GLOBAL MEDIA

CULTURES
 2

1. IDENTIFY THE EVOLUTION AND

FUNCTION OF MEDIA
2. EXPLAIN HOW VARIOUS MEDIA
AFFECT DIFFERENT FORMS OF
LEARNING
GLOBAL INTEGRATION OUTCOMES
3. DEFINE CULTURAL HEGEMONY AND
CULTURAL IMPERIALISM; AND
4. COMPARE THE SOCIAL IMPACTS OF
DIFFERENT MEDIA ON THE PROCESS
OF GLOBALIZATION
 3

HOW CAN YOU

RELATE TO
“GANGNAM STYLE”
Rapper Psy
LGBT RIGHTS/ COMMUNITY THESE MUSIC,
FILM, AND
Pride March

SOCIAL
MOVEMENT?
“CRUSH LANDING ON YOU” HOLLYWOOD FILM
South Korean Drama Oscar Awardee
 4

The Spread of Many

Cultures is a result
of Globalization
 1. Media- a means of
HISTORY AND FUNCTION conveying something,
such as a channel of
communication (the CC
technology of mass
MEDIA

communication)

• Oral Communication
• Script
• The Printing Press
• Electronic Media
• Digital Media
 ORAL COMMUNICATION • Speech is the most
6
overlooked medium in
histories of globalization.
• Oral medium- oldest and
most enduring of all
media.
• The ability to speak is a
common experience of
humans, even in midst of
changes and innovation.
• Language allowed
humans to cooperate.
© https://www.history.com/news/sumerians-inventions-
mesopotamiamerian
• Script – allowed humans SCRIPT 7
to communicate and
share knowledge and
ideas over much larger
spaces and across much
longer times.
• Script allowed for the
written and permanent
codification of
economic, cultural, and
political practice.
THE PRINTING PRESS Influences of the printing
8
press:
1. Preservation and
standardization of
knowledge; and
2. Challenged the political
and religious authorities
because print can
circulate competing
views.
Elizabeth Eisenstein (1979)
• Media that uses ELECTRONIC MEDIA 9
electromagnetic energy
• Telegraph-
corporations, and
businesses were able to
exchange information
about markets ad prices
• Cellphones-
transmission of speech
over a distance
• Radio- wireless
transmission of music
and news
• Television- narrative
film, visual and aural
power
DIGITAL MEDIA • Computers,
10
smartphones, androids
• Access to information
• Communication
• Use of social media for
entertainment,
education, and
exposure to other
cultures, arts, music,
cuisine, religion,
fashion, and even
sports.
 11
Marshall McLuhan
• A media theorist,
author, and professor
• Studied the impact of
electronic media in
relation to modern
lifestyle and culture
• “The Gutenberg
Galaxy”
• Coined the term
“global village”
 GLOBAL VILLAGE 12
DEFINITION
+ The idea of a world community where people
from different places, cultures, religions,
backgrounds, and nationalities are
interconnected.
+ This is possible because of global media

EFFECTS
+ Global cooperation, easier access to
information and resources, exposure and
understanding of different cultures
+ Cultural clash, loss of traditional values, gap
between the rich and poor
13
 14

TV Scene from the Movie Matilda

• Antonio Gramsci 15
• Italian philosopher
• Inspired by Karl Marx
• Those who control the capital can
assert economic power, while the
hegemons of culture can assert
cultural power

• Culture and media exert a

powerful influence on society
that they can influence workers
to buy into a system that is not
economically advantageous to
them
 AMERICAN CULTURAL HEGEMONY 16

• American norms, values, and cultural practices are considered

to be superior against other world cultures.
• American dream
• Life should be better and richer for everyone
• Life, liberty, and the pursuit of happiness
• Pop culture
• US established and shared a preference that others adopted
• Democracy, personal freedom, mobility, and openness
• Western values, way of life, and consumption patterns spread
around the world
• Trade, cultural exchanges, print, and electronic media, partnership,
and alliance
 17

The pursuit of Happyness

Food and Lifestyle 18
 19

Fashion
 20

Film; superhero syndrome

CULTURAL IMPERIALISM 21

• American ideals and culture would

triumph over all others
• Global media tend to homogenize
culture
• Global media + American hegemony
= cultural imperialism
• Western culture (American ideals)
would undermine and crash local
cultures.
 Active participants in
meaning-making 22
AUDIENCE process, viewing media
text according to their
own cultural lens

Researched on how
viewers reacted to
IEN ANG
CRITICS OF
American soap opera
Dallas

CULTURAL
Various interpretive
ELIHU KATZ AND groups perceive texts
differently because they
TAMAR LIEBES derive distinct meanings

IMPERIALISM CULTURAL
and pleasures from them

IMPERIALISM HAS Regional patterns

BEEN DEBUNKED

GLOBALIZATION AS Dynamism
AN UNEVEN PROCESS Cultural Change
23
24
25
 ECONOMIC GLOBALIZATION 26

• Media have made economic globalization possible

• Setting conditions for global capitalism
• Television, radio, films, advertisement, commercial
IMPACTS• People are encouraged to think about products,
media

OF not politics
• They have become consumers, not citizens
MEDIA • Entertainment
thinking
distracts the audience from critical

• The media are huge transnational global

corporations
• News and political content can divide people and upset
authorities
• International coverage is available around the world
 POLITICAL GLOBALIZATION 27

• Governments can shape and manipulate the

news
• ‘Cash for Coverage: Bribery of Journalists
IMPACTS around the World’
• ‘Brown envelope journalism’
OF • Violence against Journalists
MEDIA • Journalists die on the job covering war zones,
earthquakes, murders, drug raids
• The Committee to Protect Journalists (CPJ)
• New media allows people to exchange
information
 CULTURAL GLOBALIZATION 28

• Outcomes with which to consider the

influence of globalization on culture. (Jan
Nederveen Pietrse, Culture: Global Melange
IMPACTS as cited by Jack Lule)

OF 1. Cultural differentialism
• Cultures are different, strong, and resilient

MEDIA • Distinct cultures will endure despite globalization

2. Cultural Convergence
• Globalization will bring about a growing sameness of
cultures
• Fear of cultural imperialism
3. Cultural hybridity
• Globalization will bring about an increasing blending
of mixture of cultures
REFERENCES CC
• L U L E , J . ( 2 0 1 4 ) . G L O B A L I Z AT I O N A N D M E D I A :
C R E AT I N G T H E G L O B A L V I L L A G E . ( P P. 3 6 3 - 3 7 8 ) .
I N T H E S A G E H A N D B O O K O F G L O B A L I Z AT I O N
E D I T E D B Y S T E G E R , M . A N D B AT T E R S B Y, P. A N D
SIRACUSA, J.
DX.DOI.ORG/10.4135/9781473906020.N22.

• C L A U D I O , L . A N D A B I N A L E S , P. ( 2 0 2 2 ) . L E S S O N
7 : M E D I A A N D G L O B A L I Z AT I O N ( P P. 7 4 - 8 3 ) . C &
E PUBLISHING
 CC

“The great danger of lying is not that lies

are untruths and thus unreal, but they
become real in other people’s mind.”
(Christine Leunens, Caging Skies)