LESSON 1

GLOBAL MEDIA CULTURES

Objectives: At the end of this lesson, you are expected to:

• analyze how various media drive different forms of global integration;

• compare the social impacts of different media on the

processes of globalization;

• explain the dynamic between local and global cultural production; and

• define responsible media consumption.

Time Frame: Weeks 9 – 10

Introduction

Welcome to Lesson 1! This lesson is designed to facilitate your understanding on

Global Media Cultures. At the end of this lesson, you are expected to know the functions of
media and how it affects the processes of globalization. Enjoy this lesson and keep learning!

(ANSWER THIS!)

Identify the social media logos below:

______________ ______________ ______________
______________ Analysis

Consider the questions below: (ANSWER THIS!)

1. In your personal experience, what are the use of these social media sites?

2. In your own words, what are the effects of these social media sites to the society and
culture?

Abstraction
 Globalization

 entails the spread of various cultures.

 Example:

When a Hollywood film is made, it is not only shown

in the United States of America, but also to some countries of the world.

Psy’s (Korean rapper) “Gangnam Style” may have been about a wealthy suburb in Seoul,
South Korea,
but its listeners included millions who have never been

or never go to Gangnam. Some of the listeners may

not even know what Gangnam is.

Globalization

 involves the spread of ideas.

 Example:
The notion on the rights of LGBT
(lesbian, gay, bisexual, and
transgender) communities is
spreading across the world and
becoming more widely accepted to some
countries.

The conservative Christian Church

and community/society that oppose this LGBT rights moves from places to places.

Globalization
 relies on media as its main conduit for
the spread of global culture and ideas.

Ggv

Media

Definition
 “means of conveying
something, such as channel of
communication”
- Jack Lule

 technologies of mass
communication
Types of Media

1. Print Media
3.

2. Broadcast  involve  include books, magazines, and

radio, film, and newspapers
television Media
 Digital Media

 cover the internet and mobile mass

communication

 internet media (e-mail, internet sites,

social media, and internet-based video
and audio)

How do Media Affect Societies?

 media theorist Marshall McLuhan declared that “the

medium is the message”
 attempt to draw attention to how media, as a form of
technology, reshape societies
 Example:
Television has steered people from the dining table where
they eat and tell stories to each other. It has
also drawn people away from other meaningful
activities such as reading books
Smart phone allows users to keep in touch instantly with
multiple people at the same time. Prior to this, there was no
way for couples to keep
constantly in touch or be updated on what the
other
does all the time
 different media simultaneously extend and amputate
human senses
 new media may expand the reach of communication, but
they also dull the user’s communicative capacities

The Global Village and Cultural Imperialism

  McLuhan mainly analyzed social changes
brought about by television

into a
 He declared that television was turning the world “global village”
 as more and more people sat down in front of their television sets and listened to the
same stories, their perception of the world
would contract

 global media had a tendency to homogenize culture

 as global media spread, people from all over the world would begin to watch, listen
to, and read the same things

 media globalization coupled with American hegemony would create a form of

cultural imperialism whereby American values and
culture would overwhelm all others

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

Critiques of Cultural Imperialism

 ignored the fact that media messages are not just made by producers, they are also
consumed by audiences

 emphasizes that media consumers are active participants in the meaning-making

process,
who view media “texts” through their own
cultural lenses

 has been belied by the renewed strength of regional

trends in the globalization process

 Example:
Japanese brands like Hello Kitty, Mario Brothers, and
Pokémon are now an indelible part of global
popular culture

K-pop and Korean telenovelas are widely

successful regionally and globally.

McDonalds has continued to spread across Asia.

 Philippine Jollibee claims to be the number one choice fast food in Brunei
Darussalam.

Application

Effects of Social Media: Individual (ANSWER THIS!)

Instruction: Enumerate at least three (3) positive and negative effects of social media. Your
answer should be based on your personal opinion.

Positive / Good Effects (3pts each) Negative / Bad Effects (3pts each)

Asian Music and Globalization : Group (ANSWER THIS!)

Instruction: Your instructor will be assigning you a group consisting of three to five
members. Pick one musical artist or group that became internationally famous
(i.e. Psy, Utada, Hikaru, F4, etc.). In your group output, answer the following
questions:

1. Where did the musical artist or group originate?

2. In which countries did the artist or group become
famous?
3. How did the artist or group become famous?

4. Why do you think the artist became famous?

Rubrics in Grading Group Output (40 points)

0 10 20 30 40
Student is unable to Student is able to Student is able to Student not only Student establish the
establish the ideas establish the ideas establish the ideas establish the correct correct ideas and
and concepts and concepts and concepts ideas and concepts concepts prescribed
prescribed by the prescribed by the
 prescribed topic but shows topic and shows prescribed by the by the topic, shows
by erroneous correct topic but also shows evidence by citing
the topic. understanding. understanding. evidence by citing relevant examples,
relevant examples. and consistently
contributes
additional thoughts
to the Core idea.

Congratulations! You have successfully completed Lesson 1. Should there be questions

and clarifications in some part of the lesson, kindly message your instructor.

If you do not have any questions or clarifications, you are now prepared to move on to
Lesson 2 – The Globalization of Religion. Enjoy and keep working! God Bless.

References:

Abinales, P. N., & Claudio, L. E. (2018). The contemporary world. Quezon City : C & E
Publishing, Inc.