A WORLD OF IDEAS :

CULTURES OF GLOBALIZATION
GLOBALIZATION AND MEDIA
LEARNING OUTCOME
 Appreciate the evolution of media and
globalization
 Analyze how various media drive various forms
of global integration.
GLOBALIZATION AND MEDIA

Globalization- a set of multiple, uneven

and sometimes overlapping historical processes,
including economics, politics, and culture, that
have combined with the evolution of media
technology to create the conditions under which
the globe itself can now be understood as “an
imagined community”.
 The two concepts have been partners throughout
the whole of human history.
 “Globalization and media have created the
conditions through which many people can now
imagine themselves as part of one world.”
 Television programs, social media groups, books,
movies, magazines and the like have made it
easier for advocates of globalization to reach
larger audiences.
 Globalization relies on media as its main conduit
for the spread of global culture and ideas.
EVOLUTION OF MEDIA AND
GLOBALIZATION

 To understand further the study of globalization

and media, it is important to appreciate five
periods of the evolution of media and
globalization.
1. ORAL COMMUNICATION
 Language allowed human to cooperate.
 It allowed sharing of information.

 Language became the most important tool as

human being explored the world and experience
different cultures.
 It helped them move and settle down.

 It led to markets, trade and cross-continental

trade.
2. SCRIPT
 Language was important but imperfect, distance
became a strain for oral communication.
 Script allowed human to communicate over a
larger space and much longer times.
 It allowed for the written and permanent
codification of economic, cultural, religious, and
political practice.
3. THE PRINTING PRESS
 It started the “information revolution”.
 It transformed social institutions such as schools,
churches, governments and more.
 Elizabeth Eisenstein (1979) surveyed the
influences of the printing press.
1. It changed the nature of knowledge. It
preserved and standardized knowledge.
2. It encouraged the challenge of political and
religious authority because of its ability to
circulate competing views.
4. ELECTRONIC MEDIA
 The vast reach of these media continues to open
up new vistas in the economic, political, and
cultural processes of globalization.
 Radio- quickly became a global medium, reaching
distant regions.
 Television- considered as the most powerful and
pervasive mass medium. It brought together the
visual and aural power of the film with the
accessibility of radio.
5. DIGITAL MEDIA
 Digital Media are often electronic media that rely
on digital code.
 Many of our earlier media such as phones and
TVs are now considered digital media.
 In the realm of politic computer allowed citizens
to access information from around the world.
GLOBAL IMAGINARY AND GLOBAL
VILLAGE
 Media have linked the globe with stories, images,
myths and metaphors.
 Global Imaginary
 the globe itself as imagined community.
 Global Village
 Marshall McLuhan
 Media have connected the world in ways that create a
global village.
 As McLuhan predicted media and globalization have
connected the world. However, the “global village”
have brought no collective harmony or peace.
MEDIA AND ECONOMIC GLOBALIZATION
 Media fosters the conditions for global capitalism.
 “Economic and cultural globalization arguably
would be impossible without a global commercial
media system to promote global markets and to
encourage consumer values” – Robert Mc
Chesney
MEDIA AND POLITICAL GLOBALIZATION
 Though media corporations are themselves
powerful political actors, individuals journalists
are subject to intimidations as more actors
contend for power.
 In the age of political globalization: government
shape and manipulate the news. Is this also true
for Philippines?
 Media complicate politics…how?
MEDIA AND CULTURAL GLOBALIZATION
 Media on one level are the carriers of culture.
 It generates numerous and on-going interactions

 Globalization will bring about and increasing

blending or mixture of cultures. What is the role
of media in the blending or mixture of culture?
POPULAR MUSIC AND GLOBALIZATION
 Technologies of transport, of information and
mediation, including social media platforms, have
made possible the circulation of cultural
commodities such as music.
 Circulation of cultural commodities are consumed
to gain cultural capital and social status.
 Goods and commodities became a catalyst that
set globalization.
CULTURAL IMPERIALISM THEORY

 Marshall McLuhan declared that television was

turning the world to a “global village”
 Global media had the tendency to homogenize
culture at the time of American hegemony which
created a form of cultural imperialism
 Herbert Schiller, global media means spreading
American capitalist values
 John Tomlinson, cultural globalization means
Western cultural imperialism since it promotes
“homogenized, Westernized, consumer culture.”
THE SPREAD OF ASIAN CULTURE
THROUGH MEDIA
 SOCIAL MEDIA

 Users are consumers and producers of

information simultaneously
 Social media bubbles create a herd mentality

 Trolls manipulate public opinion

 The spread of fake news

 Global online propaganda

 Users must remain vigilant and learn how to

distinguish FACT and FALSEHOOD in a global
media landscape
“Is it possible for
globalization to
occur without
media?”