Professional Documents
Culture Documents
Lesson 6
Media and Globalization
Learning Objectives
village, the definition of cultural imperialism and its critiques, and the
b. Instill the value of preserving one's own culture despite the exposure of
has a vital role in globalization where it allows a fast spread of ideas and
provided. It is divided into five (5) periods: oral, script, print, electronic, and
share knowledge and ideas over much larger distances and for much
symbols carved into clay tablets to keep track of trade. Cuneiform marks
in China and eventually with movable metal type Figure 5. Gutenberg Press
easily circulated. This has also paved the way for the explosive flow of
the world.
It started with sending three (3) dots and three (3) dashes over electrical
lines and the effects were enormous as the ability to transmit speech over
motion pictures, and television that is considered the most powerful and
The discussion above briefly tackled the changes of media over the
years. For the next subtopic, Torossian (2021) stated that primarily used types
of media have changed over time, and has classified the media into three (3)
1. Internet media - uses the internet as the primary platform for and
this type of media, it includes social media, which allows users to interact
and generate content, forums, which are places for discussions, and
Figure 10. Facebook Figure 11. Messenger Figure 12. Instagram Figure 13. Quora
includes the television that is still widely used, the radio which is already
losing ground, and movies that are one of the most popular forms of
And aside from the brief history and the types of media, it is important to
learn how it benefits humans. Salt and Paper (2018) had provided eight (8)
C. Functions
about various events and situations to the public. Media informs the
and etc.
4. Persuasion - Media builds opinions and sets agendas in the public mind.
events and situations. This function provides knowledge with the help of
7. Linkage - Media connects the different elements of society that are not
attempt to link the needs of the consumers and the products of the
producers.
attitudes, and beliefs. This way, people become more closer and
interact with others and how we perceive the world have changed. We now
McLuhan examined
Figure 19. Canadian postage making the planet into a "global village," he meant
stamp in honor of Marshall
McLuhan
that as more people saw the same stories on their
once gathered around fireplaces to hear one another's narratives. In their living
rooms, the residents of the new global village would sit in front of bright boxes.
B. Cultural Imperialism
Culture
Imperialism
● Describes the ways that one nation asserts its power over another.
Cultural Imperialism
continued to address the issues surrounding the global media culture. Many of
them made the assumption that the global media has a tendency to homogenize
cultures. People started to listen to, watch, and read similar content as a result
because, at the time, America had become the world's dominant cultural force.
Herbert Schiller believed that in addition to the world being more
spreading.
However, because they are more focused on the big structures that
govern media content, academics who oppose cultural imperialism have a top-
resisted by the revived power of regional tendencies like Asian culture. Korean
pop, often known as K-pop, and Korean dramas and series are hugely popular
both locally and internationally. The same is true of the Asian dish sushi.
C. Cultural Heterogeneity
cultures learning from one another. The items of popular culture, including
music, movies, and fashion, may now be found in every country due to
should take into account the cultural heterogeneity and hybridity that result
from it. According to Appadurai's argument, one of the key forces influencing
Figure 20. South Korean Flag the Korean wave, started in the middle to late 1990s
used to describe how South Korean culture and goods, including music,
television shows, and cuisine, have expanded throughout Asia and the rest of
the world. The International Journal of Social Science and Humanity reported
that Korean dramas, or "Koreanovelas," are how Hallyu or the "k-wave" made
its way to the Philippines (Beldad, 2022). Another way that Filipinos were
frequently purchase physical albums of their favorite K-pop idols as well as the
then, when Americans first introduced free education Figure 21. USA Flag
but use English words in our sentences when we talk due to the ingrained
practice of “Taglish.” Additionally, many kinds of clothing and food have been
hamburgers, and sandwiches are all highly well-liked. Today, Filipinos are
of anime in the Philippines in the late 1990s and early 2000s (“Localising
learn about Japanese culture through universities, therefore this has persisted
up to the present. The availability of Japanese music and television in our nation
Filipinos' attitudes
terms of media culture, China has long believed that the success and
4 in 2018 (Hung, 2021). Aside from television programs that have been aired in
our television stations, Chinese movies and dramas are also getting more
● Loss of Identity
○ It's claimed that when a dominant culture is imposed, it can erode
cultures.
● Cultural Homogenization
McDonaldization theory.
● Cultural Appropriation
and prejudices.
of a group.
● Resistance and Hybridization
forms of expression
suit the needs, culture, and laws of the local population. It allows
not everyone agrees with these critiques. Some argue that globalization and
cultural exchange can also have positive aspects, such as the spread of
common form of media that the world consumes today. There are 5.16 billion
internet users in the world today, which is equivalent to 64.4 percent of the
world’s total population. Social media users around the world are at 4.76 billion,
equating to just under 60 percent of the total global population (Kemp, 2023).
used for almost any purpose that depends on information, and it is accessible
Description, History, Uses, & Facts, 2023). With a large chunk of the world
about different cultures by connecting with people from all over the world
through social media platforms. This allows us to learn more about one another
(Alaniz, 2022).
