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LEARNING GUIDE

Week No.: __8_

TOPIC/S: Media and Globalization

EXPECTED COMPETENCIES:
At the end of the week, you must have:
1. analyzed how various media drive different forms of global integration;
2. compared the social impacts of different media on the processes of
globalization;
3. explained the dynamic between local and global cultural production; and
4. defined responsible media consumption.

CONTENT/TECHNICAL INFORMATION

Globalization, the actors and the processes involved in it, entails the spread of various
cultures, and also involves the spread of ideas. It relies on media as its main conduit for the
spread of both (Claudio and Abinales, 2018).

Media and its functions

According to Jack Lule as cited in Claudio and Abinales (2018), media is a means of
conveying something, such as a channel of communication.

Types of media:
Print media - is one of the oldest and basic forms of communication

Broadcast media - the distribution of audio or video content to a dispersed audience via any electronic
mass communications medium, but typically one using the electromagnetic spectrum, in a one-to-
many model.

Digital media - are any media that are encoded in machine-readable formats. This can be created,
viewed, distributed, modified and preserved on digital electronics devices.

Media is highly useful. A lot of institutions, such as political and economic actors, cannot
survive without it. Even the Catholic Church, one of the oldest religious institution recognize
that media, if properly utilized, can be a great service to mankind, since they greatly
contribute to human entertainment and instruction, as well as to the spread and support of the
kingdom of God (p. 8, Pontifical Council for Social Communications. Series Vatican
Documents No. 94).
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Media Globalization

It is the worldwide integration of media through the cross-cultural exchange of ideas, while
technological globalization refers to the cross-cultural development and exchange of
technology.

According to Marshall McLuhan, since “the medium is the message”, media as a form of
technology, reshape societies. Thus, the television is not a simple bearer of messages, it also
shapes the behavior of users and reorient family behavior. He declared that television was
turning the world into a "global village."

In the years after McLuhan, media scholars assumed that global media had a tendency
to homogenize culture.

American media critic Herbert Schiller further argued that not only was the world
being Americanized, but that this process also led to the spread of "American" capitalist
values like consumerism.

For John Tomlinson, cultural globalization is simply a euphemism for “Western

cultural imperialism” since it promotes “homogenized, Westernized, consumer culture”.

Critique of Cultural Imperialism

Media scholars who focused on the issue of cultural imperialism ignored the fact that media
messages are not just made by media producers, they are also consumed by audiences.
These audiences, who are active in “meaning-making process”, may interpret the media
messages in several ways depending on their perspectives. It is therefore invalid to say that
media globalization is a one directional process.

Social Media and the Creation of Cyber Ghettoes

While Western culture remains powerful and media production is still controlled by a
few powerful Western corporations, the internet, particularly the social media, is challenging
previous ideas about media and globalization. These new forms have democratized access.
Anyone, for example, can access Facebook, Twitter, among others, for free. Information
dissemination therefore, is much easier and faster.

Thus, abuses, such as online “trolling”, disinformation, and other means to spread
propaganda has become rampant. These forms of manipulation of public opinion through
intimidation and the spreading of fake news have become the biggest threat to media
globalization.

In this contemporary world, we, media users, must remain vigilant and learn how to
distinguish fact from falsehood.

This module is a property of Technological University of the Philippines Visayas intended for
EDUCATIONAL PURPOSES ONLY and is NOT FOR SALE NOR FOR REPRODUCTION.
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PROGRESS CHECK

ANSWER THE QUESTIONS IN 3 -5 SENTENCES ONLY

1. How can media shape behavior? How did media reshape your

behavior or reorient your family behavior? Give an example.

2. What challenges faced by media have you encountered

recently? Discuss your thoughts using the concepts you have
learned in this topic.

3. Compare and contrast the social impacts of TV and social

media.

This module is a property of Technological University of the Philippines Visayas intended for
EDUCATIONAL PURPOSES ONLY and is NOT FOR SALE NOR FOR REPRODUCTION.
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REFERENCES

Aldama, Prince Kennex. (2018). The Contemporary World. Rex Book Store, Inc.

Claudio, Lisandro. (2018). The Contemporary World. C&E Publishing Inc.

Emerging Asian Regionalism (n.d.). Asia Regional Integration Center. https://aric.adb.org/

emergingasianregionalism/pdfs

Fajardo, F. Economic Development. Katha Publishing Co.

Global governance or world order. (n.d.). SlidePlayer - Upload and Share your PowerPoint
presentations. https://slideplayer.com/slide/2476125/

SlidePlayer - Upload and Share your PowerPoint presentations.

https://slideplayer.com/slide/2476125/

This module is a property of Technological University of the Philippines Visayas intended for
EDUCATIONAL PURPOSES ONLY and is NOT FOR SALE NOR FOR REPRODUCTION.