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Reading Report Week 10

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33 views

Reading Report Week 10

Uploaded by

Moreno C. Diego
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Understanding Global Media

By Flew. T.
Chapter 1.
Introduction to Global Media: Key Concepts
The first chapter introduces and explores the concepts that are fundamental to
understanding global media. So, the chapter examines the concept of global media through
three main and interconnected elements: media technologies, media industries and media
culture. First, because apparently when we talk about media we are inherently talking about
technology as well, this as a medium, but also the question of how society relates to and
accepts these media technologies and also, how the organizations that produce, distribute
and regulate media content. These three cooperate so to speak with each other to shape
what media is and this in general terms that we will then analyze one by one and more
specifically.
It is said that the media depend on the technologies available, and as these evolve, so does
the way in which messages are communicated. According to Thompson (1995), control of
the masses is not in how many people participate, but in the products that technologies
provide. Furthermore, industries seek to maximize the production and distribution of media
in order to regulate their content. Finally, the interpretation of messages varies according to
the cultural context of the audience that receives them, since acceptance depends on both
the origin of the content and the culture of the viewer.
It is said to be important to balance the analysis of the media with that of society, since,
although it is essential to recognize the influence of the media, it is also necessary to
understand that power within a broader sociocultural context. Then Flew mentioned that the
media exert two forms of power: relational power, which is the capacity of an actor to
influence the decisions of others, and structural power, which defines agendas, determines
what is important and shapes what is considered common sense. Flew also says that
Thompson identified four forms of power operating in modern societies: political,
economic, coercive and cultural/symbolic.
Finally for the chapter, theories of globalization and political economy are said to offer
different perspectives on global power relations. Four analytical frameworks are proposed
for understanding global media: economic, political, cultural and digital, based on
approaches such as modernization, critical political economy and globalization theories.

Chapter 8.
Conclusion
This final chapter reflects on the current state of globalization and the influence of global
media, pointing out that, although the changes associated with digital media have been
profound, the idea of a “globalization” of media may be overstated. Despite the rise of
global media production networks and borderless digital platforms, audiences still show
preferences for national content, especially in areas such as news.
However, key events such as Brexit and the election of Donald Trump in 2016 evidence a
shift towards populist nationalism, which contrasts with previous globalist narratives. This
shift in perspective reflects a new political era in which national identities are strongly re-
emerging, challenging ideas of a shared global community. Trump, for example, underlines
the importance of national interests over global ones, while figures such as Marine Le Pen
in France and Viktor Orbán in Hungary also promote nationalist, often anti-globalist,
agendas. The emergence of these movements shows how nationalism has become a central
force again, not only in political discourse, but also in shaping media policies.
Flew also explores various theories, such as modernization theories, which historically
sought to use the media for social development, but which today face criticism. These
theories have been replaced by more participatory models that consider the crucial role of
local communities in social change. Critical approaches to political economy have also
evolved, placing emphasis on the relationship between the media and economic power
structures, especially with regard to digital capitalism. Big tech companies (Google, Apple,
Facebook, etc.) have redefined the concept of the media industry, challenging traditional
models focused on the production and distribution of content.
And although media globalization has generated significant transformations, nations remain
fundamental actors in regulating the media and creating national cultural identities. This is
seen in how audiences, especially in large and diverse countries, prefer local or national
content, as observed in studies on television and the Internet.
Conclusion
And finally, as a conclusion, I will make a contrast of what I understood and read about
both chapters of Flew's book.
To begin with, the first chapter addresses all the basic concepts to be able to understand
"Global Media" divided into 3 interconnected media: media technologies, media industries
and media culture. It also delves into how society and power are intertwined with the
media, pointing out that the influence of the media must be analyzed within a broader
sociocultural context. In addition, different analytical frameworks are presented to
understand global power relations, such as the economic, political, cultural and digital
approach, based on theories of globalization and political economy.
On the other hand, chapter 8 closes the book by reflecting on the "current" state of
globalization and the influence of global media, recognizing profound changes driven by
digital media, but also pointing out that the idea of a "globalization" of the media could be
overestimated.
So ultimately, both chapters inherently address concepts and theories relating to global
media, however, the first chapter serves as an introduction to the topic and analysis of
global media and the forms of power that permeate it; and chapter 8 serves more as a
critical reflection on current trends. Chapter 1 focuses on the theoretical structures and
interrelated components that define global media, while chapter 8 examines recent political
and social changes that affect the role of media in the globalized world.
Bibliography
• Flew. T. (2018). Understanding global media. 2nd edition. Palgrave Macmillan. Chapter 1
& Chapter 8 Available
at:https://ebookcentral.proquest.com/lib/udlapmx/detail.action?docID=6234672

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