GLOBALIZATION AND MEDIA:

CREATING THE GLOBAL

VILLAGE
Contents
06
Media and Economic
01 Definition of Media
Globalization

02 Evolution of Media
07 Effects of Globalization on
Mass Media
03
Global Imaginary and Global
Village
08 Media and Its Functions

04 Connections between Media

The Global Village and
and Globalization
09 Cultural Imperialism
05 Globalization of Media
10 Social Media and the
Creation of Cyber Ghettoes
Learning Objectives
In this topic you’ll learn…

● Define and explain the concept of globalization and

media
● Compare and contrast different media systems and
structure
● Explain how globalization affects the different cultures in
the media
● Explore the impact of technological advancements of
media
What is MEDIA?
Refers to the communication channels through
which we disseminate news, music, movies,
education, promotional messages, and other
data. It includes physical and online newspaper
and magazines, televisions, radio, billboards,
telephone, the internet, fax and billboards.
Landscape of media continues to evolve, leading
to new and innovative ways of creating,
consuming, and interacting with content. The
dynamic nature of media has a profound impact
on how information is shared and received in
today’s interconnected world.
How are they classified?
Traditional Media Digital Media

● Print Media – newspapers, ● Internet – websites, social media

magazines, and others that are platforms, blogs, news outlets,
printed. and others that encompasses
● Broadcast Media – television, wide range of content types.
radio, and others which transmits
by electromagnetic waves.
● Out-of-Home Media – billboards,
bulletins, posters, and others that
delivers news or information to
the public or outdoors.
Media of the past
Oral
Communication
Oldest and most widely used
medium of communication.
Take place in different forms
such as speech, face-to-face
conversation, interview,
meeting, and etc.
Script Printing Press
Document that comprises Device that allows for the
settings, characters, mass production of uniform
dialogue, and stage printed matter, mainly text in
directions for movies, TV the form of books, pamphlets
shows, and stage plays. and newspapers.
Media of the past
Electronic Media
Form of media that one can create
and distribute among people via
electronic medium.
Digital Media
Communication media that operate in
conjunction with various encoded
machine-readable data formats. Its content
can be created, viewed, distributed,
modified, and preserved on a digital
electronic devices
How have they evolved?

PRE-INDUSTRIAL AGE INDUSTRIAL AGE

(BEFORE 1700S) (1700S – 1930S)
• Discovery of fire, development of paper from • The use of the power of steam, development
plants, and forgery of weapons and tools with of machine tools, establishment of iron
stone, bronze, copper, and iron production, and manufacturing through the
• Cave paintings (35,000 BCE) printing press.
• Papyrus in Egypt (2500 BCE) • Printing press for mass production (19th
• Clay tablets in Mesopotamia (2400 BCE) Century)
• Acta Diurna in Rome (130 BCE) • Newspaper (1640)
• Typewriter (1800)
• Telephone (1876)
How have they evolved?

