A WORLD OF IDEAS

Globalization is the process of increasing

economic interdependence among nations and it
is reflected in the growth of the cross-border trade
in goods and services. Ideas like goods and
services also flow across borders and their
globalization is well underway. For example,
from the US to China, people are trading ideas
and everyone is benefiting from it.
 IDEAS
An idea is a set of instruction to produce a new good, to
increase quality, or to reduce costs. An idea is different
from a good or service because it is nonrival. It can be
used by different producers simultaneously. Therefore, an
idea is not scarce in the same way that a good or service
is scarce.
Because ideas are intangible, measuring the
impact of imported ideas on a country’s
economic well-being is challenging. Imported
ideas, however arrived in a physical form. Most
importantly as new capital goods whose impact on
economic growth can be measured.
It is different from goods or service because it
is nonrival. Nonrival in a sense that it can be
used by different producers simultaneously.
Therefore, an idea is not scarce in the
same way that a good or service is
scarce.
For example, house under construction provides
good, to illustrate the concept of nonrivalry, the land on
which the house stands and the material of which it is
constructed and the tools, skills, and labor hours of
carpenters are all rival goods. Using them to build
one house, they cannot be used to build another
house at the same time.
By contrast, one idea can be used by unlimited
number of people simultaneously.

Another example is a carpenter using the

Pythagorean theorem to calculate the length of a
triangle side does not stop anyone else from doing
the same thing at the same time.
 THE GLOBAL
FLOWS OF IDEAS
 The global flows of ideas is
apparent in the computer,
smartphone, e-readers, mp3 players,
mp4, and other technologies that fill
out everyday lives.
∙ Measuring the production of ideas and their flow is not easy.
Ideas are intangible. However, use the number of patent filings
as indirect evidence of new ideas. The global flow of ideas
is measured by cross-country patent statistics.

∙ A single patent does not protect an idea worldwide, a single

idea can be patented in several countries. Typically, patents
are sought wherever inventors expect their ideas— designs
for new products or production processes—to be made, used
or sold.
 PATENT
is an exclusive right granted
for an invention.
a patent provides the patent
owner with the right to decide
how - or whether - the
invention can be used by
others.
 PATENT
In exchange for this right, the
patent owner makes technical
information about the
invention publicly available in
the published patent
document.
The internal combustion engine: Without
this invention, vehicles wouldn't be
possible. The first engine was patented in
1823 by Samuel Brown
The computer: Steve Jobs and his
colleagues at Apple patented his invention
of the personal computer in 1983.
Also in the countries that have been the traditional
locus of global idea production, is like the US,
Germany, and Japan. We can say that ideas
are great engines of economic growth,
precisely because everybody can use them
simultaneously. Once the cost of creating a new
set of instructions – the instructions can be used
repeatedly at no additional cost.
Nobody needs to recreate an idea
because it is already available for
everybody to use. Therefore, the flow of
an idea is as important as the idea itself.
Ideas become more valuable as the
number of users increases.
“GLOBAL CULTURE
AND MEDIA”
The media industry is perfect in many ways
for globalization or the spread of global trade
without regard for traditional political borders.
We can say that media is largely cultural
product, and the transfer of such product is likely
to have an influence on the recipient’s culture.
Increasingly, technology has been also propelling
globalization. We know that technology allows for
quick communication, fast and coordinated
transport, and efficient as marketing which
have allowed globalization especially, globalized
media.
What is culture?
Global media cultures explores the relationship
between the media, culture, and globalization.

∙ Culture refers to the unified style of human

knowledge, beliefs, and behavior from which
people learn the ability to communicate knowledge to
the next generations.
∙ Its development has been mainly influenced by
media.
The media have an important impact on cultural
globalization in two mutually interdependent ways:

∙ The media provide an extensive transnational

transmission of cultural products.
∙ They contribute to the formation of communicative
networks and social structures.
MEDIA’S FIVE STAGES
OF DEVELOPMENT
 ORAL COMMUNICATION

∙ Language became the most important tool for

exploring the world and the different cultures.