B. Cyberbalkanization
viewed, shared, and with whom outside the country via the use of the Internet
(Kapoor, 2021). Some of the ways governments have fragmented their internet
from the rest of the world include banning of the following (Economist
One key example of a country that separated its internet from the rest of
the world is China, through its Golden Shield Project, also known as the Great
Firewall of China. Its primary goal is to control the flow of information into and
out of the country. As China opened up to the rest of the world with the
economic reforms known as the socialist market economy in the 1980s and
1990’s, its population became increasingly exposed to ideas and attitudes that
the Communist Party of China (CPC) saw as a threat to its social values and
political ideology. CPC also recognized the value of the internet as a tool for
economic growth and its ability to expose the Chinese people to “dangerous”
ideas (Crawford, 2023). The Great Firewall restricts access to foreign news
sites, such as BBC, The New York Times, and The Wall Street Journal, and social
Instead, homegrown platforms such as Weibo, Tencent QQ, and WeChat thrive
in Chinese social media, which are heavily monitored by the CPC (Zucchi,
2021).
waged war against Ukraine, many foreign companies have ceased operations
(Hopkins, 2022). India also banned the popular China-based social media app
Tiktok in June 2020 amid security concerns after a military clash with China
(Murray, 2023). Lawmakers in the United States, Europe, and Canada have
also escalated efforts to restrict the access of its citizens to Tiktok. These efforts
come due to concerns that Tiktok and ByteDance, its parent company, may put
sensitive user data, like location information, into the hands of the Chinese
When looking into the origins of the largest social media platforms
today, most of them had one common objective: to have a space to connect,
communicate, and share with people. As time went by, companies behind these
platforms have found a way to gain profit despite the majority of these sites
advertisement reaches, the higher the profit social media companies can
prioritize keeping users online longer than before. This provides more
keep users scrolling in their platforms. Newberry et al. (2022) defines social
media algorithms as a set of rules and signals that automatically ranks content
on a social platform based on how likely each individual social media user is to
like it and interact with it. With these algorithms, the social media feed of each
user will be personalized based on their activity. This personalized feed will
entice users to stay on the platform and keep scrolling, which allows social
in profit.
content within them. Hence, to encourage the continuous flow of content, some
reward content creators for the media that they publish on platforms
2023). Most creator funds of social media platforms have certain requirements
their profits. This can be seen in the rise of paid subscriptions for social
which adds a blue checkmark to a subscriber's account and offers early access
to select features. (Koetsier, 2022). Meta also has its own version of this called
Meta Verified (Roth, 2023). Meta also proposes a paid subscription option to its
Diversity, 2021), globalisation can impact identity in various ways, largely due
to the comparisons drawn between oneself and the social environment they are
exposed to.
2017 as cited in The Intertwining of Social Media and Cultural Diversity, 2021).
cyber ghettoes. The term “cyber ghetto” was coined by a Black teenager
named Lewina on Tumblr who reportedly carved out a space on the internet for
to the internet and cyberspace and “ghetto” which is generally used as a term
(Spence, 2021). Hence, cyber ghettoes are spaces in the internet that
Johnson and Callahan (2013, as cited in The Intertwining of Social Media and
Cultural Diversity, 2021), in which they state that “New media have the ability
(2019, as cited in The Intertwining of Social Media and Cultural Diversity, 2021)
emphasized that Minority cultures use social media to enhance minority values
companies have pushed social media algorithms to keep its users on their
has access to. This includes the information that can be accessed via the
internet, news sources, and your social network. It includes news articles you
read, the media you consume, and the people you interact with on a regular
basis (Renze, 2021). When this information bubble is not burst, an echo
encounters information or opinions that reflect and reinforce their own (Digital
“For example, if you search for and consume liberal news topics, they will
recommend more liberal news. If you search for and consume conservative
news topics, they will recommend more conservative content. If you search
for conspiracy theories, you get more conspiracy theories. The more you
search for and engage with specific types of content, the more these
content. The further down this rabbit hole that you go, the more they will
pull you in even further. Over time, the content becomes progressively
internet totally agrees with you and your views. If anyone should happen to
disagree with you, then you’ll think they must be crazy to be ignoring all of
This cycle constitutes an echo chamber, which can distort and limit an
individual's perspective. This echo chamber is what the person believes is true
for it is all that it is true, even though there can be a possibility that it is
objectively false. This can result in a person stuck in this having difficulty
For the longest time, propaganda has been used for thousands of years
n.d.):
harm
Dictionary, n.d.)
None of these phenomena are new, but with the help of social media,
despite the vast distances between its users. This speed of transmission may be
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