ELECTRONIC AGE INFORMATION AGE

(1930S – 1980S)
• Invention of transistor which led to the
transistor radio, electronic circuits, and early
computers.
• Television (1941)
• Large electronic computers – i.e. EDSAC (1949)
and UNIVAC 1 (1951)
• Mainframe Computers – i.e. IBM 704 (1960)
(1990S – PRESENT)
• Where the internet paved the way for faster
communication and the creation of the social
network.
• Web browsers: Mosaic (1993)
• Blogs: Blogspot (1999)
• Social networks: Friendster (2002) and
Facebook (2004)
• Microblogs: Twitter (2006) and Instagram
(2010)
GLOBAL IMAGINARY
AND GLOBAL VILLAGE
As we have seen, one of the most
important consequences of
communication media for
globalization has been: through
media, the people of the world
came to know of the world.
GLOBAL IMAGINARY
AND GLOBAL VILLAGE
That is, people have needed to be able
to truly imagine the world – and
imagine themselves acting in the world
– for globalization to proceed.
Globalization and
Communication Media
Globalization refers to the
increasing interconnectedness
and interdependence of countries
and societies worldwide,
encompassing economic, political,
cultural, and social aspects.
Globalization and
Communication Media
Communication media have
provided a means for p e to
access information, ne
perspectives from
of the world.
 For globalization to advance,
individuals need to have a genuine
understanding and awareness of the
world beyond their immediate
surroundings.
Communication media, by providing information
and enabling communication across borders, have
allowed people to imagine themselves engaging
with the world, understanding their role in shaping
global processes, and influencing global issues.
Greta Thunberg:
The Swedish environmental activist Greta
Thunberg has become a prominent agent of
change in the global movement against climate
change. Through her Fridays for Future
campaign and powerful speeches, she has
mobilized millions of young people worldwide
to demand action from governments and
corporations to address the climate crisis.
 AGENTS OF CHANGE CAN TRANSFORM
GLOBALIZATION IN SEVERAL WAYS
Shaping policies and Encouraging sustainable
1 institutions 4 development

Promoting inclusivity and Empowering local

2 equity 5 communities

Fostering cross-cultural Utilizing technology and

3 understanding 6 connectivity
Cosmopolitanism
In this perspective, the media have not only physically
linked the globe with cables, broadband, and wireless
networks,
but have also linked the globe with stories,
images, myths, and metaphors.
Cosmopolitanism
The media are helping to bring about a
fundamentally new imaginary, what scholar
Manfred Steger (2008) has called a "rising
global imaginary" – the globe itself as
imagined community.
Cosmopolitanism
In the past, only a few, privileged people thought of
themselves as ‘cosmopolitan’ – citizens of the world.
"Cosmopolitan" refers to a perspective or attitude that is
characterized by a recognition and embrace of diverse cultures,
ideas, and identities from around the world. Cosmopolitanism is
now a feature of modern life. People imagine themselves
as part of the world.
IN THE PAST, ONLY A FEW PRIVILEGED PEOPLE
THOUGHT OF THEMSELVES AS 'COSMOPOLITAN' OR
CITIZENS OF THE WORLD DUE TO SEVERAL REASONS:

• Limited Access to Information

• Geographical and Cultural Barriers
• Nationalistic Sentiments
• Limited Exposure to Global Issues
• Socioeconomic Factors
Cosmopolitanism
This shared understanding of the world as an imagined
community promotes cosmopolitanism, where individuals see
themselves as part of a global society.
The ability of media to disseminate diverse perspectives and
experiences contributes to this collective imagination and
encourages individuals to actively engage in global affairs.
GLOBAL IMAGINARY
Imagined Community
Benedict Anderson is political
scientist and historian who
lived and taught in the United
States. He wrote the book
'Imagined Communities' which
focuses on nations and
nationalism
Nationalism and Imagined
Communities
● According to
Anderson's theory of
imagined communities, the
main causes of nationalism
are the movement to
abolish the
Nationalism and Imagined
Communities
● ideas of rule by divine
right and hereditary
monarchy, and the
emergence of printing
press capitalism.
Nationalism and Imagined
Communities
● Initially, the history of
society and politics
were based on the
existence of a common
religion.
Nationalism and Imagined
Communities
From this, Anderson argues that in the presence and
development of technology, people started to think what
really is history and politics.
With the emergence of the printing press and
capitalism, people gained national consciousness
regarding the common values that bring those
people together.
Nationalism and Imagined
Communities
The Imagined Communities started with the creation of
their own nation print-languages that each individual
spoke. That helped develop the first forms of
known nation-states, who then created their own
form of art, novels, publications, mass media, and
communications.
 Nation as an Imagined Community
Anderson defined a nation as "an imagined political
community." As Anderson puts it, a nation "is
imagined because the members of even the smallest
nation will never know most of their fellow-members,
meet them, or even hear of them, yet in the minds of each
lives the image of their communion."
 Global Imaginary
The concept of “global imaginary” as
coined by Manfred Steger, refers to the
consciousness of belonging to a
global community—a
consciousness that has emerged in
recent decades with the rapid rise
of communication technologies and
the decline of nation-based political
ideologies.
 Global Imaginary
The concept builds on Benedict
Anderson’s theories of “imagined
communities,” but while Anderson
used the term to refer to shared
ideologies within nations, Steger
posits that globalization is breaking
down the imagined walls of
nationhood and bringing about “a
shared sense of a thickening world
community.”
 Global Imaginary
One artist and scholar has focused on visual culture as a
way to understand the concept of “global imaginary.”
Tommaso Durante’s project, the Visual Archive Project of the
Global Imaginary, explores the visual evidence, through
photographs, of the cultural changes happening worldwide
as a result of globalization. The photographs encompassing
the cultural dimension are full of people, advertisements,
storefronts, public spaces, and symbols that represent
merging nationalities and ideologies.
Global + Village
Global - of, relating to, or involving the
entire world: WORLDWIDE

