MEDIA

AND
GLOBALIZATION
 Media
and its 1
Functions
 INTRODUCTION

Globalization entails the spread of various

cultures.
3
Globalization also involves the spread of
ideas.

Globalization relies on media as its main conduit for

the spread of global culture and ideas.
Jack Lule was right to ask, “Could global trade
have evolved without a flow of information on
markets, prices, commodities, and more? Could
empires have stretched across the world without
communication throughout their borders? Could
religion, music, poetry, film, fiction, cuisine, and 4
fashion develop as they have without intermingling
of media and cultures?”
There is an intimate relationship between
globalization and media which must be
unraveled to further understand the
contemporary world.
Evolution
Of 2
Media
 Cave Paintings
(30,000 BC) Petroglyphs (10,000 BC) Pictograms
(5,000 BC)

The Marathon Man Postal Service Carrier Pigeons

(530 BC) (550 BC) (776 BC)

Smoke Signals Heliograph Paper

(200 BC) (37 AD) (105 AD)
Printing Press Town Crier Newspapers
(1440 AD) Or Bellman (1650 AD)
(1540 AD)

Telephone Morse Code

Radio
(1876 AD) (1650 AD)

Arpanet Launched
Television WWW

Blogging, Facebook,
Youtube and Twitter AIM
• Cave Paintings (30,000 BC)
Most well-known form of primitive
communication. Involved creating pigments made
from the juice of fruits and berries, colored
minerals or animal blood.
• Petroglyphs (10,000 BC)
Are images created by removing parts of a rock surface by incising,
picking, carving, or abrading as a form of rock art.
• Pictograms (5,000 BC)
An image, sign or symbol which is created in order to express some
idea of information. This served as an early forerunner of Neolithic
written languages, such as Sumerian cuneiforms and Egyptian
Hieroglyphs.

• Carrier Pigeons (776 BC)

Used as a method of communication 3000 years ago.
• Postal Service (550 BC)
According to Xenophon, Persian King Cyrus the Great created the
1st postal system in the world, and have helped with intra-Empire
communication.
• The Marathon Man (530 BC)
The 1st recorded account showing a courier running from marathon to
Athens to announce victory.
• Smoke Signals (200 BC)
They were 1st used to send messages along the Great Wall of China.
Greek Historian Polybius devised a system of smoke signals that were visual
representations of the alphabet.
• Heliograph (37 AD)
Is a wireless solar telegraph that signals by flashes of sunlight reflected
by a mirror.
• Paper (105 AD)
Paper making is one of the inventions by
Chinese. The paper was soon widely used in China and spread to the rest
of the world through Silk Road.
• Printing Press (1440 AD)
It is invented in the Holy Roman Empire by Johannes Gutenberg.
• Town Crier or Bellman (1540 AD)
Is an officer of the court who makes public pronouncements as required
by the court.
• Newspapers (1650 AD)
It is a non-verbal method which is written work, either handwritten or
print.
1
• Morse Code (1835 AD) 1
An assortment of dots and dashes. Played an important role in the
military; it was the main form of communication at that time.
• Telephone (1876 AD)
Invented by Alexander Graham Bell. Its is a wire-based electrical
system.
• Radio
Invented by Nikola Tesla, an electric appliance that we listen with or the
content playing from it.
• Television
Visual communication was done in this form of media.
• ARPANET Launched
The Advanced Research Projects Agency Network was the precursor
network to what we know as the global internet.
• WWW
American government releases control of the internet and the World Wide 1
Web is born. 2
• AIM
AOL instant messenger pioneered internet chat.
• Blogging, Facebook, Youtube and Twitter
Nowadays, these are the form of media that is used.
2
The Global Village and
Culture Imperialism
 “
Marshall McLuhan
▹ Used his analysis of technology to
examine the impact of electronic
media.
▹ Analyzed the social changes
brought about the television
▹ Declared that television was turning
the world into a "global village"

14
 “
A lot of early thinkers
assumed that global media
had a tendency to homogenize
culture.

15
 “
For example is the
regionalization of culture was
a boon to Filipino Telenovelas
like Pangako Sa'yo and Be
Careful with My Heart aired
by ABS CBN.

