GLOBAL 01 02

CULTURE ANALYZE HOW EXPLAIN THE

AND
VARIOUS MEDIA DYNAMIC
DRIVE VARIOUS BETWEEN LOCAL
FORMS OF GLOBAL AND GLOBAL
MEDIA INTEGRATION CULTURAL
PRODUCTION
 CULTURE – Refers to the unified
style of human knowledge, beliefs,
and behavior from which people
learn and the ability to communicate
knowledge to the next generations.
Its development has been mainly
influenced by media.
 Historically, media
underwent five stages of  ORAL
development from the COMMUNICATION
earliest forms to the  SCRIPT
complex one.
These stages affect  PRINTING PRESS
globalization  ELECTRONIC MEDIA
progressively (Lule,  DIGITAL MEDIA
2014)
 ORAL COMMUNICATION.
Language allowed humans to
communicate and share
information. Moreover,
language became the most
important tool for exploring the
world and the different cultures.
It helped people move and
settle down. Oral
communication led to markets,
trade, and cross-continental
trade routes.
 THE INVENTION OF SCRIPT. Distance became a
hindrance to oral communication. Script allowed humans
to communicate over a larger space and for a much longer
duration. It allowed the permanent codification of
economic, cultural, religious, and political practice.
Knowledge, beliefs, and behavior were written and made
available for transmission to the next generation and to the
other nation and cultures.
 PRINTING PRESS. The introduction of the printing press
allowed the continuous production, reproduction, and
circulation of print materials. Written documents were mass
produced which gave everyone access to information that
was once available only to the rich, powerful, and religious.
This period of media development affected globalization by
transforming various institutions such as schools, markets,
businesses, churches, governments, armies, among others.
 Emergence of ELECTRONIC
MEDIA as characterized by its use
of electricity. Electronic media
includes the telegraph, telephone,
radio, film, and television. The
wide reach of these media
continues to open up new
perspectives in the economic,
political, and cultural processes of
globalization.
 RADIO was the avenue for global
products to advertised like Marlboro
and Coca-Cola.
 TELEVISION was primarily used so
countries could watch US Presidents’
delivery of speeches and UN Security
Council meetings.
 Both radio and television became
medium to observe international
events.
 DIGITAL MEDIA. It can be
created, modified, and stored in
any digital electronic device.
Digitalized content is transmitted
over the internet and computer
networks. In politics, candidates
use this media to campaign and
advance their platforms. In
economics, it allows the
advertisement of products and
online business transactions.
 MEDIA is a carrier of culture. It
is a tool for the interaction of
people with different cultures.
however-, the real media is the
people. Marketing people seek
the world for their cultural
products, and managers facilitates
interactions of culture for profit.
Others, bring cultural exchanges
of beauty and power.
 These interactions results in the integration of cultures.
Pieterse (2004) asserts that the only outcomes of the
influence of globalization on culture are cultural
differentialism, cultural convergence, and cultural
hybridity.
 CULTURAL DIFFERENTIALISM – views cultural
difference as immutable. As the West and non-Western
civilizations interact or are brought in contact through
globalization, clash of civilizations such as that of the
West and Islam logically follows.
 CULTURAL DIFFERENTIALISM
 Those who adopt this theory argue that there are lasting differences among and
between cultures, largely affected by globalization or any other bi- , inter-,
multi-, and trans-cultural processes and flows.
 This is not to say that culture is unaffected by any of these processes.
Especially globalization, but it is to say at their core they are largely
unaffected by them: they remain much as they always have been.
 The increasing multi-culturalism in US (Hispanic population and Western
European countries; the growing of Muslim Population; the vast differences
and enmity, between majority and minority of population.)
 CULTURAL CONVERGENCE – suggests that
globalization engenders a growing sameness of cultures.
However, the culture of powerful and progressive
countries becomes culture. Take the example of K-pop
culture. Some teenage Filipino prefer to dress up like their
South Korean idols. A lot of them have also joined fan
clubs in support of Koreanovelas, Korean boybands,
among others. At the same time, many Filipino music
bands are influenced by jazz and the raggae music of the
West
 EXAMPLES OF CULTURAL
CONVERGENCE
1. Mobility and Cultural Convergence: When one population of
people move or emigrate to another area, creating a blend of cultures.
 
2. Music – The rise of the K-pop industry, the global popularity of hip-
hop/rap music, and the “viral meme song” Tik-Tok subculture
exemplify cultural convergence on a global scale.
3. Movies and Entertainment – Thanks to worldwide streaming media
platforms like Netflix, Hulu, or Amazon Prime, movies and television
series from many different countries are able to reach a global audience
instantly.
 EXAMPLES OF CULTURAL
CONVERGENCE
 Cuisine: Cuisine from different countries and cultures have become
increasingly popular in in all corners of the world. In most major cities
around the world, you can find Japanese, Indian, Korean, Chinese, or
any other variety of world cuisine.
 Education: International, and multicultural “English” schools as a
sought-after alternative in some Asian/Southeast Asian countries.
 Language: World languages and language learning tools have become
increasingly accessible to anyone with internet access, this has promoted
both cross-cultural communication and understanding.
 CULTURAL HYBRIDITY – suggests that globalization
spawns an increasing and ongoing mixing of cultures. An
example of this is the Chabacano, a Spanish-based creole
language of the Zamboanga City and of some parts of
Cavite, which exemplifies hybridity in language prompted
by the merging of two-cultures. This trend will further
bring about new cultural forms, not only in language but
also in food, fashion, arts, music, among others.
 Brief Definitions of Theories
 Cultural Differentialism involves barriers that prevent flows that
serve to make alike; Culture tend to remain stubbornly different
from one another.
 Cultural Hybridization is the mixing of cultures and the integration
of the global and the local leading to unique combinations.
 Cultural Convergence is when cultures are subject to many of the
same global flows and tend to grow more alike.
 GLOCALIZATION, coined from globalization and
localization, is a rather new concept brought about by
the increased frequency of contact among cultures. This
reinforces the fact that local cultures are not weal, static,
or fixed; they are built and understood anew each day in a
globalized world (Lule, 2014). Local cultures continue to
accommodate and assimilate cultures of the world due to
globalization.
All in all, the five stages of development of media
have greatly influenced the globalization of culture.
From pamphlets to Instagram, Twitter, and
SnapChat. MEDIA has produced and reproduced
cultural products around the globe. Moreover, the
increase in cultural interactions generated by media
results in outcomes that exhibit the vigor of local
cultures influenced by the global culture.