Village - a settlement usually larger than a

hamlet and smaller than a town
an incorporated minor municipality
 What is Global Village?
The term global village has been used to express
the idea that people throughout the world are
interconnected through the use of new media
technologies. The term was coined in the early
1960s by Canadian media theorist Marshall
McLuhan, who was writing about the newer
technologies of his day, such as radio and
television.
"The new electronic interdependence recreates the world in the
image of a global village."
-Marshall McLuhan, The Gutenberg Galaxy (1962)
A Methaporic Idea of Utopia
The global village,
McLuhan felt, would bring
about a utopia. Drawn
closely together by media,
people would be like
neighbors, living in ‘a
Pentecostal condition of
universal understanding Utopia means an ideal commonwealth whose
inhabitants exist under seemingly perfect
and unity’ (1964: 80). conditions. Hence, impossibly idealistic.
What is the word GLOBALIZATION?
Globalization refers to the
increasing interconnectedness
of economies, cultures, and
societies across national
boundaries through the
exchange of goods, services,
ideas, and technologies.
What is the word GLOBALIZATION?

Globalization has also been associated with both

positive and negative aspects. For instance, it
has been credited with creating new economic
opportunities, facilitating the exchange of ideas
and knowledge, promoting cultural diversity,
and reducing poverty. On the other hand, critics
argue that globalization has led to the erosion of
national sovereignty, unequal distribution of
economic benefits, environmental degradation,
and the spread of cultural homogenization
(Stiglitz, 2002).
Globalization of Media
Globalization of media refers to the growth of a
global media industry that transcends national
and cultural boundaries. In the digital age, media
content is being produced and consumed on a
global scale, creating a shared global culture.
Globalization of Media
According to Harvard (2012), media globalization
is "shaped by the intersection of economic,
cultural, technological, and political processes
that are driving the production, distribution, and
consumption of media content beyond national
borders". McChesney (2001) argues that media
globalization is primarily driven by economic
factors, with multinational media corporations
seeking to expand their market reach and
increase profits through global distribution.
Examples of Globalization of Media
● Netflix, Hulu, and Amazon Prime have expanded their
reach globally, providing content to audiences in over
190 countries
Streaming Services ● This global reach has allowed for the distribution of
international content, and has introduced audiences to
programming from different cultures and countries
(Shaw, 2016).

● Facebook, Twiiter, and Instagram are used worldwide,

providing space for communication on a global scale.
● According to Statista, Facebook had over 2.8 billion
Social Media Platforms monthly active users worldwide as of 2021, with over
85% of users residing outside the United States and
Canada.
Examples of Globalization of Media
● Bloomberg, BBC, CNN, and Al Jazeera have become
global entities, covering a range of international events
and providing a platform for global news reporting.
News Organizations ● According to the Pew Research Center, CNN is the most
widely distributed cable news channel, available in 212
countries and territories.

