“Global Media Culture” 1999 By Stig Hjarvard

A research program on the role of media in cultural globalization

It is stated that the objective of the research program is to undertake an extensive and
focused analysis of the ways in which media cultures take part in the processes of
globalization. Another objective of the program is to advance a comprehensive
understanding and critique of globalization as a concept.
As it stands, the media has had an important impact on cultural globalization in two
ways: Firstly, they have provided an extensive transnational transmission of cultural
products and, secondly, they contribute to the formation of communicative networks
and social structures.
The research program will address these inquiries through a theoretical discussion and
reexamination of existing international research and through a series of individual
empirical studies. In relation to that, these empirical studies are organized around a set
of thematic areas in relevance to the processes of cultural globalization. These four areas
will be the central concern for the theoretical analysis and discussion.

Thematic Areas
 The experience of modernity in a global culture
This one describes the loosening of time and space from the bonds of locality and
tradition, and the disassociation of cultural and social constraints.
It is also said that, despite the processes of globalization, the experience of modernity
is not a unified phenomenon, bale it varies from the mas-mayayaman na countries at
s hindi masyadong mayayaman na countries.
 Socialization and the formation of cultural identity
It’s stated that the media have increasingly become an independent institution for
socialization and the development of cultural identity. So, the research program will
pay particular attention to the ways in which the media contribute to the
differentiation of this continuous exchange between local and global culture and to
its consequences for socialization and the formation of cultural identity.
 Mediated communities and action
The media and the communication technologies in general have facilitated the
formation of collective communities.
Here it describes that, concomitant, or, in association with globalization, we also see
the formulation of communities that are almost exclusively established by means of
media cultures. Examples stated are musical fan club, or fan clubs in general pero
ang nakalagay lang dito ay music fan club specifically, and internet chat rooms.
  Democracy and political culture
It is stated that an important consequence of globalization is the growth of
multicultural societies in which people of different cultural backgrounds must
coexist. Although the individual cultural groups may maintain their own language,
culture, and tradition, the different groups in a multicultural society are obliged to
deal with their mutual, collective problems in a common political/public sphere.

Subproject of the Research Program

In addition to the overall research, the program consists of seven subprojects conducted
by each member of the research group.
 Interactive Worlds: Theories, Models, and Methods for Studying the Internet
Conducted by: Klaus Bruhn Jensen
 Mediated Communities and Discourses in Global Cultures
Conducted by: Stig Hjarvard
 The Talk Show: A Popular Cultural Genre in the Global and Local Television
Culture
Conducted by: Hanne Brunn
 The Global Sports Community Seen from a Danish Perspective
Conducted by: Kirsten Frandsen
 Global and Local Aspects of Young Danes’ Media Cultures
Conducted by: Gitte Stald
 Globalization of Television
Conducted by: Henrik Søndergaard
 Mediated Identities and Cultural Change among Ethnic Minorities
Conducted by: Thomas Tufte