MEDIA CULTURES

Learning Outcomes:
1. To Understand what is Media Culture
2. To be able to analyze how the various media drive various forms of
global Integration.
3. To be able to explain the dynamics between local and global cultural
production.
What is Media Culture?
In cultural studies, media culture refers to the current Western
capitalist society that emerged and developed from the 20th century,
under the influence of mass media.
The term alludes to the overall impact and intellectual guidance
exerted by the media, not only on public opinion but also on tastes
and values.
John Spacey Feb. 27, 2020
Defined Media culture – is a society or culture that has been heavily
influenced by mass media whereby communication occurs instantly
across massive populations.
This represents a dramatic and relatively recent shift from traditional
cultures that were formed with a process of person-to-person
communication
According to Altheide and Snow, media culture means that within a
culture, the media increasingly influences other institutions (e.g.
politics, religion, sports), which become constructed alongside a media
logic.
Since the 1950s, television has been the main medium for molding
public opinion.
What is the importance of media cultures?
Media reflects the norms, culture and values.
Media can lead to evolution and revolution of mind and heart of the
people fostering information, literacy and awareness in the nation.
Broadly speaking, the relationship between culture and media is one
of inclusion.
Examples of Media Cultures:
1.Shared Experience – is the process of bonding with others and developing shared
meaning by experiencing the same things. For example a concert that allows you to
enjoy music you love with 50,000 people to feel the same
2. Broadcast Media - is any communication mode that reaches a large audience
from a single source. This includes traditional television, film newspapers and radio.
3. Internet Media – The emergence of the commercial internet in the 1990’s
changed the way that people communicate on a global basis, This resulted in a
fragmentation of shared experience and a divergence of worldviews as a people
were free to discover an incredibly diverse body of media. It is also problematic as
internet media can serve as a tool of cherry information bias, filter bubbles and
cheery picking.
4. Culture Lag – is the tendency for technology to change before society
and culture have time to adapt. Culture is slow and has a stabilizing
effect while technology is typically pushed forward aggressively and
without thought to consequences.
5.Propaganda - Broadcast and internet media are powerful tools of
communication that are often used by governments to shape
worldview, opinions and attitudes. A number of countries impose
controls on media such that the stateshapes virtually all media
communications.
6. Advertising – modern media creates large markets for advertising
whereby firms pay to reach an audience with a message. It also
drawback as it creates a busy environment of information pollution.
7. Consumer Culture – is the influence of commerce on culture. This
can be viewed as a productization of experience whereby people try to
but what they need as opposed to earning it through experience.
8. Creative Culture – internet media gives everyone an outlet to create
and share media with the entire world. This has helped generations of
artists, writers, film makers, musicians and others to reach an audience.
9. Gaming Culture – Video games allow culture to occur in fictional and
semi-fictional realities. It is likely that most or all future culture will take
place in immersive digital realities wherein nothing is impossible and
the constraints of the real world are meaningless.
What is the dynamics between local and global cultural Production?
According to Wolfgang Lehmacher – cultures have always a result of the
encounter of local developments with outside influence.
Adventurers, traders and warriors for example brought their cultures to
the world but were also influenced by what they encounter.
Only post World War II we saw the spread of a kind of global culture.
Increasingly competing with and replacing parts of local culture. This is
because initially this influence was embraced and welcomed.
 End! ! !!!!
God bless everyone! ! !

Prepared by:
Remedios A. Yolola
Faculty TCW
References:
https.//www.eldia.com
https.//www.simplicable.co.
https.//www.quora.con