GLOBALIZATIO

N AND MEDIA:
CREATING THE
GLOBAL
Daphnie A. Familaran
Joan O. Brazil
Kimberly Lambit
Juliana Fariñas
Renz Fhilip Gahum Pauline Jumadiao
Dindo VILLAGE
Mantog Russell Scott Culibra
 THE NATURE OF GLOBALIZATION
• The concept of globalization is always controversial.
• In the late 1900s, the advances in media, transportation ,
technology , and migration. have genuinely globalized the
world.
• It is difficult to study globalization in isolation.
• The term globalization must be paired with another concept .
 When did globalization begin?
• Some scholars attributed its existence in the age of Enlightenment or
with the age of Exploration.
• Other social scientists contended that it started since the beginning of
humanity when the first Homo sapiens departed from the African village.

• The historical roots of globalization is highly arguable.

•Many scholars regard globalization as having an ancient history, which
encompasses all international human activities.
• A certain Andre Gunder Frank, an economist, associated globalization with
the dependency theory.
• Historically, the archaic globalization prevailed during the Hellenistice
Age.

• The Islamic Golden Age displayed another stage of globalization.

• This is when the Jewish and Muslim traders and explorers connected the
trade routes, resulting in the globalization of agriculture, trade, knowledge,
and technology.
• There was a widespread of knowledge about Arabic and the Hajj.
• Its definition, globalization is the conglomeration of historical,
political, cultural, and economic forces that have worked in concert
with media from the dawn of time to our present day.

• One consequence of globalization is the establishment of an

imagined community.
• Hence, globalization is not just one process but multiple processes.
• The fact remains that globalization is for real rather than fiction.
• Globalization is an uneven process whose effects and
consequences are not uniformly experienced everywhere in
the world.
• The power of geometry exists in globalization.
• There is going to be an imbalance of power when dealing
with the two nations.
• Consequently, the fast growth of globalization has long been
associated with technological advancement the international
market.
• Globalization has the tendency towards homogeneity,
synchronization, integration, unity, and universalism.
•. On the other side, there is the propensity also for localization,
heterogeneity, differentiation, diversity, and particularism, which
are obstacles to development.

These processes are intimately connected and represent two faces

of the same coin.
Pairing of globalization and media.
-They act in concert and cohort creating the conditions through which
many people can now imagine themselves as part of one world- a global
imaginary, which Marshal McLuhan (1962) called the global village.

According to Jack Lule, globalization could not occur without media.

Human beings have used media to explore, settle, and globalize the
world since the ancient times. In the contemporary times, media has
transformed the world progressively smaller as nations and cultures
continually come in contact.
 Definition of
- is plural form for medium.
- Media
a means of conveying something, as a
channel of communication.

Media only came into general circulation in

the 1920s. It became popular usage because a
word was needed to talk about a new social
issue. Though the word is relatively modern,
humans have used media of communication
from their first days of existence (Steger,
2014).
 Evolution of Media
Steger (2014) organized the historical study of media by time periods or
stages and the dominant medium that characterized by it.
• Harold Innis (1950), McLuhan's teacher, divided media into three periods-
oral, print, and electronics.
• James Lull (2000) added digital to three during the twentieth century.
• Terhi Rantanem (2005) considered script before the printing press and
divided the electronic period into wired and wireless for six eras.

However, it was only the five time periods functionally capture the study of
globalization and media.
Evolution of
Media
01. Oral Communication
Oral medium or human speech has been with us for the past 200, 000 years
ago as the oldest and most enduring of all media.
The medium of language was able to aid the globalization in the following
ways:
1. Language allowed humans to cooperate.
2. Sharing information about land, water, climate, and weather aided humans'
ability to travel and adapt to different environments.
3. Sharing information about tools and weapons led to the spread of
technology.
Evolution of
Media
01. Oral Communication
4. Language helped humans move, but it also helped them settle down. e)
Language stored and transmitted important agricultural information across
time as one generation passed on its knowledge to the next, leading to the
creation of villages and towns.

