Studio Xyvel

GLOBAL

MEDIA
CULTURES
Presented by:
Leron, Xyrrielle D.
Introduction

The proliferation of global media culture has undoubtedly

brought about significant changes in the way information is
disseminated, entertainment is consumed, and cultures
interact. While it has opened up avenues for communication
and understanding across borders, it has also engendered
several negative effects that merit careful consideration.

From homogenizing local cultures to perpetuating

stereotypes and fostering misinformation, the impact of
global media culture is multifaceted and complex.

We will explore some of these negative effects in detail,

shedding light on the challenges posed by the dominance of
global media culture in our increasingly interconnected world.
Negative Effects

1 2 3 4
Cyberbalkaniz- Builds an echo Exploited by Tools of government
ation chamber politicians propaganda

5 6 7 8
Manipulates Online Fake news Deep web
pubic opinios mobs/hackers
1. Cyberbalkanization
Definition

Cyberbalkanization refers to the fragmentation or

division of the internet into separate, isolated entities or
networks, often along national, cultural, or ideological
lines. This can occur due to various factors such as
government censorship, regulatory policies,
technological barriers, or the preferences of users
seeking out like-minded communities.

The term draws parallels to the geopolitical concept of

balkanization, which describes the division of a region
into smaller, often hostile, entities. Cyberbalkanization
can have implications for information flow, online
discourse, and the global nature of the internet.
Example #1
The decrease in civic participation in societies like the U.S.A. is attributed to modern life's
mobility, fast pace, changing values, consumerist practices, and transforming roles. New
technology has made staying in contact with friends, places, or causes easier, and the
rise of online communities may restore or strengthen this loss of civic involvement.
However, deeper structural forces rather than communication technologies are the main
factors determining strong and weak ties binding Americans. Some researchers argue
that the new media, while connecting us to more people, results in greater social
isolation.

The new media is shifting the nature of social ties from face-to-face to the virtual, which
is not necessarily less social but definitely less corporeal. Social media is inherently social,
with content that transcends traditional categories. It has a certain relevance that
responds to our digital age, mimicking connectivity but may also result in forms of cyber-
balkanization, where society consists of isolated groups communicating mainly within
themselves.
Example #2
The top seven websites with the most links to Lee's and
Park's respective campaign websites were identified,
revealing a cyber-balkanization trend. This trend
reflects the division of cyberspace into narrowly
focused groups of like-minded individuals. For instance,
one notable finding was that assemblyperson Chin Soo-
Hee's website had the highest number of links to Lee's
campaign site and served as an informal spokesperson
for him. The URLs linking to Lee's and Park's websites
were compiled in Table 6.

The phenomenon of cyberbalkanization is

further elucidated in Figures 3 and 4, where the
candidates' sites are represented as squares
and the linking sites as circles, with varying
shades to distinguish them. Notably, this
discovery suggests that cyberbalkanization is
not only evident between different groups but
also within a group, such as a political party.
2. Builds an echo chambers
Definition
Echo Chamber

An echo chamber refers to an environment, whether

physical or digital, where individuals are primarily exposed
to information, ideas, or opinions that reinforce and
amplify their existing beliefs or biases. In such chambers,
people often interact with others who share similar views,
leading to a narrowing of perspectives and a
reinforcement of preconceived notions.

This phenomenon can occur in various contexts, including

social media, political discourse, and ideological groups.
While echo chambers can provide a sense of validation
and belonging to individuals, they can also hinder critical
thinking, dialogue, and the ability to consider alternative
viewpoints.
 Example #1
2016 US Presidential Election

The 2016 presidential election in the United States was heavily

influenced by online echo chambers. In their study, Guo et. al. found
that Twitter communities supporting Trump & Clinton differed
widely, and the most vocal ones were involved in creating echo
chambers. People also relied on news channels that aligned with
their political views (CNN for liberals, Fox News for conservatives).
There was also a lot of fake news and misinformation that was
shared within echo chambers.
 Example #2
Flat-Earth Theorists

