Lesson 7 – Media and Globalization

Sammy T. Perado, Ph.D., MMT, REB

stperado@firstasia.edu.ph

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Learning Activity: (Quiz for 50 pts.)

Asian Dance and Globalization

Direction: Form groups of 4-5 members and pick

an Asian musical artist or groups that became
internationally famous (Psy, Utada Hikaru, F4,
Momoland, Black Pink etc.) and present one of
their known piece.

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 After the presentation, the group must answer
the following questions:

1. Where did the musical artist originate?

2. In which countries did the artist become
famous?
3. How did the artist become famous?
4. Why do you think the artist become famous?

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 Rubrics
Content (5) Execution of Props(15)
Presentation(20)
Answers are Appropriate with
appropriate to the Clear sense of the theme of the
questions. order. Organized chosen music or
Content is factually and properly dance.
correct. executed.

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Learning outcomes:

1. Analyze how various media drive different

forms of global integration;
2. Compare the social impacts of different media
on the processes of globalization;
3. Explain the dynamic between local and global
cultural production; and
4. Define responsible media consumption.

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Globalization – entails the spread of various
cultures.

e.g. Films – made in Hollywood – shown all over

the world.

Psy’s song “Gangnam Style”

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Globalization – spread of ideas.
> relies on media as its main conduit for the
spread of global cultures and ideas.

Jack Lule – “could global trade have evolved

without a flow of information on markets, prices,
commodities, and more?”

There is an intimate relationship between

globalization and media.

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Media and Its Functions:

Media – means of conveying something, such as

a channel of communication.

Print media – include books, magazines,

newspapers.
Broadcast media – radio, films and television.
Digital media – cover the internet and mobile
mass communication.

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Marshall McLuhan – a media theorist who
declared that “the medium is the message.”
> he meant to draw attention to how media, as
a form of technology, reshape societies.

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 Consider the effect of the effect of the
internet/smartphones on relationships?
Prior to the use of cellphones > no way to keep
constantly in touch, or to be updated on what the
other is doing.
The technology (medium) and not the
message, makes for this social change possible.

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New media are neither inherently good nor bad.
The question as to what new media enhance
and what they amputate was not a moral or
ethical question.

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The Global Village and Cultural Imperialism

Television – turning the world into a “Global

Village” where all are listening to the same story.

This scenario created a cultural imperialism

because most, if not all, are American cultures
and values overwhelm all the others.

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Herbert Schiller – the world is becoming
Americanized, value of consumerism prevails.

John Tomlinson - Cultural globalization is simply

a euphemism for Western Cultural Imperialism”
since it promotes homogenized, Westernized,
consumer culture.

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CRITIQUE of Cultural Imperialism:

They ignored the fact that media messages

are not just made by producers, they are also
consumed by audiences.
e.g. Asian culture – proliferated worldwide
through media (Hello Kitty, K-pop etc.)

> Local brands are competing with international

brands Jollibee vs. McDonalds

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Social Media And The Creation Of Cyber
Ghettoes:

Internet/social media – is challenging previous

ideas about media and globalization.

Social media – has both beneficial and negative

effect.

Anybody can be a producer or consumer of

information.
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Politicians and influential people created a “herd”
mentality, which was exploited by many.

e.g.
Russian dictator Vladimir Putin has hired armies
of social media “trolls” to manipulate public
opinion through intimidation and the spreading of
fake news.

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Conclusion:
1. Media have diverse effect on globalization process.
2. Media – creating bubbles of people who do
not/rarely interact.
3. Societies – can never be completely prepared for
the fast changes in the systems of communication.
4. Every technological change creates multiple
unintended consequences.
5. Never fear the changes, instead, all must
collectively discover ways of dealing with them
responsibly and ethically.

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ASSIGNMENT: 20 points

What strategies can you use to distinguish

between fake and factual information on the
internet.

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