Republic of the Philippines

President Ramon Magsaysay State University

The Contemporary World (GEC 3)

TOPIC VII – WORLD OF IDEAS: GLOBAL MEDIA AND CULUTRE

Learning Objectives

After studying this topic, the student will be able to:

1. Analyze how various media drive different forms of global integration.

2. Compare the social impacts of different media on the process of globalization.
3. Explain the dynamic between local and global cultural production.
4. Define responsible media consumption.

The point of departure is the crucial role played by media in particular electronic and
audiovisual media, in the cultural, political, economic and social process that together constitute
the process of globalization. By globalization is meant a development through which the
constraints of geography on social and cultural structures are reduced, an increased social and
cultural interconnectivity across time and space is created, and a heightened consciousness is
developed about this secession of social and cultural interaction from geographical constraints.
Globalization, however, is neither an unambiguous concept, nor does it refer to a single and
specific socio-cultural phenomenon. Similarly, globalization is not a historically new
phenomenon that is only confined to the 20th century. Consequently, one aim of the research
program is to advance a comprehensive understanding and critique of globalization both as a
concept and a sociocultural phenomenon.

The media have an 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. The rapidly growing supply of media products from an international media
culture presents a challenge to existing local and national cultures. The sheer volume of the
supply, as well as the vast technological infrastructure and financial capital that pushes this
supply forward, have a considerable impact on local patterns of cultural consumption and
possibilities for sustaining an independent cultural production. 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. These cultural
encounters often involve the meeting of cultures with a different socio-economic base, typically

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a transnational and commercial cultural industry on one side and a national, publicly regulated
cultural industry on the other side.

Republic of the Philippines

President Ramon Magsaysay State University
The Contemporary World (GEC 3)

World of Ideas: Global Media and Culture

Media - it is the collective

communication outlets or tools

used to store and deliver
information or data. It is either
associated with communication
media, or the specialized mass
media communication businesses such as print media and the press, photography,
advertising, cinema, broadcasting, publishing and point of sale.

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History of Media

The history of mass media can be traced back to the days when dramas were performed in
various ancient cultures. This form of media started in Europe in the Middle Ages. Johannes
Gutenberg’s invention of the printing press allowed the mass production of books to sweep the
nation.

John Culkin (1928-1993)

-the man who invented Media Literacy
-was one of the first educators in the U.S. to initiate explicit media education curriculum in
schools.

Media and its function

-to report news that informs and alerts us with information to help us from our opinions about
political issues and candidates.

Types of Media

Modern media comes in many different formats including print media (books, magazines,
newspapers), television, movies, video games, music, cell phones, various kinds of software, and
the Internet. Each type of media involves both content, and also a device or object through which
that content is delivered.

Print Media – the term ‘print media’ is used to describe the traditional or “old- fashioned” print-
based media that today’s parents grew up with, including newspapers, magazines, books, and
comics or graphic novels.

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Television – television has been entertaining families for over years. In the beginning, there were
few programs to pick from, but today, there are literally hundreds of general and specialty
channels to choose from and thousands upon thousands of programs.

Movies – movies are the oldest form of motion picture technology capable of capturing lifelike
video-style images. Originally, movies could only be consumed at a neighborhood movie theater,
but these days’ movies are widely available for people to consume in their homes, on their
computers, and even in through their telephones.

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Video games – available since
1980’s, video games have only grown in popularity among youth. Today’s games make use of
advanced graphics and processors to enable three dimensional game play featuring highly
realistic landscapes and physics simulations, and the ability to compete against other
players
through a network connection.

Media and Information Literacy

Empowerment of people through Media and Information Literacy (MIL) is an important

prerequisite for fostering equitable access to information and knowledge and promoting free,
independent and pluralistic media and information.

Media and Information Literacy recognizes the primary role of information and media in our
everyday lives. It lies at the core of freedom of expression and information – since it empowers
citizens to understand the functions of media and other information providers, to critically
evaluate their content, and to make informed decisions as users and producer of information and
media content.

Why do we need to be literate in media and information?

