Name: ______________________________________ Date: _______________________

Course: _____________________________________

I. Identify what is being asked about the Global Media Cultures. Choose the correct answer from the box then
write on the space provided. (10 POINTS)
DIGITAL MEDIA MARSHALL MCLUHAN MEDIA
GLOBAL MEDIA CULTURES CULTURAL PRODUCTS COMMUNICATION
NETWORK
PRINTING PRESS CULTURAL CULTURAL IMPERIALISM
GLOBALIZATION
CYBERGHETTO HEGEMONY SPLINTERNET

___________1. These are goods and services that include the arts (performing arts, visual
arts, architecture), heritage conservation (museums, galleries, libraries),
the cultural industries (written media, broadcasting, film, recording), and festivals.
___________2. This refers to the social, cultural, ideological, or economic influence
exerted by a dominant group.
___________3. He asserted the famous line “the medium is the message.”
___________4. John Tomlinson considered this as simply a euphemism for “Western
Cultural imperialism” since it promotes “homogenized, Westernized, consumer culture.”
___________5. This is the imposition by one usually politically or economically dominant
community of various aspects of its own culture onto another
nondominant community.
___________6. This is a place on the internet where a social group is marginalized.
___________7. Jack Lule refers to this as a “means of conveying something, such as a
Channel of communication.”
___________8. This creates a continuous cultural exchange, in which crucial aspects
such as identity, nationality, religion, behavioral norms and way of life are
continuously questioned and challenged.
___________9. This is pattern of directions in which information flows in the organization.
__________10. This form of media started the information revolution and transformed
markets, businesses, nations, schools, churches, governments, armies and
more.

II. Read the article below then answer the questions that follow. (20 POINTS)

What is Splinternet and Why You Should Care

Published by Service2Client on December 1, 2019

Eric Schmidt, former Google CEO, made a prediction in September 2018 that the internet will split in two– one part being
led by China and the other by the United States. The reasoning behind this involves China’s active monitoring of all
internet activities, as well as technological products and services from the country. Other reasons include a different
leadership regime, controls and censorship. Although it’s just speculation, the splinternet phenomenon has been around
since the 1990s. Also known as cyber-balkanization, the concept is slowly taking root as governments seek to fence off
their internet to create national internets.

How Realistic is Splinternet?

The United States has maintained dominance over the internet since its inception and going public. But in the modern
digital landscape, rules and regulations are expected to curve the global internet into smaller networks. The idea is being
driven by nationalism as well as concerns surrounding digital colonization and privacy issues. China is one country
known to be taking steps to compartmentalize the internet through its Great Firewall. Other countries that have taken steps
to control domestic access to the internet include Russia and Iran. Europe is also taking steps toward reducing U.S.
dominance by increasing regulations that require data localization. They have facilitated this with the 2018 introduction of
General Data Protection Regulation (GDPR).
In the United States, there is a drive to increase internet fragmentation to reduce the domination of large companies. This
is because of the need to increase personal data protection and reduce data control by large companies. With the world
becoming more global, we continue to see cases of large companies like Facebook or Apple having more influence as
well as centralized power. Though a small fraction of the internet interactions, this provides a good example of the
splintering. With such fragmentation of the internet increasing, it’s bound to have an effect on economic interests.

How a Split Internet Would Affect Businesses

Data has become a critical resource, from influencing purchasing decisions, behavior dynamics, health and other aspects.
But with the changing internet landscape, businesses could be affected in one way or another. Businesses have had an
easy time operating in a standardized web. But with the unity of the internet shattered, they would have to adjust their
planning and metrics to fit into the new environment. For instance, due to China’s domestic internet control, it’s
impossible for some companies in the United States to carry out business operations in China.

This situation presents a challenge for businesses – and especially those whose operations are purely internet based.
Increased regulation means disruption of operations. For small companies expanding to other countries, it would be
difficult due to the overhead costs of compliance to various regional regulations. As a business, failing to comply with the
laws of a different region would subject it to hefty fines.

Be Prepared

Whether this is going to be a reality or not, the fact is there are big changes happening on the internet. The days of an open
internet are dwindling with different countries and companies erecting digital walls on the internet every other day. Unless
we have a new set of global rules that enhance openness and public interest, then businesses and consumers will have to
navigate complex laws and regulations that will not only affect the economy, but also disrupt seamless communication.

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(Scoring Rubric: Content- 10 points, Grammar and Paragraph Structure-10 points) Total: 20 points
 How will the “splinternet” affect the internet experience of people around the world?
(Write your answer on bond paper or pad paper)