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GLOBAL MEDIA
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Prepared by: Marjorie B. Sumagit, LPT
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CULTURE
Modified by: Leevan D. Caceres
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DEPARTMENT OF SOCIAL SCIENCES AND PHILOSOPH

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GLOBAL MEDIA
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CULTURE
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INTRODUCT
THIS CHAPTER EXPLORES THE DEFINITION OF

ION
GLOBAL MEDIA CULTURE, ITS RELATIONSHIP TO
globalization. It also explores the evolution of media and
globalization, how the media drives
various form of global integration and the dynamics
between global and local cultural
production
 Media
Plural for medium

A method for passing on an information or a

channel of correspondence.
The term was popularized in the1920s. Most
common forms were books, radio, and film.
--
Why is it essential for globalization?
 GLOBALIZAT
ION
• It is the process by which
the world is becoming
increasingly interconnected
as a result of massively
increased trade and cultural
exchange.
MEDIA
• Played significant roles in shaping
the global processes of economics,
politics, and culture-the three aspects
that make up the multidimensionality
of globalization.
• A tool for the interaction of people
with different cultures.
• A carrier of culture.
 GLOBAL MEDIA
CULTURES

EXPLORES THE RELATIONSHIP

BETWEEN THE MEDIA, CULTURE
AND GLOBALIZATION
 GLOBAL MEDIA
CULTURES

APPROACHES PART AND CURRENT

CHALLENGES CONCERNING INTERNATIONAL
COMMUNICATION AND EXPLORES AND
PROBLEMATIZES THE POWER OF MEDIA
REPRESENTATION.
 GLOBAL MEDIA
CULTURES

GLOBALIZATION AND MEDIA HAVE CREATED

THE CONDITIONS THROUGH WHICH MANY
PEOPLE CAN NOW IMAGINE THEMSELVES AS
PART OF ONE WORLD.
IT IS MADE EASIER FOR ADVOCATES OF
GLOBALIZATION TO REACH LARGER AUDIENCE
THROUGH MEDIA SUCH as:

1. TELEVISION
PROGRAMS
2. Social media groups
3. Books
4. Movies
5. Magazines
EVOLUTION OF MEDIA AND
GLOBALIZATION
 EVOLUTION OF MEDIA AND
GLOBALIZATION
ORAL
COMMUNICATION
IT ALLOWED SHARING OF
INFORMATION.
Language allowed human to communicate
and cooperate.
 EVOLUTION OF MEDIA AND
GLOBALIZATION
SCRIPT
SCRIPT ALLOWED HUMAN TO
COMMUNICATE OVER A LARGER
SPACE AND MUCH LONGER TIMES.
 EVOLUTION OF MEDIA AND
GLOBALIZATION
PRINTING
PRESS
THIS IS WHERE INFORMATION
REVOLUTION STARTED.
It transformed social institutions such as
schools, churches, governments and more.
 EVOLUTION OF MEDIA AND
GLOBALIZATION
ELECTRONIC
MEDIA
RADIO AND TELEVISION ARE PART OF THESE MEDIA.
Radio quickly became a global medium, reaching distant
regions.
Television is considered as the most powerful and pervasive
mass media. It brought
together the visual and audio power of the film with the
accessibility of radio.
 EVOLUTION OF MEDIA AND
GLOBALIZATION
DIGITAL
MEDIA
DIGITAL MEDIA makes it easy to
stay in touch with friends, family, and
work remotely, even if you are in
another part of the world.
 THE MEDIA HAVE A VERY IMPORTANT IMPACT ON
CULTURAL GLOBALIZATION IN TWO MUTUALLY
interdependent ways:

THE MEDIA THEY CONTRIBUTE

PROVIDE AN TO THE
EXTENSIVE FORMATION OF
TRANSNATIONAL COMMUNICATIVE
TRANSMISSION OF NETWORKS
CULTURAL AND SOCIAL
STRUCTURES
IN OTHER WORDS, MEDIA CULTURES TAKE PART IN
THE PROCESS OF GLOBALIZATION, INCLUDING
HOW
they challenge existing cultures and create new and
alternative symbolic and cultural
communities.
 DYNAMICS OF LOCAL
AND GLOBAL CULTURE

CULTURAL CULTURAL
CULTURAL
DIFFERENTIALISM HYBRIDIZATION
CONVERGENCE
• A PROCESS BY WHICH A
EMPHASIZES THE FACT THAT
CULTURES ARE ESSENTIALLY CULTURAL ELEMENT BLENDS • CULTURES ARE SUBJECT TO
DIFFERENT INTO ANOTHER CULTURE BY MANY OF THE SAME GLOBAL
AND ARE ONLY SUPERFICIALLY MODIFYING THE ELEMENT FLOWS AND BECOME
AFFECTED BY GLOBAL FLOWS. IT ALSO
TO FIT CULTURAL NORMS. INCREASINGLY MORE ALIKE.
INVOLVES BARRIERS THAT PREVENT
• IT IS ACTUALLY AN • THE SPREAD OF ENGLISH
FLOWS
THAT SERVE TO MAKE CULTURES MORE INTEGRATION OF LOCAL LANGUAGE
ALINE; CULTURES TEND TO REMAIN AND GLOBAL CULTURES. • IT HAS SEVERAL ASPECTS
 International Mass Media

The International Mass Media has played a vital role in

enhancing globalization as it linked societies closer with the
exchange of ideas, culture, and multiple information
 THE 3 MAJOR ANALYTICAL PERSPECTIVES OF MEDIA
GLOBALIZATION

Communications and Cultural Imperialism Cultural Pluralism Model

Development Model
This model views the mass media
as instruments of change in
developing countries with its
capacity to change values and
attitudes towards modernization.
Model
It views the mass media as an
instrument
of major powers to control
the progress of
the developing countries
This model recognizes the role of the
audience and its capacity to react,
resist, and recreate information and
ideas that the mass media exposes
them, according to their socio-
economic context and cultural
preferences.
 THE 3 MAJOR ANALYTICAL PERSPECTIVES OF MEDIA
GLOBALIZATION
Communications and Development Model

Example: While watching an international news channel, a group of

Filipino youths saw a documentary about the best universities around
the world (i.e. Harvard U, Singapore State U, etc.). Amazed by the
high-class facilities of these world-renowned universities, this group
of Filipino youths now starts a movement in the Philippines as they
petition the Philippine Government to spend more government money
for the improvement of state universities in the Philippines like the
UNP.
 THE 3 MAJOR ANALYTICAL PERSPECTIVES OF MEDIA
GLOBALIZATION

Cultural Imperialism Model

Example: Netflix, also an example of an international mass media, offered free
access to all Filipinos of its services. As the Filipinos become more enticed in
watching American movies, TV shows, and documentaries for free, they
become more interested with the American culture and products. Therefore, the
Filipinos will prefer American goods than Philippine-made items. Additionally,
because Filipinos will want more American goodies, America will send more
American corporations to the Philippines that would then dominate the
Philippine economy.
THE 3 MAJOR ANALYTICAL PERSPECTIVES OF MEDIA
GLOBALIZATION

Cultural Pluralism Model

The Mass Media
control people’s
mind
Mass Media don’t control
people. The people can choose
what they will believe to.
Thank YoU
FOR YOUR
ATTENTION
 Pat your shoulder for you did well
today, and tomorrow too!

Actually, wala kang choice!

Kayanin mo yan!