VILLAGERS MONTESSORI COLLEGE

COLLEGE DEPARTMENT
A.Y. 2023-2024

“THE CONTEMPORARY WORLD”

(GEC-3)

1ST SEMESTER-FINALS

MODULE 1:
“GLOBAL MEDIA CULTURE”

Under the Supervision of

Dr. Cipriano De Guzman Jr.,Ph.d.
College Professor
Faculty of College Business Administration

Presented and Created By:

Justine Paul Isla, FLPT
Bachelor of Secondary Education Major in Filipino
College of Education

Series of November 2023

NOTE: This is for modular students

 MODULE 1:
“GLOBAL MEDIA CULTURE”
 LEARNING OBJECTIVES
The will be able to learn…
1. Define Global Media Culture
2. Identify the relationship of Globalization and Media
3. Identify the evolution of media and Globalization
4. Analyze the dynamic between Global and Local Cultural production

 PRE-TEST
I. MULTIPLE CHOICE
Direction: Before we start to study our first lesson for this finals. Let us see if you have a knoeledge
about on the lesson that we are going to learn for today. Read the statement below and choose the
letter that’s shows of the best statement.

1. It is refers to the communication channel wherein you can disseminate news, music, movies,
education, message and other data.
A. Listening
B. Broadcast
C. Media
D. Social Media
2. This can be defined as all the ways of life of each person in the world. Including arts, belief and
institution of a population that are passed down from generation to generation.
A. Tradition
B. Culture
C. Nonlinguistic
D. Life-Media Culture
3. It is the exploration of the relationship between media, culture and globalization
A. Cultural Globalization
B. Global Media Culture
C. Global Culture
D. Global Media Industry
4. This refers to the growing integration of global markets, as goods, services, capital, and labor
flow for more freely across borders.
A. Geopolitics
B. Globalization
C. Glocalization
D. Economic Globalization

NOTE: This is for modular students

 5. This refers to the increasing widespread of new technologies and innovation around the world as
well as the growing interconnectedness of global networks and infrastructure.
A. Technical spreading
B. Technological Spreading
C. Technical Global Network
D. Technological Globalization

II. DEFINE WHAT YOU THINK

Direction: Give your insight, opinion and your own understanding about some of the statement that
you are seeing below. (Give at least 3 to 5 Sentence)

1. For you what is the essence of Globalization?

______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
2. How the Media helps the lives of the people
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
3. What is the importance of Culture in once place or even in country
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
4. How the media helps to promote culture
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
5. For you, what is the helps of Media to promote global culture to the world?
______________________________________________________________________________
______________________________________________________________________________
_____________________________________________________________________________

NOTE: This is for modular students

  LESSON PROPPER

“GLOBAL MEDIA CULTURE”

 Global Media Cultures 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. Globalization and media have created the conditions
through which many people can now imagine themselves as part of one world.
 Before we truly define and give the concept of global Media Culture, let us now define the word,
GLOBAL, MEDIA, and CULTURE.
 The word GLOBAL is relating to the whole world or worldwide.
 The word MEDIA is refers to the communication channels through which we disseminate news,
music, movies, education, promotional messages and other data.
 The word CULTURE is can be defined as all the ways of life including arts, beliefs and
institutions of a population that are passed down from generation of generation.

 Global Media Culture refers to the spread of media content, styles, and values across national borders,
resulting in a globalized media landscape. This phenomenon is driven by advances in technology,
globalization, and the increasing interconnectedness of the world's societies and cultures.

 Encompasses a wide range of media forms, including news, entertainment, advertising, and social media.
It is characterized by the spread of Western media norms and values, such as commercialization,
individualism, and consumerism, as well as the emergence of new forms of media production and
consumption in non-Western contexts. The impact of Global Media Culture on local cultures and
societies is complex and multifaceted. On the one hand, it can facilitate the spread of information, ideas,
and values that promote democracy, human rights, and social progress. On the other hand, it can also
lead to cultural homogenization, the erosion of local traditions and identities, and the perpetuation of
Western hegemony.

 The study of Global Media Culture involves examining the ways in which media content is produced,
distributed, consumed, and regulated in different parts of the world. It also involves exploring the social,
political, economic, and cultural implications of these processes for individuals, communities, and
nations around the globe.

John Lule. Professor form Lehigh University gives definition

about global trade.