● Music, Movies, and other forms of entertainment

being distributed globally.
● For example, the Korean pop music genre K-pop has
Pop Culture become popular worldwide, with bands such as BTS
and Blackpink gaining popularity outside of their home
country (Kim & Ryoo, 2011).
Examples of Globalization of Media

● has also contributed to the globalization of media, with

E-commerce major online retailers such as Amazon and Alibaba
selling products globally.
What is Economic Globalization?
Economic globalization is the mixing and
interdependence of markets across the
world through the movement of trade,
technology, and wealth (Crain, n.d.).
Economic globalization involves trade in
goods and services, capital flows and trade
in assets (e.g., currency, stocks), the
transfer of technology and ideas, and
international flows of labor or migration
(WITA, 2021).
Characteristics of Economic
Globalization
Economic globalization has expanded how
economies operate on regional and national
scales. International trade and the flow of
capital from one country to another have
increased. This has occurred through countries
having goods and services unique to their
market that are desired elsewhere, increasing
imports and exports.
Minimizing trade barriers that would normally
insulate industry in a country has also
contributed to increased globalization.
Integration of different economies, such as
allowing businesses owned by other countries to
operate within the borders of another, has also
increased interdependence and demand.
Pros and Cons
Pros Cons

● Cheaper Goods ● Loss of manufacturing jobs in

● Economies of Scale developed nations
(Efficiency) ● Climate change and enviromental
● Increased prosperity impacts
Media and Economic Globalization
Media and economic globalization are
interconnected as the media industry plays a
significant role in shaping the narratives and
communication channels that enable economic
globalization to prosper. Media corporations also
benefit from the economic globalization process,
as it allows them to expand their reach, diversify
their offerings, and increase revenue streams.
One example of media's role in economic
globalization is the emergence of digital platforms
such as Google, Facebook, and Amazon. These
platforms have enabled individuals and businesses
from different parts of the world to connect and
transact with each other, leading to increased
online commerce and cross-border trade.
Additionally, the media industry plays a crucial role in the
dissemination of information and shaping public opinion,
which can influence economic globalization policies and
practices. News outlets, social media, and other
communication channels can influence public sentiment
towards globalization, trade, and investment, and in turn,
affect government policies and investor decisions.

However, the media industry's impact on economic

globalization is not always positive. The concentration of
media ownership in the hands of a few dominant
corporations has raised concerns about the
homogenization of cultural production and the
marginalization of local voices and perspectives.
Effects on Globalization on Mass
Media
Globalization has transformed mass media landscape by increasing access to
information, but it has also raised concerns about cultural homogenization,
media consolidation, and the role of digital technologies in shaping the industry.
Key Impacts:
● Increased Access to Information: Globalization has facilitated the exchange of information across
borders, leading to greater access to international news, diverse cultural content, and various
perspectives.

● Cultural Homogenization: While it has increased access to diverse content, globalization has also
led to concerns about cultural homogenization, as Western media and values often dominate,
potentially erasing local cultures and traditions.

● Media Consolidation: Large multinational corporations have gained control over many media
outlets, reducing diversity of voices and perspectives in the media landscape.

● Digital Transformation: The internet and digital technologies have revolutionized the media
industry, enabling rapid dissemination of news and content, as well as citizen journalism.
Key Impacts:
● Global News Networks: The rise of global news networks like CNN, BBC, and Al Jazeera has
increased the reach of news stories, making them accessible worldwide.

● Censorship and Control: Some countries have increased censorship and control over media to
maintain their influence or restrict certain information from reaching their citizens.

● Erosion of Local Media: Globalization has led to the decline of local media outlets, as they struggle
to compete with larger, international media organizations.