Flat-Earth theorists believe that the earth is flat (like a disk),

and they circulate this view amongst each other. The knowledge
about Earth’s spherical nature goes as far back as the
Hellenistic world, and by the time of Early Christianity, it was a
widely held view. However, modern flat-earth theorists reject
empirical evidence and scientific consensus. They believe that
the “spherical” view is part of a larger conspiracy. Many modern
flat-earth societies advocate this view, and many unaffiliated
individuals also do the same on social media.
3. Exploited by politicians
Definition

When someone is exploited by politicians, it typically

means they are being taken advantage of or used for the
politicians' own gain. This could involve manipulating
someone's beliefs, emotions, or circumstances to serve a
political agenda without regard for the person's well-
being or interests.

Examples include using vulnerable populations as political

props, making false promises to gain support, or coercing
individuals into actions that benefit the politician but
harm the person being exploited.
Example #1
The 2016 presidential contest is widely considered as the first "social media election" in
the Philippines. At the same time, it remains unclear if or how social media helped Rodrigo
Duterte mobilize voters to gain victory. There are three main social media campaigning
models: broadcast, grassroots and self-actualizing. Based on our comparative analysis of
20-million Facebook activities and 39,942 randomly sampled comments across the
official Facebook pages of key presidential candidates, we find evidence to support the
grassroots model as his profile was the most engaged despite his lack of engagement.

Such inconsistencies raise the prospect that Duterte's online victory was fabricated by
paid trolls and fake accounts.

Instead, the analysis suggests that Duterte's digital fanbase was, at least in part, a
reflection of offline, grassroots political support. In particular, data from an original
survey of 621 respondents suggests that Duterte supporters were not only aggressive in
their support for Duterte online, they were also more committed to him offline as well.
Example #2
One notable incident that occurred recently in the Philippines involves the
shutdown of ABS-CBN, one of the country's largest broadcasting networks. In May
2020, the Philippine Congress, dominated by allies of President Rodrigo Duterte,
denied ABS-CBN a new franchise, effectively forcing it off the air. This move was
widely criticized both domestically and internationally as an attack on press
freedom.

The shutdown of ABS-CBN sparked outrage among journalists, media

organizations, and civil society groups, who saw it as a blatant act of censorship
and an attempt to silence critical voices. Many viewed it as retaliation for the
network's critical coverage of Duterte's administration, particularly its reporting
on human rights abuses and the government's controversial war on drugs.
Example #2

The closure of ABS-CBN not only resulted in thousands of job losses but
also raised concerns about the shrinking space for independent media
in the Philippines. It highlighted the vulnerability of media outlets critical
of the government and underscored the challenges faced by journalists
in the country.

The issue of press freedom and censorship in the Philippines continues

to be a contentious and widely debated topic, both domestically and
internationally, as the government faces criticism for its actions
against media organizations and journalists
4. Tool of government
propaganda
Definition

A "tool of government propaganda" typically refers to any

method or medium used by a government to disseminate
information or ideas aimed at influencing public opinion in
favor of its policies, actions, or ideologies. This can include
various forms of media such as newspapers, radio, television,
social media, and even public speeches or events.
Governments may use propaganda to shape public
perception, build support for their agendas, discredit
opposing viewpoints, or rally citizens behind certain causes.

The term "propaganda" often carries a negative connotation,

implying manipulation or deception, but it's important to
note that not all government communication falls under this
category.
 Example #1
State-Owned Media Bias
In early 2023 when the People's Television Network (PTV) and the Philippine News Agency
(PNA) faced criticism for their coverage of the controversial Anti-Terrorism Act of 2020.

Opponents of the law, which grants authorities broad powers to arrest individuals without
warrants on suspicion of terrorism, raised concerns about its potential for abuse and
violation of civil liberties. However, state-owned media outlets were accused of
downplaying these criticisms and instead focusing on the government's narrative
emphasizing national security and the need for stringent measures to combat terrorism.

