GLOBAL MEDIA

CULTURES
Intended Learning Outcomes
Understand how scholars have approached the
1 relationship between media and globalization.

Differentiate the paradigms that developed in

2 international communications development.

Explain the strengths and the weaknesses of the

3 paradigm which led to its loss of appeal.

Moreover, apply the theoretical tools in real-world

4 contexts.

Equip students with 21" century learning and develop

5 higher order thinking skills that will lead towards a
deeper understanding of Global media cultures as well
correlate the said concept to the Philippines in general
and to oneself in particular.
 Contents:

1 2
Defining the Interpretive Context, Purpose &
Feature Article Audience

3 4
Interpretive vs. Persuasive Language Features & Evidence
Texts
Media as a Tool of
Globalization
What is media?
(usually used with a plural verb) the means of
communication, as radio and television, newspapers,
magazines, and the internet, that reach or influence people
widely.

Source: https://www.dictionary.com/browse/media
Media
International mass media has played a vital role in
enhancing globalization as a linked society closer, with the
exchange of ideas, culture, and multiple information has
managed to do so with the help of capitalism. However, the
process of globalization of culture constitutes a debate on
whether mass media has been pluralistic and neutral in
facilitating the flow of ideas, or has it been an instrument
for the domination of Western culture.
Three major analytical perspectives of media globalization in the field
of international communications.

communications cultural cultural

and development imperialism pluralism
Mass media were viewed to play critical roles in
development in the modernization paradigm.

Wilbur Schramm (1964 as cited in Melkote & Steeves

2001), one of the pioneering scholars of this paradigm,
observed a positive association between communication
components to that of the social, political and economic
components in national growth. According to him, "the task
of the mass media of information and the "new media" of
education is to speed and ease the long, slow. social
transformation required for economic development and, in
particular, to a speed and smooth the task of mobilizing
human resources behind the national effort" (p. 2 27 as cited
in Melkote & Steeves, 2001).
 Media as a Tool of Globalization

Spreading Information Building National

and Culture Identity

Weakening National Literacy and Participation

Borders
Demanding for the Balanced
Flow of Information: A Fight
against Cultural Imperialism
Cultural Imperialism

Cultural Imperialism the concept of cultural

imperialism today best describes the sum of the
processes by which a society is brought into the
modern world system and how its dominating
stratum is attracted, pressured, forced and
sometimes bribed into shaping social institutions to
correspond to, or even promote, the values and
structures of the dominating centre of the system.
(p. 9)

- Herbert Schiller (1976)

 How can this fight be achieved?
Here are some ways scholars and activists propose to achieve a more balanced flow of information:

Supporting Local Media Literacy

Media Education

International Utilizing Digital

Communication Tools
Policies
How does global media influence cultures?

Exposure and Exchange Challenges and Concerns

Broadens Horizons Cultural Homogenization

New Ideas and Trends Loss of Local Identity

Cultural Exchange Stereotypes and Misrepresentation

Media Imperialism and
American Way of Life

Media imperialism is a concept that examines how

powerful countries or corporations use media and
communication to exert influence over other countries.
According to Hesmondhalgh (2005), the concept of
imperialism means "building of empires" however the
use of the term cultural imperialism implies that with the
end of the age of direct political and economic control
by colonial states, a new form of indirect power and
concern has emerged.
He employs a political economy perspective in viewing
media as cultural industries- those who own the capital
and infrastructure and exert political control determine
the messages produced and the cultural products
exported, which in turn dictates the western socio-
cultural norms and values of liberalism and capitalist
consumerism to weaker and poorer states.
Source: Zenith Optimedia as cited in Richter, 2016
 American Media Dominance
Hollywood and News and
Social Media Giants
Entertainment Information
 Alternative Perspectives
Globalized Audiences
Cultural Exchange
Cultural Pluralism: Transition from
homogenization to heterogenization

Cultural pluralism is the idea that different cultures can exist

within a society and enrich each other. It respects the customs,
beliefs, and practices of various groups.
Cultural pluralism represents a shift away from homogenization, which is the process of cultures
becoming more alike, towards heterogenization, where cultures become more diverse. This
transition is driven by several factors:

Globalization Migration Technology Social

Movements
Here are some additional points to consider:

The Impact of While cultural homogenization can lead to a loss of unique

Homogenization traditions, it can also promote understanding and tolerance.
Shared cultural elements can create a sense of common
ground between people from different backgrounds.

Challenges of Increased cultural diversity can also lead to social

Heterogenization fragmentation and conflict. It's important to find ways to
celebrate differences while also fostering a sense of shared
national or community identity.
THANK YOU!