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Group2 - Media and Globalization (Revised)

This document discusses the relationship between media and globalization. It explores how different forms of media have driven global integration by spreading information about markets, prices, and cultures. While media can help create a "global village" by connecting the world, it has also been criticized for promoting Western cultural imperialism. However, audiences interpret media messages in their own cultural contexts. The document also examines how social media has both connected marginalized groups but also fragmented societies by creating "cyber ghettos" and enabling government propaganda. Overall, media has complex and unintended consequences for globalization that societies must navigate responsibly.

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Jaren Paul Yadao-Lozada
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79 views

Group2 - Media and Globalization (Revised)

This document discusses the relationship between media and globalization. It explores how different forms of media have driven global integration by spreading information about markets, prices, and cultures. While media can help create a "global village" by connecting the world, it has also been criticized for promoting Western cultural imperialism. However, audiences interpret media messages in their own cultural contexts. The document also examines how social media has both connected marginalized groups but also fragmented societies by creating "cyber ghettos" and enabling government propaganda. Overall, media has complex and unintended consequences for globalization that societies must navigate responsibly.

Uploaded by

Jaren Paul Yadao-Lozada
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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MEDIA AND

GLOBALIZATION
LEARNING OUTCOMES
At the end of this lesson, the 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 process of globalization;
3. Explain the dynamic between local and global
production; and
4. Define responsible media consumption.
LET’S EXPLORE
Could a 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, music, poetry, film, fiction, cuisine, and
fashion develop as they have without the
intermingling of media and cultures?
GLOBALIZATION RELIES ON
MEDIA AS ITS MAIN CONDUIT

N
FOR THE SPREAD OF GLOBAL
CULTURES AND IDEAS.
There is an intimate relationship
between globalization and media
which must be unraveled to further
understand the contemporary world
4
MEDIA AND
ITS FUNCTIONS
MEDIA
JACK LULE

"a means of conveying


something, such as a channel
of communication.
MEDIA
COMMENTATORS

“refers to the technologies of


mass communication.”
[Plural of Medium]
MEDIA
MARSHALL MCLUHAN

-attempts to draw attention to how media, as a


form of technology, reshape societies.
"the medium is the message“
“simultaneously and extend and amputate
human senses”
THE GLOBAL VILLAGE AND
CULTURAL IMPERIALISM
GL0BAL VILLAGE
MARSHAL MCLUHAN

-the phenomenon of the world's culture shrinking and


expanding at the same time due to pervasive
technological advances that allow for instantaneous
sharing of culture

MERRIAM-WEBSTER’S DICTIONARY
-the world viewed as a community in which distance
and isolation have been dramatically reduced by
electronic media
TELEVISION
GLOBAL VILLAGE

McLuhan declared that television was turning the


world into global village because of the social
changes brought by it.
CULTURAL IMPERIALISM

-refers to the exercise of domination in


cultural relationships in which the values,
practices, and meanings of a powerful
foreign culture are imposed upon one or
more native cultures.
MEDIA AMERICAN CULTURAL
GLOBALIZATION HEGEMONY IMPERIALISM

Herbert Schiller argued that not only was the world being
Americanized, but that this process also led to the spread of
"American" capitalist values like consumerism.

John Tomlinson states that cultural globalization is simply a


euphemism for "Western cultural imperialism" since it promotes
homogenized, westernized, consumer culture".
C R I T I Q U E S O F C U LT U R A L I M P E R I A L I S M

Proponent of the idea of cultural imperialism ignored the


fact that media messages are not just made by producers,
they are also consumed by audiences.

Thus, texts are received differently by varied interpretive


communities because they derived different meanings and
pleasures from these texts.