Critics argued that PTV and PNA provided disproportionately positive coverage of the
government's stance on the law while marginalizing dissenting voices and failing to
adequately address concerns about its potential impact on human rights and freedom of
expression. This instance highlighted concerns about the role of state-owned media in
shaping public discourse and promoting the agenda of the ruling administration.
 Example #2
Selective Coverage and Censorship

The shutdown of ABS-CBN, one of the country's largest broadcasting networks. In May
2020, the Philippine Congress denied ABS-CBN's application for a new broadcast
franchise, effectively forcing the network off the air.

ABS-CBN had been critical of President Rodrigo Duterte's administration, particularly in

its coverage of his controversial war on drugs and human rights issues. The network's
shutdown was widely seen as retaliation for its critical reporting.

The move sparked international condemnation and raised concerns about press
freedom in the Philippines. Many journalists and media watchdogs viewed it as a clear
example of government censorship and an attempt to silence dissenting voices in the
media.
5. Manipulates public opinions
Definition

"Manipulating public opinion" typically refers to efforts

to shape or control the beliefs, attitudes, and
behaviors of the general public through various means,
often for political, commercial, or ideological
purposes. This can involve techniques such as
propaganda, misinformation, disinformation,
censorship, selective presentation of facts, emotional
manipulation, and other forms of persuasion.
Example #1
Social Media Influence Campaigns

The case of "Oust Duterte" hashtags circulating on Twitter and other

platforms. These hashtags were part of a coordinated effort by certain
political groups and individuals to rally support for the removal of
President Rodrigo Duterte from office.

The campaign involved the spread of various false information,

manipulated images, and edited videos aimed at discrediting Duterte
and his administration. Additionally, fake news articles and propaganda
materials were shared widely across social media platforms to sway
public opinion against the government.
Example #1
Social Media Influence Campaigns

These efforts not only aimed to undermine Duterte's credibility but also to
create a sense of instability and unrest in the country. The use of social
media allowed the campaign to reach a wide audience quickly, amplifying
its impact and potentially influencing public perception of the government.

Despite efforts by the government to combat disinformation and fake news,

such influence campaigns continue to pose a significant challenge to
democracy and political stability in the Philippines.
Example #2
Cultural Hegemony

The Philippines influenced by Western media and pop culture is the perception of
beauty standards. Western media often promotes Eurocentric beauty ideals,
such as fair skin, slim bodies, and sharp facial features. This influence has
permeated Filipino society, leading to the widespread preference for lighter skin
tones and Westernized facial features.

This preference is evident in various aspects of Filipino culture, including the

entertainment industry, advertising, and even everyday interactions. Many
Filipino celebrities and models who fit the Western beauty standards receive
more attention and opportunities compared to those who possess more
indigenous or diverse features.
Example #2
Cultural Hegemony

Additionally, skin-whitening products are heavily marketed and widely used in

the Philippines, reflecting the desire to attain lighter skin tones associated
with Western beauty ideals.

As a result, individuals who do not conform to these Western beauty

standards may face discrimination or feel pressure to conform to societal
expectations. This example illustrates how the dominance of Western cultural
narratives through media and pop culture can shape perceptions of beauty
and influence social norms in the Philippines.
6. Online mobs/hackers
Definition

"Online mobs" typically refer to groups of people on the internet

who gather together, often anonymously, to target and attack
individuals or organizations. These attacks can take various
forms, including harassment, cyberbullying, spreading false
information, or coordinating mass criticism or condemnation.

On the other hand, "hackers" are individuals who use their

technical skills to gain unauthorized access to computer
systems or networks. While some hackers may engage in
activities aimed at exposing security vulnerabilities or promoting
certain causes (often referred to as "ethical hacking" or "white
hat hacking"), others may use their skills for malicious purposes,
such as stealing sensitive information, disrupting services, or
spreading malware.
 Example #1
Hacktivism
One notable instance of hacktivism in the Philippines occurred in 2013 when the hacker
group "Anonymous Philippines" targeted government websites in protest against the
controversial Cybercrime Prevention Act of 2012. The law was criticized for its broad and
vague provisions that could potentially curtail freedom of expression online.

