MODULE: SS02 – THE CONTEMPORARY WORLD

CHAPTER 7 – GLOBAL MEDIA CULTURE

At the end of this module, the learners must have:

A. Explained what is media and its functions;
B. Compared the social impacts of different media on the
processes of globalization;
C. Analyzed how media drive the different forms of globalization.

Media and Its Functions

What is media? Media is the main means of
mass communication (broadcasting, publishing, and
the Internet), regarded collectively.
Lule describes media as a means of
conveying something, such as a channel of
communication. Technically speaking, a person’s voice
is a medium. Media is the plural form of medium, came
into general circulation. Print media include books,
magazines, and newspapers. Broadcast media involve
radio, film, and television. Digital media cover the internet media, these are the e-mail, internet sites,
social media, and internet-based video and audio. (Claudio, et al, 2018)
While it is relatively easy to define the term “media”, it is more difficult to determine
what media do and how they affect societies. Media theorist Marshall McLuhan once declared
that “the medium is the message.” He did not mean that ideas (messages) are useless and do not
affect people. Rather, his statement was an attempt to draw attention to how media, as a form of
technology, reshape societies. He believed that it was not what we said, but the way we said it that
mattered most.
Television is not a simple bearer of messages; it also shapes the social behavior
of users and reorient family behavior. Television has drawn people away from other meaningful
activities such as playing games or reading books. Today, the smart phone allows users to keep in
touch instantly with multiple people at the same time. Consider effect of the internet on relationships.

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Prior to the cellphone, there was no way for couples to keep constantly in touch, or to be updated on
what the other does all the time.
The technology (medium), and not the message, makes for this social change
possible.
Media messages carry meanings and representations of the nation, allowing for conversations
that make it sensible to its citizens, articulate its characteristics, and
discuss the prospects.
Consider the role of media in the imagination and promotion of a nation. The role
of media in promoting products, movies and others, be it local or international is incomparable.
McLuhan added that different media simultaneously extend and amputate
human senses. New media may expand the reach of communication, but they also clouded the
users’ communicative capacities. Think about the medium of writing. Before people wrote things
down on the parchment, exchanging stories was mainly done orally. To be able to pass stories
verbally form one person to another, storytellers had to have retentive memories. However, papyrus
started becoming more common in Egypt after fourth century BCE, which increasingly meant that
more people could write down their stories. As a result, storytellers no longer had to rely completely
on their memories. This development, according to some philosophers at the time, dulled the
people’s capacity to remember. The same can be said about cellphones. On the one hand, they
expand people’s senses because they provide the capacity to talk to more people instantaneously
and simultaneously. On the other hand, they also limit the senses because they make users easily
distractible and more prone to multitasking.

The Global Village and Cultural Imperialism

“Today, after more than a century

of electric technology, we have
extended our central nervous system
itself in a global embrace, abolishing
both space and time as far as our planet
is concerned.”
- Marshall McLuhan, Understanding
Media, 1964.
Marshall McLuhan predicted
the global village as one world interconnected by an electronic nervous system, making it part of our
popular culture before it actually happened.

