Global Media

Culture
Key Topics:
⊹ Media and Globalization
⊹ Definition of Media, Culture, and Media Culture
⊹ Media and its Function
⊹ Impact of Media in Globalization
⊹ The Global Village
⊹ Cultural Imperialism
⊹ Critiques of Cultural Imperialism
⊹ Creation of Cyber Ghettos
⊹ Conclusion

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Learning out come:

At the end of the lesson you should be able to:

⊹ analyze how various media drive different forms of

global integration.
⊹ compare the social impacts of different media on the
processes of globalization
⊹ explain the dynamic between local and global
cultural production; and
⊹ define responsible media consumption.

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MEDIA AND GLOBALIZATION
 Globalization entails the spread of various
cultures.

When a film is made in Hollywood, it is shown

not only in the United States, but also in other cities
across the globe .

 Globalization also involves the spread of ideas.

The notion of the rights of lesbian, gay,

bisexual, and transgender (LGBT) communities is
spreading across the world and becoming more widely
accepted.
What is Media, Culture, and Media Culture?
MEDIA
 The term media, which is the plural of medium, refers to the communication channels through
which we disseminate news, music, movies, education, promotional messages, and other data.
 It describes the various ways through which we communicate in society. Because it refers to all
means of communication, everything ranging from a telephone call to the evening news on
television can be called media.
CULTURE
 The customary beliefs, social forms, and material traits of a racial, religious, or social group.
 The characteristic features of everyday existence (such as diversions or a way of life) shared by
people in a place or time.
MEDIA CULTURE
 Media culture refers to the culture created under the influence of mass media. The concept of
media culture infers its impact on society’s information consumption and intellectual guidance.
 Media culture tend to be major factor in the formation of mainstream culture since it affects
society’s opinions, values, tastes, attitudes, and informational availability.
Media and its Function
⊹ According to Jack Lule (Professor of Global Studies), media as “a
means of conveying something such as a channel of communication.
⊹ When commentators refer to “media” (the plural of medium). They
mean the technologies of mass communication.
=Print Media- books, magazines, and newspapers.
=Broadcast Media- radio, film, and television
=Digital Media- cover the internet and mobile mass communication
⊹ Media theorist Marshall McLuhan once declared that “the medium is
the message.” He did not mean that ideas (message) are useless and do
not affect people.
⊹ McLuhan added that different media simultaneously extend and
amputate human senses.
⊹ New media may expand the reach of communication, but they also
dull the users’ communicative capacities.
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“ Impact of Media in Globalization

The media have an important impact on

cultural globalization in two mutually
interdependent ways:

⊹ The media provide an extensive transnational

transmission of cultural products.
⊹ They contribute to the formation of
communicative network and social structures.
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The Global Village

 Global village describes the phenomenon of the

entire world becoming more interconnected as
the result of the propagation of media
technologies throughout the world.

 Global village, was defined by Marshall

McLuhan, is that the world became like a small
world through technology.

 McLuhan also declared that television was

turning the world into a “global village.” 8
How global media creates a global village?
 People use technology to fit into a
digital community to which they
are not physically connected but
mentally connected.

What has made the world a global village?

 The ability for anyone to travel
anywhere in the world, the ability to
communicate with nearly anyone
(especially via social media), and
greater access to the internet and
technology, in general, all contribute
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to the global village.
What is the importance of global village?
 Global village is the most universal
definition in relation to
globalization. Living in a persuasive
media environment promotes a
vision of global imagery.
What are the characteristics of global village?
 The term global village means all
parts of the world as they are being
brought together.

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Cultural Imperialism
 The term cultural imperialism refers most broadly 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.
 Cultural imperialism comprises the cultural dimensions of
imperialism. The word “imperialism” often describes practices
in which a social entity engages culture to create and maintain
unequal relationship between social groups.
Why is cultural imperialism important?
 It has the possibility of creating one homogenous culture
throughout the world, and distorting foreign culture.
 It can be argued that cultural imperialism is prevalent in
today’s media climate, where core countries own the majority
of global media and export their cultural values.
 Advantage
There are reasons why a country may want to promote their
style of life. The country gets lots of money from having brands all
over the world.

Disadvantage
The principal target of cultural imperialism is the political
and economic exploitation of youth. Imperial entertainment and
advertisement target young people who are most vulnerable to
US commercial propaganda. The message is simple and direct:
“modernity” is associated with consuming US media products.
Youth represents a major market for US cultural exports and they
are most susceptible to the consumerist-individualist
propaganda. The mass media manipulates adolescent
rebelliousness by appropriating the language of the left and
channeling discontent into consumer extravagances.
EXAMPLE

Spain established its first permanent settlement in the

Philippines in 1565. Spanish colonial control of the
Philippines continued until 1898, when the United States
took possession of the islands as a territory after winning the
Spanish-American War.

