GLOBAL MEDIA

CULTURES
Globalization and Media:
Creating the Global Village
“Because I am a professor, I will later give
dry, dense, detailed defini-tions for
globalization and media. But for now, a
perfectly good definition of globalization is
anytime anyone does anything anywhere
across borders. And a perfectly good
definition of media is anything people use
to communicate. Those definitions work
because they emphasize people and
human action.” 

- Jack Lule, Globalization and Media:

Global Village of Babel
1 Globalization and Media
have created the
conditions through which
many people can now
imagine themselves as
part of one world.
- The Sage Handbook Of Globalization
OBJECTIVES
￮ Recognize the ￮ Explain the dynamic
significant role of between local and
Media in the On-Going global cultural
Process of production
Globalization
￮ Compare the social
￮ Define responsible
impacts of different
media consumption
media on the process
of globalization

- The Contemporary World by Lisandro

Claudio & Patricio Abinales

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 MEDIA
A means of conveying
something, such as channel
of communication
- Jack Lule
Three Kinds of
Mass
Communications
￮ Print Media
￮ Broadcast Media
￮ Digital Media

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Print
Media
￮Books
￮Magazines
￮newspapers

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Broadcast
Media
￮Radio
￮Film
￮Television

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Digital Media
￮ E-mail
￮ Internet sites
￮ Social media
￮ Internet based
video and audio

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EVOLUTION OF
MEDIA AND
GLOBALIZATION
 PERIODS OF MEDIA EVOLUTION

￮ORAL
￮SCRIPT
￮PRINT
￮ELECTRONIC
￮DIGITAL
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 Speech is the most
overlooked medium in
histories of globalization.
Yet the oral medium –
human speech – is the
oldest and most enduring
of all media.
- The SAGE Handbook Of Globalization
ORAL COMMUNICATION

Speech has been with us for at least 200,000 years,

script for less than 7,000 years, print for less than 600 years,
and digital technology for less than 50 years.

When speech developed into language, Homo sapiens had developed a medium
that would set them apart from every other species and allow them to cover
and conquer the world.

Language was their

How Did Oral most important tool.
Communication Aid in (Ostler, 2005)
Globalization?

Language allowed humans to cooperate and share information

through oral communication during the primitive times.

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ORAL COMMUNICATION

Language helped humans move, but it also helped them settle down. Language stored
and transmitted important agricultural information across time as one generation passed
on its knowledge to the next, leading to the creation of villages and towns.

Language led to markets, the trade of goods and services, and eventually
into cross-continental trade routes.

Organized permanent, trading centers grew, giving rise to cities. And perhaps around BCE, humans’
first civilization’, Sumer is thought to be the birthplace of the wheel, plow, irrigation,
and writing – all created by language.

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 Script – the very first
writing – allowed humans
to communicate and
share knowledge and
ideas over much larger
spaces and across much
longer times.
- The Sage Handbook Of Globalization
 SCRIPT

Writing has its own evolution and developed from cave paintings, petroglyphs, and hieroglyphs.

Early writing systems began to appear after 3000 BCE, with symbols carved into clay tablets
To keep account of trade. These ‘cuneiform’ marks later developed into symbols that represented
The syllables of languages and eventually led to the creation of alphabets, the scripted letters
That represent the smallest sounds of language.

Writing was done at first as carvings into wood, clay, bronze, bones, stone, and even tortoise shells.

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 SCRIPT

Ancient Egypt created one of the most popular writing surfaces from a plant found along the Nile River –
Papyrus (from which the English word paper eventually derived).

With script on sheets of papyrus and parchment, humans had a medium that catapulted globalization.

