The Contemporary World

GED0035
 Module 3
Media and Communications Technology
Overview

1. Global Media Cultures Defined

2. Media and Communications Technology
3. Personal Media vs. Mass Media
1. Global Media Cultures Defined
Global media cultures pertain to the globalization of cultures
through various forms of media.

• Media has an impact on cultural globalization in two mutually

interdependent ways:

1. Media provides an extensive transnational transmission of

cultural products; and
2. Media contributes to the formation of communicative
networks and social structures.
2. Media and Communications Technology
2. Media and Communications Technology

• Terhi Rantanen claims that no globalization can happen without

media and communications technologies.
• There are two major types of media:
➢ Personal media
➢ Mass media
3. Personal Media vs. Mass Media
Personal Media Mass Media
• Any form of media designed for use by a • Any form of media designed for use by
specific person. large sets of people.
• Can also denote person-to-person • Broadcast media and print media are very
communications, such as speech, gestures, common examples.
mail, and telephony.
• The earliest forms of personal media, • Involves the use of relatively complex
speech and gestures, had the benefit of technologies.
being easy-to-use and not needing
technology.

• Advancements in technology have bridged the gap between content creators of

personal and mass media. The average person can now reach a wide audience
with the advent of blogging, vlogging, podcasting, live streaming, etc.
• Media production has become accessible and universalized.
3. Personal Media vs. Mass Media

Internet usage by percentage of population per country

 Module 3
Cultural Globalization
Overview

1. Cultural Products
2. Cultural Globalization
3. Effects and Issues
1. Cultural Products
• The biggest element in the
globalization of culture is the spread
of cultural products.
• Media and communications
technologies facilitate the spread of
these products.
• Cultural products are goods and
services that include the arts
(performing arts, visual arts,
architecture), heritage conservation
(museums, galleries, libraries), the
cultural industries (written media,
broadcasting, film, recording), and
festivals. UNESCO has declared that
these products are not like other
forms of merchandise.
2. Cultural Globalization
Cultural globalization refers to the
transmission of ideas, meanings, and values
around the world in such a way as to extend
and intensify social relations.
• This process is marked by the common
consumption of cultures (through cultural
products) that have been diffused by the
Internet, popular culture media, and
international travel.
• Social changes can occur whereby
traditional societies become modern
societies:
➢ Change in attitudes and norms
➢ Adoption of innovation
➢ Urbanization
2. Cultural Globalization

Phases of Cultural Globalization: Pre-Modern Phase

• Early human migration
• Emergence of world religions
• Development of trans-regional trade networks
2. Cultural Globalization
Phases of Cultural Globalization: Modern Phase
• European imperialism
• Emerging international economy
• International migration and developments outside the West
• Spread of modernity
• Rise of the nation-state
• Industrialization
2. Cultural Globalization

Phases of Cultural Globalization: Contemporary Phase

• Era of global cultural interconnectedness, which saw major
developments in transport and transport infrastructures
such as jet airlines, construction of road and rail networks.
This allowed for more tourism and shifting patterns of global
migration.
3. Effects and Issues
Creation of a Global Village
• A global village is one world
composed of many different but
interconnected parts and this
interconnection is the result of the
propagation of media technologies
throughout the world.
• A major cultural concern is the
possibility of cultural
homogenization.
• Some societies responded to this
with cultural hybridization.
• Others responded with cultural
preservation.
3. Effects and Issues

Cultural homogenization
Cultural preservation
Cultural hybridization
Shifts in existing cultures
3. Effects and Issues
Cultural Imperialism
• Cultural globalization has also been
seen as a phenomenon that
potentially contributes to cultural
imperialism.
• Imperialism is extending a country’s
power or influence commonly
through colonization or military
force. It creates an unequal
relationship between colony and
colonizer.
• Shifting international political climates made colonization
unpopular in today’s world.
• But imperialism can still be practiced through culture
imperialism.
3. Effects and Issues
Cultural Imperialism
• Cultural imperialism is promoting or imposing one
country’s culture over another.
• Usually, the one imposing a culture is a powerful
country and the one being imposed on is a less
powerful country.
• Cultural products are used for cultural imperialism
through trade and commerce as well as media
technologies.
• Cultural products change the consumption patterns of
societies which, in turn, affects local economies.
• Popular terms used in relation to this idea are
“Americanization” and “McDonaldization”.
3. Effects and Issues
3. Effects and Issues

Misuse of Media Technologies

• The accessibility of communications and media technologies has led to
certain concerns like the spread of false information. Anybody can go
online and invent stories. The impact of these actions can span across
economics, politics, culture, and society.
Presentation note:
This presentation was adapted from the AY 2018-2019 The Contemporary World PPT presentations of Dr. Raymond
Datuon (FEU Tech) and Alvin John Ventura (FEU Diliman).