GLOBAL MEDIA CULTURE/ GLOBALIZATION THROUGH MEDIA
- 2. AT THE END OF THE DISCUSSION ,THE STUDENTS ARE EXPECTED TO: • 1. analyze how various media drive various forms of global integration • 2. explain the dynamic between local and global culture production • 3. assess the impact of global media cultures to the filipinos.
- 3. GLOBAL MEDIA The worldwide integration of media content, technologies, and industries
- 4. HOW DOES GLOBAL MEDIA CULTURE WORK? Cultural exchange • Global media promotes cultural exchange that challenge identity and ways of life. Cultural hybridization • Local cultures adopt global influences to local tastes.
- 5. HOW DOES GLOBAL MEDIA CULTURE WORK? Cultural homogenization • identities Dominant cultures overshadow local . New communities • Global media helps form new social communities through interactions online.
- 6. EXAMPLE OF GLOBAL MEDIA CULTURE •Worldwide recognition of brands, content, and concepts from Hollywood, music, and fashion. • The sharing of cultural narratives and perspectives. • the creation of new social media communities in which members can interact with each other.
- 7. IMPACT OF GLOBAL MEDIA CULTURE • Global media culture has both preserve cultural diversity and blended traditions. •Global media culture has also raised concerns about cultural homogenization.
- 8. EVOLUTION OF MEDIA GLOBALIZATION
- 9. ORAL COMMUNICATION ØCreated decipherable language. It brought a boon to creating mutual understanding to wit: • Language allowed to human to cooperate; • It allowed sharing of information; • Language became the most important tool as human beings explored the world and experienced different cultures; • It helped them move and settle down; and • it led to markets, trade and cross-continental trade transaction.
- 10. SCRIPT(HANDWRITING) • Language was important but imperfect, distance became a strain for oral communication • Script allowed humans to communicate over a large space and much longer times. • It allowed for the written and permanent codification of economics, cultural, religious, and political practices.
- 11. THE PRINTING PRESS • It started the “information revolution” • It transformed social institutions such as schools, churches, governments and more. In 1979, Elizabeth Einsenstein surveyed the influence of the printing press and found out that a. It changed the nature of knowledge. b. It preserved and standardized knowledge. c. It encouraged the challenge of political and religious authority because of its ability to circulate competing views.
- 12. ELECTRONIC MEDIA • Digital media are often electronic media that rely on digital code • Many of our earlier media such as phones and TVs have shifted to digital media • In the realm of politics, computers allowed citizens to access information from around the world
- 13. DIGITAL MEDIA • Digital media are often electronic media that rely on digital code • Many of our earlier media such as phones and TVs have shifted to digital media • In the realm of politics, computers allowed citizens to access information from around the world
- 14. • Boyle (2007) argued that the mass media has changed the way young people see themselves. Young people spend more and more time on social networks with a global reach. Is there truth in this idea? If it is… then is it also true that the mass media through the technology that we now have at present could become a tool for cultural imperialism.
- 15. CULTURAL IMPERIALISM • The spread of one culture’s values and practices onto another culture often through force. • When nation extend its power and control over other nations or regions.
- 16. HOW IT HAPPENS? ØEconomic or political influences- A more powerful culture can impose its values through economic or political power ØMass media- A dominant culture can spread its values through mass media and other forms of communication ØGlobalization- The spread of western media, brands, and culture norms across the globe
- 17. MEDIA, GLOBALIZATION AND HYBRIDIZATION ØSeveral reason explain the analytical shift from cultural imperialism to globalization. üFirst the end of the cold war as a global framework for ideological, geopolitical and economic competitions called for a rethinking of the analytical categories and paradigms of thought. • By giving rise to the united state as sole superpower and at the same time making the world more fragment, the end of cold war ushered in an era of complexity between global forces of cohesion and local reaction of dispersal. • In this complex era, the nation state was no longer the sole or dominant player, since transnational transaction occurred on subnational, national, and supranational levels.
- 18. • Conceptually, globalizations appeared to capture this complexity better than cultural imperialism. ü Second, according to John Tomlinson (1991), globalization replace cultural imperialism because it conveyed the process with less coherence and direction, which weakened the cultural unity of all nation states, not only does in the developing world. • Finally, globalization emerged as a key perspective across the humanities and social sciences, a current undoubtedly affecting the discipline of communication.