Global Media CultureGE3

UNIT V
GLOBAL MEDIA
CULTURE
Globalization and media are in
concert and in cohort and have
partnered throughout the whole
human history. Globalization entails
the spread of various cultures. The
entire world has been molded in the
image of American culture, the
popularity of which can be attributed
for the world famous companies and
celebrities. Contemporary media
technologies such as satellite
LESSON 1
MEDIA AND ITS

FUNCTION
Media - main means of mass communication (broadcasting, publishing,
and the Internet), regarded collectively.
Lule describes media as “a means of conveying something, such as a

channel of communication. Technically speaking, a person’s voice is a
medium.
• Print media- include books, magazines, newspaper.

• Broadcast media- involve radio film ,and television.
• Digital media- cover the internet media, this are the e-mail, internet
site, social media, and internet – based video and audio.
McLuhan, the Media theorist, once declared
that “the medium is the message.”
He did not mean that messages are useless and do not

affect people rather, his statement was an attempt to
draw attention to how media, as a form of technology,
reshape societies.
Television- it shapes the social behavior of users and reorient family
behavior.
Today, smart phone allows users to keep in touch instantly with

multiple people.
For example, Consider the effect of the internet on the
relationships.
The technology (medium), and not the message, makes for social
change possible. Media messages carry meanings and
representations of the nation, allowing for conversations that
make it sensible to its citizens, articulate its characteristics, and
discuss the projects.
McLuhan added that different
media simultaneously extended and
amputate human senses. New media
may expand the reach of
communication, but they also clouded
the users’ communicative capacities.
THE GLOBAL VILLAGE AND
CULTURAL IMPERIALISM.
Marshall McLuhan- predicted the global
village as one world interconnected by an
electronic nervous system, making it part of
our popular culture before it actually
happened.
- was the first to popularize the concept of
Global village and to consider its social effects.
- Chose ‘global village’ to highlight his
observation that an electronic nervous system
(the media) was rapidly integrating the planet.
- Used his analysis of technology to examine the
impact of electronic media.
- He declared that television was turning the world
into a “global village.”
- In 1976, media critic 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.
- Similarly, for John Tomlinson, cultural globalization

is simply an understatement for “Western cultural
imperialism” since it promotes “homogenized,
These scholars who decry cultural imperialism,
however, have a top-down view of media, since they
are more concerned with the broad structures that
determine media content. Moreover, their focus on
America has led to neglect other global flows of
information that the media can enable.
Apart from various challenges, the cultural

imperialism has been contradicted by the renewed
strength of regional trends in the Globalization process.
LESSON 2
MEDIA,
GLOBALIZATION
AND
GLOCALIZATION
HISTORICAL DEVELOPMENT OF
MEDIA
Canadian theorist Harold Innis divided media into
three periods: the oral, print, and electronic
media.
In 2000, James Lull added digital media into three
periods.
In 2005, Terhi Rantanen added script after oral
and breaks down the electronic period into
wired and wireless.
• Oral Communication- speech is the most overlooked medium, yet the ORAL
medium- HUMAN SPEECH is the oldest and most enduring of all media. When
speech developed language, it had developed a medium that sets human apart
from other species and allow them to cover and conquer the world.
• Script- Very first writing allowed humans to communicate and share knowledge
and ideas over much larger spaces and across much longer times.
• Printing Press- it started the information revolution and transformed

markets, businesses, nations, and social institutions.
• Electronic media- A host of new media (telegraph, telephone, radio, film &
television) revolutionize globalization. These media continue to open up new
vistas in the economic, cultural, political, mobility and integration.
MEDIA AND ECONOMIC
GLOBALIZATION
• Media made economic globalization possible by
creating the conditions for global capitalism and by
promoting the conceptual foundation of the world’s
market economy.
• Economic globalization makes possible the buying and
selling of products across borders and boundaries.
• McChesney and co-author Edward Herman called
global media ad ‘the new missionaries of global
capitalism.’
MEDIA, ECONOMIC
GLOBALIZATION AND OLIGOPOLY
Media are themselves now the huge

