WORLD GLOBAL MEDIA CULTURE

Globalization is characterized as an arrangement of

various, uneven, and some of the time covering
verifiable procedures. These procedures could
include financial aspects, governmental issues, and
culture that advanced along with media innovation
to make the conditions under which the globe
could be perceived as an envisioned network.
 Media is the plural frame for medium, a method
for passing on something, especially a channel of
correspondence. The plural shape media-just came
into general flow in 1920’s then later ended up
broad communications as individuals were
conveying their life through books, radios, and
film. Media have become essential to
globalization.
 According to Hjrvard (2007), media have an
important impact on cultural globalization in two
mutually interdependent ways: First, the media
provide an extensive trinational transmission of
cultural products and, Secondly, they contribute to
the formation of communicative networks and
social structures.
 Worldwide media societies create a consistent social
trade, in which social aspects , for example, character,
nationality, religion, behavioral standards and lifestyle
are constantly addressed and tested. These social
experiences frequently include the gathering of societies
with an alternate socio-economic base, normally a
trinational and business social industry on one side and a
national, openly managed social industry on the opposite
side.
 In the context of globalization, there are five (5)
time period in the evolution of media: oral, script,
print, electronic and digital.
1. Oral Communication. Speech has been with us
for at least 200,000 years. When speech developed
into language, homo sapiens had developed a
medium that would set them apart from other species
and allow them to cover and conquer the world.
2. Script. As the very first writing,-script allowed
to communicate and share knowledge and ideas
over much larger spaces and across much longer
times. Writing has its own evolution and developed
from cave paintings, petroglyphs, and hieroglyphs.
Early writing system began to appear after 3000
B.C.E. with symbols carved into clay tablets to
keep account of trade.
 These cuneiform, marks later developed into
symbols that represented the syllables of languages
and eventually led to the creation of alphabets, the
scripted letters that represent the smallest sounds
of a languages. The great civilizations from Egypt
and Greece to Rome and China were made
possible through script.
3. Printing Press. All histories of media and
globalization acknowledge the consequential role
of the printing press. With the advent of press, first
made with movable wooden blocks in China and
then with movable metal; type by Johannes
Gutenberg in Germany, reading material suddenly
was cheaply made and easily circulated.
 Literacy followed, and the literacy of common
people was to revolutionize every aspect of life.
The explosive flow of economic, cultural, and
political ideas around the world connected and
changed people and cultures in ways never before
possible.
4. Electronic Media. Electronic media refer to any
equipment or tool used in communication the
require electromagnetic energy-electricity.
Examples are telegraph, telephone, radio, film and
television. The vast reach of these electronic media
continues to open up new avenues in the economic,
political and processes of globalization.
5. Digital Media. Digital media are most often electronic
media that rely on digital codes-the long hidden
combination of 0s and 1s that represents information.
Phones and television can now be considered digital. The
computer is the usual;; representation of digital media.
Access of information around the globe allows people to
adopt and adapt new practices in music, sports, education,
religion, fashion, cuisine, the arts, and other realms of
culture.
Globalization of Culture and Media
Media are the primary carriers of culture through
newspapers, magazines, movies, advertisements,
radios, television, internets and many others. They
also generate numerous and ongoing interactions
among culture. They sometimes result in startling
and stunning hybrid creations. But in some cases
they resulted in ignitable and explosive mixture.
Pieterse (2004) cited three outcomes with which to
consider the influence of globalization too culture.
1. Cultural differentialism suggest that cultures
are different, strong, and resilient. Distinctive
culture will endure despite globalization and the
global reach of American or Western culture forms.
Culture are destined to clash as globalization
continually brings them together.
2. Cultural hybridity notes that globalization will
bring about an increasing blend or mixtures of
cultures. This combination will result to the
creation of new and surprising cultural form. This
outcomes are common, desirable, and occurs
throughout history, and will occur more so in an
era of globalization.
3. Cultural convergence propose that globalization will
bring about a growing sameness of cultures. A global
culture, likely American culture, will overtake many local
cultures, which will lose their distinctive characteristics.
This outcomes leads to cultural imperialism, in which the
culture of more developed nations invade and take over the
cultures of less developed nations. The result of this process
will be a worldwide, homogenized western culture
(Tomlinson, 1991)
Cultural Imperialism
Cultural Imperialism theory suggest that
audiences across the world are heavily affected by
media messages coming from the Western
industrialized countries. The more important
influence of cultural imperialism is the argument
that international communication flows, processes,
and effects are permeated by power.
 One point of view on the globalization of
culture, to some degree meaningful of culture
imperialism regarding the idea of the impact of
media on culture, yet fairly unique in its
conceptualization of the issue, is the view that the
media add to the homogenization of social contrast
over the world.