 Could global trade have evolved without a flow of information

on markets prices, commodities and more?
 Could empires have stretched across the world without
communication throughout their borders?
 Could religion, poetry, music, film, cuisine, fiction, and fashion
develop as they have without the intermingling of media and cultures?

NOTE: This is for modular students

MEDIA AND ITS FUNCTION
Lule describes media as a “means of conveying something such as channel of communication.” and
some of the channels of communication Through Media that we consider are the
1. PRINT MEDIA
2. BROADCAST MEDIA
3. DIGITAL MEDIA
Marshall McLuhan once declared that “the medium is the
message.”
 Television is not a simple bearer of message; it also shapes the
social behavior of users and reorient family behavior.
 Smartphone allows users to keep in touch instantly with multiple
people at the same time.
He added that 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 media have a very important impact on cultural globalization in two mutually interdependent ways:

 The media provide an extensive transnational transmission of cultural products and

 It contributes to the formation of communicative networks and social structures.

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 promotes a restructuring of cultural and social communities.

 Global media supports the creation of new communities.
 The common point of departure is the assumption that a series of international media
constitutes a global cultural supply in itself and serves as an independent agency for cultural
and social globalization, in which cultural communities are continuously restricted and
redefined.

CONNECTION OF GLOBALIZATION TO GLOBAL MEDIA CULTURE

We can see that globalization are also connected to Global Media Culture. The Globalization entails
the spread of various cultures, also involves the spread of ideas. And the globalization relies on media as its
main conduit for the spread of global culture ideas.
We studied about globalization in our past lesson. Now, let us define again what id Globalization.
 Globalization refers to the increasing interconnectedness and interdependence of the world's
economies, societies, and cultures. It is characterized by the spread of free trade, technology,
and communication across national borders, leading to the growth of international trade,
investment, and the movement of people and ideas.

NOTE: This is for modular students

  The meaning of globalization has been driven by several factors, including advances in
transportation and communication technology, the liberalization of trade policies, and the
growth of multinational corporations. These factors have facilitated the integration of global
markets, allowing companies to operate on a global scale and access new customers and
resources.

 However, globalization has also sparked debates over its impact on various aspects of society,
such as economic inequality, environmental sustainability, and cultural homogenization.
Critics argue that globalization has led to the exploitation of workers in developing countries,
environmental degradation due to increased consumption patterns, and the erosion of local
cultures in favor of globalized consumerism.

 Supporters of globalization counter that it has led to increased economic growth, job creation,
and poverty reduction in many countries. They also argue that globalization has facilitated the
spread of ideas and values that promote democracy, human rights, and social progress.

Globalization and Global Media Culture are interconnected as globalization has facilitated the spread
of media content, styles, and values across borders, leading to a globalized media landscape. The increasing
interconnectedness of societies and cultures due to technological advancements and liberalized trade policies
has made it easier to produce, distribute, and consume media globally. This has resulted in the emergence of
new genres of media content in non-Western contexts. However, critics argue that globalization has led to
cultural homogenization, perpetuating Western media norms and values, eroding local traditions and
identities, and promoting negative social and cultural impacts such as consumerism, materialism, and
individualism. The relationship between globalization and Global Media Culture is complex and multifaceted,
requiring careful consideration of its potential benefits and drawbacks to maximize positive impacts while
minimizing negative ones.

EVOLUTION OF MEDIA
The evolution of media has been a fascinating journey, spanning several centuries and transforming
the way we communicate, consume, and share information. Here's a brief overview of some key milestones
in the evolution of media:

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. PRINTIG 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. Where, Radio quickly
became a global medium, reaching distant regions and 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.

NOTE: This is for modular students

 5. DIGITAL MEDIA- Many of our earlier media such as phones and Televisions are now considered
digital media.

IMPORTANCE OF MEDIA TO GLOBALIZATION

The media has played a significant role in the process of globalization. Globalization refers to the
increasing interconnectedness and interdependence of the world's economies, cultures, and societies. The
media has contributed to this process in several ways:

1. Spread of information: The media has facilitated the spread of information and ideas across borders.
News, entertainment, and cultural content can now be accessed instantly from anywhere in the world,
thanks to advancements in technology.

2. Promotion of global brands: The media has helped create and promote global brands, products, and
services. Advertising and marketing campaigns can now reach a global audience, making it easier for
companies to expand their operations and increase their market share.

3. Creation of a global culture: The media has contributed to the creation of a global culture by
promoting shared values, beliefs, and norms. This has led to the emergence of a global youth culture,
as well as the spread of popular music, fashion, and lifestyle trends.

