GLOBAL MEDIA

CULTURE
Group 4
Definition of Culture and Media
◦ 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 (primarily TV, but also
the press, radio and cinema), not only on
public opinion but also on tastes and values.
Definition of Culture and Media
◦ The alternative term mass culture conveys the
idea that such culture emerges spontaneously
from the masses themselves, like popular art
did before the 20th century. The expression
media culture, on the other hand, conveys the
idea that such culture is the product of the
mass media. Another alternative term for
media culture is "image culture.
Definition of Culture and Media
◦ Media culture, with its declinations of advertising
and public relations, is often considered as a
system centered on the manipulation of the mass
of society. Corporate media "are used primarily to
represent and reproduce dominant ideologies.
Prominent in the development of this perspective
has been the work of Theodor Adorno since the
1940s. Media culture is associated with
consumerism, and in this sense called
alternatively "consumer culture." communication
and some of them are television, radio, the
newspapers as a collective noun for the press or
news reporting agencies
IN MANY FORMS
RADIO

Forms of Media
VIDEO
Forms of Media
NEWS PAPER / PUBLICATIONS
◦ Forms of Media
SOCIAL MEDIA
◦ Forms of Media
MESSAGING
Forms of Media
PUBLIC SPEAKING
Forms of Media
GAMES
APPLICATIONS
BILLBOARDS
ART & MUSIC
PERFORMANCES
WHAT IS GLOBAL
CULTURE?
What is Global
Culture?
◦ Global culture is a set of shared experiences,
norms, symbols and ideas that unite people
at the global level. Cultures can exist at the
global, national, regional, city,
neighborhood, subculture and super culture
levels.
Why Global Culture is important?
◦ Cultural identity provides the global
significance of local knowledge and the sense
of self, community and nation. Globalization
can also lead to a sense of “deeply-rooted-in-
one’s-culture,” and the global significance of
local knowledge. These two dimensions can
form a very fruitful interaction.
What are the impacts of Global Culture?
◦ Globalization of culture contributes to the
exchange of cultural values of different
countries, the convergence of traditions. For
cultural globalization characterized
convergence of business and consumer culture
between the different countries of the world
and the growth of international
communication.
Example of Global Culture?
◦ Electronic communication(telephones, email, fax machine)
◦ News media -The news media or news industry are forms of mass media that focus on
delivering news to the general public or a target public. These include print media
(newspapers, newsmagazines), broadcast news (radio and television), and the Internet (online
newspapers, news blogs, news videos, live news streaming, etc.).
◦ Internet- The Internet is a vast network that connects computers all over the world. Through
the Internet, people can share information and communicate from anywhere with an Internet
connection.
What is
Media
Culture?
What is Media Culture?
◦ A society or culture that has been substantially influenced by mass media, in
which communication occurs immediately across large populations, is known
as Media Culture. This is a significant and recent departure from traditional
cultures that were developed through person-to-person communication. The
examples below are representative of media culture.
◦ https://simplicable.com/en/mediaculture#:~:text=Media%20culture%20is%20a%20society,person%2Dto%2Dperson
%20communication.
9 Examples of Media Culture

1.Shared Experiences 6.Advertising

2.Broadcast Media 7.Consumer Culture
3.Internet Media 8. Creative Culture
4.Culture Lag 9.Gaming Culture
5.Propaganda
9 Examples of Media Culture
1. Shared Experiences – Shared Experiences is
the process of bonding with others and
developing shared meaning by experiencing the
same things. For example, a concern that allows
you to enjoy music you love with 50,000 people
who feel the same. Media allows for shared
experience with people in distant places you’ve
never met. For Example, an Audience in Iran
enjoying a film that is also enjoyed by audiences
in France or any other country.
9 Examples of Media Culture
2. Broadcast Media – Any communication
mode that reaches a large audience from a single
source. This includes traditional television, film,
newspaper, and radio. The 20th century was
shaped by broadcast media whereby entire
nations receives their news., information and
entertainment from a small number of media
companies This resulted in shared opinions,
attitudes and worldview at a great scale.
9 Examples of Media Culture
3. Internet Media - The emergence of the
commercial internet in the 1990s changed the way
that people communicate on a global basis.
Suddenly anybody could publish media and reach
large audiences. This resulted in a fragmentation
of shared experience and a divergence of
worldviews as people were free to discover an
incredibly diverse body of media. This is
stimulating and helps to produce knowledge,
innovation and creativity. It is also problematic as
internet media can serve as a tool of confirmation
bias, filter bubbles and cherry picking.
9 Examples of Media Culture
4. Culture Lag - Culture lag is the tendency for
technology to change things 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. When media
technology transforms communication and
society, culture eventually adapts to bend the
technology to human needs. For example, a
culture of privacy awareness and anonymity that
has emerged amongst generations born after the
transition to internet media in the 1990s.
9 Examples of Media Culture
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 state
shapes virtually all media communications.

