Contemporary

World
Arsenio M. Escalona
Don Honorio Ventura State University
College of Social Sciences and Philosophy
 The New Normal
Module I and Global Media
Culture
Description.
This topic tackles responsiveness of
mass communications, electronics and
information technology to address
urgent needs to secure lives of every
Filipinos and help government in its
battle against Covid-19 Pandemic.
Objectives:
After completing the module the students are
expected to;
1. Appreciate the complexity of the human
nature;
2.Interpret the human experience from various
perspective;
3. Reflect critically on shared concerns;
4.Take responsibility for knowing and being
Filipino;
5. Identify the importance of global media
cultures in present situation; and
6. Work effectively in a group.
 Introduction
This time of Covid-19 pandemic has
changed the whole world abruptly. No one
ever thinks that global dynamics all of a
sudden would stop. Global media culture
which is considered a factor how the world
changes rapidly had shown inert power and
tremendous impact in this period of human
history. Transmission of ideas, important
data, and information through media turn out
as a necessity and so integral that even
churches to propagate their mission utilized
face book through live streaming. Media help
us to become more alert, more aware of
recent developments. It helps us get fresh
news around the globe.
But what is global media culture?
Internet provides explicit definition: global
media culture is the transmission of ideas,
meaning, and characteristics of a group through
media. To trace therefore, global simply means
relating to or embracing the whole of something or
of a group of things. Media, however, is the main
means of mass communication and is the outlets
and tools used to restore and deliver information
or data. On the other hand, culture is the
characteristics and knowledge of a particular
group of people, encompassing language, religion,
cuisine, social habits, music and arts.
 Global Media Culture Pitfalls or Downfalls
Fake news is one prevalent sample of downfall in global media
culture. It also includes a high risk of inaccurate reporting and may
be a platform of identity theft and loss of privacy. According to Dr.
Stig Hjarvard, global media culture represents a cultural otherness,
at times a threat to cultural tradition and autonomy. On the other
hand, it often contributes to a development of a local cultures and
bringing them into contact on par with social reality of a globalized
modernity. Skyline University added that cultures are the core
values that cannot be disappeared just because of globalization. As
a system, globalization helps us to learn and explore different
society. The main stream of any culture of the most remote society
is not weak that it can be affected by any globalization effort.
Foruveinternational.com, however, contested that globalization has
negative and positive impact on our cultural identity. The main side
effect of globalization is the wide spread of multinational
corporations. As it flourishes consumerism soar much higher.
Culture has almost become a way of operating a business. Some
critics argue that in process of products standardization values
likewise shall be standardized.
Standardization Versus Information Technology
Standardization is the process of making something to conform to a standard
and also the process of implementing and developing technical standards based
on a consensus of different parties that include firms, users, interest groups,
standard organizations and governments, etc. Information technology is a study
of the use of a system and telecommunications for storing, retrieving and
sending information. It may be for business, enterprise and more. Standard in
technology can mandate the quality and consistency of technologies and ensure
their compatibility and inter-capacity and safety. In this modern world, features
of cell phones varied just in a wink of an eye which increases value as well as its
cost.
Cultural Imperialism
Cultural Imperialism is a process by which one country dominates
other countries’ media consumption and consequently dominates
their values and ideologies. Consider the number of television
programs and films produced in the USA that are shown
throughout the world. Conversely, cultural imperialism is the
domination of one culture over another.
The media also constitute a potential tool for control by dominant
Western culture over those of developing countries like the
Philippines. The Western way of life and its economic and
political systems can be imposed on other societies as its lifestyles
are sold through media products such as films and television.
Hollywood is a good example of cultural imperialism to the
extent that even developed countries like France and the United
Kingdom go to great lengths to ensure their own film industries
remain strong. Today, as a global economic and political power,
the United States is inevitably intruding into the cultures of other
countries of the world. Some believe that the Americans spread of
culture is beneficial to the entire planet, while other consider this
cultural imperialism a threat.
 Cultural Hybridization
Some people may agree in this statement- hybridize bred Filipinos are seen to be adaptable. Popular names like:
Brandon Vera, Apple de App, Rev. Fr. Leo Patalinghug and Catriona Gray could attest to it.
Cultural hybridize is very much linked to the globalization process, which is the spread of western ideas and
culture. It can be hard to disentangle cultures and it is often the case that it is more than two cultures that
combine to produce the new form of culture. Cultural hybridization is the blending of elements from different
cultures. Without it, the world we live today would not be anywhere near as interesting and integrated as it
today. An example of cultural hybridize is creolization. According to Hannerz, the term creolization is used to
refer to forms of culture that do not have historical roots, but are the result of global interconnections. It is a
useful way of thinking about hybridize, how different types of culture which exist simultaneously and overlap,
leading to new form of culture. Creole people today find it difficult to point out where their ancestors are from.
Therefore, being creole meant to be uprooted and to belong to a new world in contrast to a world that is old,
deep and rooted. The term creolization has subsequently been applied to food, architecture, music and language.
While some people finds it funny or perhaps scary that American fast food restaurant and clothing brands are
just about anywhere in this world, cultural globalization is by no means a one- way street. Cultural globalization
involves the spread of language, the art, food, business, ideas, technology etc.
In the United States, they adapted lots of great things from other cultures and traditions, including lots of
foreign cuisine like Chinese, Thai, and Mexican food. In Europe, music from various European countries, will,
despite different languages be heard in clubs and restaurants. Business leaders from all around the world gather
in China, Japan, USA, and UK to exchange ideas about the direction of their particular field, business culture
and technology. Cultures around the world have also exchanged words or phrases “OK” or the thumbs up is now
used all over the world.
Thank
You
Arsenio M. Escalona
Don Honorio Ventura State University
College of Social Sciences and Philosophy