● Cultural Exchange: It has also encouraged cultural exchange through entertainment, films, and
television programs, introducing audiences to different lifestyles and perspectives.
Key Impacts:
● Social Media and Citizen Journalism: Social media platforms have empowered individuals to
become content creators and share news and information, challenging traditional media outlets.

● Language and Translation: The need for translation services has increased to bridge language
barriers, making content accessible to broader audiences.
Mass Media
Mass media is ubiquitous. Mass media is defined as technology that allows
information to spread and communicated to large groups of people. Early forms
of mass media include newspapers which can be mass-produced with a printing
press. purpose of mass media is to offer quick exchange and transmission of
information to a large group of people.
Functions of media mass media allows people to feel connected to what is
happening locally, nationally, and even internationally.
The Four Functions of Mass Media
● includes the actions of surveying, watching, observing,
scrutinizing, collecting evidence, and reviewing. The
nightly news is an example of surveillance, as camera
Surveillance crews and reporters survey areas and collect
information for news stories that are considered
important for an audience to watch.

● means the connection, relation, or association of two or

more ideas or perspectives. The role of correlation, as
Correlation part of Lasswell's functions of mass communication, is
how information is collected, told by the media, and
interpreted by the viewer.
The Four Functions of Mass Media
● The role of cultural transmission, as the third of
Lasswell's functions of mass communication, refers to
cultural elements such as social values, lifestyles, and
Cultural Transmission cultural norms. This includes how people look and act,
including their cultural fashion, foods, language, and
mannerisms.

● role of mass media in entertainment is to both inform

and to entertain. Mass media provides information
Entertainment about events, artists, films, background information,
etc.
 "The new electronic interdependence recreates the world in the
image of a global village.“
-Marshall McLuhan, The Gutenberg Galaxy (1962)

