Globalization relies on

social media as its main

conduit for the spread of
global culture and ideas.
 Media and its functions

According to Jack Lule:

“media is a means of
conveying something, such as
a channel of communciation”
 Media and its functions

Print Media Broadcast Media

books film
magazine radio
newspapers television
Digital Media
e-mail
internet sites
social media
mobile mass communication
 Media and its functions
According to Marshall McLuhan:

“The medium is the message”

“Different media simultaneously extend and amputate

human senses”

“The question of what new media enhance and what

they amputate was not a moral or ethical one”
 Global village and cultural
imperialism

According to Marshall McLuhan:

“Television was turning the world into a global

village”
 Global village and cultural
imperialism

Media scholars further grappled with

the challenges of a global media
culture

Global media had a tendency to

homogenize culture
 Global village and cultural
imperialism

Herbert Schiller, 1976:

The world was being Americanized;
this process also led to the spread of
“American” capitalist values like
consumerism.
 Global village and cultural
imperialism

John Tomlinson:
Cultural globalization is simply a
euphemism for “western cultural
imperialism” since it promotes
“homogenized, westernized, consumer
culture”
Global village and cultural
imperialism

OTHER
AMERICA GLOBAL
FLOWS
RECAP
 CULTURAL IMPERIALISM

Cultural hegemony of industrialized or

politically and economically influential
countries which determine general
cultural values and standardized
civilization all throughout the world.
CONTEMPORARY IDEAS AND
DEBATE

Cultural Imperialism can be

seen by the “receiving”
culture as a threat to or an
enrichment of its cultural
identity.
 CRITIQUES OF CULTURAL
IMPERIALISM
1980s
Media scholars began to pay attention
to the ways in which audiences
understood and interpreted media
messages.
 CRITIQUES OF CULTURAL
IMPERIALISM
In a 1985 study by Ien Ang
she studied the ways in which
different viewers in the Netherlands
experienced watching the American
soap opera Dallas.
 CRITIQUES OF CULTURAL
IMPERIALISM
The Dutch viewers put “a lot of
emotional energy” into the process,
rather than simply receiving American
culture in a “passive and resigned”
way.
 CRITIQUES OF CULTURAL
IMPERIALISM
Elihu Katz and Tamar Liebes, 1990
“texts are received differently by
varied interpretative communities
because they derived different
meaning and pleasures from these
texts”
SOCIAL MEDIA AND
THE CREATION OF
CYBER GHETTOES
Terminologies
Social Media
• websites and applications that enable
users to create and share content or
to participate in social networking.

Cyber Ghettoes
• The equivalent of a ghetto in
cyberspace
• a place on the Internet etc. where a
social group is marginalized.
“The world is becoming culturally
homogenous”
 Social Media challenge previous
ideas on media and globalization
 PAST IDEAS ON MEDIA PRESENT IDEAS ON MEDIA
Audience is passive Audience has an influential
role
Greater connection with Fewer genuine connection
others
One can go “off-line” One’s life revolves around
media
DEMOCRATIC POTENTIAL OF SOCIAL
MEDIA

Arab Spring
A series of uprisings against the
Tunisian, Egyptian, and Libyan
authoritarian government
DEMOCRATIC POTENTIAL OF SOCIAL
MEDIA
“Women’s March”
was a worldwide protest on the day after
the inauguration of President Donald
Trump.
Tensions rose due to statements made by
Donald Trump, considered by many as
anti-women or otherwise offensive
 SOCIAL MEDIA AND THE CREATION
OF CYBER GHETTOS
“splinternet”
a characterization of the Internet as splintering and
dividing due to various factors, such as technology,
commerce, politics, nationalism, religion, and interests.

“cyberbalkanization”
the segregation of the Internet into smaller groups
with similar interests, to a degree that they show a
narrow-minded approach to outsiders or those with
contradictory views
 HERD
MENTALITY
The segmentation / division
among people due to social
media has been exploited by
politicians
Global online propaganda will
be the biggest threat to face as
globalization of media
deepens
 Without diligent
readers, fake news
spreads like
wildfire
SOCIAL MEDIA AND THE CREATION
OF CYBER GHETTOS

Users must remain vigilant and learn how to

distinguish fact from falsehood in a global
Om falsehood in a global media landscape that allows
media
landscape that allows politicians to peddle with
alternative facts.
 CONCLUSION:
• Different media have diverse effects on
globalization process.

• Societies can never be completely

prepared for the rapid changes in the
systems of communication.

• Consumers and users of media will have

a hard time turning back the clock.