2020

Lesson 7:
MEDIA AND GLOBALIZATION 
by: Rosel Joy A. Provido
Note: Please read this alongside the reference book which I provided.
 20XX

1. Globalization Films made in Hollywood are

entails the spread of shown not only in the U.S.A
various cultures. but also in other cities across
the globe.

South Korean rapper Psy’s

song “Gangnam Style” may
have been about a wealthy
suburb in Seoul, but its
listeners included millions
who have never been or may
never go to Gangnam. Some
MEDIA AND GLOBALIZATION  2
of them may not even know
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2. Globalization also For example, the notion of the

involves the spread of rights of lesbian, gay, bisexual
ideas. and transgender (LGBT)
communities is spreading
across the world and become
more widely accepted.
Similarly, the conservative
Christian Church that opposes
these rights moves from places
like South America to Korea and
to Burundi in Africa.

MEDIA AND GLOBALIZATION  3

 20XX

Globalization relies on
media as its main
conduit for the spread
of global culture and
ideas. Today, TV programs social
media, books, magazines,
and the like have made it
easier for advocates to reach
larger audiences.

There is an intimate
relationship between
globalization and media
MEDIA AND GLOBALIZATION  4
which must be unraveled to
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Media – a means of conveying something, such as

channel of communication.

Print Media Broadcast Media

Books Radio
Magazines Film
Television
Newspapers

Digital Media
Internet
MEDIA AND GLOBALIZATION 
Mobile Mass Communication 5
 Media and Its
Functions

Media theorist Marshall McLuhan McLuhan added: “different media

declared: “the medium is the simultaneously extend and
message” amputate human senses.”

• He did not mean that ideas or messages • New media may expand the reach of
are useless and do not affect people. communication, but they also dull the
• Rather, his statement was an attempt to users’ communicative capacities.
draw attention to how media, as a form of
technology, reshapes societies.
• Thus, television is not a simple bearer
of messages, it also shapes the social
behavior or users and reorient family
behavior.

MEDIA AND GLOBALIZATION  6

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The Global Village and Cultural Imperialism

MEDIA AND GLOBALIZATION  7

 McLuhan used his 20XX

analysis of
technology to
examine the
impact of
electronic media.
He declared that television
was turning the world into a
“global village.” He meant
that, as more and more
people sat down in front of
their television sets and
listening to the same
stories, their perception of
the world would contract.

MEDIA AND GLOBALIZATION  8

 Media scholars
further grappled
with the challenges
of a global media Commentators believed
culture. that media globalization
They argued that as global coupled with American
media spread, people from
all over the world would hegemony would create a
begin to watch, listen to, form of cultural imperialism
and read the same things.
whereby American values
and culture would
overwhelm all others.

MEDIA AND GLOBALIZATION  9

 In 1976, media critic 20XX
Herbert Schiller argued
that not only was the
world being Americanized,
but that this process also
led to the spread of
“American” capitalist
values like consumerism.

MEDIA AND GLOBALIZATION  10

 Similarly, for John
Tomlinson, cultural 20XX
globalization is simply a
euphemism for “Western
cultural imperialism” since
it promotes
“homogenized,
Westernized, consumer
culture.”

MEDIA AND GLOBALIZATION  11

 Critiques of Cultural Imperialism 20XX

Ignored the fact that
media messages are
not just made by
producers,
they are also consumed by
audiences.
Has been belied by the renewed
strength of regional trends.
For example, Asian culture has
proliferated worldwide through
the globalization of media
Asian brands have provided
stiff competition.
Philippine's Jollibee claims to be
number one choice for fast food
in Brunei and not McDonalds.

Globalization will remain an Globalization leaves room Globalization leaves room

uneven process for dynamism. for cultural change.
It will produce inequalities.

MEDIA AND GLOBALIZATION  12

 Social Media: Benefits & Negative
Effects 20XX

Form of communication Enabled users to be Democratic Potential

consumers and producers of
information simultaneously Most evident in 2011 during
the wave of uprisings known
as the “Arab Spring”

“Splinternet” &
“Cyberbalkanization” Fake News Global Online Propaganda
Refer the various bubbles people place
themselves in when they are online. For
example, in the Philippines, the division
of “DDS/Dutertards” and “Dilawan”.

MEDIA AND GLOBALIZATION  13

 20XX

Social Media and the Creation of Cyber

Ghettoes

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 By now, very few
media scholars
argue that the
world is becoming While Western culture
culturally
remains powerful and media
homogenous.
Apart from the nature of production is still controlled
diverse audiences and by a handful of powerful
regional trends in cultural
production, the internet Western corporations, the
and social media are internet, particularly the
proving that the
globalization of culture
social media, is challenging
and ideas can move in previous ideas about media
different directions. and globalization.

MEDIA AND GLOBALIZATION  15

 Conclusion
This lesson showed that different media have
diverse effects on globalization processes.

Though people may individually try to keep out of Facebook or Twitter, for example, these
media will continue to engender social changes. Instead of fearing these changes or
entering a state of moral panic, everyone must collectively discover ways of dealing with
them responsibly and ethically.

Presentation Title 16
 Learning Activity
Deadline: March 30, 2020
Note: This will serve as your 1st Quiz for the Pre-Final
Period.

Question: What strategies can you use to distinguish

between fake and factual information on the
internet?

Your answer should be handwritten in a yellow paper. It should not be more

than two pages. You can scan or take a picture of it and submit it in our
google classroom. You can also send it through Facebook messenger in our
respective chat groups. Again, do not PLAGIARIZE your work.
Otherwise, I will mark you ZERO.
Presentation Title 17
 2020

THANK YOU!
MEDIA AND GLOBALIZATION