Lesson 16:

GLOBAL
MEDIA CULTURE
Lesson objectives:
At the of this lesson, student should be able to:
1. Define culture;
2. Determine the effect of media in globalization; and
3. Explain the dynamic between global and local cultural
production.
 Could global trade have evolved without a flow of information on
markets, prices, commodities, and more? Could empires have stretched
across the world without communication throughout their borders? Could
religion, music, poetry, film, fiction, cuisine, and fashion develop as they
have without the intermingling of media and cultures?

-Jack Lule, “ Globalization and Media:

Creating the Global Village”
CULTU
RE
 -In simpler terms, refers to humans way of life- how we present
ourselves, what are the choices we make and how, how we relate
with one another, how we pursue our aspirations.

 -way of life manifested in tangible objects and intangible ideas

we hold dear.
CULTU
RE
 Cultural Socialization
 Cultural Exchange
 Acculturation
 Accommodation
 Assimilation
GLOBALIZATION and
CULTURE
 Cultural differentialism- it views cultural differences as
immutable.
 Cultural hybridization- it suggest that globalization
endangers a growing sameness of culture.
 Cultural convergence – it suggest that globalization spawns
an increasing and ongoing mixing of cultures.
MEDIA
CULTURES
Five distinct era’s:
1. Oral Communication- it allowed human to share information
and communicate with each other in face to face interaction.

2.Script- provided for the permanent codification of political,

religious, cultural, and economic practice in writing.
3. Printing Press – is a machine that makes it possible to produce
large quantities of consistently printed materials, primarily text
in the form of books, pamphlets and newspapers.

4. Electronic Media- The vast reach of this continues to open up

new vistas in economic, political and cultural processes of
globalization.

5. Digital Media- it allows the advertisement of products and

online business transactions.
 Various media are used for globalization to work all over the world

 The media components such as television, internet, computers, etc.

are considered to have a significant influence in globalization.

Globalization isn’t possible to occur without media.

Electronic media allowed opportunities to spread all over the
world. Radio and television is a powerful mass medium in
providing accessible information for people. Digital media
through phone and computers allows people to acces information
from around the world.
 GLOBAL and LOCAL
CULTURAL PRODUCTS
What is global product
mean?

Global products are those products are marked internationally under

the same brand name, features and specifications across countries.

Examples of
Global
Products:
 Dynamics between global and local
cultural production
Glocalization
 Glocalization is a combination of the words “globalization” and
“localization” the term is used to describe a product or service that
developed and distributed globally but also adjusted to accommodate
the user or consumer in a local market.

 “glocal” production is the use of global media concepts in local

productions.
 Dynamics between global and local
cultural production

Local and global entities are both partners

and rivals under globalization.
MEDIA IN THE
FILIPINOS
Filipinos are also consumer of various forms of media. In a 2016 study, It
was found that while there was a decline in consumption of newspapers,
approximately 96 percent of Filipinos watch television, devoting almost
four hours in watching their favorite shows ( Arcangel, 2017)

In the aspect of :
 Access
 Production and consumption
 Inclusion and participation
 Cultural Integrity
THANK YOU!!!
Presented by:
Moquera, Monica
Aguilar, Trixie Lyn
Dematera, Joann