GLOBAL

MEDIA
CULTURES
WEEK 10
GLOBALIZATION AND MEDIA

•Globalization- a set of multiple, uneven

and sometimes overlapping historical processes,
including economics, politics, and culture, that
have combined with the evolution of media
technology to create the conditions under which
the globe itself can now be understood as “an
imagined community”.
GLOBALIZATION AND MEDIA

Media
Communication channels through which we
disseminate news, music, movies, education,
promotional messages and other data

Includes physical and online newspapers, magazines,

television, radio, billboards, telephone, internet,
billboards.
GLOBALIZATION AND MEDIA

Media Culture
Culture created under the influence of mass media.
Impact on society’s information consumption and
intellectual guidance
Major factor in the formation of mainstream
culture
• The two concepts have been partners
throughout the whole of human history.
• “Globalization and media have created the
conditions through which many people
can now imagine themselves as part of one
world.”
EVOLUTION OF MEDIA AND
GLOBALIZATION
• To understand further the study of globalization
and media, it is important to appreciate five
periods of the evolution of media and
globalization.
1. ORAL
COMMUNICATION
• Human speech is the oldest and most
enduring.
• Language allowed human to cooperate.
(7117 languages spoken today)
• It allowed sharing of information across
culture – the lifeline of globalization
• Language became the most important tool
as humans explore the world and
experience different cultures.
• It led to markets, trade and cross-
continental trade.
2. SCRIPT

• Writing is humankind’s principal technology for collecting,

manipulating, storing, retrieving, communication, and
disseminating information.
• Language was important but imperfect, distance became a
strain for oral communication.
• Script allowed human to communicate over a larger space
and much longer times.
• It allowed for the written and permanent codification of
economic, cultural, religious, and political practice.
2. SCRIPT
3. THE PRINTING PRESS

• A device that allows for the mas production of uniform printed matter
• It started the “information revolution”.
• It transformed social institutions such as schools, churches,
governments and more.
• Print encouraged the challenge of political and religious authorities
because of its ability to circulate competing views.
• Elizabeth Eisenstein (1979) surveyed the influences of the printing
press.
1. It changed the nature of knowledge. It preserved and
standardized knowledge.
2. It encouraged the challenge of political and religious authority
because of its ability to circulate competing views.
4. ELECTRONIC MEDIA

• The vast reach of these media continues to open up new

vistas in the economic, political, and cultural processes of
globalization.
• Radio- quickly became a global medium, reaching distant
regions.
• Television- considered as the most powerful and pervasive
mass medium. It brought together the visual and aural
power of the film with the accesibility of radion.
4. ELECTRONIC MEDIA
5. DIGITAL MEDIA

• Digital Media are often electronic media that rely on digital

code.
• Many of our earlier media such as phones and TVs are now
considered digital media.
• In the realm of politic computer allowed citizens to access
information from around the world.
• People are able to adopt and adapt new practices like fashion,
sports, music, food and many others through access of
information provided by computers.
• They also exchange ideas, establish relations and linkages
through the use of Skype, Google, Chat, Zoom and other
platforms.
5. DIGITAL MEDIA
“Is it possible for
globalization to
occur without
media?”
GLOBAL IMAGINARY AND
GLOBAL VILLAGE
• Media have linked the globe with stories, images, myths and
metaphors.
• Global Imaginary- the globe itself as imagined community.
• Global Village
✓ Marshall McLuhan
✓ Media have connected the world in ways that create a global
village.
✓ As McLuhan predicted media and globalization have
connected the world. However, the “global village have
brought no collective harmony or peace. Why do think so?
MEDIA AND
ECONOMIC
GLOBALIZATION

• Media fosters the

conditions for global
capitalism.
• “Economic and cultural
globalization arguably
would be impossible
without a global
commercial media
system to promote
global markets and to
encourage consumer
values” – Robert Mc
Chesney
MEDIA AND POLITICAL
GLOBALIZATION
• Though media corporations are
themselves powerful political
actors, individual journalists are
subject to intimidations as more
actors contend for power.
• In the age of political
globalization: government shape
and manipulate the news. Is this
also true for Philippines?
• Media complicate politics…how?
MEDIA AND CULTURAL
GLOBALIZATION
• Media on one level are the
carriers of culture.
• It generates numerous and
on-going interactions
• Globalization will bring
about and increasing
blending or mixture of
cultures.

What is the role of media in the

blending or mixture of
culture?
 POPULAR MUSIC
AND GLOBALIZATION
• Technologies of transport, of
information and mediation,
including social media
platforms, have made
possible the circulation of
cultural commodities such as
music.
• Circulation of cultural
commodities are consumed to
gain cultural capital and
social status.
• Goods and commodities
became a catalyst that set
globalization.
C U LT U R A L
IMPERIALISM
AND THE
GLOBAL MEDIA
D E B AT E
CULTURAL IMPERIALISM AND
THE GLOBAL MEDIA DEBATE

Cultural Imperialism

The exercise of domination

in cultural relationships in which the values,
practices, and meanings of a powerful
foreign culture are imposed upon one or more
native cultures
CULTURAL IMPERIALISM AND
THE GLOBAL MEDIA DEBATE
• In international communication theory and research,
cultural imperialism theory argued that audiences across
the globe are heavily affected by media messages emanating
from the Western industrialized countries.
• In the early stage of cultural imperialism, researchers
focused their efforts mostly on nation-states as primary
actors in international relations. They imputed rich,
industrialized, and Western nation-states with intentions
and actions by which they export their cultural products
and impose their sociocultural values on poorer and
weaker nations in the developing world.
CULTURAL IMPERIALISM AND
THE GLOBAL MEDIA DEBATE
• This argument was supported by a number of studies
demonstrating that the flow of news and entertainment was
biased in favor of industrialized countries.
• This bias was clear both in terms of quantity, because most
media flows were exported by Western countries and
imported by developing nations, and in terms of quality,
because developing nations received scant and prejudicial
coverage in Western media.
MEDIA, GLOBALIZATION, AND
HYBRIDIZATION
• The analytical shift from cultural imperialism to globalization.
• First, the end of the Cold War as a global framework for
ideological, geopolitical, and economic competition calls for a
rethinking of the analytical categories and paradigms of
thought.
• In this complex era, the nation-state is no longer the sale or
dominant player, since transnational transactions occur on sub
national, national, and supranational levels.
• Conceptually, globalization appears to capture this complexity
better than cultural imperialism.
MEDIA, GLOBALIZATION, AND
HYBRIDIZATION
• In fact, the globalization of culture has become a
conceptual magnet attracting research and theorizing
efforts from a variety of disciplines and interdisciplinary
formations such as anthropology, comparative literature,
cultural studies, communication and media studies,
geography, and sociology.
• Media and information technologies play an important role
in the process of globalization.
MEDIA, GLOBALIZATION, AND
HYBRIDIZATION
• Although the media are undeniably one of the engines of
cultural globalization, the size and intensity of the effect of the
media on the globalization of culture is a contested issue
revolving around the following question:

Did the mass media trigger and create the globalization of

culture?

Or is the globalization of culture an old phenomenon that has

only been intensified and made more obvious with the advent of
transnational media technologies?