GLOBAL MEDIA CULTURES

Objectives

 Understand how, scholars have approached the relationship between

media and globalization

 Differentiate the paradigms that developed in international

communications development;

 Explain the strengths and the weaknesses of the paradigm which led to
its loss of appeal

 Moreover, apply the theoretical tools in real world context

MEDIA

Channel through which news, entertainment,

education, data, or promotional messages are
disseminated.

CULTURE

• is historically transmitted pattern of

meanings
• the expressed and shared values, attitudes,
beliefs, and practices of a group
• symbolic forms by means of which men
communicate, perpetuate, and develop their
knowledge about and their attitudes toward
life
 MEDIA CULTURES

The term means the impact of of the media (primarily

TV) not ontly on public opinion but also on tastes and
values.
International Media

A term of the globalization of culture that is often chiefly imputed.

Enhance globalization as it link societies closer, with the exchange of ideas,

cultures, and multiple information's.

Does the international mass media has been use in

neutral or just for the domination of the Western
culture?
Major Analytical Perspectives of Media Globalization

 Communication and development

 Cultural imperialism

 Cultural pluralism
Free flow of information: The Road to Modernization

The modernization paradigm, led by the United States.

Assert that absence of modernization in not due to lack of natural resources ,

the primary hindrance of country’s development is due to:

• Lack of human resources

• Lack of Education
• Declined to mass media trends
“The task of the mass media of
information and “new media” of
education is to speed and ease
the long, slow social
transformation required for
economic development and, in
particular, to speed and smooth
the task of mobilizing human
resources behind the national
effort.”

-Wilbur Schramm
• Proposed that developing societies
must follow the western concept of
modernity in order to achieve
development

• Emphasize the importance of

empathy.

“ As people are more exposed to

media, the greater is their capability
to imagine themselves as strange
persons in strange situations, places
and time than did people in any
previous historical epoch.”
Adopted a same paradigm of Lerner
Illustrates that mass media can be a factor which
will intervene between antecedents and
consequences of modernization
“one way, top-down and simultaneous and
wide dissemination”

It has the capacity to shape social processes,

create meanings, identities, and aspirations of a
community.
All of the theories mentioned greatly
influenced the development programs
implemented by international agencies
such as:
UNESCO
UNDP
USAID
Curran and Park criticized the paradigm on how the government
adopted the Western style of modernization .

• The used the media system in sustaining control over the

population rather than promoting education for democracy.

• Used in political indoctrination.

• Restriction over the freedom of expression.

End of 1970s
• Criticism against the modernization paradigm grew in
strength and influence questioning the assumptions and
conceptualization of the paradigm especially in the context
of non-Western and developing societies.

• The shift to the Cultural Imperialism paradigm.