Module 8

GLOBAL MEDIA
CULTURES
• With the advent of technology, information
were disseminated in different parts of the
world with greater speed. Communication
became open and easier and almost everyone
have access to it. Varieties of media platforms
are now being utilized to connect people from
extreme sides of the continents. But what is
the impact of this media globalization to the
lives of the people?
 Objectives
In this module, the students should be able to:

• Analyze how various media drive different forms

of global integration;
• Classify the role of media culture in the
globalization process;
• Identify the challenges of media in the midst of
globalization; and
• Explain the dynamics between local and global
cultural production in media.
 Course Outline
• Media Development, The Global
Village and Cultural Imperialism,
Critiques of Cultural Imperialism, Social
Media and the Creation of Cyber
Ghettoes
 Let’s Get Ready
Analyze the different strategies of our national
media outfits.
 Let’s Get Ready
Points to Discuss:
• Among these media stations, which one do
you commonly use? Why?
• What is the impact of their programs in
your daily life?
• Can you live without them? Why or why
not?

Let’s Get On With It

 Introduction
• Globalization entails the spread of various cultures.
• Globalization also involves the spread of ideas.
• Television programs, social media groups, books,
movies, magazines, and the like have made it
easier for advocates to reach large audience.
• Globalization relies on media conduit for the
spread of global culture and ideas.
Media and Its Functions

•Lule – describes media as “a means of

conveying something such as a channel
of communications.”
•A person’s voice is a medium.
•When commentators refer to a
“media”, they mean the technologies of
mass communication.
 Media and Its Functions
•Print media - include books, magazines,
and newspaper.
•Broadcast media – involve radio, film, and
television.
•Digital media – cover the internet and
mobile mass communication.
•Internet Media – e-mail, internet sites,
social media, and internet-based video and
audio.
Media Development
FIVE-TIME PERIODS OF MEDIA - Jack Lule
Oral Communication
Script
Print
Electronic
Digital
 Media and Its Functions
Marshall McLuhan, a media theorist,
declared that “the medium is the
message.” - how media, as a form of
technology, reshapes the society. Television
is not a simple bearer of messages, it also
shapes the social behavior of users and
reorient family behavior.
 Media and Its Functions
Television has steered people from the dining table
where they eat and tell stories of each other, to the
living room where they silently munch on their
food while watching the primetime shows. It has
drawn people away from other meaningful
activities such as playing games or reading books.
Smart phone allows us to keep in touch instantly.
Technology (medium), and not the messages,
makes for this social change possible.
 Media and Its Functions
Papyrus – more people could write down their
stories; storytellers no longer had to rely
completely on their memories; but it dulled the
people’s capacity to remember.
Cellphones – limit the senses because they make
users easily distractible and more prone to
multitasking.
New media may expand the reach of
communication, but they also dull the users’
communicative capacities.
 THE GLOBAL VILLAGE AND
CULTURAL IMPERIALISM
McLuhan declared that television was turning the
world into a “global village”. Members of the new
global village would sit in front of bright boxes in
their living rooms instead of listening for collective
stories.

Global Media had a tendency to homogenize

culture. Media globalization coupled with American
hegemony would create a form of cultural
imperialism whereby American values and culture
would overwhelm all others.
 THE GLOBAL VILLAGE AND
CULTURAL IMPERIALISM
Herbert Schiller – not only was the world being
Americanized, but that this process also led to the
spread of “American” capitalist values like
consumerism.

John Tomlinson – cultural globalization is simply a

euphemism for “Western cultural imperialism”
since it promotes “homogenized,
Westernized, consumer culture”.
 CRITIQUES OF CULTURAL
IMPERIALISM
Media Scholars - pay attention to the ways in which
audiences understood and interpreted media
messages.
Media Consumers are active participants in the
meaning-making process, who view media “texts”
(simply refers to the content of any medium)
through their own cultural lenses.
Ien Ang - studied the ways in which different
viewers in the Netherlands experienced watching the
American soap opera Dallas (viewers put “a lot of
emotional energy” into the process and they
experienced pleasure based on how the program
resonated with them).
 CRITIQUES OF CULTURAL
IMPERIALISM
Katz and Liebes (1990) decided to push Ang’s analysis
further by examining how viewers from distinct cultural
communities interpreted Dallas. Texts are received
differently by varied interpretive communities. People from
diverse cultural backgrounds had their own ways of
understanding the show. Russians were suspicious of the
show’s content which contained American Propaganda.
Americans believed that the show was primarily about
the lives of the rich.

