Global Media Cultures

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Joanna Dela Cruz

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 CULTURE
❖The customary beliefs, social form and material
traits of a racial, religious or social group.
❖The characteristics features of everyday
existence ( such as diversion or a way of life)
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shared by people in a place or time.

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 MEDIA
❖ The term media, which is the plural of medium,
refers to the communication channels through which
we disseminate news,movies, education, promotional
messages and other data.
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 GLOBALIZATION AND MEDIA

● Globalization
a set of multiple, uneven and sometimes overlapping
historical processes, including economics, politics,
and culture, that have combined with the evolution of
media technology to create the conditions under
which the globe itself can now be understood as “an
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imagined community”.
 EVOLUTION
OF
MEDIA AND GLOBALIZATION
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 1. ORAL COMMUNICATION
● Language allowed human to cooperate.
● It allowed sharing of information.
● Language became the most important tool as
human being explored the world and experience
different cultures.
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● It helped them move and settle down.

● It led to markets, trade and cross-continental trade.
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 2. SCRIPT
● Language was important but imperfect, distance
became a strain for oral communication.
● Script allowed human to communicate over a
larger space and much longer times.
● It allowed for the written and permanent
codification of economic, cultural, religious, and
political practice.
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 3. THE PRINTING PRESS
● It started the “information revolution”.
● It transformed social institutions such as schools, churches,
governments and more.
● Elizabeth Eisenstein (1979) surveyed the influences of the
printing press.
- It changed the nature of knowledge. It preserved and
standardized knowledge.
- It encouraged the challenge of political and religious
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authority because of its ability to circulate competing views.

 4. ELECTRONIC MEDIA
● The vast reach of these media continues to open up new vistas in the
economic, political, and cultural processes of globalization.
● Radio- quickly became a global medium, reaching distant regions.
● Television- considered as the most powerful and pervasive mass
medium. It brought together the visual and aural power of the film
with the accessibility of radio.
● The electronic media and communication sector, which ranges from
telecommunication networks and the Internet, through to radio,
television and film, is itself among the most active in the current drive
for the globalization of production, markets and trade
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 5. DIGITAL MEDIA
● Digital Media are often electronic media that
rely on digital code.
● Many of our earlier media such as phones
and tv’s are now considered digital media.
● In the realm of computer it allowed citizens
to access information from around the
world.
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 ROLE OF MEDIA IN
GLOBALIZATION

Mass media plays a key role in extension of globalization

process. The media components such as television,
Internet, computers etc. are considered to have a
paramount influence on globalization. Radio is one of the
easiest and cheapest media sources.
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 “Is it possible for globalization to
occur without media?”
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 GLOBAL IMAGINARY AND GLOBAL
VILLAGE
● Media have linked the globe with stories, images, myths and
metaphors.
● Global Imaginary- the globe itself as imagined community.
● Global Village
❖ Marshall McLuhan
❖ Media have connected the world in ways that create a global village.
❖ As McLuhan predicted media and globalization have connected the
world. However, the “global village have brought no collective
harmony or peace. Why do think so?
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 MEDIA AND ECONOMIC GLOBALIZATION
❖ Media fosters the conditions for global capitalism.
❖ “Economic and cultural globalization arguably
would be impossible without a global commercial
media system to promote global markets and to
encourage consumer values” – Robert Mc Chesney
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 MEDIA AND POLITICAL
GLOBALIZATION
❏Though media corporations are themselves powerful
political actors, individual journalists are subject to
intimidations as more actors contend for power.
❏In the age of political globalization: government
shape and manipulate the news.
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 POPULAR MUSIC AND GLOBALIZATION
★ Technologies of transport, of information and
mediation, including social media platforms, have
made possible the circulation of cultural commodities
such as music.
★ Circulation of cultural commodities are consumed to
gain cultural capital and social status.
★ Goods and commodities became a catalyst that set
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globalization.
 OTHER CRITICISMS OF THE MASS MEDIA AND
GLOBALISATION
Corporate entities a threat to democracy.

• Lack of regulation – the internet is the wild west of information.

• Mass audiences has led to the ‘dumbing down’ of content, there is

actually less consumer choice.

• Increased social isolation. Virtuality and a loss of social capital (real

human networks of support in communities).
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• Digital divide whereby those who don’t have access to the mass media
miss out, creating global inequalities.
Thank you!
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