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Marshall McLuhan was the first person to popularize the concept of a global village and to
consider its social effects. His insights were revolutionary at the time, and fundamentally changed
how everyone has thought about media, technology, and communications ever since. McLuhan
chose the insightful phrase “global village” to highlight his observation that an electronic nervous
system (the media) was rapidly integrating the planet -- events in one part of the world could be
experienced from other parts in real-time, which is what human experience was like when we lived in
small villages.
McLuhan used his analysis of technology to examine the impact of electronic media.
Since he was writing around the 1960s, he mainly analyzed the social changes brought about by
television. McLuhan declared that television was turning the world into a “global village.” By this, he
meant that, as more people sat down in front of their television sets and listened to the same stories,
their perception of the world would change. If tribal villages once sat in front of fires to listen to
collective stories. The members of the new global village would sit in front of bright boxes in their
living rooms.
In the years after McLuhan, media scholars continued to deal with the challenges of
global media culture. A lot of these early thinkers assumed that global media had a tendency to
homogenize cultures. They argued that as global media spread, people from all over the world would
begin to watch, listen to, and read the same things. This thinking arose at a time when America’s
power had turned it into the world’s cultural titan. Commentators, therefore, believed that media
globalization coupled with American hegemony would create a form of cultural imperialism whereby
American values and culture would overpower all others. In 1976, media critic Herbert Schiller
argued that not only was the world being Americanized, but that this process also led to the spread
of “American” capitalist values like consumerism. Similarly, for John Tomlinson, cultural globalization
is simply an understatement for “Western cultural imperialism” since it promotes “homogenized,
Westernized, consumer culture.” (Claudio et al, 2018)
These scholars who decry cultural imperialism, however, have a top-down view of the
media, since they are more concerned with the broad structures that determine media content.
Moreover, their focus on America has led them to neglect other global flows of information that the
media can enable.

Apart from the various challenges, the cultural imperialism has been contradicted by
the renewed strength of regional trends in the globalization process. Asian culture, for example, has
flourished worldwide through the globalization of media. Japanese brands–from Hello Kitty to the
Mario Brothers to Pokémon–are now an indelible part of global popular culture. The same can be said
for Korean pop (K-pop) and Korean telenovelas, which are widely successful regionally and globally.
This observation also applies to culinary tastes. The most obvious case of globalized Asian cuisine is
sushi. And while it is true that McDonald’s has continued to spread across Asia, there are also Asian
brands which had rivaled McDonalds. The Philippines’ Jollibee claims to be the number one choice
for fast food in Brunei.

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Hence, it is notably inappropriate to insist that globalization is a unidirectional process of

foreign cultures overwhelming local ones. Globalization will remain an uneven process, and it will
produce inequalities. Nevertheless, it leaves room for dynamism and cultural change.

Summary
This lesson explained how the different media influence the globalization
processes. Global television was creating a global monoculture. It seemed more likely that social
media had fragmented cultures and ideas to those who do not interact. We are not prepared for the
rapid changes in how we connect and in how our system of communication had affected our usual
serene lives. After all, in every technological change, it also creates multiple unintended
consequences. Consumers and users of media will have a hard time turning back the clock. Though
people may individually try to keep out of Facebook or Twitter, for example, these media will continue
to engender social changes. We must embrace these changes rather than going into a state of moral
panic. We must collectively and gradually adapt to these changes and discover ways of dealing with
them responsibly and ethically.

Media, Globalization and Globalization

Historical Development of Media
Canadian theorist Harold Innis (1950) divided
media into three periods: the oral, print and
electronic media. In 2000, James Lull added
digital media to these three. In 2005, Terhi
Rantanen added script after oral and breaks
down the electronic period into wired and
wireless. In this lesson, five time periods usually
capture the study of globalization and media
(Jack Lule, 2012). How the media of each
time period contributed to the globalization of
our world?

Oral Communication - speech is the most

overlooked medium, yet the ORAL medium—HUMAN
SPEECH is the oldest and most enduring of all media.
When speech developed language, it had developed a
medium that sets human apart from other species and
allow them to cover and conquer the world. Language
allowed humans to cooperate for subsistence; helped
humans move and settle down. It also led to markets, the
trade of goods and services into cross-continental trade
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routes.

Script - The very first writing allowed

humans to communicate and share knowledge
and ideas over much larger spaces and across
much longer times. Early writings began to appear
in 3000 BCE with symbols carved into clay tablets to
record trade (cuneiform—alphabets) but script
needed to be written on something (papyrus and
parchment). Humans had a medium that
catapulted globalization.
Script allowed for the written and
permanent codification of economic, cultural,
religious and political practices. The great civilizations were made possible through script (Powell,
2009) and must be considered an essential medium of economic, cultural and political integration of
the world.