The term global village has been used to express the idea that
people throughout the world are interconnected through the use
of new media technologies. The term was coined in the early 1960s
by Canadian media theorist Marshall McLuhan, who was writing
about the newer technologies of his day, such as radio and
television.
The Web nowadays is sometimes regarded as the media that most
intimately connects people across the world, enabling anybody
with an Internet connection to learn what's happening around the
globe with the click of a mouse and to engage with people and
groups in distant locations.
McLuhan believed new media were
profoundly changing the way people
perceived the world, but he was not
sure whether the new “global village”
would have positive or negative
consequences for society. He died in
1980 and was honored by the Canadian
government with this postage stamp in
2000.
One easy example of the global village concept is the
“INTERNET”. Having the internet on phones and access to
free internet at libraries and cafes, people are easily able to
connect via social media or email to people around the
world.
REPORTER: ALFORQUE, DARYL DAVE F.
In anthropology, sociology, and ethics, cultural imperialism is the
imposing of certain parts of one group's culture on another
community that is not politically or economically powerful. It is
cultural in that the norms of the imposing group's social and moral
behavior are unique from those of the other community, even
though they are frequently intertwined with it in important ways. It
is a sort of imperialism in that the dominant society subjugates the
under populated population by either eradicating or substituting
elements of the under populated group's culture.
One of the main tools of colonization was cultural imperialism.
While some form of military involvement nearly always served as
the catalyst for colonialism, cultural imperialism was ultimately
responsible for its full ramifications. Colonizers imposed many
facets of their own culture on the target people through
legislation, education, and/or military force because they believed
their way of life to be superior. While colonizers were partly
motivated by a desire to rid local populations of purportedly
barbaric, uncivilized habits and mores, they also understood that
the best method to reduce opposition from the colonized was to
completely destroy any evidence of their previous way of life.
The Spanish impact in Latin America, which began with Hernán
Cortés' conquest of the Aztec empire in the early 16th century, is
one of the most obvious examples of the forced acculturation of a
colonial population. The Spanish repressed Mesoamerican culture
after establishing their physical presence in the area. They forbade
the Indians from learning and passing on their culture while also
forcing them to read and write Spanish and accept Christianity.
There are also instances of this type of behavior outside of Spain,
such as the British influence in India, the Dutch influence in the
East Indies, and the French influence in Africa.
In the 20th century, cultural imperialism was no longer associated
with military intervention but with the exercise of economic and
political influence by a few powerful countries over less powerful
countries. Many observers viewed the Soviet Union's vigorous
efforts to impose communism on other countries as a form of
cultural imperialism. Charges of cultural imperialism have been
leveled in the United States by critics who argue that imperial
cultural control is sought economically by creating demand for
goods and services. American services in other parts of the world
through aggressive marketing. This "Americanization" of other
cultures is said to occur when the mass export of American films,
music, clothing, and food to other countries threatens to displace
local products. Methods and change or eliminate certain features
of traditional lifestyles. Some countries have tried to combat this
cultural threat through various legal actions, for example by
banning the sale of certain products.
Social media refers to a variety of technologies that facilitate the
sharing of ideas and information among their users. From
Facebook and Instagram to X platform (formerly Twitter) and
YouTube, more than 4.7 billion people use social media, equal to
roughly 60% of the world's population. In early 2023, 94.8% of
users accessed chat and messaging apps and websites, followed
closely by social platforms, with 94.6% of users.
Social media started as a way for people to interact with friends
and family, but quickly expanded to serve a variety of purposes. In
2004, “My Space” was the first network to reach 1 million monthly
active users. Social media engagement exploded in the years that
followed with the entry of Facebook and Twitter (now Platform X).
Businesses have turned to these platforms to reach audiences
instantly on a global scale. According to the Global Web Index, 46%
of Internet users worldwide get their information through social
networks. This compares to 40% of users who read news on news
sites. Gen Z and Millennials are most likely to consume. Social
media plays an important role in many businesses' marketing
strategies, which is not surprising considering the number of hours
people spend on social sites and apps every day. At the same time,
social media is an ever-evolving field, with relatively new apps like
TikTok, Signal and Clubhouse joining the ranks of established social
networks like Facebook, YouTube, Platform X and Instagram.
Social networks also have negative sides. In the early 2000s, commentators
began talking about the emergence of a “fragmented internet (splinternet)”
and the phenomenon of “cyberbalkanization”. Internet fragmentation
(Splinternet), also known as Cyber-Balkanization, is a characteristic of the
Internet being divided and fragmented due to various factors, such as
technology, commerce, politics, nationalism, religion and various national
interests. For this reason, users cannot listen to or read opinions and
information that challenge their views. This segmentation has been used by
those in power, aware that social media bubbles can create a herd mentality.
This allows social media to be a democratic force likewise makes it a cheap tool
of government propaganda. Like for example, Russian dictator, Vladimir Putin
has hired armies of social media “trolls” to manipulate public opinions through
intimidation and the spreading of fake news. As these preceding cases show,
fake information can spread easily on social media since they have few content
filters. This dark side of social media shows that even a seemingly open
democratic media may be co-opted towards undemocratic means.
A lack of coordination and cooperation on cybersecurity between
countries can create “cybersecurity ghettos” or cyberslums and
compromise the security of the global cyber environment.

Cyber-ghetto It refers to a marginalized group of people, as well as

fashion aesthetics. As described by Fandom, cyberghetto is a
combination of the words "cyber" which refers to the Internet and
cyberspace and "ghetto" which is often used as a term to describe
a group of marginalized individuals association, usually black.
To conclude, there are things we need to remember:

1. Any change in technology will cause many unpredictable

consequences.
2. Even as people try to stay away from social media, social media
will continue to contribute to social change.
3. And instead of fearing these changes, we must collectively
explore ways to manage them responsibly and ethically.
Thank you!
Group Members:
• Alforque, Alexis Dave
• Cabilan, Bon Jeko
• Eyas, Kirby James
• Lobo, Manfred Jr.
• Tolang, Paul Charles

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