GLOBAL CULTURE

AND MEDIA
SECTION 1
AT THE END OF THIS SECTION, YOU ARE
EXPECTED TO:

1. ANALYZE HOW DIFFERENT FORMS OF MEDIA

DRIVE VARIOUS MANIFESTATIONS OF
GLOBAL INTEGRATION; AND
2. EXPLAIN THE DYNAMICS BETWEEN LOCAL
AND GLOBAL CULTURAL PRODUCTION
CULTURE

• Refers to the unified style of human

knowledge, beliefs, and behavior from which
people learn, and the ability to communicate
knowledge to the next generations. Its
development has been mainly influenced by
media.
FIVE STAGES OF
MEDIA
DEVELOPMENT
FIVE STAGES OF MEDIA DEVELOPMENT:

1. ORAL COMMUNICATION
• Language allowed humans to communicate and share information.
Moreover, language become the most important tool for exploring the
world and different cultures.
• It helped people move and settle down,
• Oral communication led to markets, trade, and cross- continental trade
routes.
FIVE STAGES OF MEDIA DEVELOPMENT:

2. SCRIPT
• Distance become a hindrance to oral communication, script allowed
humans to communicate over a larger space and for much longer duration.
• It allowed the permanent codification of economic, cultural, religious, and
political practice.
FIVE STAGES OF MEDIA DEVELOPMENT:

3. PRINTING PRESS
• allowed the continuous production, reproduction, and circulation of print materials.
• Written documents were mass produced which gave everyone access to information that
was available only to the rich, powerful, and religious.
• This period of development affected globalization by transforming various institutions
such as schools, markets, business, churches, governments, and armies, among others.
FIVE STAGES OF MEDIA DEVELOPMENT:

4. ELECTRONIC MEDIA
• Characterized by its use of electricity. Electronic media includes
telegraph, telephone, radio, film and television.
FIVE STAGES OF MEDIA DEVELOPMENT:

5. DIGITAL MEDIA
• relies on digital codes. It can be created, modified, and stored in any
digital electronic device. Digitalized content is transmitted over the
internet and computer networks.
MEDIA
• IS A CARRIER OF CULTURE. IT IS A TOOL FOR THE INTERACTION OF PEOPLE
WITH DIFFERENT CULTURES. HOWEVER,THE REAL MEDIA IS THE PEOPLE.
MARKETING PEOPLE SEEK THE WORLD FOR THEIR CULTURAL PRODUCTS,
AND MANAGERS FACILITATE INTERACTIONS OF CULTURE FOR PROFIT.
OTHERS BRINGS CULTURAL EXCHANGES OF BEAUTY AND POWER. THESE
INTERACTIONS RESULT IN THE INTEGRATION OF CULTURES. PIETERSE
(2004) ASSERTS THAT THE ONLY OUTCOMES OF THE INFLUENCE OF
GLOBALIZATION ON CULTURE ARE CULTURAL DIFFERENTIALISM,
CULTURAL CONVERGENCE, AND CULTURAL HYBRIDITY.
CULTURAL DIFFERENTIALISM

• VIEWS CULTURAL DIFFERENCES AS IMMUTABLE. AS

THE WEST AND NON WEST CIVILIZATIONS INTERACT
OR ARE BROUGHT IN CONTACT THROUGH
GLOBALIZATION, CLASH OF CIVILIZATIONS SUCH AS
THAT OF THE WEST AND ISLAM LOGICALLY
FOLLOWS.
CULTURAL CONVERGENCE

• SUGGESTS THAT GLOBALIZATION ENGENDERS A GROWING SAMENESS OF

CULTURES. HOWEVER, THE CULTURE OF POWERFUL AND PROGRESSIVE
COUNTRIES BECOMES CULTURE. TAKE THE EXAMPLE OF K-POP CULTURE.
SOME TEENAGE FILIPINOS PREFER TO DRESS I=UP LIKE THEIR SOUTH
KOREAN IDOLS. A LOT OF THEM HAVE ALSO JOINED FAN CLUBS IN
SUPPORT OF KOREANOVELAS, KOREAN BOYBANDS, AMONG OTHERS. AT
THE SAME TIME, MANY FILIPINOS MUSIC BANDS ARE INFLUENCED BY
JAZZ AND THE REGGAE MUSIC OF THE WEST.
CULTURAL HYBRIDITY
• Suggest that globalization spawns an increasing and ongoing mixing of
cultures. An example of this is the Chabacano, a Spanish-based creole
language of Zamboanga City and of some parts of cavite, which
exemplifies hybridity in language prompted by the merging of two
cultures.
• This trend will further bring about new cultural forms, not only in
language but also in food, fashion, arts, music, among others.
• These outcomes set the dynamics between local and global cultural
production.
GLOBALIZATION

• Is a new concept brought about by the increased frequency of contact

among cultures.
• Local cultures continue to accommodate and assimilate cultures of the
world due to globalization.
• THE FIVE STAGES OF DEVELOPMENT OF MEDIA HAVE GREATLY
INFLUENCED THE GLOBALIZATION OF CULTURE, FROM PAMPHLETES TO
INSTAGRAM, TWITTER AND SNAPCHAT, MEDIA HAS PRODUCED AND
REPRODUCED CULTURAL PRODUCTS AROUND THE GLOBE. MOREOVER,
THE INCREASE IN CULTURAL INTERACTIONS GENERATED BY MEDIA
RESULTS IN OUTCOMES THAT EXHIBIT THE VIGOR OF LOCAL CULTURES
INFLUENCED BY THE GLOBAL CULTURE.