GLOBALIZATION

AND MEDIA:
CREATING THE
GLOBAL VILLAGE

Sir Malit!
 The • Communications media are institutions that
Communication specialized in communicating information,
s Media images, and values about selves, our
communities, and our society. Typical media
institution in modern societies are print
media (newspaper and magazines), movies,
radio, and television. The messages
communicated by the media in some
countries can be political or nonpolitical,
religious or secular, and purely entertaining,
but in every case they use symbols to tell us
something about ourselves and our
environment.
Television • Television violence can destroy a young child’s
mind. The effects of this violence can be long-
and lasting, if not never-ending. For some,

Violence
television at its worst, is an assault on a child’s
mind, an insidious influence that upsets moral
balance and makes a child prone to aggressive
behavior as it warps his or her perception of
the real world. Other see television as an
unhealthy intrusion into a child’s learning
process, substituting easy pictures for the
discipline of reading and concentrating and
transforming the young viewer into a
hypnotized nonthinker (Langone 48).
 Media • A familiar expression in modern societies
is “information is power.” Because media
Power and control such a large and diverse flow of
its limits information, the have immense power.
Questions about the power of media
become especially urgent when one
imagines what could happen if control of
the media fell into the hands of groups
that oppose democratic institutions. In
such a case, could the persuasive power
of the media be used to destroy
individual and political freedom?
Technologica • When media institutions are well differentiated
from political and other institutions, it is actually
l Limits quite difficult for powerful individuals or groups
to manipulate mass audiences. This becomes
even more true as changing technologies give
people opportunities to choose the type of
messages they receive via the media. Cable
television offsets the potential for much greater
diversity in program content: Viewers can watch
everything from public affairs to
PORNOGRAPHY. Social media such as
Facebook, Twitter, Messenger, YouTube, and the
internet also makes possible a wider range of
choices.
Social • Another limit on the power of the media is
the nature of communication itself.
Limits Researchers have not found a direct link
between persuasive messages and actual
behavior. People do not change their cultural
values and norms just because the media
tells them to do so. Instead, investigators
have identified a two-step flow of
communication. The messages
communicated by the media are evaluated
by certain respected individuals, who in turn
influence the attitude and behavior of
others.
The Mass • The Mass Media also referred to as mass
communication may be defined as a special
Media kind of social communication characterized
by a unique audience, communication
experience and communicator. The audience
is usually large, heterogenous and
anonymous. The term “media” comes from
Latin word, meaning, “middle,” suggesting
that media serve to connect to people. Mass
media occurs as communications
technology (first newspaper, then radio, and
television) spreads information on a mass
scale.
Importance • Mass media are important because they
reflect and create cultural values and
of Mass interest. Media attention to the Senate

Media impeachment of Chief Justice Corona and

the ouster of Justice Maria Lourdes Sereno
and China’s intrusion to the Philippine Sea
suggests a deep cultural interest in value for,
human dignity and territorial area of
Responsibility. Coverage of the
impeachment trial and ouster and the
diplomatic protest (if there will be) has
tremendous and such interest is also
economic.
The Impeachment
of Chief Justice
Renato Corona
 The ouster of
former Chief
Justice Maria
Lourdes-Sereno
FUNCTIONS OF
MEDIA
WARNING • A primary function of mass media is the ability to
warn of impending danger. Television meteorologist
broadcast sightings of hurricanes, tornadoes, storms
and alert listeners and viewers take necessary
precautions and provide up-to-minute tracking of
the location of bad weather systems. Without such
warning, there is the possibility for tremendous loss
of life and property.
• The media are also instrumental in warning citizens
of other hazards. Media personalities are always
alert to warn the general public of potential dangers
of cancer-causing beauty soap (those without FDA
Permit), the potential dangers of China made
Children toys, the health risk in taking the
supplementary drugs, etc.
Companionship • Television has produced a new category of
friend: the media friends. These are people
known to viewers who feel a sense of friendship
with the performer, newscaster, and the field
reporters. People who seem helpless with illness
of their children, relatives and themselves go to
seek help from the charity programs of giant
television networks. The host will then endorse
them to several kind hearted individuals who are
willing to offer their services in the name of the
foundation. There are many media personalities
who are doing such favor to the needy from
sickness to legal advice, love counseling, job
placement and even problems of OFWs
Agenda • Media also set a cultural
Setting agenda for what is important.
In the international scene,
several media agenda setting
occurred for civil disturbances
in Libya, Yemen, Egypt, Syria
and Bahrain in 2010 and 2011.
 The New York twin
towers disaster will
always be remembered
by most Filipinos as
several fellow citizens
were part of that tragedy.
 The tsunami that struck
Indonesia and Thailand are
important events that
awaken some audience of
how nature takes it wrath
over humanity over this
modern civilization.
Likewise, the Yolanda victims
will always be part of the
Philippine History because of
the number of lives lost in
the strongest typhoon that
hit the country.
 The shocking death of Heath
Leger, Michael Jackson, and
other famous names in
Hollywood are considered
very important so people
understand and vie life as a
precious gift from the creator.
 Reality • While agenda setting is concerned with
emphasizing what is important, reality
Constructio construction focuses on the interpretation