( Image used for non political matters)

9 Examples of Media Culture
6. Advertising- Modern media creates large
markets for advertising whereby firms pay to
reach an audience with a message. This funds
media production, increases competition
between firms and may create efficiencies by
disseminating product information. For
example, advertising may make consumers
aware of interest rates in the current market such
that they are less likely to sign into an unfair
loan with a bank or financing company.
Advertising also has drawbacks as it can create
a busy environment of information pollution.
9 Examples of Media Culture
7. Consumer Culture - Consumer culture is the
influence of commerce on culture. Modern markets
try to serve every human need, including areas that
are traditionally served by friends, family and
community. This can be viewed as a productization
of experience whereby people try to buy what they
need as opposed to earning it through experience.
Media is often accused of contributing to and
accelerating this process. For example, watching a
television show that may satisfy the social need to
know people. This can be viewed in a negative light
whereby as it can disconnect people from reality and
cause them to miss out on "real" life.
9 Examples of Media Culture
◦ 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, media personalities and others to
reach an audience
9 Examples of Media Culture
9. Gaming Culture - Video games allow culture
to occur in fictional and semi-fictional realities.
This has brave potential that has only begun to
be explored. 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.
AMERICANIZATION OF THE MEDIA
Americanization of the Media
◦ The term “Americanization” has been used with varying
intended meaning and with varying degrees of precision over
the last three or four decades of communication research. The
common element is a reference to a process or trend affecting
either the media of countries external to the USA or the
generality of media and media-related practices globally.
When and where the term is used, it is usually based on the
assumption that American mass media are in some respects
dominant and ubiquitous and exert a strong pull-on other
systems to become like them or to incorporate content
imported from the USA.
◦ The term (or the idea behind it) has been applied both
positively and negatively, but more often the second. Three
main contexts of its use can be distinguished. The first relates
to the general debate about “cultural imperialism” that began
in the 1960s; the second to the consequences for European
media in particular of the internationalization of satellite
television transmission following the 1977 World
Administrative Radio Conference, and of the subsequent
trend toward privatization of audiovisual media. The third
context has been provided by a pessimistic assessment of the
condition of political communication and the relation
between media and politics at the end of the twentieth
century.
◦ The imminent arrival of television (as a new medium frontier surrounding American media influence changed quite
awaiting development) added another element. Relevant also radically during the 1960s, as the undoubted dominance of
was the basic division of the world into an impoverished and American media in much of the world was reinterpreted as
undeveloped south and east and a richer north and west. evidence of (at best) unwitting propaganda for western
Although the term was not in circulation at the time, it can be capitalism and consumerist values and (at worst) naked neo
inferred that “Americanization” of the media and media imperialist ambitions (e.g. Schiller 1992)
systems would involve an openness to news and
entertainment produced in great surplus by American media
industries, a commitment to liberal values and freedom of
expression, and a fundamental reliance on the free market in
place of government financing and control. In the earliest
postwar phase, Americanization could be and was associated
with positive notions of democratization, economic
development, and liberation from restrictive cultural and
political systems (e.g. Lerner 1958). In the liberated or
occupied territories of Europe and the Far East, it offered the
chance of a new beginning. Media systems and journalistic
practice were reconstructed with some reference to American
professional practice, even if American “mass culture” was
still regarded in Europe with traditional suspicion.
◦ In respect of the first context named above, the climate
MCDONALDIZATION
McDonaldization
◦ McDonaldization is a McWord developed by rationalization and scientific management. Where
sociologist George Ritzer in his 1993 book The Max Weber used the model of the bureaucracy to
McDonaldization of Society. For Ritzer, represent the direction of this changing society,
"McDonaldization" is when a society adopts the Ritzer sees the fast-food restaurant as a more
characteristics of a fast-food restaurant. The representative contemporary paradigm.
process of McDonaldization can be summarized as
the way in which "the principles of the fast-food
restaurant are coming to dominate more and more
sectors of recent[quantify] idea about the
worldwide homogenization of cultures due to
globalization.
◦ McDonaldization is a reconceptualization of
Ritzer’s 4 Primary Components of
McDonaldization
◦ Efficiency – the optimal method for quantity equals quality, and that a large amount
accomplishing a task. In this context, Ritzer has of product delivered to the customer in a short
a very specific meaning of "efficiency". In the amount of time is the same as a high-quality
example of McDonald's customers, it is the product. This allows people to quantify how
fastest way to get from being hungry to being much they are getting versus how much they
full. Efficiency in McDonaldization means that are paying. Organizations want consumers to
every aspect of the organization is geared believe that they are getting a large amount of
toward the minimization of time product for not a lot of money. Workers in
◦ Calculability – objective should be quantifiable these organizations are judged by how fast they
(e.g., sales) rather than subjective (e.g. taste). are instead of the quality of work they do
McDonaldization developed the notion that
Ritzer’s 4 Primary Components of
McDonaldization
◦ Predictability – standardized and uniform services. can lead to outcomes that are harmful or irrational.
"Predictability" means that no matter where a As these processes spread to other parts of society,
person goes, they will receive the same service and modern society's new social and cultural
receive the same product every time when characteristics are created. For example, as
interacting with the McDonaldized organization. McDonald's enters a country and consumer patterns
This also applies to the workers in those are unified, cultural hybridization occurs.
organizations. Their tasks are highly repetitive,
highly routine, and predictable.
◦ Control – standardized and uniform employees,
replacement of human by non-human technologies
With these four principles of the fast-food industry,
a strategy which is rational within a narrow scope