MEDIA AND

GLOBALIZATION
Prepared by: Prof. Ester Onag M.A. Political Science
 MEDIA AND GLOBALIZATION

Globalization entails the spread of

various cultures. When a film is
made in Hollywood, it is shown not
only in the United States but also in
the other cities across the globe.
 MEDIA AND GLOBALIZATION

Globalization also involves the spread of ideas

Globalization relies on media as its main conduit

for the spread of global culture and ideas
 MEDIA AND ITS FUNCTIONS

Media
• A means of conveying something
such as a channel of
communication
• The technologies of mass
communication
 MEDIA AND ITS FUNCTIONS

•Books, •Radio, film, and •Internet and

magazines and television mobile mass
news paper communication

Print Broadcast Digital

Media Media Media
 MEDIA AND ITS FUNCTIONS

According to
Marshal McLuhan
he declared that
Medium (Media) is
a form of message.
 MEDIA AND ITS FUNCTIONS

Television is not a simple bearer of messages,

it also shaped the social behavior of users
and reorient family behavior

Pre-Colonial Period Late 1960’s 20th century

 MEDIA AND ITS FUNCTIONS

McLuhan added that different media

simultaneously extend and amputate
human senses

Kwento ni Lola Basyang Wattpad

 MEDIA AND ITS FUNCTIONS

This development, dulled the people’s

capacity to remember

It limit senses because they make users easily

distractible and more prone to multi-tasking
 THE GLOBAL VILLAGE AND
CULTURAL IMPERIALISM

Global Tribal Village

Village
 THE GLOBAL VILLAGE AND
CULTURAL IMPERIALISM
Global Media has a tendency to
homogenize culture

As Global media spread, people from

over the world begin to watch, listen to,
and read the same things
 THE GLOBAL VILLAGE AND
CULTURAL IMPERIALISM
Media globalization coupled with American
hegemony would create a form of cultural imperialism
whereby, American values and culture would
overwhelm all others
In 1976, media critic Herbert Schiller argued that not
only was the world being Americanized, but this
process also led to the spread of American capitalist
values like consumerism
 THE GLOBAL VILLAGE AND
CULTURAL IMPERIALISM

For John Tomlinson, cultural

globalization is simply a euphemism
for western cultural imperialism
since it promotes “homogenized
westernized consumer culture”
 CRITIQUES OF CULTURAL
IMPERIALISM

In the 1980’s media scholars began to pay

attention to the ways in which audiences
understood and interpreted media messages

Media consumers are active participants in the

meaning-making process, who view media
through their own cultural lenses
 CRITIQUES OF CULTURAL
IMPERIALISM

People from diverse cultural backgrounds had

their own ways of understanding the show

Viewers put “a lot of emotional energy” into the

process and they experienced pleasure based
on how the program resonated with them
 CRITIQUES OF CULTURAL
IMPERIALISM

Hello Kitty Mario Bros Pokemon

 CRITIQUES OF CULTURAL
IMPERIALISM
• Globalization will remain an uneven
process and it will produce inequalities.
Nevertheless, it leaves room for dynamism
and cultural change
 SOCIAL MEDIA AND THE
CREATION OF CYBER GHETTOES

Apart from the nature of diverse

audiences and regional trends in
cultural production the internet and the
social media are proving that the
globalization of culture and ideas can
move in different direction
 SOCIAL MEDIA AND THE
CREATION OF CYBER GHETTOES
Social media is a form of communication
which have democratized access

Twitter Facebook Instagram

 SOCIAL MEDIA AND THE
CREATION OF CYBER GHETTOES
The dark side of social media lead to different societal problem
such as online trolls, and fake news

Fake information can spread easily on social media since they

have few content filters

This dark side of social media shows that even seemingly open
and democratic media may be co-opted towards undemoctratic
means