1 STUDY GUIDE FOR MODULE NO.

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2

COMMUNICATION and GLOBALIZATION

MODULE OVERVIEW

Communication and globalization have altered the climate, culture, politics, and economy of our society, as
well as the world at large. The growth of social media has had a huge effect on our way of thinking and
communication. We can't argue that social media brings people together and highlights cultural values and
beliefs.

MODULE LEARNING OBJECTIVES

At the end of the lesson, the students should be able to:

1. Define global communication and its emergence

2. Explain how cultural and global issues affect communication
3. Appreciate the impact of communication on society and the world
4. Analyze the impact of globalization to communication and the great challenge it offers
5. Discuss the power of information and communications technology (ICT) in making global communication a
reality
6. Identify social media applications, their uses, and functions in global communication
7. Reflect on a learning experience

LEARNING CONTENTS

SUMMARY
GLOBALIZATION

 The process of bringing people together and making them interact and exchange ideas across
traditional borders (Nowaczyk, 2017 as cited by Padilla, 2018)
 The world driven largely by advances in technology, has become inextricably interconnected across
distances and other boundaries (Downing, 2007 as cited by Padilla, 2018)
 Is the spread of products, technology, information, and jobs across national borders and cultures
(https://www.investopedia.com/terms/g/globalization.asp)
 Is the process of interaction and integration among people, companies, and governments worldwide.
Globalization has accelerated since the 18th century due to advances
in transportation and communication technology (https://en.wikipedia.org/wiki/Globalization)
 The increasing economic, political, and cultural integration and interdependence of diverse
cultures (Gamble and Gamble, 2013 as cited by Padilla, 2018)
 Globalization is a process of interaction and integration among the people, companies, and
governments of different nations. A process driven by international trade and investment and aided by
information technology.
(https://www.coursehero.com/file/37224956/Communication-and-Globalizationdocx/)
 Due to globalization, the so-called global village (Marshall McLuhan’s prediction) has emerged and
has come to reality--- this is a world interconnected by an electronic nervous system.
 The most influential popular writer on the nature of globalization, however, is Thomas Friedman, a
New York Times foreign affairs columnist. In his book, The World Is Flat: A Brief History of the
Twenty-First Century, first published in 2005, Friedman argues that in the process of globalization,
which he calls the "flattening" of the world, a surprising and lightning-quick convergence of
technologies allows individuals (not just countries and companies) to communicate "from anywhere to
anywhere," collaborating and competing for the first time on a level-playing field ( Downing, 2000 as cited
by Padilla, 2018)).
 According to him, the "flattening" of the world economy is achieved through globalized trade,
outsourcing, supply-chaining, and political liberalization. In other words, the use of technologies
allows businesses, such as large multinational corporations, to maintain customers, suppliers, and
even competitors on worldwide basis.
  The world is becoming more and more interconnected. Globalization changes how people consume
work and live almost everywhere in the world. Today, many economic, political, cultural or ecological
relationships are not explainable from a national perspective. At the same time, a controversial debate
about the consequences of globalization has begun.

IMPACT OF TECHNOLOGY ON COMMUNICATION

1. Technology provides us with unlimited information. What used to take someone hours of searching
through a library can now be done within a matter of seconds on the Internet. Whatever questions you have
you can generally get an instant answer on the computer. One word of caution though: Make sure that the
website you visit and/or the source of the information is credible!

2. It creates opportunities for meeting new people. Many applications online are currently available for
meeting new people anytime anywhere in the world. The applications vary--from posting photos and videos
like Instagram, to social networking like Twitter, games like Game of War, or entertainment like textPlus
Communities. You should, however, be careful about things that you post on the Internet or about getting
too close with an online acquaintance whom you have neither met nor known much more before or else
you may eventually find yourself in some kind of predicament.

3. It helps us keep in touch with family and friends anywhere in the world. Our being in the 21"
century is great; many incredible communication tools have been developed. The tools allow us to get in
touch with family and friends, even strangers, anytime anywhere. Computers, smart phones, iPads, and
email, besides the dependable SMS (text message), allow us to communicate quickly and easily.