Because being media literate means being able to access, analyze, and evaluate information,
which we receive through media. Being media literate means being able to create media
messages and to use the technology tools available to us. It means being able to think critically
and speak confidently.

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5 roles of media in society

There are different forms of media in our present society from print media, television, radios and
the internet (online newspaper, blogs.)

1. Communication. It allows the relay of information from one person to another, using
mobile phones, radio and televisions for news updates, the newspaper, the internet and
email.
2. Adversarial role. To monitor and evaluate the government to make it transparent and
accountable.
3. Entertainment. Form the movies shown on the television, the different reality and talent
search shows, magazines, social media (Facebook, Twitter, snap chat, Instagram,
Pinterest)
4. Creation of awareness and sensitization. The local radio reaches out to the rural and
vulnerable groups. Creating awareness on different programs that can benefit them. it
enlightens the public on their rights, the different policies and how they affect then either
directly or indirectly.
5. Socialization. Televisions have shaped the attitude and behavior of people. The portrayal
of different characters in the movies and shows have greatly affected the behavior and
culture of people that affect family and societal relations.

Purpose of Journalism

According to some journalists, is to “comfort the afflicted and afflict the comfortable.” Heated
discussion on how well journalism is fulfilling its many roles and responsibilities to this day in
letters-to-the-editor pages, call-in talk shows, on the internet, and in newsrooms.

Journalism plays an important part in three of the four main functions of mass communication:
• surveillance • correlation • cultural transmission

It can also play a major role in mobilizing the public, a role that has become even more potent
because of the prevalence of citizen journalism. This functions are carried out by the coverage of
news.

Functions of Communication

The most basic functions of communication in an organization are to inform, persuade, and
motivate. Yummy Cakes is a manufacturer of desserts that utilizes all the functions of
communication in order to be successful.

1. Inform – the idea of informing within an organization is to provide data and information
so that employees can effectively complete their job. Information ensures that an
employee is aware of the rules and procedures of an organization. It also eliminates job
uncertainty for workers when they are fully informed.

There are three types of ways information can travel in a company.

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 • Downward-moving communication – is information that moves from superiors to
subordinates and usually consists of directives or updates.
• Upward-moving communication – is information that moves from subordinates to
superiors and usually consists of feedback or reports.
• Horizontal-moving communication – is information that flows from workers to worker
or manager and consists of reports of data.
2. Persuasion – another essential function of information would be the element of
persuasion. Yummy Cakes uses persuasion as an element of their communication plan. It
is the ability to change the attitude or behavior of employees, vendors, clients, etc.

The three parts of persuasion are source credibility, emotional appeal, and social and ego needs.
In general, persuasion is used in an organizational environment effectively when the source of
the information is a trusted figure.

3. Motivate

Mass media – means technology that is intended to reach mass audience. It is the primary means
of communication used to reach the vast majority of the general public. The most common
platforms for mass media are newspapers, magazines, radio, television, and the Internet.

The Functions of the Mass Media

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Almost everyone gets his or her information about world, national, and local affairs from the
mass media. This fact gives both print and broadcast journalism important functions that include
influencing public opinion, determining the political agenda, providing a link between the
government and the people, acting as a government watchdog, and affecting socialization.

1. Public opinion – the mass media not only report the results of public opinion surveys
conducted by outside organizations but also increasingly incorporate their own polls into
their news coverage. More important, newspapers and television help shape public
opinions as well.
2. Political agenda – the term political agenda is broader in scope than the term public
opinion, and it refers to the issues Americans think are the most important and that
government needs to address. A person’s perception of such matters as crime, civil rights,
the economy, immigration, and welfare are affected by the manner and extent of media
coverage.
3. Link between the government and the people – the mass media is the vehicle through
which the government informs, explains, and tries to win support for its programs and
policies.
4. Government watchdog – from muckraking early in the century to today’s investigative
reporting, an important function of the mass media is to bring to the attention of the
people evidence of corruption, abuse of power, and ineffective policies and programs.
Although the media are often accused of having a “liberal bias.”
5. Socialization – the mass media, most significantly through its news, reporting, and
analysis, affects what and how we learn about politics and our own political views. Along
with family, schools, and religious organizations, television also becomes part of the
process by which people learn society’s values and come to understand what society
expects from them.

