Globalization and media:

Creating the global village

Reported By: Jasmin Señarosa
The Communication media:
• Communication media are
institution that specialize in
communicating information,
images and values about
ourselves, our communities,
and our society. Typical
media institutions in modern
societies are the ff:
• -print media (newspaper and
magazines)
• - Television
• - Radio
• - Movies
• The messages that communicated by the media
can be Political or Non Political, religious or
secular, educational or purely entertaining.
• But in every case they used symbols to tell us
something about ourselves and our
environment.
• Many social scientist have been deeply
impressed by the media’s ability to incorporate
people into a societies national life and bring out
changes in their traditional values
 Television and violence
• Each hour of primetime television
programming presents an average of
live acts of violence and violent
behavior
• Values media have examine the
connection between television violent
and violent behavior specially in
childrens and teenagers
• More recent analyses of all the studies
of television watching and aggression
have indicated that very frequent
exposure to aggression in children
and adults.
• The most common explanation is that television
violence produces a form of “social learning”-
that is televised violence provides models
showing the viewers how to act violently and
also provides an approved social context for this
learning: Television watching in the home (Paik,
1990).
• The relationship between televised violence and
aggressive behavior appears to depend at least in
part on the viewer’s emotional condition.
Media power and its limits

• A familiar expression in modern societies is

“Information is power.” because media control
such a large and diverse flow of information.
• In many countries in which freedom of the press
is guaranteed, there are still many problems
related to access to the media and their power to
attract large audiences.
• On the other hand in a democratic society,
television and other media can be two-edged
sword, conferring poweron those in the
spotlight but also subjecting them to sometimes
embarrasing public scrutiny.
• The public has a stake , therefore in determining
whether the media are adequately and
evenhandedly investigating the actions of the
powerful and the famous (Kornblum, 1994)
Technological limits
• When media institution are well
differentiated from political and other
institution, it is actually quite difficult for
powerful individuals or groups to
manipulate mass audiences.
• This become even more changing more true
as changing technologies give people more
opportunities to choose the type of messages
they receive via the media.
Social limits
• Another limit on the power of the media is the
nature of communication itself.
• People do not change their cultural values and
norms just because the media tell them to do so.
• The messages communicated by media are
evaluated by certain respected individuals, who
in turn influence the attitude and behavior of
others.
The Mass Media
• The mass media also referred to as mass
communication may be defined as a special kind
of social communication characterized by a
unique audience, communication experience, and
communicator.
• The audience is ussually large. The term “media”
came from latin word means “middle” suggesting
that media serve to connect people
• Mass media occur communication technology
(first news papers,then radio and televison)
Importance of Mass Media
• Mass media is important because they reflect
and create cultural values and interest.
• Media somewhat suggest one version of perent
who were more teasing and less authoritarian
with their children and spouses whi engaged in
more physical affection with each other than a
previous decade.
Funtion of Mass Media
• Warning- primary function of mass media is the
ability to warn of impending
danger,hazard,deceased cause by beuty
products,and even danger in health risk drug, and
made in china toys
• Companionship- media can be help someone to
find a friend(viewers) the program helps someone
helpless with illness to get seek help from charity
programs of giant televison network.
• Status conferral- a latent function of mass media
is to confer status on those individuals who are
given high visibility. Where the unknown
individuals or ordinary people much as taxi
drivers,janitor,waiter,and etc.. Return money
when someone left it they given some
recognition due to their good deeds by media.
• Agenda setting- media also awakening viewers
about their current situation, a fans seems to ask
a mind boggling question like why a famous and
rich actor took his life using drugs?, but look at
the victims of typhoon,tsunami and earthquake,
they still wear the smile on their face.
• Reality construction- while agenda setting is
concerned with emphasizing what is important,
reality construction focuses on interpretation
and meaning of a media event.
• Surveillance- may also focus on particular
events, such as presedential election,
impeachment trial, graduation ceremony of PMA
cadets or disaster such as earthquake or sea
mishaps.
• Socialization and Education- media also involve
socialization/transmission of social heritage to
the audience. Aside from news coverage
television network air educational programs.
• Propaganda- merton (1986) defined propaganda
as “ any all set of symbols which influences
opinion, belief or action on issues regarded by
the community as controversial.
• Mainstreaming – when heavy viewers of
televison are compared to light viewers, there
trends to be a commonality of outlook among
the heavy viewers
• Entertainment – is the purposeful development
providing entertainment for viewers, Any
artistic, cultural, or educational value.
• Advertising – the fundamental economic
purpose of mass media is to sell an audience
advertisers who can induce audience to buy
products.
Media Ethics
• Professional communicators recognize the value
of fundamental standard of ethical behavior.
Media audiences have come to expect certain
fundamental ethical standard. Among these are:
-accuracy
-objectivity
-balance
-accurate representation
-truth
• Integrity of sources – a journalist’s story is only
good as his or her sources. Reporters who
become loyal to sources risk responsibility of
being blinded and missing important cues to
stories.
• Avoiding conflicts of interest – outside business,
social and personal activities and contracts can
subtly influence the ability of mass media
professionals to conduct objective reporting.
Ethical Principles
• Your organization may or may not have code of
ethics. Either way, you should devise your own
ethical values and principles. Your upbringing,
perhaps your religious training and your
education, have already helped you prepare to
do that.