Script allowed for the written and permanent codification of economic, cultural, religious, and political
practice.
The Great civilizations, from Egypt and Greece to
Rome and China, were made possible through script.
- Powell, 2009
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 Print Media
It started the
‘informationrevolution’
and transformed markets,
businesses, nations,
school, churches,
governments, armies, and
more.
- The SAGE Handbook of Globalization
 PRINT MEDIA

The earliest known form of printing as applied to paper was woodblock printing,

which appeared in China before 220 A.D. later developments in printing technology
include the movable type invented by Bi Sheng around 1040 AD
and the printing press invented by Johannes Gutenberg in the 15th century.

From a Survey of the historian Elizabeth Eisentein (1979)

Printing press changed the very nature of knowledge. It preserved knowledge, which had been more
malleable in oral cultures. It also standardized knowledge, which had become more variable as it
spread orally across regions and lands. Script and Papyrus had begun the process of preservation
and standardization, but not nearly to the extent allowed by printing press.
Print encouraged the challenge of political and religious authority because of its ability to circulate
competing views.

Printing Media helped foster

globalization – and knowledge of
globalization.
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 ELECTRONIC MEDIA
It requires the use of
electromagnetic
energy – electricity.
 ELECTRONIC MEDIA

Samples are: Telegraph, Telephone, Radio, Film, and Television.

The vast reach of these electronic media continues to open up new
vistas in the economic, political, and cultural processes of globalization.
Samuel F.B. Morse began work on a machine in 1830’s that eventually could send coded messages –
dots and dashes – over electrical lines. The telegraph was a sensation during that time with significant
consequences.
Radio developed alongside the telegraph and telephone in the late 1890’s. The technology was first
conceived as a ‘wireless telegraph’

The ability to transmit speech over distance was the next communication breakthrough.
Though not always considered a mass medium, the telephone surely contributed to connecting the world.
Alexander Graham Bell is credited with inventing the telephone in 1876.
The creation of the cell phone in 1973 was especially crucial in the context of globalization and media.

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 ELECTRONIC MEDIA

For much of the twentieth century radio was the only mass medium available in many remote villages.
Radio was crucially involved with the upheavals of globalization during this time…
Along with the telegraph, telephone, and radio, film arose as another potent medium. Silent motion pictures
Were shown as early as the 1870’s. But as a mass medium, film developed in the 1890’s.
Film soon developed into an artistic medium of great cultural expression…
Television, on the other hand is considered the most powerful and pervasive mass medium yet created.

US Census Bureau’s Statistical Abstract

(No. of Homes with Television)
before 1950 10%
64.5%
5 yrs time after 87.1%
Half the Countries in the
1960 world had television stations
end of 1960's
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 ELECTRONIC MEDIA

Television brought together the visual and aural power of film with the accessibility of radio: people sat
in their living rooms and kitchens and viewed pictures and stories from across the globe. The world was
brought into the home.

For some scholars, the introduction of television was a defining moment in globalization.

Marshall McLuhan
proclaimed the world a
‘global village’, largely
because of television

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 THE GLOBAL VILLAGE

One of the most important consequences of communication media for globalization has been through
media, the people of the world came to know of the world. That is, people have needed to be able to
truly imagine the world – imagine themselves acting in the world – for globalization to proceed.
By Global Village, McLuhan meant that as more and more people sat down in front of their television sets
and listened to the same stories, their perception of the world would contract. If tribal villages once sat
in front of fires to listen to collective stories, the members of the new global village would sit in front of
bright boxes in their living rooms.
A lot of early thinkers assumed that global media had a tendency to homoginize culture, in particular
the ‘American Culture’.
In 1976, media critic Herbert Schiller argued that not only was the world being Americanized, but that
This process also led the spread of “American” capitalist values like consumerism.