In response, Anonymous Philippines launched distributed denial-of-service (DDoS) attacks

on several government websites, causing disruptions and making them temporarily
inaccessible to users. They also defaced some websites with messages condemning the
Cybercrime Prevention Act and calling for its repeal.

This hacktivist action drew significant attention to the perceived threats to online freedom
posed by the law and sparked public debate and scrutiny of its provisions. Ultimately, it
contributed to efforts to amend the law to address concerns about its potential misuse
against freedom of expression.
 Example #2
Data Breaches and
Cybersecurity Threats

A data breach in the Philippines occurred in 2016 when the Commission on Elections
(COMELEC) suffered a massive breach. Personal information of over 55 million Filipino voters
was exposed, making it one of the largest government-related data breaches in history.

The breach involved the compromise of sensitive data such as full names, addresses,
passport information, and even fingerprint data. This incident raised serious concerns about
the security of government databases and the protection of citizens' personal information.

The consequences of the COMELEC data breach were significant. It not only exposed the
personal information of millions of individuals but also highlighted the vulnerabilities within
government systems. The breach led to widespread public outcry, concerns about identity
theft, and calls for improved cybersecurity measures to prevent similar incidents in the
future.
7. Fake news
Definition

"Fake news" refers to deliberately fabricated or misleading

information presented as legitimate news. It can be
spread through various media channels, including social
media, websites, television, and newspapers.

Fake news often aims to deceive or manipulate

readers/viewers for various reasons, such as political gain,
financial profit, or to sow confusion and distrust. It's a
significant issue in modern media consumption and can
have serious consequences for public discourse and
decision-making.
Example #1
Dengvaxia Vaccine Scare

Dengvaxia vaccine scare in the Philippines is the case of a 10-year-old girl named Christine
Mae de Guzman. She received the Dengvaxia vaccine as part of the government's
immunization program in 2016. Tragically, she passed away in September 2017 due to
complications from severe dengue fever.

Her death became highly publicized, and it fueled the fears and concerns surrounding the
safety of the Dengvaxia vaccine. Many people, including her parents and some politicians,
blamed the vaccine for her death, although subsequent investigations did not establish a
direct causal link between the vaccine and her demise.

The intense media coverage of Christine Mae de Guzman's case, along with the
misinformation circulating on social media, contributed to the erosion of public trust in
vaccinations and the subsequent drop in immunization rates across the country. This
decline in vaccination coverage has since been linked to the resurgence of preventable
diseases like measles and polio in the Philippines.
Example #2 Misinformation during the
m
COVID-19 Pandemic

Misinformation during the COVID-19 pandemic in the Philippines is the spread of

false claims about certain medications being effective cures or preventatives for the
virus.

Early in the pandemic, there were instances where unverified information circulated
on social media suggesting that herbal remedies or certain over-the-counter
medications could cure or prevent COVID-19. This misinformation led to widespread
panic buying and hoarding of these products, causing shortages and depriving those
who genuinely needed them for other medical conditions.

Additionally, there were rumors and false claims about the severity of the virus, with
some individuals downplaying its impact or spreading conspiracy theories about its
origin.
Example #2 Misinformation during the
m
COVID-19 Pandemic

This misinformation hindered public understanding of the seriousness of

the pandemic and may have contributed to non-compliance with health
protocols and guidelines.

The Philippine government and health authorities have made efforts to

combat misinformation by providing accurate and timely information
through official channels and by implementing measures to address the
spread of fake news. However, the challenge persists due to the rapid
spread of information on social media platforms and the prevalence of
misinformation in online communities.
8. Deep web
Definition

The deep web refers to parts of the internet that are not
indexed by traditional search engines like Google, Bing, or
Yahoo. This includes content that is behind paywalls,
password-protected sites, or dynamically generated
pages that search engines cannot index.