4. It brings new diversity to our culture and our lives. The pace of change caused by technology is
blinding. Google recipes, and anyone, like you and your classmate, can put sumptuous meals on the dining
table. Your cell phone, with its digital camera, has replaced the film camera, and you yourself can print your
own pictures without any help from the almost-extinct film developer.

5. It fosters better cooperation among different cultural groups. New technologies help companies
extend participation on a project to an ever-greater number of people, allowing firms to tap into a wide body
of knowledge and expertise.

6. It isolates us. Mobile communication is so powerful that it changes not only what we do so, but also
what we are. Wherever we are, our mobile phones are also there-we are inseparable. At the dinner table
with our families, in a meeting at work, during interactions in the classroom, while shopping in malls, in
conversations with friends, while listening to presentations in lectures-everywhere, even at the most unlikely
places like funerals--the cell phone takes us away from the people around us. It literally isolates us from the
rest of the world... from humanity.

7. It can make us create second lives. Millions of people find solace in virtual communities where they
have found a second life. You might have heard of Sim City, Farmville, and Cities Skylines. In these social
networking sites, users or players create or choose avatars to interact with other users anywhere in the
world.

Factors that affect the flow of communication between individuals, communities, and nations.

1. Language: Language is probably the most important element in the communication chain. To put it
simply, language is the medium through which the group speaking that language expresses its
culture. A cursory glance at world history will prove that language has not only been the biggest
unifying human force, but it has been the largest bone of contention as well. To make it easier to
have global collaborations, it is essential to have one connecting language. Let us take an example
to understand this. Internationally, English has been a great unifying force between countries.
2. Ethnicity: In a multiethnic world, ethnicity is as important as language. Often misunderstandings
crop up from ethnic differences. These misunderstandings in turn hamper the communication
chain. We can take a very easy example to illustrate this point. India, which has multiple ethnic
identities, often goes through ethnic churnings thereby destabilizing the communication chain. This
is equally true for communications that happen between two different ethnic communities from two
different countries. The primary way to deal with ethnic differences is to forge a human bond that
respects the differences but tries to create a unifying factor that is beneficial to all concerned.
 3. National Identities: The concept of nationhood is a very complicated proposition. The concept of
national pride at times inundates other humane considerations. We can take a very pertinent
example to illustrate this point. The current military spat between India and China has created an
often-overzealous national consciousness in both India and China that threatens common sense.
Such spats overwhelm the necessity to have communication and subsequent collaborations. From
time immemorial, the group consciousness associated with nationhood has been the reason for
multiple wars. The Nazi dispensation in Germany used ultra-national pride to trample human rights
and hence make communication secondary. The best way to make way through this negative
national consciousness is to develop the penchant for having rational humane considerations that
doesn’t bank on jingoism.
4. Religious Identities: History has been witnessed to the fact that religion has played the role of the
biggest human divisive force. If we take a sneak peek into the history of humanity, we would be
able to find out that religion has been the single largest cause of conflicts. Whether we talk about
the crusades or deliberate about the current religious unrests, religion has fomented the maximum
trouble among fellow human beings. To tackle it, the best way is to have a personal take on
religion. Human beings need to appreciate that differences in religious orientations are natural and
the same should not deter people from having communication and forging collaborations.
5. Social Class: No wonder that social positioning and economic status of people put them into
certain brackets. This artificial division again creates rifts between the haves and have-nots thereby
leading to a breakage in the communication chain. All throughout the world, the existence of
different social classes is a crude reality. Let us take an Indian example. As the pandemic keeps
getting worse, the biggest victims have been the migrant laborers. The reason why this class has
taken the toll is their economic and social status. The best way to deal with this differentiation is to
reduce the gap between the social classes.
6. Gender: Let us now come to gender. As basic as it is, the reality remains that gender can also
become an impediment for the flow of communication at times. The difference between genders
across the world is very real. In India, the transgender community must face social ostracism all the
time. The communication channel in this case is broken. There is hardly any discourse on the
community. The best way to deal with this stalemate is to accept that gender can’t be the basis of
any discrimination. However, like many other things, it is easier said than done.