Printing Press - it started the information

revolution and transformed markets, businesses, nations,
and social institutions. Literacy of common people followed
to revolutionize every aspect of life.
Explosive flow of economic, cultural and political
ideas around the world connected and changed people
and culture. Printing press changed the very nature of
knowledge (preserved & standardized). It encouraged the
challenge of political and religious authority due to its
ability to circulate competing views (Eisenstein, 1979). It
also encouraged public literacy growth of schools; rise of
inexpensive and easily obtained magazines and
newspapers which brought news from around the world.

Electronic Media - A host of new media

(telegraph, telephone, radio, film & television) revolutionize
globalization. These media continue to open up new vistas
in the economic, cultural, political, mobility and integration.
Examples of these are the telegraph (In 1866, transatlantic

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cable between US and Europe was laid), telephone (In 1876, the ability to transmit speech over
distance became the next breakthrough), radio (wireless telegraph late 1890s) the film
(Silent motion pictures as shown as early as 1870s but developed as a mass medium in the 1890s)
which was turned into an artistic medium of cultural expression and the television which is considered
the most powerful and pervasive mass medium yet created. It brought together the visual and aural
power of film with the accessibility of radio.

Digital Media - most often electronic

media that rely on digital codes with the
aid of computers (most significant
medium to influence globalization). In
Economics, computers allow
instantaneous, global trading 24 hours a
day and streamline tasks (anyone with a
computer has access to economic
information that just a few years ago
was in the hands of a wealthy few). In
Politics, computers allow citizens access
to information from around the world,
even those that governments would like to conceal (blogs, social media, text messaging & etc.)
which allow citizens to communicate among themselves. Computers have transformed cultural life;
allows people to adopt & adapt new practices in music, sports, education, religion, popular culture.

Media and Economic Globalization

Media have been essential to the growth of economic globalization in the world. It
made economic globalization possible by creating the conditions for global capitalism and by
promoting the conceptual foundation of the world’s market economy. Economic globalization makes
possible the buying and selling of products across borders and boundaries. The media foster the
conditions for global capitalism (they invite us to buy & consume, from ceaseless commercials on
radio & TV, to product placement in films, to digital billboards, etc.). Economic and cultural
globalization arguably would be impossible without a global commercial media system to promote
global markets & to encourage consumer values (McChesney, 2001). McChesney and co-author
Edward Herman (1997) called global media as ‘the new missionaries of global capitalism’.

Media, Economic Globalization and Oligopoly

Media are themselves now the huge transnational global corps. that embody
globalization even as they celebrate globalization; Modern media are the soul of economic
globalization. The economic world is characterized by media oligopoly, consolidation,
concentration and convergence (Disney, Time Warner, News Corp., Viacom, Vivendi &
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Bertelsman-own or control close to 75% of the world’s media (McChesney, 2010). Oligopoly is a
market structure with a small number of firms, none of which can keep the others from having
significant influence. The concentration ratio measures the market share of the largest firms. A
monopoly is one firm, duopoly is two firms and oligopoly are two or more firms. McChesney (2010)
further argued that a host of political decisions, including deregulation, support for market expansion,
government intervention, etc. made for conglomerates expanded worldwide. Media oligopoly is not
interested in the ideology of the global village or the evangelizing of cultural values but in creating
PROFIT; the Global media system is better understood as one that advances corporate &
commercial interests & values.

Media and Political Globalization

Globalization has transformed world politics in profound ways; overthrow of kingdoms
and empires—creation of nation-state; now some argue that the nation-state deteriorates as people
and borders become more fluid. Though media corporations are powerful political actors, individual
journalists are subject to brutal and intense intimidation as more actors contend for power
(journalists die in the line of duty & without justice=ultimate form of censorship). In our age of
globalization, the entire world can be a war zone; numerous forces compete for wealth and power
within and across borders. All these groups threatened by the work of a crusading reporter; all have
targeted reporters; thus, globalization has made the world a harrowing place for journalists.