n and meaning of media event. Some

broadcasters invite people who are expert in
their field when media events are aired. For
example, political analyst, sociologist,
psychologist, legal experts, diplomats, and
college professors are part of the debate and
arguments and most of them are sharing their
knowledge on specific topic raised by
newscasters especially after winning or losing
candidate won and failed in the presidential or
senatorial elections.
Surveillanc • Surveillance, another function of the mass
media, refers to the collection and
e distribution of information both within and
outside a society. The evening television news
is an overview of the happenings of the day.
News reporters scan the environment for
news events and report them in print or over
the airwaves. Surveillance may also focus on
particular events, such as presidential
elections, impeachment trials, graduation
ceremony of the PMA cadets, or disaster such
as earthquake or sea mishaps.
 • Media also involved socialization or the
Socialization transmission of social heritage to the
and audience. The commentator of the
Education automobile accident at the railroad
crossing is providing a socialization
experience in how to view death,
governmental agencies, and public
responsibility: death is tragic;
preventable death is more tragic;
government agencies respond to public
pressure; it is appropriate to put
pressure on government agencies; we
are not brother’s keeper.
Propagand • Merton (1986) defined propaganda as “any
and all set of symbols which influence
a opinion, belief or action on issues regarded by
the community as controversial. He
emphasized that the term propaganda, in the
mind of the public, tends to imply a deceit or
fraud. Merton observed that the most
effective propaganda is not to tell people how
to feel, but to provide them with selective
facts and allow them to draw their own
conclusion. Facts are easy to understand,
have an attention-getting value, and are very
easy to spread by word of mouth.
Mainstreamin • Mainstreaming refers to a common outlook and set
of values that exposure to television tends to
g cultivate (Gerbner, 1976). When heavy viewers of
television are compared to light viewers, there
trends to be a commonality of outlook among the
heavy viewers. Regardless of political orientation,
heavy viewers are more likely to be against
homosexuality (especially when they see Rustom
Padilla now talking about his sex change and
appearing on television screen with new look as
ladylike in contrast to his boy next door image
during his heydays as macho actor), abortion and
express concern and doubts on the sudden change
of Manny Pacquaio as being over religious and
preachy.
Entertainmen • The entertainment function of television is the
purposeful development of programming for the
t sole function of providing entertainment for
viewers. Any artistic, cultural, or educational
value is secondary. Emphasizing the
entertainment aspect of television, Home Box
Office (HBO) which is available thru cable TV has
begun a 24 hour all comedy channel.
• Televising sporting events such NBA, Olympics,
and World Cup is also a major entertainment
feature of Television. PBA, NCAA, and UAAP and
several sporting events are being broadcast all
year round including boxing and regional games
such as SEA Games and Asian Games.
Advertising • The fundamental economic
purpose of mass media is to sell
an audience to advertisers who
can induce to buy products. The
primary target audience is the
affluent, fairly well educated, and
relatively young. In effect, mass
media exist for corporations,
which market their product
through the media.
MEDIA ETHICS
Accuracy • The bedrock of ethics is
accuracy, the reporting
of information in
context that allows
people to understand
and comprehend the
truth.
Objectivity • Objectivity is reporting
facts without BIAS and
PREJUDICE, including
deliberate attempt to
avoid interpretation. To be
fully unbiased is an
admirable but unattainable
goal.
Fairness • Fairness and balance means
and providing equal or nearly equal
or nearly equal coverage of
Balance various points of view in a
controversy. Fairness and
balance often go hand in hand
without accuracy and objectivity.
Reporters attempt to investigate
the many sides of a story.
Truth • Although journalist
cannot always unsure
that their own stories
are true, they can make
an extra effort to be
truthful and to avoid
lying.
Integrity of • A journalist’s story is only as good as his or
her sources. In 1981, Janet Cooke, a 26 year
Source old Washington Post reporter, worn a
Pulitzer Prize for a front page article called
“Jimmy’s World.” Jimmy was an eight-year
old heroin addict. Soon after receiving the
award, Cooke confessed that she has
concocted the story. She returned the prize
and left the Post (Folkerts & Lacy, 2001).
• Reporters who become too loyal to source
risk the possibility of being blinded and
missing important cues to the story.
 Avoiding • Outside business, social
conflict of and personal activities
interest and contacts can subtly
influence the ability of
mass media
professionals to conduct
objective reporting.
 Ethical • Deceit
• Conflict of interest
Problems • Friendship

of Global • Payola
• Freebies
Journalist • Checkbook Journalism
• Participation in the news
• Advertising pressure
• Invasion of privacy
• Withholding information
• Plagiarism
 The • The impact of urbanization on the
development of new genres and philosophies
relationships of music continues to be felt today. The
between sensational formation of One Direction (who
just disbanded las t year) whose sales in concert
Globalization reached billions of dollars erased and surpassed
and popular all previous records even during the era of
Beatles, Bee Gees, the Eagles, and ABBA. The
music worldwide hit of Rapper Psy of South Korea in
his Gangnam Style is an evidence of music
innovation in form and substance that caters
the worldwide audience. The rising of
popularity of Korean Pop (KPOP) also from
South Korea is a phenomenon.
 Popular • Audiences today are seeking for the

Music amusement and leisure; the pop music

industry produces and packages pop
Expansion music carefully in order to fulfill the
and consumers’ requirements. The
Transculture interaction of global pop music breaks
down the cultural and economic
boundaries. In other words,
globalization provides new opportunities
for the pop music industry to expand the
world market and gain huge profits.
Music • We often hear the expression
“Music is the universal
language.” This means that
even if two people do not
speak each other’s language,
they can at least appreciate
music together. But like so
many popular sayings, this one
is only partially true.
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