GLOBAL MEDIA CULTURES

“Could 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?” – Jack
Lule
 Globalization entails the spreading of various
cultures and ideas.
 people who travel the globe teaching and
preaching their beliefs
 relies on media as the main conduit for the
spread of global culture and ideas

 Media - a means of conveying something, such as a

channel of communication (Lule)
- the technologies of mass communication
 Evolution of Media and Globalization

 Lule (2014) gave five periods to study globalization

and media:

I. ORAL COMMUNICATION
- Language developed around 1.75 million years ago
and first consisted of disorganized set of signs.
- Communication reached its formal, intentional
format at 30,000 B.C.
- Man through language is not only confined within
his territory but created a cross-continental trade
which created cities and later, civilization.
 Evolution of Media and Globalization

II. SCRIPT
- It is any particular system of writing; the written
means of human communication.
- The first writing ever recorded was in Summeria
over 4,000 years ago.
- It was first done through wood carving, clay,
bronze, copper, bones, stones, and even tortoise
shells.
 Evolution of Media and Globalization

III. PRINT (PRINTING PRESS)

- It was first invented in China during the Tang
dynasty around 4th and 7th century A.D.
- Johannes Gutenberg’s movable type printing press
is introduced around 1439.
- Its discovery led to two important consequences:
a. It changed the very nature of knowledge. It
preserved and standardized knowledge.
b. It encouraged the challenge of political and
religious authority because of its ability to circulate
different views.
 Evolution of Media and Globalization

IV. ELECTRONIC MEDIA

- It was introduced in the beginning of the 19th century.
- It requires electromagnetic energy/electricity to use.
- Telegraph (Samuel Morse)
- Telephone (Alexander Graham Bell)
- Radio and film
- Television, became the most powerful and universal
mass media upon its invention in 1920
- Cell phones, dominated the world upon its creation in
1973
 Evolution of Media and Globalization

V. DIGITAL MEDIA
- It refers to audio, video, and photo content that
has been encoded (digitally compressed).
- It covers the internet and mobile mass
communication.
- Within the category of internet media, there are
the e-mail, internet sites, social media, and
internet-based video and audio.
FUNCTIONS OF MEDIA AND HOW IT AFFECTS SOCIETY

 Technological Determinism – technology shapes society

 In what way does media “amputate” human senses?
- weaker in physical interaction
- limits senses, making users distractible and more prone to
multitasking
- may expand the reach of communication but dull the user’s
communicative capacities

• Social Determinism – society shapes technology

Technology <-> Society

THE GLOBAL VILLAGE AND CULTURAL IMPERIALISM

 Global village – the world is considered as a single

community linked by telecommunications
 Global media has the tendency to homogenize
culture.

Media Globalization + American Imperialism

= CULTURAL IMPERIALISM
- promoting and imposing a culture usually of a
politically powerful nation, over a less powerful
society
ITS ROLES TO THE GROWTH OF A COUNTRY

 It provides educational opportunities. Issues of

literacy are addressed, especially media literacy.
 The economic role of global media is reflected in its
dominant orientation to profit. Today, media is one
of the largest industries in the world.
 The political role of media, among other things,
consists of interpreting the communicational linking
of social subsystems of authorities, politicians and
citizens; representing interests and statuses of social
groups; initiating and conducting the public
hearings; influencing the public opinion, and so on.
 BENEFICIAL EFFECTS

 Internet & social media provides democratized

access.
 Anyone can use social media.
 Enabled users to be consumers & producers of
various information.
 Democratic potential (voice of nation)
 NEGATIVE EFFECTS

 Cyberbalkanization
 Builds an echo chamber
 Exploited by politicians
 Tool of government propaganda
 Manipulates public opinions
 Online mobs/hackers
 Fake news
 Deep web
References:
 Aldama (2018). The Contemporary World (GEC Series). REX Book Store, Inc.
 Global Media Culture. (2018) Retrieved from
https://www.scribd.com/document/393903869/Global-Media-Culture
 Global Media Cultures. (2018) Retrieved from
https://www.scribd.com/presentation/395155327/Global-Media-Cultures
 Economic Aspects of Media Globalization. (2016) Retrieved from
https://www.jois.eu/files/JIS_Vol9_No2_Rutovic.pdf
 Media and Globalization. (2008) Retrieved from
https://www.bartleby.com/essay/Media-and-Globalization
 Cyberbalkanization. Retrieved from
https://www.techopedia.com/definition/28087/cyberbalkanization
 Echo Chamber. Retrieved from
https://www.lexico.com/en/definition/echo_chamber
 Global Media Cultures - Nordicom. Retrieved from
https://www.nordicom.gu.se/sites/default/files/kapitel-pdf/37_hjarvard.pdf