Media are subject to other pressures in this age of high-tech persuasion,

manipulation and propaganda; economic, political and personal pressures shape the news around
the globe. ‘The CNN Effect’, foreign policy - particularly the actions of the US government seemed to
be driven by dominant stories appearing on CNN and other 24-hour news networks (Bahador, 2007).
Media appeared to be driving foreign policy; the concept seemed logical and attracted some interest
but other scholars pursued the CNN effect in earnest, testing and retesting its hypothesis. The
concept did not hold up to scrutiny; policy making they found was driven by several factors, news was
not often of primary importance or consequence to the decision making of policy makers.Scholars
have suggested that new media—digital media, have the potential to invigorate and transform political
life. It can allow alternative voices within and across borders. They hope that new media will enlarge
the public sphere. They feel that the new media can offer opportunity for more people to be involved
with political action and civil society.What the new media can do? The new media do indeed
complicate politics; being mobile, interactive, discursive, & participatory—with dramatic political
implications. Low cost and ease of posting (text, photos, videos and music etc.). Digital media allows
for possibility of multiple, varied voices and views that can challenge and question those in power
(Shirky, 2008).

Social Media

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Twitter - the logistics of twitter are unique. Users have a limit of 140 characters and
the medium requires captivating messages in order to draw attention to readers. As a medium of
communication, Twitter’s intent is to captivate and tap into our short-term attention spans. Messages
target individuals who are too busy to read a full article, blog or the newspaper.

LinkedIn - as a medium LinkedIn is used for primarily business-related

purposes. For example, promoting a cocktail party would certainly not be marketed using LinkedIn as
a medium to reach your audience. Alternatively, using LinkedIn to post more professional messages
can be more effective than posting the same message on a more casual platform. The medium is the
message of professionalism.
Facebook - intended to foster a more casual social media experience. We do
not necessarily log into Facebook to find business information, however, it’s a great platform to
employ the word of mouth theory on the web. Facebook gives you the opportunity to share and link a
business on an online platform; much like interactions between a group of friends offline. It is the
most active social media platform in the world, with almost or surpassing 2.5 billion monthly active
users. The medium is the message of connections. Instagram - is great to create more visual
content, build awareness, and foster engagement. The medium is the message of visual interest.
Websites
Websites - are your 24/7 hours sales representative. Your company’s website
should promote products/services and provide solutions and answers to potential customers. As
important as your website content is, the medium of the website itself has a huge influence on your
success. Unlike Twitter and LinkedIn, there are no restrictions on the length of content. Websites can
also represent any level of professionalism.

Media and Cultural Globalization

On one level, the Media, are the primary carriers of culture; it generates
numerous and ongoing interactions among cultures. The media are the people; who are active
economic agents and aggressive political lobbyists on matters of culture. They market brands
aggressively, seek out new markets worldwide for their cultural products and actively bring about
interactions of culture for beauty, power and profit. These interactions are like cultural laboratory
experiments, some result in startling and stunning hybrid but other times they result in combustible
and explosive mixtures.
There are three (3) outcomes/influences of globalization on culture namely: the
cultural differentialism, the cultural convergence and the cultural hybridization. (Jan Nederveen
Pieterse, 2004)
Cultural Differentialism suggests that cultures are different, strong and resilient.
Despite globalization and the global reach of American or Western cultural forms, distinctive cultures
will endure (The Yanomami of the Amazon). Some cultures are destined to clash as globalization

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continue to bring them together. The Clash of Civilizations & the Remaking of World Order by US
political scientist Samuel Huntington argues that the West and Islam will be locked in conflict
(Huntington, 1996).

Cultural Convergence suggests that globalization will bring about a growing

sameness of culture. A global culture, some fear, will overtake many local cultures, which will lose
their distinctive characteristics. Cultural Convergence can suggest “cultural imperialism” in which the
cultures of more developed nations invade take over the cultures of less developed nations. It will
then result to a worldwide, homogenized, Westernized culture (Tomlinson, 1991).

