Republic of the Philippines

CAMARINES SUR POLYTECHNIC COLLEGES

Nabua, Camarines Sur

COLLEGE OF ENGINEERING AND ARCHITECTURE

Bachelor of Science in Civil Engineering

NAME: Mary Joy I. Azon GE 3 - The Contemporary World

PROGRAM & SECTION: BSCE-3D DATE: March 29, 2023

Individual Activity
Write an essay tackling the Global Media Culture. (Just select one topic in the given choices)

Preparation:

Cultural Diversity and Representation in Global Media

How does the media affect the social cohesion of different societies? In terms of race, ethnicity,
culture, or gender, does the media hinder or harm relationships between social groups that make up diverse
societies? Or, conversely, are they able to make it better? These questions have permeated the academic
and political spheres of numerous nations over the course of nearly a century, at varying times and in a
variety of social and political contexts, but with a constant resurgence to the point where they have defined
a substantial internationalized research field.

In this regard, Anglo-Saxon nations, particularly the United States, have been ahead of the curve.
In the very early days of sociology and communication sciences, researchers looked into the connection
between interracial and intercultural relationships and mass media. In 1946, Bernard Berelson, the founder
of content analysis, delved with another researcher into hundreds of pieces of popular fiction appearing in
mass magazines to determine what kinds of people appeared in short stories in terms of their racial,
religious, and national backgrounds, and how they were treated, with the intention of investigating the
existence and nature of differential treatment accorded to various ethnic group. Paul Lazarsfeld, known as
the father of sophisticated studies of mass communications, investigated the concept of ‘Tolerance
Propaganda’ in 1947 and discussed its assumption that mass media like radio and newspapers could
promote friendly relations between racial groups. Before he discussed the various drawbacks or dangers of
this idealistic perception, he pondered the possibility that such propaganda could encourage intolerance
toward those who hold structures discriminatory views (Larrazet and Rigoni, 2014). If the media were to
voluntarily contribute to the improvement of interracial and intercultural relationships, they would need to
be supported by additional institutions such as the government or local associations.
 Republic of the Philippines
CAMARINES SUR POLYTECHNIC COLLEGES
Nabua, Camarines Sur

COLLEGE OF ENGINEERING AND ARCHITECTURE

Bachelor of Science in Civil Engineering

This seminal field of research has developed in many places around the world after nearly 40 years
of theoretical and practical progress in the United States. The publication of books on the differential
treatment of minorities demonstrates dynamic scientific activity at the international level. The media are
now widely acknowledged as major players when it comes to identity construction, social and national
cohesion, and citizenship, as historians have demonstrated the media’s role in creating the national narrative
and maintaining national identity. We now know that the media have a significant impact on how
communities and groups have been imagined. Media help nationalize culture by standardizing popular
popular ideologies and placing it in the context of the new nation state. In a time when institutions are
recognizing diversity and discrimination, political scientists and sociologists want to emphasize the
significance of the media for social cohesion.

This special issue comes to a close with a paper that expands the conversation about the media and
cultural diversity. Melodine Sommies provides a study that examines the way culture has been researched
in media studies and suggests how critical intercultural communication could contribute to the field through
a decade-long literature review. According to the findings, research on culture and media does not
consistently define culture. Additionally, the findings indicate that culture is frequently taken for granted
rather than analyzed and addressed as a source of struggle. The advantages of examining culture through a
critical intercultural communication framework are then discussed.

With this issue, we hope to highlight the dynamic aspect of a global field of study that is nearly a
century old and still has a long way to go. In reality as we know it where the greater part of the populaces
of popular government are differentiated and where significant public foundations are compelled to manage
issues of ethnic, orientation, and social variety and with segregation and bigotry, this field of exploration,
which questions the relationships, or the shortfall of relationship, between entertainers of media and various
networks, is turning out to be progressively important. As a result, we hope to contribute to the development
of new paths and reflections in this area.

Reference
Lazzaret and Rigoni, 2014. Media and Diversity: A Century-Long Perspective on an Enlarged and Internationalized
Field of Research. Retrieved from https://doi.org/10.4000/inmedia.747