A

M E D I A
B T
G L O B A L I Z A T I O N
 MEDIA AND
GLOBALIZATION
GROUP 9
Hannah Shane Ontolan
Precious Kate Lacno
Christin Magallon
Joy Mae Bazar
 Learning Outcomes
• analyze how various media drive different forms of
global integration;
• compare the social impacts of different media on
the processes of globalization;
• explain the dynamics between local and global
cultural production; and
• define responsible media consumption.
 GLOBALIZATION
• entails the spread of various cultures.

Examples:

Hollywood film South Korean songs

 GLOBALIZATION
• Involve the spread of
ideas.

Examples: LGBTQ,
Christian beliefs, etc.
 MEDIA

is the main conduit

of globalization for
the spread of global
culture and ideas.
MEDIA AND ITS
FUNCTIONS
 MEDIA

• “ a means of conveying something, such as a

channel of communication” ( Jack lule)
• Technologies of mass communication (defined
by commentators)
• Singular From: Medium
 Categories of Media:
PRINT MEDIA
A. Books
Broadcast Media
B. Magazines
A. Radio
C. Newspaper
B. Film
Digital Media
C. Television
D. Internet
-Internet sites
-Social Media
B. Mobile Mass
communication
WHAT MEDIA DO AND HOW THEY
AFFECT SOCITIES?

• “ The medium is the message”

(Marshall Mcluhan)

• Media as a form of
technology is not a simple
bearer of messages but it also
shapes and reorient the social
WHAT MEDIA DO AND HOW
THEY AFFECT SOCIETIES?
Example: Television, Smartphone
 THE GLOBAL VILLAGE AND CULTURAL
IMPERIALISM
McLuhan was writing around the 1960s, he mainly
analyzed the social changes brought about by
television and declared that it was turning the world
into a “global village”.

Media academics continued to fight with the issues of

the global media culture for the years of following
McLuhan.

Commentators, therefore, believed that media

globalization coupled with American hegemony would
Marshall McLuhan
create form of cultural imperialism.
  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.

Herbert Schiller
  For John Tomlinson, cultural globalization is simply a
euphemism for “Western cultural imperialism” since it
promotes “homogenized ,Westernized, consumer culture”.

John
Tomlinson
 CRITIQUES OF CULTURAL
IMPERIALISM
 Proponets of the idea of cultural imperialism ignored
that the fact that media messages are not just made by
producers;they are also consumed by audiences.

 In 1980s- media scholars began to pay attention to the

ways which audiences understood and interpreted
media messages.
-Media consumers are active participanrs in the
meaning-making process who view media “texts”
through their own cultural lenses.
-Text-simply refers to the content of any medium.
 In 1985- Indonesian cultural critic Len Ang
studied different viewers in the American soap
opera Dallars.

- 42 viewers, she noted that the viewers put “ a

lot of emotional enegry” into the process and
they experienced pleasure based on how the
program resonated with them.
 In 1990- Elihu Katz and Tamar Liebes
decided to push Ang’s analysis.

-They argued that the texts are received

differently by varied interpretive communities
because they derived different meanings and
pleasures from the texts. Thus, people from
diverse cultural backgrounds had their own
ways of understanding the show.
 The cultural imperialism thesis has been also
belied by the renewed strenght of regional
trends in globalization process.

- Examples: Asian culture has proliferated

worldwide through the globalization of media.
-K-pop songs and dramas are widely
successful regionally and globally.
Social Media and the
Creation of Cyber
Ghettoes
What is Social
Media?
 refers to the means of
interactions among people in
which they create, share,and/or
exchange information and ideas
in virtual communities and
networks.

 One example of this which

iscommonly used by everyone
is the FACEBOOK.
 Few media scholars argue that the world
is becoming culturally homogenous.

 Globalization It is a situation in which

available goods and services or social
and cultural influences gradually become
similar all over the world.

 The worldwide spread of technology

creates vast connections that create new
opportunitieson a larger scale.

 The current focus of the globalization of

technology is the connections created by
networks of social media
 The internet and social media are proving
that the globalization of culture and ideas
can move in different directions.

 While western culture remains powerful

and media production is still controlled by
a handful of powerful western
corporations, the internet, particularly the
social media, is challenging previous
ideas about media and globalization.

 Social media have both beneficial and

negative effects.These forms of
communication have democratized
access. Anyone with an internet
connection or a smartphone can use
facebook and twitter for free. These
media have enabled users to be
consumers and producers of information
simultaneously.
Ex:

The Arab Spring was a series of anti-government protests, uprisings, and armed
rebellions that spread across much of the Arab world in 2011. It began in response
to corruption and economic stagation and was influenced by Tunisia Revolution.
The “Women’s march” against US President Donald Trump
began with a tweet from Hawaii lawyer which grew into a
national, if not worldwide, movement.
 However, social media also have their dark side. In the early 2000’s,
commentators began referring to the emergence of a “ splinternet ” and
the phenomena of “cyberbalkanization ”.

 The splinternet, also referred to as cyber-balkanization, is a

characterization of the Internet as splintering and dividing due to various
factors, such as technology, commerce, politics, nationalism, religion,
anddivergent national interests.
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 This segmentation has been used by people in power who are aware
that the social media bubbles can produce a herd mentality. It can be
exploited by politicians with less than democratic intentions and
demagogues wanting to whip us popular anger.
 The same expensiveness that allows social media to be a democratic
force likewise makes it a cheap tool of government
propaganda.

- Like for example, Russian dictator, Vladimir Putin has hired armies
of social media “trolls” to manipulate public opinions through
intimidation and the spreading of fake news.

 Now, as consumers of media, we users must remain vigilant and

learn how to distinguish fact from falsehood in a global media
landscape that allows “alternative facts”. It is better to verify
and check it first if the shared information in social media is
actually legit/true or not.
 Though people must remain critical of mainstream media and traditional
journalism that may also operate based on vested interest, we must also
insist that some sources are more credible than others.

 A lack of coordination and cooperation regarding cyber security

amongnation states could create “cyber security ghettos” or cyber ghettos
andundermine the security of the global cyber environment.