7. Age: Across societies, generational shifts can cause a lot of miscommunications. As the world
changes, meanings and communication channels change. At times, older people can’t cope with
these changes, which in turn creates an imbalance in communication. At other times, the younger
generation fails to understand the frame of reference of the older people thereby creating an
unnecessary rift.

The term social media refers to web and mobile technologies and practices that people use to share content,
opinions, insights, experiences, and perspective online. There are many prominent examples of social media
platforms, including Facebook, Twitter, YouTube, LinkedIn, and blogging sites among many others.

Functional social media building blocks

1. Identity: This is the most basic functional block of social media. It represents "the extent to which users
reveal their identities in a social media setting" and can include information like name, age, gender,
profession, location, and also information that portrays users in certain ways.

2. Conversations: How do users communicate with other users in a social media setting? Many facilitate
conversations among individuals and groups (i.e. Twitter's #hashtags, *cue Jimmy Fallon*). These
conversations happen for variety of reasons such as to meet like-minded people, to find love, to build their
self-esteem, or to be news-breakers on innovative ideas or trending topics.

3. Sharing: "Social" often implies an exchange between people, which in turn means sharing. We now
distribute and receive more content in less time than all of humanity has done previously. What are the
implications on the social media sites that mediate these ties?

4. Presence: Have you ever checked Facebook or Foursquare to find out where your friends are? The
presence block refers to the accessibility of which you can know where others are, virtually and/or physically,
through status updates or check-ins. This social media building block has benefited from the world's hyper-
connectivity and bridged the gap between virtual and physical.

5. Relationships: The relationships block is straightforward. It represents a connection between more than
one user through conversation, sharing information, meeting up, or just listing each other as a follower or
friend. Consequently, this can lead to duping, such as "catfishing". Everything has its evils.

6. Reputation: Reputation can have different meanings on social media platforms, but at its core it's a sense
of identifying the status of others and yourself in a social network. The study states that "reputation is a
matter of trust". Do you think so?

7. Groups: What communities and sub-communities exist on a social media platform, and how easy are they
to construct? As your network becomes bigger with friends, followers, and contacts, it becomes necessary to
sort your cronies into different groups. This is exemplified in Twitter's lists and Facebook's public, private, and
secret groups.

The basics of social media etiquette

 Don’t be overly promotional. Try not to message all your customers asking them to buy your
products and avoid sharing constant advertisements on your page. Make your social profiles a blend
of promotional and valuable content.
 Avoid over-automation. While scheduling your posts in advance and automating analytics is helpful,
don’t automate everything. Some things still need a human touch.
 Handle your hashtags carefully. Avoid using too many hashtags at once. Even on Instagram, where
you can use 30 hashtags in a single caption, it’s important not to overdo it.
 Don’t bad-mouth your competition. Don’t be petty. Saying negative things about your competitors
online will harm your reputation more than it hurts theirs.
 Be authentic and genuine. Don’t try to be something you’re not. Remember that your customers can
learn whatever they need to know about your brand online today and things like authenticity can go a
long way
 REFERENCES

Ambida, Roger S., et al. (2019). Purposive Communication. C&E Publishing Inc. Quezon City.

Barrot, J. and Sipacio, P. (2018). Purposive Communication in the 21st Century. C&E
Publishing Inc.. Quezon City.

Chase, R & Shamo, S. (2013). Elements of Effective Communication, 4th ed. Washington, Utah: Plain and
Precious Publishing.

Madrunio, M and Martin, I. (2018). Purposive Communication:Using English in Multilingual Contexts.

C&E Publishing Inc.. Quezon City.

Padilla, Mely M., et.al. (2018), Communicate & Connect! Purposive Communication. Mutya
Publishing House Inc.

https://en.wikipedia.org/wiki/Communication

https://www.google.com/search?
sxsrf=ALeKk01YapFK1Tld4SaZf98H6FN1gWMhBw:1613026512465&q=types+of+communication&sa=X&ved
=2ahUKEwiXmqeCoOHuAhX9yYsBHaVaAVwQ1QIoAHoECAIQAQ&biw=1158&bih=547

https://blog.smarp.com/interpersonal-communication-definition-importance-and-must-have-skills