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Lesson 9 Globalization of Media

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Lesson 9 Globalization of Media

Uploaded by

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© © All Rights Reserved
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CHAPTER 2: Cultures of Globalization

This second unit focuses on how the globalization structures discusses in


Chapter 1 affect various forms of cultural life.. “Culture” is used here in
the broadest possible sense, referring to the daily practices of people.

At the end of this Module, the student will be able to explain the role of
global processes in everyday life.

Lesson 8: Media and Globalization


At the end of the lesson, students should be able to:
1. Analyze how various media drive different forms of global integration;
2. Compare the social impacts of different media on the processes of
globalization;
3. Explain the dynamic between local and global cultural production; and,
4. Define responsible media consumption.

Study Guide Questions:


5. What is media?
6. What are the different kinds of media?
7. What is a global village?
8. What are the negative and positive effects of television?
9. What is cultural imperialism?
10. What are the critiques against cultural imperialism?
11. What are the beneficial and negative effects of social media?
12. What is splinternet?

Introduction:
Globalization involves the spread of ideas and cultures. As such,
globalization relies on media as its main channel to spread these ideas. For
example, then korean cuture has been heavily popularized because of the global
phenomemon of korean films and groups.

What is media?
Media, derived from the Latin word “medius” meaning “middle,” has
evolved from its literal sense as an intermediary substance to a complex concept
in today’s digital age. According to Jack Lule, media refers to the ‘means of
conveying something, such as a channel of communication.’ In a sense, it
covers all the means of communication which have functions such as informing,
raising awareness, education, socialization, entertainment and agenda setting,
including all kinds of oral, written, and visual images.

There are different kinds of media as follows:


1) Print media: it refers to all printed materials that informs such as books,
magazines, and newspapers, including flyers, newsletters, and scholarly
journals.
2) Broadcast media: This media ncludes radio, film, and television
3) Digital Media: This media includes the internet and mobile mass
communication.
a) Internet media: Thi submedia type includes email, internet sites, social
media, and internet-based video and audio.

The Global Village and Cultural imperialism


Marshal McLuhan wrote about the social changes brought about by
television (since he was writing around 1960 when the television became very
popular) which has contemporary relevance.
By watching television shows, user behaviors are shaped and it has
reoriented family behavior. For instance, before television became popularized,
family dinner would involve telling stories but after television, family dinner now
happens in the living room and there is less conversation because all eyes are
focused on the screen.
According to him, the television (and all the media that comes after it) is turning
the world into a global village. As the global media cultuure spread, people from
all over the world would begun to read, watch, and listen to almost the same
things - thus creating a sense of ‘global village
’.
Moreover, as the world consumes the same material over and over again,
the idea of cultural imperialism arises. This notion believes that American
culture would overwhelm other cultures coupled with media hegemony. According
to Herbert Schiller argued that not only was the world becoming Americanized,
but also this process also led to the spread of ‘American capitaiist values’ like
consumerism. John Tomlinson also writes that cultural globalization is simply an
euphemism for ‘western cultural imperialism’ since it promotes ‘homogenized,
westernized, consumer culture.’

Critiques of Cultural Imperialism


Supporters of cultural imperialism have neglected the other global flows of
information that media can enable.
1) Media messages are not just made by producers; they are also consumed
by the audience. Viewers put “a lot of emotional energy” into the process
and they experienced pleasure based on how the program resonated with
them (Ien Ang).

2) Audience view media texts in their own cultural lenses (Elihu Katz and
Tamar Liebes, 1990). Katz and Liebes argued that texts are received
differently by varied interpretive communities because they derived
different meanings and pleasures from these texts.
The Japanese anime entitled, “Attack on The 2019 Spanish computer-animated
Titan”, the Titans were originally naked film entitled, “Elcano and Magellan: The
(with no genitals). However, in Malaysia First Voyage across the World”,
the Titans wear shorts since majority of directed by Angelo Alonso and written
the Malaysian are conservatives. by Jose Antonio Vitoria and Garbine
Losana retells the story of the 1519
circumnavigation led by Portuguese
explorer Ferdinand Magellan and
Spanish Navigator Juan Sebastian
Elcano.
The film was highly criticized by the
Filipino audience for its wrong depiction
of the
Filipino hero – Lapu-Lapu.

3) The cultural imperialism thesis has been belied by the renewed


strength of regional trends in the globalization process.

Case in point: The rise of Asian culture

In 2015, Oda broke the The 'Squid Game' becomes Sushi has quickly become
Guinness World Record for most most-watched Netflix one of the most popular
printed comic series by one (American- owned) show with international dishes over the
author (via Guinness World record 1.65b hours. The last century or so, and it's
Records). According to South Korean sensation has easy to find a sushi
Guinness, by that point, the posted a total of restaurant anywhere in the
"One Piece" manga had sold an 1.65 billion hours of world – especially in the
astonishing number of streaming in United States, where there
320,866,000 copies. The manga the first four weeks of are over 4,000 sushi
sales haven't slowed down in release, becoming the restaurants.
the slightest since Oda broke most-watched Netflix
the content of all time
record.

Social Media and the Cyberghettoes


The internet and the social media are proving that globalization of ideas
and culture and can move in different directions.

What are the benefits of social media?


The social media has a democratized access. It means that social
media enables or provides a platform for democratic practices to thrive that may
lead to collective actions. For example, the Arab Spring Uprising is a wave of pro-
democracy protests and uprisings that took place in the Middle East and North
Africa beginning in 2010 to 2011, challenging some of the regions entrentched
authoritarian regimes.

The Arab Spring was a series of pro-democracy uprisings that swept


through several countries in the Middle East and North Africa starting in late 2010.
It began in Tunisia when a street vendor set himself on fire to protest government
corruption and poor living conditions. This sparked protests that quickly spread to
other countries. People, especially young adults, used social media like Facebook
and Twitter to organize protests and share information. They were angry about
things like unemployment, poverty, and oppressive governments. In Tunisia,
Egypt, and Libya, the protesters successfully overthrew their long-time rulers. The
movement got a lot of attention around the world. Many people hoped it would
bring democracy to the region. However, the results varied in different countries.
While Tunisia made progress towards democracy, other countries like Syria fell
into long, violent conflicts. The Arab Spring showed how powerful social media
could be for organizing protests and spreading information quickly. It challenged
traditional media and gave ordinary people a way to share their experiences
directly with the world. However, it also revealed the limits of social media
activism, as real change proved harder to achieve than many had hoped.

What are the disadvantages of social media?


Social media is a source of good and harm. Social media ideally connects
everyone but a new reality emerges that people place themselves to various and
different social media bubbles. This phenomemon is called spilnternet (also
referred to as cyberkalinizaton). This segmentation has been exacerbated by
the nature of social media feeds, which leads users to read articles, memes and
videos shared by like-minded friends. This segmentation can produce a herd
mentality. This mentality involves only reading what others believe is true (even
without truth) since the majority beleiives it. What is saddening about this
phenomenon is that many falls trap to this. As such it is used by politicians for
cheap political propaganda. For example, during elections there has been a
number of paid trolls that instigate fallacious and toxic political conversations.

Moreover, fake Information can spread easily through social media since
they have few content filters. A very good is example is the facebook dilemma.
Unlike newspapers, Facebook does not have a team of editors who are trained to
sift through and filter information. If a news article, even a fake one, gets a lot of
shares, it will each many people with Facebook accounts.

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