GLOBAL MEDIA

CULTURE
 In our world today, long distance love affair is no
longer a problem for people who are in different sides of
the world .With the easy access of internet ,we can be of
reach anytime of the day. And with just one click of our
cellular phone, laptop or desk computer we can easily
access Facebook, twitter, skype, google chat or other
programs which can we use to communicate with our
partner, friends and family
 According to Lule (2004), globalization could not
occur without media since the are partners
throughout the history of man. Evidently, from the
cave man paintings, to the papyrus of the Summer
to printing press of the Chinese, to the television of
the west to Facebook of Mark Zuckerberg media
made globalization possible.
HISTORY BACKGROUND OF
GLOBALIZATION AND MEDIA
 according to Appadurai (1996) as cited by Lule
(2014), “there was a rupture within social life in
the 20th century, advances in media such as the
television, computers, and cellular phones
combined with the changes in migration patterns,
computers – these two diacritics – media and
migration – fundamentally changed human life
which gave rise to this so called globalization”
 However many scholars believed that organization
started as early as the nomadic Homo sapiens , when these
people started to travel and look for food, globalization also
started. This theory is actually supported by Chanda (2007)
as cited by Lule (2014), for according to him, “globalization
is a process that has worked silently for millennia without
having been given a name – it has been with us since the
beginning of history and that a multitude of threads
connect us to faraway places from an ancient time.”
 In the Philippines, as early as 4th century with the
Indian traders of porcelain jars, to 9th century for
people of Mai (Mindoro - Batangas) going to Fukien
China for trade to the Galleon Trade with Europe and
America, globalization is already present in the
country and changing the lives of the Filipinos. As
indication, the Baybayin (early writings) of the
Filipinos which consist of symbols is believed to be a
combination of Sanskrit and Chinese characters.
 Media is not as complicated as globalization. It is
used to deliver or a passage of communication. The
word media was popularized in the 1920’s because
there was a need to talk about certain issues like the
widespread of comic books where parents become
doubtful of the effect to their children, birth of Mickey
mouse, collapse of stock market, end of WW1 and
other events which led the experts to gather all these
phenomenon and debate over the “mass media.”
EVOLUTION OF MEDIA AND
GLOBALIZATION
 Media is a part of everybody’s life today and in the
past. The development of speech to communication is
great breakthrough in the lives of the people. This
topic will adopt the periodization of Lule (2014) in his
book where he gave five periods of study globalization
and media oral, script, print, electronic and digital.
ORAL COMMUNICATION
Language was developed sometimes 1.75 Million years
ago together with the development of stone tools (Uomini
2013), at first it consisted of disorganized set of signs that
could have different meanings to each other.

The first form of communication is the cave painting

which was created by by homo sapiens around 130,000 BC.
Other forms also existed like story telling, songs, chants, or
drums and smoke signals.
 Man’s development of language makes them
different from other species and later allows them to
cover and conquer the world. Through language, man
learns to cooperate and to work with each other. Also,
it helps them to pass warnings and information, travel
and adapt to their environment . Language helps man
to settle down, improve his economic, social and
political life. Man through language is not only confined
within his territory but created a cross-continental
trade which creates cities and later civilization.
SCRIPT

Language was essential but imperfect. Distance causes

trouble, it causes trouble, it cause miscommunication and
misunderstanding. Language also relies on human memory
however it is limited in capacity.
The discovery of script- it makes communication easier,
wider in scope and can last for longer time. The first recorded
writing or the written means of human communication.
The first recorded writing begins in Sumerian over 4,000
years ago and the Sumerian Epic of Gilgamesh is a stunning
example of what the written word can produce.
 Writing was first done through wood craving, clay, bronze,
copper(Laguna copper Plate Inscription,)bones, stones and
even tortoise shells. But Egyptians were able to learn the use
of a plant found in near Nile River-papyrus. The discovery of
the use of papyrus eventually led to the organization of
political, economic, cultural and religious practices of the
people. The spread of this system reached different areas of
the world, hence integration among countries began and so
with globalization.
PRINTING PRESS

