Pluralist
approach to the mass
media argues that the
media, like society, has
become more diverse; it
offers greater
variety an choice than
ever before.
IS MASS MEDIA A
NEGATIVE FORCE
IN
GLOBALIZATION?
 Fenton (1999) argues
that global culture has
led to the
westernization of other
cultures. The mass
media forces
western cultural value
(especially American)
on non-western
countries.
 The mass media is
damaging other cultures
and promoting
cultural
homogenization, where
everything is the same.Global Media Cultures explores the relationship between the media, culture
and globalization. This topic approaches part and current challenges concerning international
communication and explores and problematizes the power of media representation.

The media have a very important impact on cultural globalization in two

mutually interdependent ways: Firstly, the media provide an extensive transnational transmission of
cultural products and, secondly, they contribute to the formation of communicative networks and
social structures.

Global media cultures create a continuous cultural exchange, in which crucial

aspects such as identity, nationality, religion, behavioral norms and way of life are continuously
questioned and challenged.