Cultural Hybridization suggests that globalization will bring about an increasing

blending or mixture of cultures. This mélange leads to the creation of new and surprising cultural
forms. From music to food to fashion (foreign melody of OPM, Pinoy Rap Culture, Filipino-style
spaghetti, Filipino character cosplay etc.), for Pieterse, this outcome is common, desirable, occurs
throughout history, and will occur more so in an era of globalization. The very process of hybridization
shows the difference to be relative and, with a slight shift of perspective, the relationship can also be
described in terms of an affirmation of similarity. Hybridization as a perspective belongs to the fluid
end of relations between cultures: the mixing of cultures and not their separateness is
emphasized.

Globalization
Globalization is a combination of the word’s “globalization” and “localization.” The
term is used to describe a product or service that is developed and distributed globally but is also
adjusted to accommodate the user or consumer in a local market.
Globalization is the adaptation of global and international products, into the local
contexts they’re used and sold in. The term was coined in the Harvard Business Review, in 1980, by
sociologist Roland Robertson, who wrote that globalization meant “the simultaneity—the co-
presence—of both universalizing and particularizing tendencies.”
In regards to a particular product or service, this means the adaptation of globally
marketed products and services into local markets. A global product or service, something
everyone needs and can get used out of, may be tailored to conform with local laws, customs, or
consumer preferences. Products that are “globalized” are, by definition, going to be of much
greater interest to the end user, the person who ends up using the product. This is because while it’s
something that everyone can use and has use for, as a global product, its localization makes it more
specific to an individual, their context, and their needs.
Globalization works for companies with decentralized authority structures, and for
companies that exist and compete in multiple, different cultural contexts. The process can be
expensive, and resource intensive, but it often pays off for companies that practice it, as it allows for
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greater access to a larger, more culturally varied target market. It also makes those countries more
effective competitors in those markets.

If globalization was charged with cultural homogenization, globalization is

something of an answer to it. Globalization can be thought of as the opposite, or the inverse, of
Americanization, too, which is the influence that American culture and business has on another
country’s culture.

Summary:
Cultures converge not in the abstract but in newsroom, cabarets, churches,
mosques, movie theatres, & living rooms—as well as in chat rooms & McDonald’s. According to Jack
Lule, globalization & media have done wondrous deeds. they have succeeded in bringing the world
closer together. They have in fact removed the shackles of time & space. They have given us the
ability to truly imagine the world as a global village. When McLuhan conceived the term, he had the
highest hopes. Even today, the term global village still evokes community, kinship, cooperation &
fraternity. Globalization and media too often have contended everyone’s desires to bring
globalization even in the remotest area possible. How media developed had surpasses one’s ability
to foresee of what is yet come. The cultural disparity was eliminated bringing globalization to each
and everyone’s homes. In the Philippines, trade globalization and migration have been more
prominent than financial globalization. While empirical estimates show that globalization has
positively affected the country’s economic growth and employment, substantial evidence for its
impact on inequality and poverty has yet to be found, as preliminary estimates show mixed results.
Globalization poses challenges, as well as, opportunities. Localities can capacitate themselves by
merging global opportunities with local interest. Globalization then takes place when local actors have
a more pronounced role in addressing global challenges. The globalization of knowledge has also
led to many possibilities in the local economy. Growth in the electronics industry has paved the way
for faster and wider information and communication technology.

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Video Links:
https://www.youtube.com/watch?v=CyyY4CwUSN8
https://www.youtube.com/watch?v=TpTz-v5mVXY

References:
Claudio, L and Abinales, P. (2018). The Contemporary World.
EDSA, South Triangle. Quezon City: C & E Publishing.
Danesi P. R., Cherif H. S., 1996. Environmental changes
in perspective: The global response to challenges.

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