16
 “
Commentators believed that
media globalization coupled
with American hegemony would
create a form of cultural
imperialism whereby American
values and culture would
overwhelm all others.

17
 “
Cultural Imperialism

Is the domination of one culture

over another.

18
 “
Herbert Schiller
Argued that not only was the
world being Americanized, but this
process also led to the spread of
"American" capitalist values like
consumerism.

19
 “
John Tomlinson
Said that cultural globalization is
simply a euphemism for "Western
cultural imperialism" since it
promotes "homogenized,
westernized, consumer culture"

20
CRITIQUES OF
21
CULTURAL

IMPERIALISM
 “
In the 1980s, media scholars
began to pay attention to the
ways in which audiences
understood and interpreted
media messages.

22
 “
Media Consumers
Are active participants in the
meaning-making process, who view
media "texts" through their own
cultural lenses

Text
simply refers to the content of any
medium

23
 “
Ien Ang
▹ Indonesian cultural critic
▹ Studied the ways in which different
viewers in Netherlands experienced
watching soap opera Dallas.
▹ Presented detailed analysis of
audience-viewing experiences.

24
 “
Elihu Katz
and
Tamar Liebes
▹ Decided to push Ang's analysis
▹ Argued that text are received differently
by varied interpretative communities.

25
 “
Examples of Asian culture
that proliferated
worldwide through
globalization of media

26
 “
Japanese brands
Hello Kitty
Mario Brothers
Pokemon

27
 “
Korean pop (k-pop)
and
Korean telenovelas

28
 “
Asian Cuisine
▹ Sushi
▹ McDonalds
▹ Jollibee

29
 “
Globalization will remain an
uneven process and it will
produce inequalities.

30
 Social Media
and the 3
1
Creation of Cyber Ghettoes
 Apart from the nature of diverse audiences and
regional trends in cultural production, the internet and
social media are proving that the globalization of culture
and ideas can move in different directions.

Powerful Western corporations still control media but the 3

internet, particularly the social media, is challenging previous 2
ideas about media and globalization.
 Social media have both BENEFICIAL and NEGATIVE
EFFECTS

Beneficial Effects:
 Anyone with internet connection or a smart phone can use
Facebook and Twitter for free. These media enabled users to be
consumers and producers of media.

 Democratic potential of social media was most evident in 2011

during the Arab Spring.
 The Arab Spring was a series of anti-government 3
protests, uprisings and armed rebellions that spread 3
across the Middle East in early 2011. But their
purpose, relative success, and outcome remain hotly
disputed in Arab countries, among foreign
observers, and between world powers looking to
cash in on the changing map of the Middle east.
 Social media have both BENEFICIAL and NEGATIVE
EFFECTS

Beneficial Effects:

 Authoritarian regimes in Tunisia, Egypt, and Libya used Twitter to

organize and spread information because they don’t have access to
traditional broadcast media like TV.

 The “Woman’s March” against US President Donald Trump began

with a tweet from a Hawaiian lawyer and became national, even 3
global, movement. 4
 Social media have both BENEFICIAL and NEGATIVE
EFFECTS

Negative Effects:

 Splinternet and the phenomenon of “cyberbalkanization” refer to

various bubbles people place themselves in when they are online.

 Splinternet is the idea that the internet, long imagined as a global

online commons, is becoming a maze of national or regional and
often conflicting rules.
3
 Cyberbalkanization is the cyber phenomenon among youngsters 5
create group that brings the segregation among us.
 Social media have both BENEFICIAL and NEGATIVE
EFFECTS

Negative Effects:

 In the US, voters of the Democratic Party largely read liberal websites and
voters of the Republican Party largely read conservative websites. This
segmentation has been exacerbated by the nature of social media feeds, which
leads users to read articles, memes, and videos shared by like-minded friends.

 Being on Facebook resembles living in an echo chamber which can affect one’s
belief and opinions. 3
 This echo chamber precludes users from listening to or reading 6
opinions and information that challenge their viewpoints, thus, making
them more partisan and close-minded.