4. Increased awareness of global issues: The media has helped raise awareness of global issues, such
as poverty, inequality, and environmental degradation. This has led to increased activism and advocacy
for global causes, as well as greater international cooperation to address global challenges.

5. Promotion of global citizenship: The media has encouraged the development of global citizenship
by promoting a sense of shared responsibility and interdependence. This has led to greater awareness
of global issues and a growing sense of solidarity among people from different parts of the world.

6. Creation of a global economy: The media has contributed to the creation of a global economy by
facilitating the flow of capital, goods, and services across borders. This has led to the emergence of
new industries, such as e-commerce and digital media, as well as the growth of global supply chains.

In conclusion, the media has played a significant role in globalization by spreading information, promoting
global brands, creating a global culture, raising awareness of global issues, encouraging global citizenship,
and contributing to the creation of a global economy. As such, it is essential to ensure that media is used
responsibly and ethically to promote positive values and contribute to a healthy and vibrant global culture.

NOTE: This is for modular students

IMPORTANCE OF MEDIA TO CULTURE
The media plays a significant role in shaping and reflecting culture. It serves as a platform for
disseminating ideas, values, beliefs, and norms that are central to a society's identity. Here are some reasons
why media is important to culture:

1. Communication: Media provides a means of communication that transcends geographical

and linguistic barriers. It allows people to share their experiences, opinions, and
perspectives with others, both locally and globally.
2. Education: Media can be an effective tool for education, particularly in developing
countries where access to traditional educational resources is limited. It can provide
information on various topics, including health, environment, and social issues.
3. Entertainment: Media provides a wide range of entertainment options, from movies and
TV shows to music and video games. It can help people relax, unwind, and escape from
the stresses of daily life.
4. Socialization: Media can facilitate socialization by providing opportunities for people to
interact and connect with others who share similar interests and values. It can also help
people maintain social relationships, particularly in times of physical distance or isolation.
5. Preservation: Media can help preserve cultural heritage by documenting and sharing
traditional practices, customs, and beliefs. It can also help revive and promote endangered
languages and cultural practices.
6. Critique: Media can serve as a platform for critical analysis and social commentary,
allowing people to challenge and question societal norms and values. It can also provide a
voice to marginalized and oppressed communities.
7. Economic development: Media can contribute to economic development by creating
employment opportunities, promoting tourism, and generating revenue through advertising
and sponsorships.

In conclusion, media plays a crucial role in shaping and reflecting culture. It serves as a means of
communication, education, entertainment, socialization, preservation, critique, and economic development.
As such, it is essential to ensure that media is used responsibly and ethically to promote positive values and
contribute to a healthy and vibrant culture.

IMPORTANCE OF MEDIA TO EXPRESS CULTURE GLOBALLY

The media has become a powerful tool for sharing cultural identities, values, and beliefs globally. Its
global reach through platforms like television, radio, and the internet allows people to learn about and
appreciate different cultures. Media facilitates cultural exchange, preserves cultural heritage, promotes
cultural products, provides educational opportunities, serves as a platform for critique, and contributes to
economic development. By promoting positive values and used responsibly and ethically, media can
contribute to a healthy and vibrant global culture.

NOTE: This is for modular students

GLOBAL INTEGRATION
 Refers to the increasing interconnectedness and interdependence of the world's economies, societies,
and cultures. It is a key feature of globalization, which has been facilitated by advances in technology,
transportation, and communication. Global integration has led to the emergence of a global economy,
in which goods, services, capital, and people flow freely across borders.
 It has also led to the spread of global values, beliefs, and norms, as well as the creation of a global
culture. While global integration has brought many benefits, such as increased economic growth, job
creation, and access to information and opportunities, it has also raised concerns about inequality,
environmental degradation, and cultural homogenization.

VARIOUS FORMS OF GLOBAL INTEGRATION

 Global integration is not a new phenomenon in today’s contemporary world. Trade took place between
distant civilizations even in ancient times. This globalization process in the economic domain has
not always proceeded smoothly has it benefited all whom it was offered, but, despite occasional
interruptions, such as the collapse of the Roman Empire or during the interwar period in this century,
the degree of economics integration among different societies around the world has generally been
rising in the past half century, and ever greater than it has been and is likely to improve.