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“instead, these partners, globalization and
media… are combining to create a dark
and divided village, a village of gated
communities and border walls, vigilantes
and refugees, hunters and hunted,
garrisons and ghettos, suffering and
surfeit, beauty and decay, alienation and
mediation.” 
- Jack Lule
 DIGITAL
MEDIA
are most often electronic
media that rely on digital
codes – the long arcane
combinations of 0’s and 1’s
that represent information.
- The SAGE Handbook of Globalization
 DIGITAL MEDIA

The computer is the usual representation of digital media. The computer comes as the latest and,
some would argue, most significant medium to influence globalization.
Computers have revolutionized work in every industry and trade. They streamline tasks, open up new areas
And methods of research, and allow any company or industry access to global marketplace.
Some of the largest companies in the world, such as Microsoft, Apple, Google,
Facebook, and more, arose in the digital era and have been instrumental to globalization.
In the realm of politics, computers, allow citizens access to information from around the world,
Even information that governments would like to conceal.

Blogs, social media, Twitter , text messaging, and more allow citizens to communicate among themselves.
and computers have transformed cultural life. Access to information around the globe allows people
To adopt and adapt new practices in music, sports, education, religion, fashion, cuisine, the arts, and other
areas of culture.

Digital Media have revolutionized

daily life.
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SOCIAL MEDIA AND THE CREATION
OF CYBER GHETTOES

Apart from the nature of diverse audiences and regional trends in cultural production, the internet
And social media are proving that the globalization of culture and ideas can move in different directions.

Social media have both beneficial and negative effects.

Social media can be used as a voice of reason in society. 

Social media has enabled more young people to be
creative and innovative.
POSITIVE
Social media has given teens the ability to hone
EFFECTS
different skills that are important in the real world.

Social media can be used to educate young people.

Social media gives teens skills to become more
confident and independent.

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Source: https://www.teenshield.com/blog/2016/06/28/positive-effects-of-social-media/
SOCIAL MEDIA AND THE CREATION
OF CYBER GHETTOES

Anxiety & depression:

Poor sleep quality
Body image concerns 

NEGATIVE Cyberbullying
EFFECTS Social Skills Issues
Privacy & Reputation:
Sexual Behaviour

Sources: https://wanglefamilyinsites.com/advice/negative-effects-of-social-media-on-
teens/
https://smallbusiness.chron.com/negative-effect-social-media-society-individuals- 29
27617.html
SOCIAL MEDIA AND THE CREATION
OF CYBER GHETTOES

In the early 2000’s, commentators began referring to the emergence of a “splinternet” and the
phenomenon of “cyberbalkanization” to refer to the various bubbles people place themselves in when
they are online.
As such being on facebook can resemble living in an echo chamber, which reinforces one’s existing
beliefs and opinions. This echo chamber precludes users from listening to or reading opinions and
information that challenge their viewpoints, thus, making them more partisan and closed-minded.
It shows that even a seemingly open and democratic media may be co-opted towards undemocratic
means. Global online propaganda will be the biggest threat to face as the globalization of media
deepens.
Media consumers must remain vigilant and learn how to distinguish fact from falsehood in a global
media landscape.

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 Three Primary Ways in which people Interact
Globally

￮Economics
￮Politics
￮Culture

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 Media & An essential process of globalization is political. Globalization has
Political Globalization transformed world politics in profound ways… We have media
corporations that are themselves powerful political actors who are trying
to conquer as much power as possible.

Media is a primary carrier of culture. Through newspapers, magazines,

Media & movies, advertisments, televisions, radio, the internet, and other forms,
Cultural Globalization the media produce and display cultural products, from pop songs to top
films.

An essential process of globalization is political. Globalization has

Media & transformed world politics in profound ways… We have media
Economic Globalization corporations that are themselves powerful political actors who are trying
to conquer as much power as possible.

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NO GLOBALIZATION WITHOUT MEDIA

The partnership of globalization

and media is clear:
Oral, Script, Print, Electronic, and Digital –
Saw marked the influences of media on globalization.
It is difficult to imagine globalization occurrence
without the media that are so crucial to human life.

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 SUMMARY

Different media have diverse effects on globalization process.

Societies can never be completely prepared for the rapid changes in the systems of communication.
Every technological change creates multiple unintended consequences.

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