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Critiques of Cultural Imperialism
⊹ Proponents of the idea of cultural
imperialism ignored the fact that media
messages are not just made by producers
but are also consumed by audiences.

⊹ Media consumers view media “texts”

through their own cultural lenses.
Critiques of Cultural Imperialism
⊹ In 1985, len Ang studied how viewers in Netherlands
experienced watching an American soap opera Dallas.
⊹ In 1990, Elihu Katz and Tamar Liebes pushed Ang’s
analysis further.
⊹ Russians think it contained American propaganda.
⊹ American viewers think that it was primarily about the
lives of the rich.
Critiques of Cultural Imperialism
⊹ The cultural imperialism thesis has been belied by the
renewed strength of regional trends in the globalization
process.
Critiques of Cultural Imperialism
⊹ Globalization is an unidirectional process of foreign
cultures overwhelming local ones.
⊹ Globalization will remain an uneven process, and it will
produce inequalities
⊹ It leaves room for dynamism and cultural change.
⊹ This is not a contradiction; it is merely a testament to
the phenomenon’s complexity.
 Social Media and the
Creation of Cyber Ghettoes
At this point in time…

 Only few media scholars argue that the world is

becoming cultural homogenous.
 Internet and social media are proving that the
globalization of culture and ideas can move in different
directions, transcending prerogatives.
 While western culture remains powerful and media
production is still controlled by powerful Western
corporations,

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 Social Media and the
Creation of Cyber Ghettos
WHAT IS CYBER GHETTOS?
• A home on cyberspace for marginalized groups of people.

WHAT IS SOCIAL MEDIA?

• Means of interaction
• Web-based communication tools

EFFECT OF SOCIAL MEDIA

• Enabled users to be consumers and producers of information
simultaneously

EXAMPLES
• The democratic potential of social media was most evident in 2011 during
the Arab Spring- a wave of protests, upspring, and unrest that spread
across-Arabic-speaking countries in North Africa and the Middle East.
• The women’s march against newly installed US President Donald Trump
began with a tweet from a Hawaiian lawyer which sparked a global 19
movement.
• Commentators began referring to the emergence of what is
known as “splinternet” and “cyberbalkanization”

EXAMPLE

In the United States, voters of the Democratic Party largely

read liberal websites, and voters of the Republican Party largely
read conservative websites. This segmentation has been
exacerbated by the nature of social media feeds, leading users
to read articles, memes, and videos shared by like-minded
friends.

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On Information and Fake News

o The resulting herd mentality can be exploited by politicians,

as in the case of Russian dictator Vladimir Putin where he
hired armies of social media “trolls” to manipulate public
opinion through intimidation and dissemination of fake news.
o Most recently, American intelligence agencies established that
Putin used trolls and online misinformation to help Donald
Trump win the presidency-a tactic the Russian autocrat is
likely to repeat in Europe elections he seeks to influence.
o Critics of the increasingly dictatorial regime of Turkish
President Recep Tayyip Erdogan are threatened by online
mobs of pro-government trolls, who hack accounts and
threaten violence. Some their responses have included
threats of sexual violence against women.

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 As the preceding cases show in last slide, fake
information can spread easily on social media since
they have few content filters. News articles, even fake
ones, can spread easily like a wildfire from one side
of the globe to the other.

The dark side of social media 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.

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 Conclusion
This lesson showed that 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
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. Though people may individually
try to keep out of Facebook or Twitter, for
example, these media will continue to engender
social changes.
WHAT IS THE
PLURAL FORM
OF MEDIA? 24
 He is a media theorist
declared that “the
medium is the message.”
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 McLuhan declared that
television was turning the
world into a _________.
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 WHAT IS YOUR
UNDERSTANDING ABOUT
GLOBAL MEDIA CULTURE?
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GROUP 3

TABALDO, JHAYZERIE GAMBOA, DEE ANNE ESTEBAN, CHRISTIAN DELA CRUZ, JEM
GANITANO, JONATHAN
M. CRIM-1A M. CRIM-1A DAVE S. CRIM-1A JANREY C. CRIM-1A
P. CRIM-1A

DOMINGO, JOHN GALAPIA, RODEL DOMINGO, BRIAN DE VERA, MICHAEL ANGELO DAPPANAN, JERICK
ARIEL B. CRIM-1A CRIM-1A HURT B. CRIM-1A CRIM-1A CRIM-1A

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THANK YOU
FOR
LISTENING! 29