Regional trends in the globalization process - Asian

cultures has proliferated worldwide through the
globalization of media.
 CRITIQUES OF CULTURAL
IMPERIALISM
- Japanese brands like Hello Kitty to the Mario Brothers
to Pokemon are an indelible part of global popular
culture.
- K-Pop or Korean telenovelas
- Sushi is becoming a globalized Asian cuisine
- Jollibee (no. 1 in Brunei) competes with McDonald’s

It is no longer tenable to insist that globalization is a

unidirectional process of foreign cultures overwhelming
local ones; it will remain an uneven process, and it will
produce inequalities; it leaves room for dynamism and
cultural change.
Internet and Social Media are proving that the globalization of
cultures and ideas can move in different directions.
• Social Media -both beneficial and have negative effects; they
have democratized access. They enable users to be consumers
and producers of information simultaneously .
• The democratic potential of social media was evident in the:
1. Arab Spring – activist opposing authoritarian regimes in
Tunisia, Egypt and Libya used Twitter to organize and to
disseminate information; efforts toppled their respective
governments.
2. Women’s March – against newly installed US President
Donald Trump began with a tweet from a Hawaii lawyer and
became a national, even global, movement.

SOCIAL MEDIA AND THE

CREATION OF CYBER GHETTOES
- Social Media have their dark side. Commentators began
referring to the emergence of a “splinternet” and the
phenomena of “cyberbalkanization” to refer to the
various bubbles people place themselves in when they are
online.
- This segmentation, has been exacerbated by the nature
of social media feeds, which leads users to read articles,
memes, and videos shared by like-minded friends.
- Being in Facebook can resemble living in an echo
chamber which reinforces one’s existing beliefs and
opinions. This echo chamber precludes users from listening
to or reading opinions and information that challenge their
viewpoints, making them more partisan and closed-
minded.
SOCIAL MEDIA AND THE
CREATION OF CYBER GHETTOES
- This segmentation has been used by people in power who are
aware that the social media bubbles can produce a herd
mentally which can be exploited by politicians as well as
demagogues wanting to whip up popular anger. Social media is
a cheap tool of government propaganda.
- Russian dictator Vladimir Putin has hired armies of social
media “trolls” – to manipulate public opinion through
intimidation and the spreading of fake news.
- Imitators replicate this strategy of online trolling and
disinformation to clamp down on dissent and delegitimize
critical media. Critics of Turkish President Recep Tayyip
Erdogan are threatened by online mobs of pro-governmental
trolls, who hack accounts and threaten violence.
SOCIAL MEDIA AND THE
CREATION OF CYBER GHETTOES
• Fake Information can spread easily on social
media since they have few content filters.
• Globalonline propaganda - will be the biggest
threat to face as the globalization of media
deepens.
• Users must remain vigilant and learn how to
distinguish fact from falsehood in a global media
landscape that allows politicians to peddle what
President Trump’s senior advisers now call
“alternative facts”. People must be able to tell
the difference.

SOCIAL MEDIA AND THE CREATION

OF CYBER GHETTOES
 Let’s Strengthen It
Resolve:
• Global media serves as a guardian of free
speech, democracy and justice.
• Media oligopoly is only interested in profit.
 Let’s Test Yourself
FILL IN THE TABLE. Match the descriptions below by writing
the letters under the appropriate types of media in the
table. Use CAPITAL LETTERS. (10 points)

Oral Script Print Electronic Digital

Communication Media Media
 Let’s Test Yourself

A. Telegraph F. Animation
B. Moveable Type Press G. Hieroglypics
C. Laguna Copper Plate Inscription H. Cellphones
D. Language I. Google Chat
E. Video Augmented Reality J. Pamphlet
 My Realization
What are the effects of social media and even mobile games
in your life? How can you become responsible in social
media usage?
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 References
Jack Lule. Globalization and Media: Creating the Global
Village. Chapter 22 The SAGE Handbook of Globalization.
Two volumes. Thousand Oaks: SAGE Publications
Claudio, Lisandro E. and Patricio Abinales. 2018. The
Contemporary World. C & E Publishing, Inc. Quezon City.
Saluba, Dennis J., Carlos, Abigeil F., Cuadra, Jovy F., Damilig,
Angelita D., Corpuz, Raizza P., Endozo, Maria Lorena A.,
Pascual, Marilou P., Hermogenes, Michael C., and Capacio,
Jocelyn G. 2018. The Contemporary World. Panday-Lahi
Publishing House, Inc. Muntinlupa City.