Global integration refers to the increasing interconnectedness and interdependence of economies,

societies, and cultures around the world. This process has taken many different forms in recent decades,
and can be seen in a number of different areas:
1. Economic globalization: This refers to the growing integration of global markets, as goods,
services, capital, and labor flow more freely across borders. This has led to the expansion of global
trade, investment, and financial flows, as well as the emergence of global supply chains and
production networks.
2. Technological globalization: This refers to the increasing spread of new technologies and
innovations around the world, as well as the growing interconnectedness of global networks and
infrastructure. This has led to the emergence of new industries and markets, as well as the expansion
of global communication and information flows.
3. Political globalization: This refers to the growing influence of global institutions and
organizations, such as the United Nations, the International Monetary Fund, and the World Trade
Organization, as well as the increasing importance of global governance and cooperation. This has
led to the emergence of new forms of global governance and regulation, as well as the expansion of
global diplomacy and dialogue.
4. Cultural globalization: This refers to the growing spread of global cultural products and practices,
as well as the increasing interconnectedness of global cultures and identities. This has led to the
emergence of new forms of global media and entertainment, as well as the expansion of global
tourism and cultural exchange.

These different forms of global integration are interconnected and mutually reinforcing, as they all
contribute to the growing interconnectedness and interdependence of the global economy and society.
However, they also raise a number of important challenges and opportunities, including the need to address
issues of inequality, sustainability, and governance in a globalized world.

NOTE: This is for modular students

GLOBAL AND CULTURAL PRODUCTS
 A global product is a product that is designed, manufactured, and marketed to appeal to consumers in
multiple countries or regions. These products are typically adapted to meet the specific needs and
preferences of local markets, while still maintaining a consistent brand identity and quality. Examples
of global products include Coca-Cola, Nike, and McDonald's, which have successfully expanded their
operations to become major international brands.
 A cultural product, on the other hand, is a product that is deeply rooted in a particular culture or tradition.
These products may be less well-known outside of their home countries, but they are often highly valued
and respected by local communities.

DYNAMICS BETWEEN LOCAL AND GLOBAL CULTURAL

 The dynamics between local and global cultural products are complex and multifaceted. While global
cultural products have become increasingly popular and influential in recent years, local cultural
products continue to play an important role in shaping the identities and values of communities around
the world.
 Global flows of culture tend to move more easily around the globe than ever before, especially through
non-material digital forms. There are three perspectives on global cultural flows. These are
cultural differentialism, hybridization, and convergence.

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 aline; cultures tend to remain stubbornly different from one another.
 This is significant because the concept of cultural diffferentialism emphasizes
lasting differences among and between cultures largely unaffected by globalization
or any trans-cultural flows. As seen in the example, clashing cultures can have a huge
impact on both cultures, countries and the entire world.

2. CULTURAL HYBRIDIZATION
 Cultural Hybridization is a process by which a cultural element blends into another culture
by modifying the element to fit cultural norms. It is actually 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
 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. One important critique of cultural imperialism is John Tomlinson’s idea of
“deterritorialization” of culture. Deterritorialization means that it is much more
difficult to tie culture to a specific geographic point of origin.
NOTE: This is for modular students
  CHECKING YOUR UNDERSTANDING
Direction: Explain the following statement in 3 to 5 sentences.

1. How the Globalization is being connected with global media culture. How is it showed?
_______________________________________________________________________________
_______________________________________________________________________________
_______________________________________________________________________________

2. How the Media influence us when it comes to promoting our culture

_______________________________________________________________________________
_______________________________________________________________________________
_______________________________________________________________________________

3. In your opinion, is it effective to use various forms of media to promote global culture??, on how is
it showed?, give example
_______________________________________________________________________________
_______________________________________________________________________________
_______________________________________________________________________________

 ACTIVITY#1: “DEFINE ME, A LITTLE AND NICE WAY”

Direction: As we study about global Media Culture, there’s a lot of information that we can say what the
meaning of Global Media Culture is. Now, using INFOGRAPHICS create and give a brief information and
define about the Global Media Culture. Make it a creative and presentable. You can use pictures to support
the information that you can put there. Below is the rubrics of grading your Infographics. A BEST OF LUCK
EVERYONE!!. This activity will be posted on the folder in the files tab on the MS TEAMS. Wait for the
announcement.

RUBRICS SCORE
CONTENT 15
PRESENTATION 10
DESIGN 10
CLARITY 10
ACCURACY 15
TOTAL 50

NOTE: This is for modular students