b

Learning Outcomes:

• Analyze how various media drive the different forms of Global

integration.
• Compare the social impacts of different media on the processes of
globalization.
• Explain dynamics between local and cultural production; and
• Define responsible consumption.
‘The spread of many cultures is a result of globalization.’

GLOBALIZATION- represents the many processes that allow

for the expansion and intensification of global connections.

GLOBALISM- is a widespread belief among powerful people

that the global integration of economic markets is beneficial
for everyone as its spread freedom and democracy around
the world.
-Is a national policy of treating the whole world as a proper
sphere for political influence.
“WHAT IS THE CONNECTION OF MEDIA TO GLOBALIZATION AND
GLOBALISM?’

• MEDIA refers to communication outlets or tools used to store and deliver

content. It helps to bridge the economic, political and societal gaps. It
advocates change and propagate development for the betterment of the people
and communities.
• Globalization also involves the spread of Idea.

• Globalization relies on media as its primary

means of disseminating global culture and
ideas.

Jack Lule was then right to ask,

"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?"
• Globalization and media have a
complex relationship that must be
untangled in order to fully comprehend
today's society.
MEDIA AND IT’S FUNCTIONS

Media “ a means of conveying something, such as a channel of

communication. “ - Lule Medium > person’s voice
Media (plural of medium) > technologies of mass communication.

Four Types of Media as a mass communication technology

* Print Media - the oldest means of sharing information/news. (books,

magazines, and newspapers)
* Broadcast Media - different media channels or broadcasters. (radio,
film, and television)
* Digital Media - uses electronic devices for distribution (Internet and
Mobile mass communication)
* Internet Media- communicating using the internet (e-mail, Internet
sites, social media)
Marshall McLuhan - media theorist

“The medium is the message”, according to McLuhan

- His statement was an attempt to draw attention to how media, as a form of technology reshape
societies.
- The technology (medium), not the message, makes this social change possible.

“Different media simultaneously extend and amputate human senses”, according to McLuhan.

New technologies may broaden communication’s reach, but they also impair an individual’s
communicative abilities. Papyrus > a writing sheet or paper invented in Egypt and was used
during the time of ancient Mediterranean

- Began to become more prevalent in Egypt after the fourth century BCE
- According to some philosophers at the time, dulled the people’s capacity to remember .
The Global Village and Cultural Imperialism

McLuhan used his technological analysis to investigate the impact of electronic media. Since he
wrote the 1960s, he has mostly focused on societal issues introduced by television. According to
McLuhan, television was transforming the world into a "global village.

" Media academics continued to wrestle with the issues of global media culture in the years
following McLuhan. Many of these pioneering thinkers believed that global media tended to
homogenize the culture.

In 1976, Herbert Schiller, a media critic stated that not only was the world becoming more
Americanized, but that this process was also resulting in the spread of "American" capitalist
principles such as consumerism. Furthermore, cultural globalization, according to John
Tomlinson, is really a cover for "Western cultural imperialism," as it promotes "homogenized,
Westernized consumer culture."
CRITIQUE OF CULTURAL IMPERIALISM

 Media researchers began to pay attention to how audiences

perceived and interpreted media messages in the 1980’s.

 Audience studies emphasizes that media consumers are active

participants in the meaning-making process, viewing media
"texts"( a "text" in media studies simply referse to the content of
any medium) according to their own cultural lenses.
• The Cultural imperialism concept has been debunked by the renewed strength of regional
patterns in the globalization process in addition to the challenge of audience research.

• Through globalization of media, asian culture, for example has spread around the world.
From hello kitty to the mario brothers, pokemon , japanese trademarks have been indelibly
ingrained in worldwide popular culture. the same can be said for korean pop (k-pop) and
korean telenovelas which are widely successful regionally and globally.

• The observation even applies to culinary tastes.

• Globalization as noted in lesson one will remain uneven process; and it will produce
inequalities. Nevertheless, it leaves room for dynamism and cultural change.
• This is not a contradiction it is merely a testament to phenomenons complexity.
Social Media and Creation of Ghettoes

Highlights

Few Media specialists currently contend that the world is becoming increasingly culturally homogeneous.

Social Media, like all new media, have both positive and negative effects.

The Arab Spring, a series of upheavals that began in 2011, demonstrated social media's democratic potential.
Activists opposing authoritarian regimes in Tunisia, Egypt, and Libya utilized twitter to coordinate with each other
and disseminate information because they lacked access to traditional broadcast media such as television.
Commentators began alluding to the formation of a "splinternet" and the phenomenon of "Cyberbalkanization" in
the early 2000’s.

Vladimir Putin has hired legions of social media trolls to help Donald Trup win presidency.

Dark side of social media demonstrates how ostensibly open and democratic platforms may be co-opted for anti
democratic purposes
CONCLUSION

This lesson showed that different media have diverse effects on

globalization processes. Global television appeared to be establishing a
global monoculture at one point. Social media now appears to be more
prone to dividing societies and ideas into isolated bubbles of people
who do not communicate. Societies can never be completely prepared
for the rapid changes in the systems of communication. After all, every
technical advancement has a slew of unexpected effects. Consumers and
media users will find it difficult to go back and time. Even if people
strive to stay away from social media sites such as facebook and
twitter,these platforms will continue to influence social change. Rather
than fearing these changes or sa succumbing to moral panic everyone
must work together to find responsible and ethical methods to deal with
them.
THANK YOUUU!!