Global Media Culture

Global - It simply means relating to or embracing the whole of something or of a group

of things.

Media - It is the main means of mass communication and is the outlets and tools used
to restore and deliver information.

Culture - It is the characteristics and knowledge of a particular group of people,

encompassing language, religion, cuisine, social habits, music and arts.

Global Media Culture - Global media culture is the transmission of ideas, meaning,
and characteristics of a group through media.

Media - Lule describes media as "a means of conveying something, such as a channel
of communication. Technically speaking, a person's voice is a medium.

● Print Media - Print media is one of the oldest and basic forms of mass
communication. The oldest media forms are newspapers, magazines, journals,
newsletters, and other printed material.
● Broadcast Media - Broadcast media is defined as different media channels or
broadcasters such as the television, internet, audio podcasts, and video content.
● Digital Media - Also called "Wed or Internet Media". It covers the internet and
mobile mass communication.

Five Periods of Evolution

● Oral Communication - Speech is the most overlooked medium in the history of

globalization. However, this is the oldest and most enduring of all media.
- Language allowed humans to communicate and share information. Language
became an essential tool for exploring the world and different cultures. It
helped people moved and settled down. Oral communication led markets,
trades, and cross-continental trade routes.
- Sharing information about land, water, climate and weather aided humans’
ability to travel and adapt to different environments.
- Sharing information about tools and weapons led to the spread of technology.
- Humans eventually moved to every corner of the world, encountering new
environments and experiences at each turn. Language was their most
important tool.
● Script - It allowed humans to communicate over a larger space and for a much
longer duration.
 - It allowed permanent codification of economic, cultural, religious, and political
practice. Knowledge, beliefs, and behaviors were written and made available
for transmission to the next generation and other nations and cultures.
Example of Scripts:
Cuneiform
Baybayin
Hieroglyphs
Indus Scripts
Brahmi Scripts
Kharosti
Tagbanwa
Papyrus
Jiaguwen
Vinča
Latin/Roman
● Printing Press - With the advent of the printing press, first made with movable
wooden blocks in China and then with movable metal type by Johannes
Gutenberg in Germany, reading material suddenly was cheaply made and easily
circulated
- The introduction of the printing press allowed the continuous production,
reproduction, and circulation of printed materials. Written documents were
mass-produced, which gave everyone an access to information that was once
available to only the rich, powerful, and religious.
● Electronic Media - This includes the telegraph by Samuel Morse, telephone by
Alexander Graham Bell, radio, cellphone, film and television.
- The broad reach of these media continues to open up new perspectives in the
economic, political, and cultural processes of globalization. Radio was the
avenue for global products to advertise. Television, the analog type, was used
so the country can watch the government announcements and news. Both
radio and television became a medium to observe global events.
● Digital Media - It relies on the digital code. Digital Media can be created,
modified, and stored in any digital device. Examples of digital media include
digital photos, digital video, MP3 music, podcasts, emails, video games, eBooks,
and webpages.
- Digitalized content is transmitted over the internet and computer networks. In
politics, candidates use this media to campaign and advance their platforms.
In economicss, it allows the advertisement of products and online business
transactions. It makes the sharing of information broad and easy to access.
The Global Village

- The world viewed as a community in which distance and isolation have been
dramatically reduced by electronic media (such as television and internet).
- The term Global Village was coined by Marshall McLuhan in the early 1960s
- The concept of the global village has been adapted and used over the years.
- The world has become a global village in more ways than one.

Advantages of Global Village

- Interconnectedness
- Job Opportunities
- Cultural Awareness

Disadvantages of Global Village

- Isolation
- Lifestyle
- Lack of Privacy

Cultural Imperialism

- The term cultural imperialism refers most broadly to the exercise of

domination in cultural relationships in which the values, practices, and
meanings of a powerful foreign culture are imposed upon one or more native
cultures.

Cyberbalkanization

- It is referred to as the Division of the World Wide Web. It is the segregation of

the internet into smaller groups with similar interests.

Global Online Propaganda

- It will be the biggest threat to face as the globalization of media deepens.

Standardization

- the process of making something to conform to a standard and also the

process of implementing and developing technical standards based on a
consensus of different parties that include firms, users, interest groups,
standard organizations and governments, etc.
Cultural Hybridization

- Cultural hybridization is the blending of elements from different cultures.

Cultural hybridize is very much linked to the globalization process, which is
the spread of western ideas and culture. Without it, the world we live today
would not be anywhere near as interesting and integrated as it today.

Pitfalls or Downfalls of Global Media Culture

- Fake news - It includes high risk of inaccurate reporting and may be a

platform of identity theft and loss of privacy.
- Cultural Otherness – It is a threat to cultural traditions.

The five scapes of globalization

1. Mediascapes
2. Technoscapes
3. Ethnoscapes
4. Ideoscapes
5. Financescapes

Advantages of Mass media to globalization

McLuhan - He used the term "Global Village". Marshall McLuhan stated that mass
media is a positive force to change how the world works, that it can breakdown barriers
of understanding.

Flew - Terry Flew suggested that media, through globalization, has created a global
popular culture.

Disadvantages of Mass media to globalization

Fenton - Nicola Fenton argues that media has led cultural imperialism. The mass media
forces western cultural value (especially American) on non-western countries.

Homogenization - The mass media is damaging other cultures and promoting cultural
homogenization, where everything is the same.

Other criticisms

- Increased social isolation

- Digital division leads to global inequality
Media and Globalization - Since the goal of globalization is to have the
states/countries to be interconnected to each other, it needs a medium to make this
happen which in this case, the media.

