CHAPTER 4: A

WORLD OF IDEAS
LESSON 1:
GLOBAL MEDIA
CULTURES
MEDIA
It is the plural frame for
medium, a method for passing
on something, especially a
channel of correspondence.
General flow, broad
communications
Important Impact of Media
on Cultural Globalization
1. Media provide an extensive
transnational transmission of
cultural products.
2. Media contribute to the
formation of communicative
networks and social structures.
(Hjvard, 2007)
Evolution of Media and
Globalization
1. Oral Communication
Speech has been with us for at least
200,000 years.
2. Script
Early writing system began to
appear after 3000 B.C.E. with
symbols carved in clay tablets.
(Cuneiform)
Cuneiform
Evolution of Media and
Globalization
3. Printing Press
First made with movable
wooden blocks in China, and
then with movable metal type
by Johannes Gutenberg in
Germany.
Early Printing Press
 Evolution of Media and
Globalization
4. Electronic Media
This refers to any equipment or
tool used in communication that
require electromagnetic energy –
electricity.
Example: telegraph, telephone,
radio, film, television
Electronic Media
 Evolution of Media and
Globalization
5. Digital Media
These are most often electronic
media that rely on digital codes
– the long hidden combinations
of 0s and 1s that represent
information.
Cultural Globalization
Processes
Thematic Areas:
1. The general cultural and
societal level
2. The institutional level
3. The social group level
4. The individual level
Globalization of Culture and
Media
1. Cultural
Differentialism
-suggests that cultures
are different, strong, and
resilient.
Globalization of Culture and
Media
2. Cultural Hybridity
- notes that globalization
will bring about an
increasing blend or
mixtures of culture.
Globalization of Culture and
Media
3. Cultural Convergence
- proposes that
globalization will bring
about a growing sameness
of cultures.
CULTURAL IMPERIALISM

This theory suggests that

audiences across the world
are heavily affected by media
messages coming from the
Western industrialized
countries.
CULTURAL IMPERIALISM

The most important influence

of cultural imperialism is the
argument that international
communication flows,
processes, and effects are
permeated by power.