GLOBAL MEDIA

CULTURES

Bachelor of Science Bulacan Date Developed:

JULY 2020
in Accounting Polytechn Date Revised: Page 1 of 3
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THE Document Developed by:
CONTEMPORARY No. ROCELLA J. Revision # 0
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 Information Sheet TCW 113-8

THE CONTEMPORARY WORLD

Learning Objectives:
After reading this INFORMATION SHEET, YOU MUST be able to:
1. Analyze how various media drive various forms of global integration

2. Explain the dynamic between local and global cultural production

INTRODUCTION

Historical background of globalization & media

“There was a rupture within social life in the 20 th century, advances
in media such as the tv’s, computers and cellular phones combined with
the changes in migration patterns – these two diacritics – media and
migration – fundamentally changed human life which gave rise to this so-
called globalization.” Appadurai (1996) cited by Lule (2014)
Media is not as complicated as globalization. It is used as passage
of communication. The word “media” was popularized in 1920’s because
there was a need to talk about certain issues (widespread of comic
books, birth of Mickey Mouse, collapse of Stock Market, end of WWI)
which led the experts to gather all these phenomenon and debate over
the “mass media.”
Evolution of Media & Globalization
Media is part of everybody’s life today and in the past. Development of
speech to communication is a great breakthrough in the lives of the
people. Lule (2014) gave five periods to study globalization and media:
oral, script, print, electronic and digital.
Oral Communication
- Language was developed around 1.75 million yrs. ago.
- First consisted of disorganized set of signs.
- 30,000 BC, communication reached its formal, intentional format.
- First form of communication is the cave painting created by Homo
sapiens around 130,000 BC.
- Language helps man to settle down, improve economic, social and
political life.
- Man through language is not only confined within his territory but
created a cross-continental trade which crates cities and later
civilization.

Bachelor of Science Bulacan Date Developed:

JULY 2020
in Accounting Polytechn Date Revised: Page 2 of 3
Information ic
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THE Document Developed by:
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Script
- With its discovery, it makes communication easier, wider in scope and
can last longer.
- It is any particular system of writing/the written means of human
communication.
- First writing is recorded in Summeria over 4,000 years ago.
- It is first done through wood carving, clay, bronze, copper, bones,
stones and even tortoise shells
Printing Press
- First invented in China during the Tang dynasty around 4 th & 7th
century AD
- Around 1439, Johannes Gutenberg’s movable type printing press is
introduced in a lawsuit in Strasbourg.
Electronic Media
- It is introduced in the beginning of 19th century.
- This requires electromagnetic energy – electricity to use. Examples
are: telegraph, telephone, radio, film, television .
- The invention of telegraph by Samuel Morse revolutionized long-
distance communication.
- Alexander Graham Bell invented the telephone in 1876
- Radio was considered as a “wireless telegraph”
- Silent motion picture was first publicized by 1870 while in 1890 a film
was developed.
- 1920, television was created and became the most powerful and
universal mass medium.
- 1973, invention of cell phones, it dominated the world
Digital Media
- Refers to audio, video and photo content that has been encoded
(digitally compressed)
- Digital media products can be found in: Ecommerce, Games –
console, online, mobile, Websites and mobile applications, Animation,
Social media, Video, Augmented reality, Data visualization, Location-
based Services and Interactive Storytelling.
- Computer is considered the most popular and influential digital
media to globalization.

Bachelor of Science Bulacan Date Developed:

JULY 2020
in Accounting Polytechn Date Revised: Page 3 of 3
Information ic
Systems
College
THE Document Developed by:
CONTEMPORARY No. ROCELLA J. Revision # 0
WORLD c/o Admin FUENTES