Global

Media
Cultures
Table of contents
DEFINITION OF • IMPORTANT IMPACT OF
01 TERMS 04 MEDIA ON CULTURAL
• Globalization GLOBALIZATION
• Media
• Culture • GLOBAL IMAGINARY
AND GLOBAL VILLAGE

02 GLOBAL MEDIA
CULTURE
05 DYNAMICS OF LOCAL
AND GLOBAL CULTURE
THE EVOLUTION OF
03 MEDIA AND
GLOBALIZATION
At the end of the discussion, you will be able to:
 Learn the relationship between the media, culture,
and globalization
 Realize the Evolution of Media and Globalization
 Know the important impacts of media on cultural
globalization
 Know what are global and local cultural products
 Dynamics of Local and Global Culture
 01
DEFINITION OF
TERMS
What is Globalization?

Globalization is the growing

interdependence of the world’s
economies, cultures, and populations,
brought about by cross-border trade in
goods and services, technology, and
flows of investment, people, and
information.
What is Media?

Media refers to the different

means of communication like
radio, television, internet etc. It
plays a very important role in
shaping human mind.
What is Culture?

Culture "the way of life for an

entire society.“ Unified style of
human knowledge, beliefs, and
behavior, from which people
learn, and the ability to
communicate knowledge to the
next generation.
02

GLOBAL MEDIA
CULTURE
What is Global Media Culture?

Global Media Culture explores the

relationship between the media,
culture and globalization. This topic
approaches part and current challenges
concerning international
communication and explores and
problematizes the power of media
representation.
What is Global Media Culture?
● Global media cultures create a continuous
cultural exchange, in which crucial aspects
such as identity, nationality, religion,
behavioral norms and way of life are
continuously questioned and challenged.
● Global media promote a restructuring of
cultural and social communities.
● Global media support the creation of new
communities. 
• Media cultures take part in the process of globalization,
including how they challenge existing cultures and
create new and alternative symbolic and cultural
communities.
It is made easier for advocates of globalization to
reach larger audience through media such as:
1. Television programs
2. Social media groups
3. Books
4. Movies
5. Magazines
The Evolution of
Media and
Globalization
1. Oral Communication
• It allowed sharing of information.
• Language allowed human to communicate and
cooperate.
2. Script
• Script allowed human to communicate over a
larger space and much longer times.
3. Printing Press
• This is where information revolution started.
• It transformed social institutions such as schools,
churches, governments and more.
4. Electronic Media
• Radio and Television are part of these media.
• Radio quickly became a global medium, reaching
distant regions.
• Television is considered as the most powerful and
pervasive mass media. It brought together the visual
and audio power of the film with the accessibility of
radio.
5. Digital Media
• Many of our earlier media such as phones and
Televisions are now considered digital Media.
 04

• Important impact of media on

cultural globalization
• Global imaginary and global
village
• Important impact of media on cultural
globalization
1. The media provide an extensive transnational
transmission of cultural products
2. They contribute to the formation of communicative
networks and social structures.

• Global imaginary and Global

Village
● Global imaginary - the globe itself as imagined community.
● Global Village - the world considered as a single community
linked by telecommunications.
 05

Dynamics of Local
and Global Culture
GLOBAL AND LOCAL CULTURAL PRODUCTS

What is Global Product mean?

- Global products are those products that are marketed
internationally under the same brand name, features,
and specifications across countries.

- Examples:
GLOBAL AND LOCAL CULTURAL PRODUCTS

What is Local Cultural products mean?

- These are goods and services such as arts,
literatures, architectures, museums, movies, music,
etc. that showcase the history and information which
belong to the country’s cultural heritage.
There are three perspectives on global
cultural flows:
1. CULTURAL DIFFERENTIALISM emphasizes the fact that
cultures are essentially different and are only superficially
affected by global flows. It also Involves barriers that prevent
flows that serve to make cultures more align; cultures tend to
remain stubbornly different from one another.

2. CULTURAL HYBRIDIZATION is a process by which a

cultural element blends into another culture by modifying the
element to fit cultural norms.
• It is an integration of local and global cultures.
• A key concept is “glocalization” or the interpenetration of
the global and local resulting in unique outcomes in
different geographic areas.
3. CULTURAL CONVERGENCE approach
stresses homogeneity introduced by
globalization. Cultures are deemed to be radically
altered by strong flows, while cultural
imperialism happens when one culture imposes
itself on and tends to destroy at least parts of
another culture.
GLOCALIZATION

- Coined from globalization and localization, is a

rather new concept brought about by the
increased frequency of contact among cultures.
- Reinforces the fact that local cultures are not
weak, static, or fixed; they are built and
understood anew each day in a globalized world.
Group 6
Baumgartner, Jose Luis P.
Bumagat, Anna Kristina T.
Gaffud, Marialyn
Mabborang, Ivy

THANKS!
Narag, Jasmin