The Global Culture and

Media
  the customs, arts, social institutions, and
achievements of a particular nation, people, or
other social group.
is the characteristics and knowledge of a
particular group of people, encompassing
language, religion, cuisine, social habits, music
What is culture? and arts. ... The word "culture" derives from a
French term, which in turn derives from the
Latin "colere," which means to tend to the earth
and grow, or cultivation and nurture.
 Historically, media
First stage, oral communication – Language
underwent five stages allowed humans to communicate and share
of development from information. Language became the most
the earliest form to important tool for exploring the world and the
the complex one. different cultures. It helped people move and
These stages of media settle down. Oral communication led to
development affect markets, trade
globalization and cross-continental routes.
progressively (Lule,
2014).
 Second stage, the invention of
script – this allows humans to
communicate over a larger space
and for a much longer duration,
hence distance became a hindrance
to oral communication.
It allowed the codification of
economic, cultural, religious and
political practice. Knowledge,
beliefs and behavior were written
and made available for
transmission to the next generation
and to other nations and cultures.
Third stage, printing press – the
introduction of printing press allowed the
continuous production, reproduction and
circulation of printed materials. Written
documents were mass produced which
give everyone access to information that
was once available only to the rich,
powerful and religious. This period of
media development affected
globalization by transforming various
institutions such as schools, markets,
businesses, churches governments and
armies, among others.
Fourth stage, is the emergence of
electronic media – this is characterized by
its use of electricity. Electronic media
includes the telegraph, telephone, radio,
films and television. The wide reach of this
media continues to open up new
perspective in the economic, political and
cultural processes of globalization. Radio
was the avenue for global products to be
advertised. Television, the analogue
type, was primarily used so countries
could watch US Presidents’ delivery of
speeches and UN Security Council
meeting. Radio and television became
medium to observe international events.
Fifth and last stage is the digital
media – which relies on digital codes.
It can be created, modified, and
stored in any digital electronic device.
Digitalized content is transmitted
over the internet and computer
networks. In politics, candidates use
this media to campaign and advance
their platforms. In economics, it
allows the advertisement of products
and online business transaction.
  is a carrier of culture. It is a tool
for the interaction of people with
different cultures. However, the
real media is the people.
Marketing people seek the world
Media for their cultural products, and
managers facilitate interaction of
culture for profit. Others bring
cultural exchange of beauty and
power. This interactions result in
the integration of cultures
 Cultural differentialism views cultural
difference as immutable. As the West and non-
western civilization interact or are brought in
contact through globalization, clash of
civilizations such as that of the West and Islam
Perspective on logically follows.
Global Culture
Cultural hybridity suggests that
globalization spawns an increasing and
ongoing mixing of cultures. Example is
the Chabacano- a Spanish-based creole
language of the Zamboanga City and of
some parts of Cavite, which
exemplifies hybridity in language
prompted by the merging of two
cultures. This trend will further bring
about new cultural forms, not only in
language but also in food, fashion, arts,
music, among others.
 Cultural convergence suggests that
globalization endangers a growing sameness
of cultures. However, the culture of powerful
and progressive countries becomes culture.
Example of K-pop culture. Some teenage
Filipinos prefer to dress up like their South
Korean idols. A lot of them have also joined
fan clubs in support of Korea novelas and
Korean boybands. Some Filipino bands are
influenced by jazz and the reggae music of
the West.
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