∙ Oral communication led to markets, trade, and cross

continental trade routes.
Language and cultures are intertwined. A particular language
usually points out to a specific group of people. For
example, when you interact with another language, it means you
are also interacting with the culture or you are also interacting
with the culture that speaks the language.

You cannot understand one’s culture without assessing the

language directly. Language is learned which means it can be
culturally transmitted. We can say that the culture of humans is
as different as the world’s languages.
 SCRIPT
∙ Script allowed humans to communicate over a larger space
and for a much longer duration. It allowed the permanent
codification of economic, cultural, religious, and political
practice.

Also in script, knowledge, beliefs, and behaviors were written

and made available for transmission to the next generation, to
the other nations and cultures.
 PRINTING PRESS

∙ Printing Press allowed the continuous production,

reproduction, and circulation of print materials.

This period of media development affects globalization

by transforming various institution such as school,
markets, businesses, churches, governments, and many
others.
 ELECTRONIC MEDIA
∙ Electronic media includes the telegraph, telephone, radio,
film, and television.
∙ The wide reach of these media continues to open up new
perspectives in the economic, political, and cultural processes
of globalization.

The electronic age is the invention of the transistor ushered in the

electronic era. People harness the power of transistor that
led to the transistor communication and it became more
efficient and effective.
 DIGITAL MEDIA
∙ Digital media 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.

Digital media is also known as new media. Consisting of

contents that are organized and distributed on digital
platforms. Platforms include internet, social media, and
computers.
 What is media?

∙ Media is a carrier of culture. It is a tool for the interaction of

people with different cultures.

∙ The real media is the people.

∙ Pieterse (2004) asserts that the only outcomes of the

influence of globalization on culture are cultural differentialism,
cultural convergence, and cultural hybridity.
The term media comes from the word,
“medium” which is defined as channel, means,
or methods. Media is the generic term for all
human invented technology that extends the
range, speed, or channels of all communication.
Media can also be tied to what we call mass
media or the media that reach large audiences.
 OUTCOMES OF THE
INFLUENCE OF
GLOBALIZATION ON CULTURE
 CULTURAL DIFFERENTIALISM
∙ Cultural differentialism views cultural difference as immutable.
∙ As the West and non-Western civilizations interact or are
brought in contact through globalization, clash of civilizations
such as that of the West and Islam logically follows.

Example: the terrorist attacks during 9-11 attacks and the

subsequent wars in Afghanistan and Iraq. For many people, this
event is seen as the product of a clash between western and
Islamic culture and the eternal differences between them.
 CULTURAL CONVERGENCE

∙ Cultural convergence suggests that globalization engenders a

growing sameness of cultures. However, the culture of powerful and
progressive countries becomes culture.
∙ Example: the K-pop culture.

Other examples are the use of technology participation in global

sports and the English language.
Cultural convergence occurs when multiple cultures become more like
one another through exposure to their traditions, ideals, and languages.
 CULTURAL HYBRIDITY

∙ It is the mixing and merging of cultures resulting in

the creation of new cultural forms in language, food,
fashion, arts, music, among others.

Example: global restaurants like KFC or McDonalds

because they modify their menus to suite the taste of
different cultures
 GLOCALIZATION

The continuous accommodation and assimilation by local cultures

of the cultures of the world due to globalization.

Glocalization is the combination of the word’s “globalization”

and “localization”. The term is used to describe a product or service
that is developed and distributed globally but is also adjusted to
accommodate the user and consumer in a local market.
A common example would be cars that are sold
worldwide but adjusted to meet local criteria such as
emission standards, the side of steering wheels (left or
right).

Another is global fast-food chain offering

geographically specific menu items that cater to local
taste.
 New Media Technologies

Marshall McLuhan (1980) provides that the rise of new

communication technologies would culminate in the creation of a
“global village” capable of enhancing international understanding
between people and forging new communities.
Castells (2000) considered one of the main philosophers of
cyberspace, has shown how the internet has revolutionized
international information exchange due to its ability in moving data
across border.
END OF DISCUSSION