Thesis 1.

Media is a channel of communication, print, broadcast and digital media. With

evolution of media, oral, script, print, electronic and digital era.

Globalization and media have created the conditions through which people can now
imagine themselves as part of one world.
Media a means of conveying something, such as channel of communication.
3 kinds of Mass Communication
1. Print Media - Print media are traditional mass media published on paper. The
concept not only includes the published products but also regards the organizational
context shaping the journalistic routines and norms behind the printed products.
Ex: Books, Magazines and News paper
2. Broadcast Media - is the distribution of audio or video content to a dispersed
audience via any electronic mass communications medium, but typically one using
the electromagnetic spectrum, in a one-to-many model.
Ex: Radio, Film and Television
3. Digital Media - is any communication media that operates in conjunction with various
encoded machine-readable data formats.
Ex: Email, Internet sites, social media and Internet based video and audio
Speech is the most overlooked in histories of Globalization. Yet oral medium – human
speech – is the oldest and enduring of all media.
Evolution of Media and Globalization
Periods of Media Evolution
 Oral
 Script
 Print
 Electronic
 Digital
Details: Speech has been with us for at least 200, 000 years
Script for less than 7, 000 years
Print for less than 600 years
Digital electronic for less than 50 years

A. When speech developed into language. Homo sapiens had developed a medium that
would set them apart from every other species and allow them to cover and conquer
the world.

How did Oral Communication aid in globalization?

- Language allowed humans to cooperate and share information through oral
communication during primitive times. (Language was their most important tool, Ostler
2005).
- Language helped humans move, but it also helped them settle down.
- Language stored and transmitted important agricultural information across time as one
generation passed on its knowledge to the next, leading to the creation of villages and
towns.
- Language led to markets, the trade of goods and services, and eventually into cross –
continental trade routes.
 B. Script – the very writing allowed to humans to communicate and share knowledge
and ideas over much larger spaces and across longer times. (The Sage Handbook of
Globalization)
- Writing has its own evolution and developed from cave paintings, petroglyphs and
hieroglyphs.
- Early writings system begun to appear after 3000 BC, with symbols carved into clay
tablets to keep account of trade. These “cuneiform” marks later developed into symbols
that represented the syllables of languages and eventually led to creation of alphabets,
the scripted letters that represent the smallest sounds of language.
- Writing was done at first as carving into wood, clay, bronze, bones, stone, and even
tortoise shells.
- Ancient Egypt created one of the most popular writing surfaces from plant found along
the Nile River – Papyrus (from which the English word paper eventually derived). With
script on sheets of Papyrus and parchment, humans had a medium that catapulted
globalization.
- Script allowed for the written and permanent codification of economic, cultural,
religious, and Political practice. (The Great Civilizations, from Egypt and Greece to Rome
and China, were made possible through script – Powell, 2009).

C. Print – it started the information revolution’ and transform markets, businesses,

schools, nations, churches, governments, armies and more. (The Sage Handbook of
Globalization)
- The earliest known form of Printing as applied for woodblock printing, which appeared
in China before 220 A.D. later developments in printing technology include the movable
type invented by Bi Sheng around 1040 A.D. and printing press invented by Johannes
Gutenberg in 15th century.
FROM THE SURVEY OF THE HISTORIAN ELIZABETH EISENTEIN 1979
- Printing press changed the survey the very nature of knowledge. It preserved
knowledge, which had been more malleable in oral cultures. It also standardized
knowledge, which had become more variable as it spread orally across regions and
lands. Script and Papyrus had begun the process of preservation and standardization,
but not nearly to the extent to allowed by printing press
- Print encouraged the challenge of political and religious authority because of its ability
to articulate competing views.
- Print media helped foster globalization – and knowledge of globalization.

D. Electronic Media – it requires the use of electromagnetic energy – electricity.

- Example: Telegraph, telephone, radio, film and television
- The vast reach of these electronic media continues to open up new vistas in the
economic, political, and cultural processes of globalization.
- Telegraph was a sensation during that time with significant consequences.
- Radion developed alongside the telegraph and telephone in late 1890’. The technology
was the first conceived as a wireless telegraph.
- The ability to transmit speech over distance was the next communication breakthrough.
Though not considered as mass medium, the telephone surely contributed to
 connecting the world. Alexander Graham Bell is credited with inventing the telephone in
1876.
- The creation of cell phone in 1973 was especially crucial in the context of globalization
and media.
- Television: the world brought into the home. According to some scholars, the
introduction of television was a defining moment in globalization. The most powerful
and pervasive mass medium yet created

E. Digital Media – are most often electronic media that rely on digital codes – the long
arcane combination of 0’s and 1’s that represent information.

DIFFERENCE BETWEEN DIGITAL MEDIA AND SOCIAL MEDIA

- Digital meaning is typical defined as any online or offline method used to reach a large
audience. Digital media platforms include Google and Amazon. Social media is a type of
digital media, but is restricted to online platforms only.
- Computers have revolutionized work in every industry and trade. They streamline tasks,
open up a new areas and methods of research, and allow any company or industry
access to global marketplace.

Thesis 2
The media and its functions in the Global Village and Cultural Imperialism, The
creation of the social media and Cyber Ghettoes.
- Media and its functions
 Lule describe media as a means of conveying something, such as channel of
communication : We all know that Mass communication is a process of sharing
messages to a large number of audiences, through some forms of technology at
time. And some of forms of technology used to spread messages is media.
 Media Theorist Marshal Mcluhan once declared that’ the medium is the message
: Medium is the message, meaning the form of a medium embed is self in the
message creating as symbiotic relationship by which the medium influences how
the message is perceived.
 Television is not a simple bearer of messages, it also shapes the social behavior of
the users and reutient family behavior. : Mcluhan theorization of television
brings to light the medium’ controversial role in media discourse.
 The smart phone allows users to keep in touch instantly with multiple at the
same time: Smart phones enhances the accessibility and convenience of the
media internet, which also accelerates the speed real time communication
concerning the immediate need. The smart phone pushes picture mobile phone
aside, as well as, decreasing the use of personal computers and home printers.
 The Technology (medium), not the message, makes for the social change
possible.: Mcluhan argued that; media and technologies in general were used by
humans to extends their body responsibilities into the environment, with different
technologies augmenting the capacities of different organs.
- Global Village – by Global Village, Mcluhan meant that as more and more people sat
down in front of their television sets and listened to the same stories, their perception
of the world would contract. If tribal villages once sat in front of the fires to listen to
 collective stories, the members of the new Global Village would sit in front of the bright
boxes in their living rooms
- Cultural Imperialism - The term cultural imperialism refers most broadly to 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.
Example: Cultural imperialism often uses wealth, media power and violence to
implement the system of cultural hegemony that legitimizes imperialism. (A jaguar
hunter and his son, natives of the Chaco Boreal. The father continues to wear the
traditional clothing of his region while the son has already adopted Western clothing).
- The creation of the social media - social media is digital technology that allows the
sharing of ideas and information, including text and visuals, through virtual networks
and communities. Social media is also an easy way to nurture existing relationships with
family and friends who have moved away.
- Cyber Ghettoes - Cyberghetto is an aesthetic that intends to create a home on
cyberspace for marginalized groups of people. The word is a compound of Cyber
(referring to the internet and cyberspace) and Ghetto (generally used as a term to
describe a group of marginalized individuals).