With the spread of papyrus, there was a domination of

information also only the rich and clergy have the ability to
read and write. A monopoly of information and knowledge was
the challenge then. But with the invention of printing press
information now reaches even the simplest man in the society.
Printing press was first invented in China during the Tang
dynasty around 4th and 7th century AD. At first, printing press
for the production of short Buddhist religious text that are
carries as charms by believers. Then later on in Germany,
Johannes Gutenberg's movable type printing press is
introduced around 1439 in a lawsuit Strasbourg.
 Reading materials became cheap and easily
circulated. Numerous books, pamphlet and flyers were
produced , reproduced and disseminated. High rate of
literacy among the commoners followed. Economic,
religious and political ideas spread rapidly in different
parts of the world.
 The so-called Guttenberg bible spread hastily, the near
simultaneous discovery of sea routes the west by Christopher
Columbus in 1492 and in the East by Vasco de Gama in 1498
and the succeeding establishment of trade links greatly
facilitated the global spread of Gutenberg-style printing.
 From the study of Elizabeth Eisenstein (1979), Lule
extracted two most important consequences of the discovery
of printing press:

1. It change the very nature of knowledge. It preserved and

standardized knowledge.
2. It encourage the challenge of political and religious
authority because of its ability to circulate different views.
 People from different side of the world started to learn
from other countries – the wide spread of nationalistic
ideals, different economic theories, diverse culture of
people. Printing press truly nurture globalization.
ELECTRONIC MEDIA

In the beginning of 19th century another face of

media was introduced to the people. Electronic Media
because it requires electromagnetic energy-electricity
use. Example of electronic media are: telegraph,
telephone, radio, film, television. The invention of
telegraph 1830s by Samuel Morse revolutionized ling-
distance communication.
 The effect of this invention, greatly advantageous sins rail
road travel became efficient and safe since arrivals and
interruptions can be sent ahead time. Businesses were able to
exchange information about market prices, deliveries and
delays. Newspapers could deliver reports in an instant. The
discovery of telephone is another innovation in
communication.
 Alexander Graham Bell invented the telephone in 1876 and
it speedily capture the globe. Alongside the telephone and
telegraph is the invention of radio. It was considered as a
“wireless telegraph”, by1900 communication definitely was
transmitted wireless and by 1920,s broadcast stations were
transmitting music and news “on air”. Another medium that
was invented to solidify communication is the film.
 According to Lule(2014), “The world wide success of films
like avatar and titanic offers resounding examples of the
confluence of globalization and media. While television was a
defining moments in the globalization.” Marshall McLuhan as
cited by Lule, proclaimed the world a ‘global village’ largely
because of television.
DIGITAL MEDIA

Digital Media refers to audio, video, and photo content

that has been encoded (digitally compressed). Encoding
content involves converting audio and video input into a
digital media file such as Windows Media file. After digital
media is encoded it can be easily manipulated,
distributed, and rendered (played) by computers, and is
easily transmitted over computer networks.
 Digital media products can be found in: Ecommerce, Games-
console, online and mobile, websites and mobile applications,
animation, Social media, video, augmented reality, virtual reality,
Data visualization, location-based services and interactive story
telling.

Digital media can include these industries: Entertainment,

Technology, Ecommerce, Non-profit, Health, Education, Marketing
and advertising Government, Sports, Environment, Television and
publishing.
 Computer is considered the most popular and influential digital
media to globalization, some of the largest companies in the world,
such as Microsoft, Apple Google, Facebook and others progressed
in conjunction is made easier with skype and Google chat, families
and friends can say hi and hello any time of the day. Distance is
not a hindrance for businessmen to conduct meetings, Truly digital
media has changed our life.
• Global Imaginary and Global Village Media introduced people
to the world and the world to people. Media played a
significant role in the realization of globalization. Media did
not only link the globe with cables but also with images,
stories, myths, and symbols Lule(2014) believed that media
helped to bring fundamentally new imaginary village,
manfred steger (2008) has called a rising global imaginary -
the globe itself as imagined community.
• Arjun Appadurai (1996) as cited by Lule (2014), imagination
is not a fantasy but a social fact and a staging ground for
action.
• Lewis Mumford (1970), just like Mcluhan found utopian hope
in media technology, however he was disappointed to see
that media technology was used for capitalism, militarism,
profit and power.
MEDIA: A VEHICLE TO ECONOMIC,
POLITICAL AND CULTURAL
GLOBALIZATION
• In our discussion, we already acknowledge the role of media in the
comfort of economy. We consider the reality that the media plays an
important role in the growth of economic globalization in our world.
Media worked side by side with globalization for the creation of global
capitalism and by promoting the conceptual foundation of the world’s
market economy.
• According to Jan (2009), globalization is another form of
colonialism, a new disguise for imperialism since it has the
same motive: control over resources and the right of might.
 Media has transformed into a business that is dominated by
mass-media corporations promoting their own interests at the
level of individual administration. These capitalists fill our
screen with their invitations, advertisements and
encouragements to buy their products.
 According to McChesney (1997) as cited by Lule(2014),
“Economic and cultural globalization arguably would be
impossible without a global commercial media system to
promote global market and to ecourage consumer values thus,
global media is the new missionaries of global capitalism.”
OLIGOPOLY