transnational global corps. That embody globalization
even as they celebrate globalization; modern media
are the soul of economic globalization.
The economic world is characterized by media,
oligopoly, consolidation, concentration and
convergence.
• Oligopoly- market structure with a small number of
firms, none of which can keep the others from
having significant influence.
• Concentration ratio- measures the market share

of the largest firms.
• Monopoly- is one firm, duopoly is two firms,

oligopoly is two or more firms.
MEDIA AND POLITICAL
GLOBALIZATION
• Globalizations has transformed world politics in
profound ways; overthrow of kingdoms and empires-
creation of nation-state.
• Though media corporations are powerful political

actors, individual journalists are subject to brutal and
intense intimidation as more actors contend for
power.
• Media are subject to other pressures in this age of high-tech
persuasion, manipulation and propaganda; economic, political
and personal pressures shape the news around the globe.
• Scholars have suggested that new media- digital media, have

the potential to invigorate and transform political life.
• What the new media can do?

- The new media do indeed complicate politics; being mobile,
interactive, discursive, & participatory- with dramatic political
implications. Low cost and ease of posting. Digital media allows
for possibility of multiple, varied voices and views that can
challenge and question those in power.
SOCIAL MEDIA
• Twitter- Users have a limit of 140 characters and the
medium requires captivating messages in order to draw
attention to readers.
• LinkedIn-Used for primarily business-related purposes. The
medium is the message of professionalism.
• Facebook- Intended to foster a more casual social media
experience. The medium is the message of connections.
• Instragram- Create more visual content, build awareness,
and foster engagement. The medium is the message of
visual interest.
• Websites- 24/7 hours sales representative.
MEDIA AND CULTURAL
GLOBALIZATION
• Media are the primary carriers of culture; it

generates numerous and ongoing interactions
among cultures.
• The media are the people; who are active
economic agents and aggressive political
lobbyist on matters of culture.
3 OUTCOMES/INFLUENCE OF
GLOBALIZATION IN CULTURE
• Cultural differentialism-cultures are different, strong and
resilient.
• Cultural convergence- Globalization will bring about
growing sameness of culture.
- can suggest “cultural imperialism “in which the cultures
of more developed nations invade take over the cultures of
less developed nations.
• Cultural Hybridization- Globalization will brijng out
increasingblending or mixture of cultures.
GLOCALIZATION
-combination of the words “globalization and “localization.”
A product or service that is developed and distributed globally

but us also adjusted to accommodate the user or consumer
in a local market.
-Adaptation of global and international products, into the local
contexts they’re used or sold in.
-The termed was coined in the Harvard Business Review, by
sociologist Roland Robertson, glocalization meant “the
simultaneity- the co-presence- of both universalizing and
particularizing tendencies”
• Glocalization works for companies with decentralized
authority structures, and for companies that exist and
compete in multiple, different cultural contexts. The
process can be expensive, and resource intensive, but
it often pays off for companies that practice it, as it
allows for greater access to a larger, more culturally
varied target market.
THANK
YOU!!!

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UNIT V

MEDIA AND ITS

Lule describes media as “a means of conveying something, such as a

• Print media- include books, magazines, newspaper.

He did not mean that messages are useless and do not

Today, smart phone allows users to keep in touch instantly with

- In 1976, media critic Herbert Schiller argued that

- Similarly, for John Tomlinson, cultural globalization

Apart from various challenges, the cultural

• Printing Press- it started the information revolution and transformed

Media are themselves now the huge

• Concentration ratio- measures the market share

• Monopoly- is one firm, duopoly is two firms,

• Though media corporations are powerful political

• Scholars have suggested that new media- digital media, have

• What the new media can do?

• Media are the primary carriers of culture; it

A product or service that is developed and distributed globally

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