GLOBALIZATION OF MEDIA

The universal integration of media through intercultural flow of ideas is referred to as media
globalization. All means of mass communication that reach every corner of the planet are
considered global media. The digitization and convergence of media offer new possibilities for
increasing cultural diversity, such as the number of channels, the user's direct access to the
contents, the greater possibility for subtitling or dubbing, and new routes for the distribution of
contents. Globalization becomes a good force for all people on the planet, including the unique
requirements and issues of landlocked and small island developing countries. Now, the media
plays a critical role in the evolution of society. It is also impacting society, social conventions,
and taboos, as seen by different cases. The media have emerged as the primary conduits for
cultural transmission. The traditional cultural showcases - museums, theaters, art galleries, or
libraries - have ceded some of their functions to the cinema screen, television, or computers;
with the help of media culture has greater distribution and scope, as images reach broader,
more diverse, and widespread audiences.
There are certain bad consequences of globalization. Perhaps the most significant difficulty in
communication has been the unequal flow of films, television, music, news, and information.
This imbalanced flow worries many countries for a variety of reasons. It is viewed as a source of
cultural deterioration. Globalization in the media business poses a threat to cultural variety.

"Media culture," on the other hand, is predicated on the notion that it is the result of mass
media. Jansson (2002) defines this term as "image culture" interchangeably.
Effects Of Media Culture On Society
1. Body Image
One of the most visible effects of media culture is its impact on our perceptions of beauty and
body image. Exposure to pictures of skinny, conventionally attractive actors and actresses in
television and cinema has been demonstrated in studies to lead to negative body image and
self-esteem concerns in those who do not fit to these standards (Groesz et al., 2002). Similarly,
sexually objectifying images of women are common in music videos and other kinds of media,
which can contribute to the normalization of sexism and misogyny.
2. Gender Roles
Media culture also has a huge impact on how we see gender roles. Indeed, post-structuralists
contend that media constructs gender. Men and women are frequently stereotyped, with men
seen as strong and independent and women portrayed as meek and dependent (Dai & Xu,
2014). This can perpetuate negative gender stereotypes and make it more difficult for people to
break out from these roles.
3. Race And Ethnicity
Our understanding of race and ethnicity is also influenced by media culture.People of color are
underrepresented in the media, and when they are, they are frequently shown in stereotyped
ways (Entman & Rojecki, 2001), reinforcing damaging preconceptions.

Representations of beauty and body image in fashion and beauty advertisements: The mass
media promotes and advertises specific perceptions and standards of beauty. This can cause
customers to have low self-esteem and body image difficulties.
Advertisement representations of consumer culture: Advertisements frequently portray
opulent lifestyles that are out of reach for the majority of society. This can not only cause
psychological difficulties and, in severe circumstances, aberrant behavior, but it can also
encourage people to buy and spend more and more, regardless of their actual necessities. In
other words, marketing can "manufacture" wants that did not previously exist (for example,
tobacco, soda drinks, and so on).
Gender roles in television and film: Characters and plot lines in television shows and films
frequently reinforce traditional gender standards. Men are typically portrayed as powerful and
independent, whilst women are frequently portrayed as subservient and dependent. This can
promote detrimental gender stereotypes and make it more difficult for people to break out
from these roles.
Representations of politics and social concerns in the media: The news media impacts our
worldview. According to study, the media is frequently prejudiced (Ho et al., 2011). This
suggests that public opinion may be distorted as a result of mass media influence.
Representations of race and ethnicity in the media: People of color are frequently
underrepresented in the media, and when they are, they are frequently stereotyped. As a
result, negative prejudices are perpetuated.
Media culture frequently presents sexuality in a highly objectifying way, as seen in music videos
and movies. This is applicable to how women are portrayed in popular culture more
particularly. This could result in the acceptance of sexism and misogyny.
Media culture frequently presents technology as a panacea that can resolve all of society's
issues. This is how technology is portrayed and how it affects society. This can cause people to
have irrational expectations and fail to exercise critical thought when considering how
technology might harm society.
Media representations of the environment and climate change: Media culture frequently
diminishes the significance of environmental and climate change issues by understating them.
This may result in a lack of political action and public involvement in these important issues.
Violence is frequently portrayed in video games and movies as a legitimate, even necessary,
way to settle disputes. This, some claim, can make people less sensitive to the effects of actual
violence.
Social media and the depiction of the self: Online self-representation has become increasingly
popular thanks to social media sites like Instagram, Facebook, TikTok, and Twitter. People may
now more easily offer an idealized picture of themselves thanks to social media, which can
make some people feel inadequate and low on self-esteem because they believe their online
personas fall short of the carefully maintained images of their peers. (See also: social media's
benefits and drawbacks.)
Conclusion
The term “media culture” refers to the culture that developed in the 20th century as a result of
American corporate consumer ideology and mass media (Thomas, 2012, p. 30).

Media culture is a multifaceted concept that encompasses a variety of issues, including

representations of beauty and body image, gender roles, race and ethnicity, political and social
issues, the impact of new technologies, propaganda, and consumerism. Theorists of media
culture suggest that mass media increasingly influences other institutions (Altheide, 2016;
Diggs-Brown, 2011).