INSTRUCTIONAL MODULES IN PHILIPPINE POPULAR CULTUREE

LESSON 6: PROOFS OF GLOBALIZATION

Learning Objectives:
 Demonstrate understanding of knowledge in social media, politics, and education.
 Demonstrate knowledge in popular culture.
 Demonstrate knowledge in intensive selection of local and foreign miniseries/soap opera.

DEFINITION OF GLOBALIZATION
 Globalization means the speedup of movements and exchanges (of human beings, goods, and services, capital,
technologies, or cultural practices) all over the planet. One of the effects of globalization is that it promotes and
increases interactions between different regions and populations around the globe.

 Globalization touches every part of our lives; from the products we buy to the food we eat to the ways we
communicate with one another. Globalization is also tied to some of the other biggest issues we face in the modern
era, including climate change, trade, terrorism, and the spread of deadly diseases.

 Globalization as a world economic trend generally refers to the lowering of economic trade borders, but it has much
to do with culture as well. Just as transfer of industry and technology often encourages outside influence through
the influx of foreign money into the economy, the transfer of culture open ups these same markets.

I. MASS MEDIA

Mass media refers to the technologies used as channels for a small group of people to communicate with a
larger number of people. The concept was first addressed during the Progressive Era of the 1920s, as a response
to new opportunities for elites to reach large audiences via the mass media of the time: newspapers, radio, and film.
Indeed, the three forms of traditional mass media today are still the same: print (newspapers, books, magazines),
broadcast (television, radio), and cinema (movies and documentaries).

Functions of Mass Media

1. Surveillance
 This is to provide information about issues, events, and developments in society.
2. Correlation
 Media must interpret events and issues and ascribe meaning so that individuals understand their roles in
society. A term that best fits with correlation is agenda setting, which means the media doesn’t tell you what
to think, but what to think about. Media tells you what is and isn’t important and to what degree, but that will
be covered in a later chapter.
3. Cultural Transmission
 This is where the media aids the transference of dominant cultures and subcultures from one generation to
the next or to immigrants.
4. Entertainment
 Media is the main platform for the transference of entertainment.

II. Automated Teller Machine or ATM

Today’s ATM can do many things: dispense cash, take in loose cash and checks, perform check imaging,
inform customers of their account balances, and allow for transfers from one account to another. They can also
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communicate with visually impaired customers and generate messages and receipts in a variety of languages.
Currently, ATMs are most often found in free-standing arrangements in the middle of a shopping mall, in a
supermarket, at a gas station, in an airport. They communicate in near-real time with a host computer often
hundreds or thousands of miles away. And customers increasingly go to ATMs to do their banking rather than
entering a bank branch.

III. CELLPHONE

IV. POLITICS
Traditionally politics has been undertaken within national political systems. National governments have
been ultimately responsible for maintaining the security and economic welfare of their citizens, as well as the
protection of human rights and the environment within their borders. With global ecological changes, an ever more
integrated global economy, and other global trends, political activity increasingly takes place at the global level.
Under globalization, politics can take place above the state through political integration schemes such as
the European Union and through intergovernmental organizations such as the International Monetary Fund, the
World Bank and the World Trade Organization. Political activity can also transcend national borders through global
movements and NGOs. Civil society organizations act globally by forming alliances with organizations in other
countries, using global communications systems, and lobbying international organizations and other actors directly,
instead of working through their national governments.

V. EDUCATION
Globalization has a close relation with education. As education has an important place in shaping a society,
globalization has to be connected with education and the global activities have a deep impact on it.
Under the effects of globalization, education is driven to important changes. The effects of Globalization on
education bring faster developments in technology and communications are foreseeing changes within school
systems across the world as ideas, values and knowledge, changing the roles of students and teachers, and
producing a shift in society from industrialization towards an information-based society. It reflects the impact on
culture and brings about a new form of cultural imperialism.

Impact of Globalization in Education

 Globalization encourages explorations, experimentation to push the frontiers of the potential of information
technologies and communications for more effective learning.
 It encourages students to work in teams. To be able to work closely in teams is the need for employees.
Working in teams requires students to develop skills in group dynamics, compromise, debate, persuasion,
organization, and leadership and management skills.
 Globalization enhances the student’s ability to acquire and utilize knowledge.
 Globalization enhances the ability of learners to access, assess, adopt, and apply knowledge, to think
independently to exercise appropriate judgment and to collaborate with others to make sense of new
situations.
 Promoting international understanding, collaboration, harmony, and acceptance to cultural diversity across
countries and regions.

VI. INTERNET
Without technology, globalization would probably not be a topic for discussion. In particular,
communications technology, in which the Internet plays a major role, has revolutionized how people work,
INSTRUCTIONAL MODULES IN PHILIPPINE POPULAR CULTUREE
expanded the global knowledge base, and provided a variety of ways of bringing people and cultures closer
together. The Internet provides a platform where companies that are thousands of miles apart can communicate
and share information. On a social and cultural level, the Internet provides access to the same music whether you
are in Philippines or in other countries, and people can make new friends around the globe via social networking
sites.

