TCW-Lesson-6-Global Media Culture

GLOBAL
MEDIA
CULTURE
What is Culture?
Culture is a broad concept that
encompasses the shared beliefs,
values, ways of communicating,
and behaviors that define a group
of people.
It consists of values, beliefs,

language systems, traditions, and
practices that people share in
common.
What is Culture?
Refers to humans’ way of life - how we
present ourselves, what the choices we
make, or how we relate with one another.
Material culture refers to the physical or

tangible objects that humans created.
Non-material culture refers to intangible

ideas that the humans hold such as belief
system, traditions, or practices.
What is Culture?
Cultures are represented through
symbols or illustrations that convey
meaning.
Also manifested in language or

system of symbols that enable
society to communicate with one
another.
It can be observed in values, beliefs,

practices, and norms.
What is Culture?
Cultural Socialization - a process by which individuals learn and
internalize the norms, values, beliefs, and behaviors of a particular
culture.
Cultural Exchange - learning and experiencing different cultures through

interaction with people from other groups.
Cultural Acculturation - adoption of certain values and practices of new

culture.
Cultural Assimilation - a process where individuals or groups from one

culture adopt the dominant culture of another society.
GLOBALIZATION
AND CULTURE
Globalization & Culture
Globalization facilitates sharing of ideas, attitudes, and values across
national borders due to increased contact between people and their
cultures.
Global cultural flow refers to movement or flow of ideas, beliefs,

practices across borders because of globalization.
Global cultural flows can be
perceived in different ways
(Ritzer & Dean, 2015).
Cultural Differentialism
Cultural Differentialism - cultures
are inherently different or unique
from one another and are not
significantly affected by input from
other cultures in the process of
globalization.
e.g., cultural clashes between

Western and Islamic civilizations
Cultural Differentialism
Samuel Huntington argues that
after the Cold War, cultural
differences became more
important than political or
economic ones, leading to
potential conflicts as civilizations
interacted more.
Cultural Hybridization
Global flow is a creative process that yields combinations of
global and local cultures when external inputs interact with
internal inputs.
Arjun Appadurai (1996) discussed the five concepts of “scapes”

in the context of global flows. The “scapes” influence one another
as cultures interacted.
Five “Scapes” of Global Cultural Flow
Ethnoscapes - movement of people
across boundaries.
Technoscapes - global flow of

technology. Technology can radically
impact daily activities and speed up
cross-border movements.
Financescapes - flow of money and

capital across countries.
Five “Scapes” of Global Cultural Flow
Mediascapes - fast production and
transfer of information, or global flow
of media including television, film,
and internet.
Ideoscapes - global flow of ideas

including religion, political
ideologies, and narratives.
Glocalization
Cultures integrate or interpenetrate
one another, giving birth to a
hybridized form that is unique from its
global and local origin called
glocalization.
Glocalization is the process of making

products or services that are popular
worldwide more suitable for a specific
local area. It combines the concepts of
“globalization” and “localization”.
Cultural Convergence
Refers to the process by which different cultures become more
alike or similar to one another.
Often linked to cultural assimilation, a process in which individual

or group people began to integrate and adopt the dominant
culture of another society.
Cultural Imperialism
Refers to imposition of one
culture to one another, even
through political, technology,
and economic dominance.
For example the spread of

Western culture through
media.
GLOBAL MEDIA
CULTURE
FUNCTION OF MEDIA
Jack Lule describes media as
“a means of conveying
something, such as a channel
of communication.”
It also means the technologies

of mass communication such
as print media, broadcasting,
and digital media.
FUNCTION OF MEDIA
According to Jack Lule,
globalization and media can
be captured in five distinct
areas:
oral communication
script
printing press
electronic media
digital media
Oral Communication
Oral medium or human
speech is the oldest and
most enduring of all media.
Language allowed humans to

cooperate.
Script
Allowed humans to
communicate and share
knowledge and ideas through
writing system.
Script allowed for the written

and permanent codification of
economic, cultural, religious,
and political practice.
Printing Press
With the advent of the printing
press, first made with movable
wooden blocks in China and
then with movable metal type
by Johannes Gutenberg in
Germany, reading material
suddenly was cheaply made
and easily circulated.
Printing Press
The printing press changed the very nature of knowledge. It
preserved knowledge, which had been more malleable in oral
cultures.
Printed materials encouraged the challenge of political and

religious authority because of its ability to circulate competing
views.
Electronic Media
The telegraph, telephone,
radio, film, and television are
the usual media collected under
electronic media.
The vast reach of electronic

media continues to influence
economic, political, and
cultural process of
globalization.
Electronic Media
Media theorist Marshall McLuhan described the world as
“global village” because of the increased interconnectedness
of the world through mass media and technology.
Technological advancement has made the world feel smaller,

with cultures merging and diverging rapidly. We can now share
ideas and traditions across vast distances almost instantly.
Electronic Media
Other media scholars assert that
global media had a tendency to
homogenize culture because as
the global media spread, people
would begin to read, watch,
consume the same things.
For example, the America’s

cultural influence and hegemonic
aspiration would result in cultural
imperialism.
Digital Media
Computers enabled people to
access and share information
from around the world.
Access to information
allowed anyone to adopt and
adapt new practices in music,
sports, education, religion,
fashion, cuisine, arts, and
other areas of culture.
Critiques of Cultural Imperialism
Media researchers began
to pay attention to how
audiences perceived and
interpreted media
messages in the 1980s.
Critiques of
For example, American soap
opera Dallas, while the
American audience has a
positive perception of the
show, people from various
cultural backgrounds, like
Russians, perceived the show
featured an American
propaganda.
Critiques of
The idea of cultural imperialism
has been challenged by the
growing importance of regional
cultural influences.
For example, many people

across the globe fascinated by
Asian culture like anime, K-pop,
Korean telenovela, and other
Asian brands.
Social Media & the
Creation of Cyber Ghettoes
Social media has been
instrumental in expressing
opinions and challenging
established views.
Cyber ghettoes refers to online

forum or space wherein people
with similar beliefs or
ideologies gather to share their
perspectives while dissenting
contrasting views.
Social Media & the
Cyberbalkanization is the isolation
of people online into groups with
shared interests. These groups can
become so biased that they reject
people with opposing views.
This create the concept of echo

chamber that prevents people
from listening to or reading facts or
perspectives that contradict their
own.
Social Media & the
The “Splinternet” is the idea
that the open, globally
connected Internet we all use
splinters into a collection of
fragmented networks
controlled by governments or
corporations.
Social Media & the
Social media has been used as
a cheap tool of government
propaganda and proliferation
of internet “trolls” to control
public opinion through
intimidation and spreading of
false information.

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GLOBAL

It consists of values, beliefs,

Material culture refers to the physical or

Non-material culture refers to intangible

Also manifested in language or

It can be observed in values, beliefs,

Cultural Exchange - learning and experiencing different cultures through

Cultural Acculturation - adoption of certain values and practices of new

Cultural Assimilation - a process where individuals or groups from one

Global cultural flow refers to movement or flow of ideas, beliefs,

e.g., cultural clashes between

Arjun Appadurai (1996) discussed the five concepts of “scapes”

Technoscapes - global flow of

Financescapes - flow of money and

Ideoscapes - global flow of ideas

Glocalization is the process of making

Often linked to cultural assimilation, a process in which individual

For example the spread of

It also means the technologies

Language allowed humans to

Script allowed for the written

Printed materials encouraged the challenge of political and

The vast reach of electronic

Technological advancement has made the world feel smaller,

For example, the America’s

For example, many people

Cyber ghettoes refers to online

This create the concept of echo

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