MEDIA AND

GLOBALIZATION

Presented by: Mr. Jerimie P. Layugan

OBJECTIVES
By the end of this lesson, students will be able to:

- Define media and explain its different types and

functions;

- Discuss the impact of globalization on media and

know what is the concept of global village and
cultural impo=eperialism; and

- Analyze and evaluate the critiques of cultural

imperialism and learn the social media in relation to
the creation of the cyber-ghettoes.
INTRODUCTION

Globalization has revolutionized

the media landscape, reshaping
the way information is produced,
distributed, and consumed. This
presentation explores the
profound impact of globalization
on the media industry,
highlighting its effects on cultural
diversity, news coverage, and
business models.
MEDIA

Media is a broad term that refers to all

channels of communication, including
traditional and digital platforms. It
includes news, art, educational content,
and any form of information that can
reach or influence people.

Media plays an important role in society by

informing, entertaining, educating, and
persuading people. It can also be used to
shape public opinion and influence social
change.
 PRINT MEDIA
Print media, also known as traditional media, is a
form of communication that uses physical
objects, refers to newspapers, magazines, and
books. It offers in-depth coverage, detailed
analysis, and a tangible reading experience.

Print media is vital for journalism, research, and

education. However, it faces challenges in the
digital age due to declining readership and
competition from online platforms. Print media
has a number of advantages over other forms of
media. It is portable, durable, and can be
accessed even in areas with limited or no internet
access. Print media is also relatively affordable,
making it accessible to a wide range of people.
 BROADCAST MEDIA
Broadcast media is a type of mass media that
delivers content to a large audience through a
single channel and utilizes visual and auditory
elements to engage viewers and listeners.

It includes radio, television, and satellite

broadcasting. Broadcast media has a number of
advantages over other forms of media. It is able
to reach a large audience quickly and easily. It is
also relatively inexpensive to produce and
distribute. In addition, broadcast media is often
more engaging than other forms of media, such
as print media.
 SOCIAL MEDIA / INTERNENT
Social media is a broad term that refers to online
platforms that allow users to create and share
content, connect with others, and build
communities.

Digital media encompasses websites, social

media, and online platforms. It offers interactive
content, personalized experiences, and instant
connectivity. Digital media has revolutionized
communication, advertising, and content
creation. However, concerns about privacy,
misinformation, and digital divide persist in the
digital media landscape.
 MEDIA AND ITS FUNCTIONS

Information: Media provides people with information about current

events, politics, business, entertainment, and other topics.

Entertainment: Media provides people with a variety of entertainment

options, such as movies, TV shows, music, and video games.

Persuasion: Media can be used to persuade people to buy

products, support certain causes, or change their behavior.

Surveillance: Media monitors and reports on current events and social

trends.
 MEDIA AND ITS FUNCTIONS

Information: Since information is knowledge and knowledge is power,

media offer authentic and timely facts and opinions about various events
and situations to a mass audience as informative items.

Information provided by mass media can be opinionated, objective,

subjective, primary, and secondary.

Media disseminates information mostly through news broadcasts on

radio, TV, as well as columns of the newspaper or magazines.
 MEDIA AND ITS FUNCTIONS

Entertainment: Media outlets provide content that entertains audiences,

such as movies, music, television shows, and sports.

This function serves as a means of escape, relaxation, and enjoyment for

individuals. It can bring people together, create shared experiences, and
offer a break from daily routines.

Excessive consumption of entertainment media can lead to a sedentary

lifestyle, time wastage, and addiction. It may also promote unrealistic
standards of beauty, behavior, and relationships, impacting self-esteem
and mental health.
 MEDIA AND ITS FUNCTIONS

Persuasion: Media has the power to shape public opinion, influence

attitudes, and encourage behavior change through persuasive
techniques like advertising, political campaigning, and propaganda.

This function can be beneficial when it raises awareness about important

issues, promotes positive social causes, and motivates positive behavior
change.

However, it can also be manipulative, misleading, and exploitative,

promoting false information, and biased viewpoints, and taking
advantage of vulnerable populations.
 MEDIA AND ITS FUNCTIONS
Surveillance: The media acts as a watchdog, monitoring, and reporting on
government actions, institutions, and public figures to ensure accountability
and transparency.

Surveillance media serves as a check against abuse of power, ensuring that

authorities and institutions act in the best interest of the public. It helps uncover
injustices, corruption, and human rights violations, fostering a more just and
accountable society.

Surveillance media can sometimes invade privacy, sensationalize stories for

ratings, and engage in unethical practices to gather information. False or biased
reporting can harm reputations, create public panic, or perpetuate
misinformation.
 MEDIA AND ITS FUNCTIONS

Socialization: Media can help people to socialize and connect with

others.

Personal identity: Media can help people to develop their personal

identity and sense of self.

Transmission of culture: Media transmits cultural values and norms

from one generation to the next.