The deep web is often confused with the dark web, which
is a small portion of the deep web that has been
intentionally hidden and is often associated with illegal
activities. The deep web, however, also includes benign
content such as academic databases, medical records,
and other sensitive information that is not accessible to
the general public.
 Example #1
Online Radicalization

Online radicalization in the Philippines involves the Maute Group, an

Islamist extremist organization based in Mindanao. The Maute Group
gained notoriety in 2017 when they seized control of Marawi City,
leading to a months-long battle with government forces.

Prior to the siege, the group utilized social media platforms and
encrypted messaging apps to spread extremist ideology, recruit
members, and plan attacks. They used platforms like Facebook and
Telegram to disseminate propaganda videos, recruit sympathizers,
and radicalize vulnerable individuals.
 Example #1
Online Radicalization

Through these online channels, the Maute Group was able to attract
recruits, both locally and internationally, who were sympathetic to their
cause of establishing an Islamic caliphate in Mindanao. They exploited
social media's wide reach and relative anonymity to radicalize
individuals and coordinate their activities beyond the reach of law
enforcement.

The Marawi siege served as a stark reminder of the dangers of online

radicalization in the Philippines and prompted authorities to intensify
efforts to monitor and counter extremist activities on the internet.
 Alternative Media and
Example #2
Dissent

Alternative media and dissent flourishing in the Philippines, particularly

through online platforms, is the case of Rappler. Rappler is an independent
news website founded in 2012 by Maria Ressa, a veteran journalist. It gained
prominence for its critical coverage of President Rodrigo Duterte's
administration and its controversial policies, including the war on drugs.

As traditional media outlets faced pressures and criticisms from the

government, Rappler emerged as a platform for dissenting voices and
uncensored reporting. It utilized online channels and social media to reach
audiences, especially those seeking information not readily available in
mainstream news sources.
 Alternative Media and Example #2
Dissention

However, Rappler faced significant challenges from the government, including

legal harassment and accusations of spreading fake news. In 2018, Maria Ressa
was arrested on charges of cyber libel, which many saw as politically motivated
retaliation for Rappler's critical reporting.

Despite these challenges, Rappler continued to operate and maintain its

stance as an independent media outlet, representing a prominent example of
alternative media and dissent in the Philippines, especially in the face of
censorship and biases in traditional media. Its resilience and commitment to
journalistic integrity have inspired other media organizations and individuals to
speak out and challenge authoritative narratives.
Conclusion
The negative effects of global media culture are pervasive and multifaceted, ranging from

1 the spread of misinformation and the erosion of cultural diversity to the reinforcement of
harmful stereotypes and the commodification of news. As a student, it's essential to
recognize these challenges and take proactive steps to mitigate their impact.

The global media culture presents significant challenges that can have detrimental effects

2 on society, including the spread of misinformation, cultural homogenization, and the

perpetuation of harmful stereotypes. However, as students, we possess the power to
challenge these negative influences and promote a more responsible and inclusive media
landscape. By engaging critically with media content, seeking out diverse perspectives, and
actively supporting independent and alternative media sources, we can contribute to
fostering a healthier media environment.

Additionally, advocating for media literacy education in schools and communities and

3 participating in grassroots movements for media reform can help address systemic issues
within the media industry. Ultimately, by taking these actions, we can work towards creating
a more informed, equitable, and democratic media culture for ourselves and future
generations.
 Recommendations

Amplify Underrepresented Diversify Your Media

Voices Consumption

Use your platform and privilege to Expand your media diet beyond
amplify the voices of marginalized and mainstream sources. Seek out
underrepresented communities. Seek alternative and independent media
out and share stories that challenge outlets that offer diverse perspectives
stereotypes and highlight diverse and challenge dominant narratives.
perspectives, contributing to a more Expose yourself to a variety of
inclusive and equitable media viewpoints to gain a more
landscape. comprehensive understanding of
complex issues.
Studio Xyvel Global Media Cultures

THANK YOU!
Leron, Xyrrielle D.

Phone Number Email Address Website

+123-456-7890 hello@reallygreatsite.com reallygreatsite.com