GLOBAL

CULTURE AND
MEDIA
INTRODUCTION
▪ This report explores the influence of global culture and media on human
societies throughout history. We will examine the five stages of media
development, the role of media as a carrier of culture, and the outcomes of
globalization on cultural dynamics. Additionally, we will discuss the
functions of media and the concept that “the medium is the message”.
CULTURE
▪ Refers to the unified style of human knowledge, beliefs, and the behavior from which
people learn, and the ability to communicate knowledge to the next generations
▪ It’s development has been mainly influenced by the media
MEDIA
▪ It is a carrier of culture
▪ It is a tool for the interaction of people with different cultures
▪ Lule defines media as a means of conveying something, such as a channel of communication
▪ Globalization relies deeply on Media
HISTORICAL DEVELOPMENT OF
MEDIA
1.1 Oral communication:
-Language as a tool for communication and cultural exploration
-Facilitated the development of trade and cross-continental interactions

1.2 Script:
-Overcome the limitations of distance in oral communication
-Allowed for permanent codification of knowledge, beliefs, and behaviors
-Enables transmission of information across generations and cultures.

1.3 Printing Press:

-Mass production and circulation of written materials
-Equalized access to information previously limited to privileged
-Transformed various institutions and impacted globalization
1.4 Electronic Media:
-Telecommunications advancement like telegraph, telephone, radio, film, and television
-Broadened perspectives in economic, political, and cultural globalization
-Radio and television as channels for global events and advertising

1.5 Digital Media:

-Relies on digital codes and can be created, modified, and stored electronically
-Facilities political campaigns, online transactions, and advertising
HOW TO CLASSIFY MEDIA?
MEDIA AS A CARRIER OF
CULTURE
▪ Media acts as a tool for interaction among cultures
▪ The real media is the people themselves
▪ Cultural differential, convergence, and hybridity are outcomes of globalization
OUTCOMES OF GLOBALIZATION
ON CULTURE
3.1 Cultural Differences:
-Viewing cultural differences as immutable and leading to clashes
-Interactions between Western and Non- Western civilizations

3.2 Cultural Convergence:

-Globalization engenders growing cultural sameness
-Examples include the influence of K-pop culture

3.3 Cultural Hybridity:

-Globalization leads to the mixing of cultures
-Examples include the emergence of hybrid languages, foods, arts, and music
DYNAMICS BETWEEN LOCAL AND
GLOBAL CULTURAL PRODUCTION
▪ Globalization reinforces the significance of local cultures
▪ Local cultures adapt and assimilate global influences
▪ Media plays a vital role in producing and reproducing cultural products worldwide
FUNCTIONS OF MEDIA
▪ Media is a means of conveying information and communication
▪ Different types of media include print, broadcast, and digital
▪ Marshall McLuhan’s states that “the medium is the message”
▪ Media technologies reshape societies and influence behavior
▪ New media expand communication but may also dull communicative capacities
CONCLUSION
▪ This report has highlighted the historical development of media, the role of media as a
carrier of culture, and the outcomes of globalization on cultural dynamics. We have
discussed the functions of media and the concept that the medium itself shapes society.
Understanding the influence of global culture and media is crucial in comprehending the
ongoing interactions among cultures in our increasingly interconnected world.