5. Language also led to markets, the trade of goods and services, and
eventually into cross-continental trade routes.
Evolution of
02. Media
Script
• Language is dependent on human memory, which is however limited
in capacity and imperfect.
• With the advent of script, humans began to communicate and share
knowledge and ideas over much larger spaces and across much longer
times.
• The evolution of writing started from the cave paintings,
petroglyphs, and hieroglyphs to the creation of alphabets.
• Writing surfaces were done at first as carving into wood, clay,
bronze, bones, stone, and even tortoise shells.
Evolution of
02. Media
Script

• The ancient Egypt created it from a plant found along the Nile
River known as papyrus. The latter is the origin of the English word,
paper.

Human beings had a medium that catapulted globalization through

the script on sheets of papyrus and parchment.
Evolution of
Media
03. Printing Press
• It began the information revolution.
• This transformed markets, businesses, nations, schools, churches,
governments, armies, and a lot more.
• The first printing press was made in China.

• The contributions of the printing press in the globalization process are

the following:
a) It made the production and copying of documents faster at a cheaper
cost.
Evolution of
Media
03. Printing Press
b) Information was not already controlled by the rich and the powerful.
c) The activities of reading and writing were not only for the ruling and
religious elite hence, the spread of civilization was not only coming from
the powerful but even from the common people.
d) The explosive flow of economic, cultural, and political ideas around
the world connected and changed people and cultures in ways never
before possible.
Evolution of
Media
03. Printing Press
In 1979, historian Elizabeth Eisenstein surveyed the influences of the
printing press.

The two points that results of her study:

• It preserved knowledge, which had been malleable in oral culture and
standardize it when it becomes variable as it spread orally across regions
and land.
• It encouraged the challenge of political and religious authority because
of ita ability to circulate competing views
 Evolution of
Media
04. Electronic Media
• New media has come in the 19th century.
• They require electromagnetic energy electricity to use.
• The telegraph by Samuel F. B. Morse began work on a machine in the
1830s that eventually could send coded messages.
• By 1866, a transatlantic cable was laid between the United States and
Europe and the telegraph became a truly global medium.
• In 1876. Alexander Graham Bell invented the telephone, which transmit
speech over distance.
 Evolution of
Media
04. Electronic Media
• By 1927, the first transatlantic call was made via radio.
• The creation of cell phone in 1973 was especially crucial in the context
of globalization and media.
• Film arose as another potent medium and Silent motion pictures were
shown as early as the 1870s.
• Films developed in the 1890s, The Great Train Robbery made in 1903 is
often credited as the first narrative film, ten minutes.
• By the 1020s, directors were using films to capture powerful narrative
that resonated within and across cultures.
 Evolution of
Media
04. Electronic Media

• The worldwide success of films such as Avatar and Titanic offers

resounding examples of the confluence of globalization and media.
• By the end of the 1960s, half of the countries in the world had
television stations.
• Television brought together the visual and aural power of film.
 Evolution of
Media
01. Digital Media
• These are most often electronic media that rely on digital codes.
• The computer is the usual representation of digital media, and most
significant medium to influence globalization in the following realms:
a) In economies, global trading is happening 24 hours a day.
b) In politics, computers allow citizens access to information from
around the world.
c) It transformed cultural life, information around the globe allows
people to adopt and adapt new practices in music, sports, education etc.
 GLOBAL IMAGINARY AND
• Through media theGLOBAL VILLAGE
people of the world came to know of the world.
• The media have not only physically linked the globe with cables,
broadband, and wireless networks, but have also linked the globe with
stories, images, myths, and metaphors.
• With this, it brings new imaginary called by Manfred Steger (2008) a
rising global imaginary- the globe itself as imagined community.
•.Political scientist Benedict Anderson (1901) focuses on the origin of
nations and nationalism.
•
 GLOBAL IMAGINARY AND
GLOBAL VILLAGE
• Arjun Appadurai (1996) argued that imagination is not a trifling
fantasy but a social fact and a staging ground for action.
•. Marshall McLuhan (1964) anticipated this phenomenon with his
argument that media have connected the world in ways that create a
global village.
• Lewis Mumford (1970) American historian of technology and science,
also found utopian hope in media technology.
Thank
you!