In economics, oligopoly is a state of limited competition, in

which a market is shared by a small number of producers or
sellers.
 In which three companies –Rogers Communications Inc
(RCI), BCE Inc (BCE) subsidiary Bell and Telus Corp (TU) –
control approximately 90% of the market. Canadians are
conscious of this oligopolistic market structures and often lump
the three together as “Robelus” as though they were
indistinguishable. In fact, they are often indistinguishable in
price: in early 2014 all three companies raised the price for
smartphone plans to $80 in most markets, more or less in
tandem.
 Due to oligopoly’s single-minded interest n profit it resulted
to a mass content rather than local content. Also it resulted to
passive populace – they think more of products rather than
politics. They are concerned more of being a costumer rather
than a citizen. Another effects is a disastrous influence on
news reporting.
 Daya Thussu (2004) as cited by Lule, decries the poverty of
news and says that the issues concerning the world’s poor are
being increasingly marginalized as a softer lifestyle variety of
reporting appears to dominate global television news agenda.
CONTROL AND POWER

Globalization has a greater impact to economics

as well as to politics. Globalization becomes the
stirring wheel for the creation of nation-states,
however these nation states are weakened because
people and borders become fluid – unsolidified in
our globalization world.
 Over 12 years according to international Federation of
journalist,there are already 1100 journalist killed in line of their
duty because some did not like what they reported.
 In China, Prominent journalist Xu Zhiong and a law
professor and civil rights lawyer Pi Zhiqiang are not only
allowed to publish their opinions but also convicted with
several cases but no evidence had been presented support the
state allegations.
 Globalization has made the world a harrowing place for
journalist. The entire world will become a war-zone because a
lot of companies and individuals complete for wealth and
power- within their boundaries.
 Media now is subject to pressure from the manipulative and
persuasive companies, politicians, military and drug cartels.
 In political globalization, a hypothesis maybe true:
government shape and manipulate the news. However, some
scholars believe that with the use of digital media(computers,
tablets, cellphones)- it will help in enlarging public domain-
more people will be involved with political action and civil
society.
 Citizens will help journalist to police their own community
with their own community with the help of these digital
media(Lule,2014).
 CULTURAL IMPERIALISM

Media today is significant carrier of culture, but it should be

understood that media are people-there agents of economic
imperialism and aggressive political lobbyist on culture which
promotes beauty , power and profit. (lLule, 2014.)
 Cultural differentials believes that culture is dynamic, strong
and resilient. Individuality of culture will remain despite of
globalization, there will be influences outsides its boundaries
which is incontrollable, it will blend and adopt but the very
core –the foundation of the will continue its distinctiveness.
 Cultural convergence suggests that globalization will bring a
growing sameness of culture. Ritzer(2011) said that dominant
groups and societies are considered to have an important role
to play in this tendency towards sameness.
 Media has a great influence to people, this is referred as
“magic bullet” or “hypodermic needle” theories, since mass
media has powerful effects to audiences.
 Cultural hybridity believes that globalization will bring an
increasing blending or mixtures of culture. The hybridization
argument thus contends that the impact of global culture does
not lead to the extinction of the local.
 As globalization and culture emerge and intensified,
another concept is developed – globalization. And media is
now a venue for globalization (think globally and Act Locally).
Globalization and media truly give us the ability to imagine
the world as a global village which evokes community, kinship,
cooperation and fraternity.
 Lule (2014), believes that media and globalization have
built a village with large tracts of economic injustices, political
repression and cultural conflicts. They have despoiled the very
globe they encircled.