The Role and Influence of Mass Media

1. Mass media is communication-whether written, broadcast, or spoken-that reaches a large

audience. This includes television, radio, advertising, movies, the Internet, newspapers,
magazines, and so forth.
2. Mass media is a significant force in modern culture. Sociologists refers to this as a
mediated culture where media reflects and creates the culture. Communities and
individuals are bombarded constantly with messages from a multitude of sources
including TV, billboards, and magazines, to name a few. These messages promote not
only products, but moods, attitudes, and a sense of what is and is not important.
3. Mass media makes possible the concept of celebrity: without the ability of movies,
magazines, and news media to reach across thousands miles, people could not become
famous.
4. Mass media educates people about the world outside of their locale boundaries – at the
same time it also informs audiences about the world and its surroundings. This may come
in the form of news products, entertainment programs or other media sources, for
example trending news topics shared on Facebook.
5. Mass media also acts as an important accountability mechanism by acting as a watchdog
of society. For instance, by raising or exposing important issues such as political
corruption in a particular society/country, people are able to hold the government
accountable through public debate.
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 6. Mass media shapes and promotes cultural diversity, take a look around you, one good
example would be the popularity of K-POP around the world – this itself is a direct result
of the mass medias influence!

How does social media affect our lives?

Media plays very important role and has influence in virtually every aspect of our lives. It is
considered as the best source to know about the happenings of the world. It greatly affects our
lives because media has the power to influence our thoughts. This influence is sometimes
positive and sometimes negative.
Positive effects:

Earth has become a global village due to media. We can know about any part of the world within
minutes through television and internet. Media is the best way to spread knowledge, information
and news from one part of the world to the other.

Media educates the people to know about their basic rights and how to use them. It also a link
between the government and people because all the policies and activities of government are
conveyed through media.

Education programs help the people to learn anything through internet, television and radio.
Children can develop their skills and intellect by watching these programs because audio and
visual media makes it quite easy to understand.

Advertisements helps us to know the different products in the market and we can easily make our
choices according to our needs.

Weather forecast programs tell us about the weather so that we can take precautions or plan
accordingly.

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SUMMARY
This lesson showed that different media have diverse effects on globalization processes.
At one point, it seemed that global television was creating a global monoculture. Now, it seems
more likely that social media will splinter cultures and ideas into bubbles of people who do not
interact. Societies can never be completely prepared for the rapid changes in the systems of
communication. Every technological change, after all, creates multiple unintended consequences.
Consumers and users of media will have a hard time turning back the clock. Though people may
individually try to keep out of Facebook or Twitter, for example, these media will continue to
engender social changes. Instead of fearing these changes of entering a state of moral panic,
everyone must collectively discover ways of dealing with them responsibly and ethically.

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 Republic of the Philippines
President Ramon Magsaysay State University The
Contemporary World (GEC 3)
Quiz #1 (Final Term)

Name : Score : /50

Course, Year & Sec .: Date :

I. Identification.
1. It leads towards the sex crimes in the society. It traumatizes youngsters
which result in abuse in the home, streets, towards children etc.
2. It is the most influential one for the people to resort violence. educates the
people to know about their basic rights and how to use them. It is also a
link between the government and people because all the policies and
activities of government are conveyed through media. It is the best way to
spread knowledge, information and news from one part of the world to
the other.
3. It tells us about the weather so that we can take precautions or plan
accordingly.
4. The mass media, most significantly through its news, reporting, and
analysis, affects what and how we learn about politics and our own
political views. Along with family, schools, and religious organizations,
television also becomes part of the process by which people learn
society’s values and come to understand what society expects from them.
5. The mass media not only report the results of public opinion surveys
conducted by outside organizations but also increasingly incorporate their
own polls into their news coverage. More important, newspapers and
television help shape public opinions as well.
6. from muckraking early in the century to today’s investigative reporting,
an important function of the mass media is to bring to the attention of the
people evidence of corruption, abuse of power, and ineffective policies
and programs.
7. The term political agenda is broader in scope than the term public
opinion, and it refers to the issues Americans think are the most important
and that government needs to address. A person’s perception of such