Effects on Mass Media

The Internet has altered the structure of the mass media. Most of the news networks were local or national prior to
the Internet revolution, and only a few companies, such as CNN, broadcast in other countries. Now the news on all
networks is available constantly, anywhere in the world, and it is updated as events occur. Some see the mass
media aspect of Internet globalization as a negative, because it is claimed that English-speaking countries dominate
the media, and this has popularized U.S. culture at the expense of local cultures.

VII. TOP TEN SEARCH ENGINES

In the Philippines (Search Engine Market Share in Philippines - September 2020)

1. Google (95.43%)
2. Bing (2.42%)
3. Yahoo (1.74%)
4. Ecosia (0.2%)
5. DuckDuckGo (0.11%)
6. Baidu (0.06%)

VIII. PROLIFERATION OF FILIPINO

OVERSEAS FILIPINO WORKER (OFW) OFW or Overseas Filipino Worker is a term used to refer to Filipino
migrant workers who reside outside the Philippines for a limited period for employment. According to a report by the
Philippine Statistics Authority (PSA), with statistical data from 2017, an estimated 2.339 million OFWs are living and
working abroad. In other words, all OFWs are Overseas Filipinos but not all overseas Filipinos are OFWs.

OFWs are considered economic heroes of the country because of their significant contribution towards the growth
of the Philippine economy. Remittances sent by OFWs accounted for 11% of the total GDP of the country in 2018.
The Philippines is one of the top 5 economies in the world that benefit the most from remittances. Globalization has
enabled easy access to many overseas Filipino workers (OFW) and overseas employment agencies overseas jobs
which are not readily available in the Philippines. Various countries trust Filipinos' professional way of working and
this led to many employer nations outsourcing jobs from the country. Although Filipino who decides to work
overseas have different reasons of choosing to work abroad, majority always go because of financial reasons and
their desire to have a better future for themselves and their families. Globalization has made it easier to Filipinos
apply on jobs being offered abroad because requirements to work in participating countries are more simple and
most often Filipino workers do not have a difficult time qualifying for the job. In Philippine Economy, the OFW’s are
now considered as the new heroes, their remittances greatly help Philippine economy. Millions and even billions of
dollars are being sent in the Philippines every year and help in maintaining the balance between the peso and dollar
exchange.
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QUESTION TO PONDER….
1. Is this aspect of globalization good or bad for our country?
2. Does the movement of people around the world benefit our economy?

IX. KNOWLEDGE OF FILIPINO IN USING TECHNOLOGY

QUESTION TO PONDER….
1. What are the pros and cons of using technology?
2. How does technology be a proof of globalization?
X. SCOPE OF FACEBOOK AND MASS MEDIA

As of the third quarter of 2019, Facebook and YouTube were the most popular social media platform in the
Philippines. Within the same period, Filipinos spent nearly four hours online on social media.
Facebook’s dominance in the Philippines In 2020, Facebook’s user population was over 800 million in Asia.
In the Philippines alone, there were almost 74 million Facebook users as of 2019. Furthermore, it held nearly 93%
of the country’s social media market share as of 2020. Filipinos rely on social media app as a primary source of
news and a platform for product placement.
POPULARITY OF YOUTUBE
In the Philippines, YouTube has become increasingly popular because of its accessibility to content
creators and the ability to reach wide audiences. As of 2019, ABS CBN entertainments’ YouTube channel, a well-
known entertainment news program, was the most popular YouTube channel with approximately 30.8 billion
uploaded video views.
Mass media means technology that is intended to reach a mass audience. It is the primary means of
communication used to reach the vast majority of the general public. The most common platforms for mass media
are newspapers, magazines, radio, television, and the Internet. The general public typically relies on the mass
media to provide information regarding political issues, social issues, entertainment, and news in pop culture.
Mass Media is a medium to communicate the large masses whether oral, written, or broadcast to a larger
audience. There was a time when people use to switch on the radio for listening bulletin information or pick up the
newspaper for reading daily headlines and information to know what is going on in the world all-around with a cup
of tea in their hands. But with time, technology has changed and there are other media introduced to convey
information to the masses such as:
a. Books and Magazines
b. Televisions
c. Internet videos
d. Films and
e. Documentaries
There are 6 types of Mass Media:
1. Traditional Media
2. Print Media
3. Electronic Broadcasting Media
4. Outdoor Media
5. Transit Media
6. Digital Media or New Media
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XI. IMPLICATIONS OF SOCIAL MEDIA

The term “social media” is used a lot these days to describe a variety of different digital platforms. Social media
refers to social networking sites like Facebook, Twitter, Instagram, Pinterest, YouTube, LinkedIn, etc.
 Business
 Education
 Politics
 Youth