Social control: Media can be used to control social behavior and to

maintain the status quo.
 THE GLOBAL VILLAGE

The term "global village" was coined by Canadian communications theorist

Marshall McLuhan in the 1960s to describe the increasing interconnectedness
of the world due to the rise of mass media and communication technologies.

McLuhan believed that these technologies were creating a new kind of social
space, one in which people from all over the world could communicate and
interact with each other in real time. The global village concept has become
increasingly relevant in the digital age, with the rise of the internet and social
media. These technologies have made it easier than ever for people from all
over the world to connect with each other and share information. As a result, the
world has become more interconnected and interdependent than ever before.
 THE GLOBAL VILLAGE

Easy example of the global village concept is the internet. Having the
internet on phones and access to free internet at libraries and cafes,
people are easily able to connect via social media or email to people
around the world.

Also, world has become a global village due to the transport and
communication. The people all over the world are interconnected with
each other with the help of transport and communication means.
 CULTURAL IMPERIALISM

Cultural imperialism is the imposition of one culture over another, often

through the use of media, economic power, or military force. It can involve the
spread of a dominant culture's values, norms, and products to other cultures.

Cultural imperialism can have a number of negative consequences for the

cultures that are subjected to it. It can lead to the loss of cultural identity, the
erosion of traditional values, and the exploitation of cultural resources. It can also
promote consumerism and materialism, and it can lead to social and cultural
inequality.
 CULTURAL IMPERIALISM

The term was first used to explain the post-World War II "independence" wave of
new states emerging from colonial slavery in neo-Marxist discourses in cultural,
media, and postcolonial studies in the 1960s.

The rise and spread of the Roman Empire provide some of the earliest examples of
cultural imperialism in the history of Western civilization and highlight both
negative and positive aspects of the phenomenon. Later, cultural imperialism
became one of the primary instruments of colonization and was almost always
initiated by some military intervention; its full effects were achieved through
practices of cultural imperialism.
 CRITIQUES OF CULTURAL
IMPERIALISM

Loss of Cultural Diversity • critics argue that cultural imperialism homogenizes

diverse cultures, eroding local traditions, values, and customs. They contend that
dominant cultures impose their own norms and values, leading to the
marginalization and suppression of local cultural expressions.

Power Imbalance • cultural imperialism is seen as a reflection of unequal power

relations between dominant and subordinate cultures. Critics argue that the
dominance of Western cultures, particularly in media, technology, and
entertainment industries, perpetuates an unequal global order that favors
certain cultures over others.
 CRITIQUES OF CULTURAL
IMPERIALISM

Reinforcing Stereotypes and Misconceptions • cultural imperialism can

reinforce stereotypes and perpetuate biased portrayals of marginalized cultures.
This can lead to a distorted understanding of these cultures, as they are often
reduced to superficial or exoticized representations that reinforce existing biases
and prejudices. Economic

Exploitation • critics argue that cultural imperialism is closely tied to economic

exploitation. They claim that dominant cultures exploit the cultural resources of
marginalized societies, extracting profits while offering limited benefits to the
local communities. This can lead to economic dependency and the
marginalization of local industries and artists.
 CRITIQUES OF CULTURAL
IMPERIALISM

Undermining Local Creativity and Innovation • cultural imperialism is seen as a

barrier to local creativity and innovation, as it often promotes standardized, mass-
produced cultural products that appeal to global markets. This can stifle the
development of local art forms, languages, and traditions, as they are
overshadowed by the dominant cultural expressions.

Disruption of social cohesion • critics argue that cultural imperialism can disrupt
social cohesion within communities by promoting individualism and
consumerism. They claim that the introduction of foreign cultural elements can
erode social bonds and traditional practices, leading to social fragmentation and a
loss of collective identity.
 CYBERGHETTOES

Cyberghettoes are online spaces where people from marginalized or disadvantaged

groups congregate. They can be found on social media platforms, chat rooms, and
other online forums. Cyberghettoes can be a positive space for people to connect with
others who share their experiences and build a sense of community. However, they can
also be a space where people are subjected to discrimination and harassment.

They can provide a space for people to connect with others who share their
experiences, build a sense of community, and express themselves freely. They can also
provide support and advice to people who are struggling. However, cyberghettoes can
also have some negative consequences. They can be a space where people are
subjected to discrimination and harassment. They can also lead to social isolation and
alienation.
 CYBERGHETTOES

Here are some of the reasons why people might join a

cyberghetto:

- To connect with other people who share their experiences.

- To find support and advice.
- To build a sense of community.
- To escape from discrimination and harassment in the real world.
- To express themselves freely.
 CYBERGHETTOES

Here are some tips for staying safe in a cyberghetto:

- Be careful about what personal information you share.

- Be aware of the potential for discrimination and harassment.
- Report any instances of discrimination or harassment to the
cyberghetto's administrators.
- Take breaks from the cyberghetto and connect with people in the
real world.