Module I

The New Normal and Global Media Culture

I. Description. This topic tackles responsiveness of mass communications, electronics and

information technology to address urgent needs to secure lives of every Filipinos and help
government in its battle against Covid-19 Pandemic.
II. Objectives: After completing the module the students are expected to;
1. Appreciate the complexity of the human nature;
2.Interpret the human experience from various perspective;
3. Reflect critically on shared concerns;
4.Take responsibility for knowing and being Filipino;
5. Identify the importance of global media cultures in present situation; and
6. Work effectively in a group.

III. Duration: Start: September 07, 2020 (12:00 nn)

End: September 14, 2020 (12:00 nn)
IV. Learning contents

This time of Covid-19 pandemic has changed the whole world abruptly. No one
ever thinks that global dynamics all of a sudden would stop. Global media culture
which is considered a factor how the world changes rapidly had shown inert
power and tremendous impact in this period of human history. Transmission of
Listen ideas, important data, and information through media turn out as a necessity and
so integral that even churches to propagate their mission utilized face book
through live streaming. Media help us to become more alert, more aware of recent
developments. It helps us get fresh news around the globe.

Chapter 22 of textbook: “Globalization and the media” by Jack Lule

Read Chapter 23 of textbook; “Popular Music and Globalization” by Yora El-Ghadban

Video of PRRD’s SONA 2019

(https://www.youtube.com/watch?v=HxPrPxopfZI)

Video of PRRD’s SONA 2020

Watch (https://www.youtube.com/watch?v=x0WglYr6Bpk)

Video of VP Leni Robredo’s SONA 2020 (https://www.youtube.com/watch?

v=C780y-J3TzY)

Look But what is global media culture?

Internet provides explicit definition: global media culture is the transmission of ideas,
meaning, and characteristics of a group through media. To trace therefore, global simply
means relating to or embracing the whole of something or of a group of things. Media,
however, is the main means of mass communication and is the outlets and tools used to
restore and deliver information or data. On the other hand, culture is the characteristics
 and knowledge of a particular group of people, encompassing language, religion, cuisine,
social habits, music and arts.

Global Media Culture pitfalls or downfalls

Fake news is one prevalent sample of downfall in global media culture. It also includes a
high risk of inaccurate reporting and may be a platform of identity theft and loss of
privacy. According to Dr. Stig Hjarvard, global media culture represents a cultural
otherness, at times a threat to cultural tradition and autonomy. On the other hand, it often
contributes to a development of a local cultures and bringing them into contact on par
with social reality of a globalized modernity. Skyline University added that cultures are
the core values that cannot be disappeared just because of globalization. As a system,
globalization helps us to learn and explore different society. The main stream of any
culture of the most remote society is not weak that it can be affected by any globalization
effort. Foruveinternational.com, however, contested that globalization has negative and
positive impact on our cultural identity. The main side effect of globalization is the wide
spread of multinational corporations. As it flourishes consumerism soar much higher.
Culture has almost become a way of operating a business. Some critics argue that in
process of products standardization values likewise shall be standardized.

Standardization versus Information Technology

Standardization is the process of making something to conform to a standard and also the
process of implementing and developing technical standards based on a consensus of
different parties that include firms, users, interest groups, standard organizations and
governments, etc. Information technology is a study of the use of a system and
telecommunications for storing, retrieving and sending information. It may be for
business, enterprise and more. Standard in technology can mandate the quality and
consistency of technologies and ensure their compatibility and inter-capacity and safety.
In this modern world, features of cell phones varied just in a wink of an eye which
increases value as well as its cost.

Layout Cultural Imperialism

Cultural Imperialism is a process by which one country dominates other countries’ media
consumption and consequently dominates their values and ideologies. Consider the
number of television programs and films produced in the USA that are shown throughout
the world. Conversely, cultural imperialism is the domination of one culture over
another.

The media also constitute a potential tool for control by dominant Western culture over
those of developing countries like the Philippines. The Western way of life and its
economic and political systems can be imposed on other societies as its lifestyles are sold
through media products such as films and television. Hollywood is a good example of
cultural imperialism to the extent that even developed countries like France and the
United Kingdom go to great lengths to ensure their own film industries remain strong.
Today, as a global economic and political power the United States is inevitably intruding
into the cultures of other countries of the world. Some believe that the Americans spread
of culture is beneficial to the entire planet, while other consider this cultural imperialism
a threat.
Cultural Hybridization
Some people may agree in this statement- hybridize bred Filipinos are seen to be
adaptable. Popular names like: Brandon Vera, Apple de App, Rev. Fr. Leo Patalinghug
and Catriona Gray could attest to it.
Cultural hybridize is very much linked to the globalization process, which is the spread
of western ideas and culture. It can be hard to disentangle cultures and it is often the case
that it is more than two cultures that combine to produce the new form of culture.
Cultural hybridization is the blending of elements from different cultures. Without it, the
world we live today would not be anywhere near as interesting and integrated as it today.
An example of cultural hybridize is creolization. According to Hannerz, the term
creolization is used to refer to forms of culture that do not have historical roots, but are
the result of global interconnections. It is a useful way of thinking about hybridize, how
different types of culture which exist simultaneously and overlap, leading to new form of
culture. Creole people today find it difficult to point out where their ancestors are from.
Therefore, being creole meant to be uprooted and to belong to a new world in contrast to
a world that is old, deep and rooted. The term creolization has subsequently been applied
to food, architecture, music and language.
While some people finds it funny or perhaps scary that American fast food restaurant and
clothing brands are just about anywhere in this world, cultural globalization is by no
means a one- way street. Cultural globalization involves the spread of language, the art,
food, business, ideas, technology etc.
In the United States, they adapted lots of great things from other cultures and traditions,
including lots of foreign cuisine like Chinese, Thai, and Mexican food. In Europe, music
from various European countries, will, despite different languages be heard in clubs and
restaurants. Business leaders from all around the world gather in China, Japan, USA, and
UK to exchange ideas about the direction of their particular field, business culture and
technology. Cultures around the world have also exchanged words or phrases “OK” or
the thumbs up is now used all over the world.