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THE CONTEMPORARY WORLD (PEACE EDUCATION) / GEC 3
 matters as crime, civil rights, the economy, immigration, and welfare are
affected by the manner and extent of media coverage.
8. The mass media is the vehicle through which the government informs,
explains, and tries to win support for its programs and policies.
9. It means technology that is intended to reach mass audience. It is the
primary means of communication used to reach the vast majority of the
general public.
10. Another essential element function of information.
11. Is information that flows from workers to worker or manager and consists
of reports of data.
12. Is information that moves from subordinates to superiors and usually
consists of feedback or reports.
13. Is information that moves from superiors to subordinates and usually
consists of directives or updates.
14. The idea of informing within an organization is to provide data and
information so that employees can effectively complete their job.
15. Televisions have shaped the attitude and behavior of people. The
portrayal of different characters in the movies and shows have greatly
affected the behavior and culture of people that affect family and societal
relations.
16. It allows the relay of information from one person to another, using
mobile phones, radio and televisions for news updates, the newspaper, the
internet and email.
17. The local radio reaches out to the rural and vulnerable groups. Creating
awareness on different programs that can benefit them. it enlightens the
public on their rights, the different policies and how they affect then
either directly or indirectly.
18. Form the movies shown on the television, the different reality and
talent search shows, magazines, social media (Facebook, Twitter, snap chat, Instagram, Pinterest)
19. Is used to describe the traditional or “old-fashioned” print-based media
that today’s parents grew up with, including newspapers, magazines,
books, and comics or graphic novels.
20. available since 1980’s, video games have only grown in popularity
among youth. Today’s games make use of advanced graphics and
processors to enable three dimensional game play featuring highly
realistic landscapes and physics simulations, and the ability to compete
against other players through a network connection.
21. the oldest form of motion picture technology capable of capturing lifelike
video-style images. Originally, movies could only be consumed at a
neighborhood movie theater, but these days’ movies are widely available
for people to consume in their homes, on their computers, and even in
through their telephones.
22. The man who invented Media Literacy.
23. The continent where the form of media started in the Middle Ages.
24. Who invented the printing press?
25. It is the collective communication outlets or tools used to store and
deliver information or data. It is either associated with communication
media, or the specialized mass media communication businesses such as
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 print media and the press, photography, advertising, cinema,
broadcasting, publishing and point of sale.

II. Matching Type.

Column A Column B
1. Socialization a. It is the collective communication
outlets or tools used to store and deliver
information or data.
2. Creation b. Used to describe the traditional or “old-
fashioned” print-based media that today’s
parents grew up with, including newspapers,
magazines, books, and comics or graphic
novels.
3. Entertainment c. In the beginning, there were few
programs to pick from, but today, there are
literally hundreds of general and specialty
channels to choose from and thousands upon
thousands of programs.

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 d. The oldest form of motion picture
technology capable of capturing lifelike
4. Adversarial role video- style images.
e. Available since 1980’s, video games
have only grown in popularity among youth.
5. Communication Today’s games make use of advanced
graphics and processors to enable three
dimensional game play featuring highly
realistic landscapes and physics simulations,
and the ability to compete against other
players through a network connection.
f. It allows the relay of information from
one person to another, using mobile phones,
6. Video Games radio and televisions for news updates, the
newspaper, the internet and email.
g. To monitor and evaluate the
7. Movies government to make it transparent and
accountable.
8. Television h. Form the movies shown on the
television, the different reality and talent
search shows, magazines, social media
(Facebook, Twitter, snap chat, Instagram,
9. Print Media Pinterest)
i. Creating awareness on different
programs that can benefit them. it enlightens
10. Media the public on their rights, the different
policies and how they affect then either
directly or indirectly
j. The portrayal of different characters in
the movies and shows have greatly affected
the behavior and culture of people that affect
family and societal relations.

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 III. Enumer ation. 1-4. types of media
5-9. 5 roles of media in society
10-12. three (3) of the four (4) main functions of mass communication.
1
-15. functions of communication

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