Globalization and Religion

Globalization - It is the networking and expansion of once local products, beliefs, and
practices often through technology.

Religion - It is a collection of cultural systems, belief systems, and world views that
establishes symbols that relate humanity and spirituality and to moral values.

Religion and Globalization - Globalization influences sectors of religion to be

competent of other sectors, and it promotes conflict to belief and ideologies in society.
Globalization shifts the cultural makeup of the world and creates a homogenized “global
culture.”

The main conflicts between religion and globalization

● Religion
- It is concerned with the sacred
- It follows divine commandments
- It assumes that there is the possibility of communication between humans and
the transcendent.
- Religious people are less concerned with the wealth and all that comes along
with it.
- Religious person's main duty is to live a virtous and sinless life.
- Religious detest politics and the quest for power for they are evidence of
humanity's weakness.
- It is concerned with spreading holy ideas globally.
● Globalism
- It places value on the material wealth
- It abides by human-made laws
- Globalism's yardsticks are of how much of human actions can lead to the
highest material satisfaction and subsequent wisdom that this new status
produces
- Globalist believed that this is a form of asceticism precisely because they
shun anything material for complete simplicity
- Globalists are less worried whether they will end up in heaven or in hell, since
they are more concerned about the general process of the community, the
nation and the global economic system.
 - Globalist values them as both means and end to open up further economies
of the world
- Globalists wish to spread goods and services
⮚ Religious regard identities associated with globalism such as citizenship,
language, and race as inferior and narrow, membership to religious group,
organization, or cult represent a superior affiliation that connects humans
directly to the divine.

Five Major Religions

● Hinduism (6500 BC)

- 900 Million followers
- Originated in India
- Founder: Unknown
- No single book of faith
No creed
No single source of authority
- Sacred Writing: Vedas
- Begun in Indus River Valley
- Day to worship: Daily
- Place to worship: Temple
- Considered as the world's oldest religion
- Hinduism is both monotheistic and honotheistic.
- The main trinity of Hindu gods:
▪ Brahma - the creator
▪ Vishnu - the preserver
▪ Shiva - the destroyer
- Hindus believe in the doctrines of:
▪ Samsara - the continuous cycle of life, death and reincarnation.
▪ Karma - the universal law of cause and effect
● Judaism (4000 BC)
- 13 Million Followers
- Holy Text: Torah
- Founder: Abraham
- Human - highest creation of God
- Name of God: Yaweh
- Monotheistic Religion
- Linear Time Lines
- God is Love
- Speaks through prophets
- God has personal relationship with humans
 - Human Nature: Good and Bad
- The fundamental beliefs of Judaism are:
▪ There is a single, all-powerful God, who created the universe and
everything on it.
- The fundamental beliefs of Judaism are:
▪ Synagogue - the Jewish place of worship
▪ Rabbi - the religious leader of Jewish community
▪ Jewish holy day starts at sunset of Friday and continues until sunset of
Saturday.
● Buddhism (500 BC)
- Nontheistic Religion
- Originated in India
- Founder: Siddharta Gautama
- Siddharta Gautama became Buddha, the Enlightened one when he was 29
- 330 Million Followers
- Origin: Northeast India
- Place of worship: Temple
- Holy City: Tibet
- Special Holiday: New Year
- Sacred Writing: Tripikada
- His main teaching were to eliminate human wants as they are the cause of
suffering in the world
- Four Noble Truths:
▪ To live is to suffer
▪ Suffering is caused by desire
▪ To eliminate suffering, you must eliminate desire
▪ You can eliminate desire by following the eightfold path

The eightfold path

▪ Wisdom
- Right Understanding
- Right Aspiration
▪ Morality
- Right Speech
- Right Action
- Right Livelihood
▪ Concentration
- Right Effort
- Right Mindfulness
- Right Concentration
● Islam
- Monotheistic Religion
- Holy text: Qu'ran (Koran)
- Founder: Prophet Muhammad
- 2nd most followed religion
- Allah (Arabic for God)
- Begun in Middle East
- Day and Place for worship: Mosque, Friday
- Over 1 Billion followers
- Core beliefs:
▪ Qu'ran is the word of God
▪ Muhammad is the final prophet
- "Islam" is an Arabic word which means "surrendering oneself to the will of
God"
- 5 Pillars of Islam
▪ Shahadah - declaring there is no God except God, and Muhammad is
God's messenger
▪ Salah - ritual prayer 5 times a day
▪ Zakat - giving 2.5% of one's savings to the poor and needy
▪ Sawn - fasting and self-control during the holy month of Ramadan
▪ Hajj - pilgrimage to Mecca at least once in a lifetime if one is able
● Christianity
- Monotheistic Religion
- Holy text: Bible
- Founder: Jesus of Nazareth
- Originated in Palestine
- Believes that Jesus was the son of God who came and died for the people's
sin and then rose so that all people could be saved.
- The 10 Commandments:
▪ You shall have no Gods before me
▪ You shall not make any idols to worship
▪ You shall not take the Lord’s name in vain
▪ Remember and keep the Sabbath holy
▪ Honor your father and mother
▪ You shall not kill
▪ You shall not commit adultery
▪ You shall not steal
▪ You shall not bear false witness
▪ You shall not covet your neighbors's wife nor goods
 Important Days
- Ash Wednesday
- Maundy Thursday
- Good Friday
- Easter Sunday
- Ascension
- Pentecost
- Advent
- Christmas