Media scholars began to pay attention to the ways in which


audiences understood and interpreted media messages.
IEN ANG (1 895 )

-In her study, she noted that the


Netherlands viewers of the American
Soap Opera Dallas put “a lot of
emotional energy” into the process
and they experienced pleasure
based on how the program resonated
with them
ELIHU KATZ &
TAMAR LIEB ES (19 90)
-They analyzed viewers based on the
cultural background and they
concluded that people from different
cultural backgrounds had their own
ways of understanding the show.
C R I T I Q U E S O F C U LT U R A L I M P E R I A L I S M

Given these patterns, globalization


leaves a room for dynamism and
cultural change which a testament to
the phenomenon’s complexity rather
than empowering foreign culture to
overwhelm local ones.
SOCIAL MEDIA AND
THE CREATION OF
CYBER GHETTOES
SOCIAL MEDIA
- refers to a computer-based technology that
facilitates the sharing of ideas, thoughts, and
information through virtual networks and
communities. 

CYB ER GHETTOES
- a home on cyberspace for marginalized
groups of people. The word is a compound of
Cyber (referring to the internet and cyberspace)
and Ghetto (generally used as a term
to describe a group of marginalized individuals).
B ENEFICI AL EFFEC TS
 These forms of communication have democratized
access. It enable users to be consumers and producers of
information simultaneously

 Reinforces one’s existing beliefs and opinion


A R A B S P R I N G ( 2 0 11 )
Opposing authoritarian
regimes in Tunisia, Egypt,
and Libra used Twitter to
toppled their respective
governments.
WOMEN’S MARCH
A protest against newly
installed US President
Donald Trump began with
a tweet from a Hawaii
lawyer
NEGATIVE EFFECTS
x Splinternet
x Cyberbalkanization
x Produce a herd mentality
x Prone to fake information because of few content
filters
x can be it a cheap tool of the government
propaganda.
SPLINTERNET
- Refers to the limitation of citizens' access to data, forces
businesses to keep data within borders, and even changes
how they operate within a state. An Internet that is
increasingly fragmented due to nations filtering content or
blocking it entirely for political purposes.  

C YBERB ALKANIZATION
- Describes the fragmentation of the global internet
into a number of smaller, nationally-administered
internets aligned along geopolitical boundaries.
GOVER NMENT PR OPAGANDA
Russian dictator Vladimir Putin has
hired “trolls” (paid users who harass
political opponents) to manipulate
public opinion through intimidation
and the spreading of fake news.
American intelligence agencies
established that Putin used this to
help Donald Trump win the
presidency – a tactic the Russian
autocrat is likely to repeat in
European elections he seeks to
influence.
TAKE NOTE:
We must be vigilant
and learn how to
distinguish fact from
falsehood in global
media landscape

26
CONCLUSION
Different media have diverse effects on globalization processes.
At one point, it seemed that global television was creating a global
monoculture. Now, it seems more likely that social media will
splinter cultures and ideas into bubbles of people who do not
interact. Societies can never be completely prepared for the rapid
changes in the systems of communication. Every technological
change, after all, creates multiple unintended consequences.
Consumers and users of media will have a hard time turning back
the clock. Instead of fearing these changes or entering a state of
moral panic, everyone must collectively discover ways of dealing
with them responsibly and ethically.
27
C O N T E M P O R A RY A P P L I C AT I O N S

 ONLINE MASS
 ONLINE CLASS
 INTERNATIONAL NEWS UPDATES
 APPLICATIONS: YOUTUBE, TIKTOK
 ROLE-PLAYING GAMES
 META
 MASS COMMUNICATION
 INTERNATIONAL BRIDGING
 INFORMATION OUTLET
 MEDIA CONVERGENCE
 SECOND SCREEN
 AUDIENCE FRAGMENTATION
 INTERACTIVE DOCUMENTARY
SSP 113 GROUP I I

RICARDO EPOY ERNEI JHON DE


ABRICO ASIS EMMAN CORALES PHILIP GEVERO

DANA ANDREA M. CAMERON JAREN PAUL Y. SYED OCSIO


LAGRADANTE LEGARTE LOZADA MANGONTRA
THANK YOU &
GOD BLESS!
Fools find no pleasure in understanding
    but delight in airing their own opinions.

Proverbs 18:2

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