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    Media and Globalization 2

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    Joy Cabansag
    Globalization relies on media as its main conduit for the spread of global culture and ideas. Media theorist Marshall McLuhan declared that television was turning the world into a "global village" through media, where everyone in the world is connected. Some commentators believe that media globalization coupled with American hegemony would create a form of cultural imperialism where American values and culture would overwhelm all the others. However, other media scholars critique the idea of cultural imperialism, finding that audiences interpret and understand media messages in their own cultural contexts.

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    Media and Globalization 2

    Uploaded by

    Joy Cabansag
    103 views2 pages
    Globalization relies on media as its main conduit for the spread of global culture and ideas. Media theorist Marshall McLuhan declared that television was turning the world into a "global village" through media, where everyone in the world is connected. Some commentators believe that media globalization coupled with American hegemony would create a form of cultural imperialism where American values and culture would overwhelm all the others. However, other media scholars critique the idea of cultural imperialism, finding that audiences interpret and understand media messages in their own cultural contexts.

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    MEDIA AND GLOBALIZATION 2

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    Globalization relies on media as its main conduit for the spread of global culture and ideas. Media theorist Marshall McLuhan declared that television was turning the world into a "global village" through media, where everyone in the world is connected. Some commentators believe that media globalization coupled with American hegemony would create a form of cultural imperialism where American values and culture would overwhelm all the others. However, other media scholars critique the idea of cultural imperialism, finding that audiences interpret and understand media messages in their own cultural contexts.

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    © All Rights Reserved
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    103 views2 pages

    Media and Globalization 2

    Uploaded by

    Joy Cabansag
    Globalization relies on media as its main conduit for the spread of global culture and ideas. Media theorist Marshall McLuhan declared that television was turning the world into a "global village" through media, where everyone in the world is connected. Some commentators believe that media globalization coupled with American hegemony would create a form of cultural imperialism where American values and culture would overwhelm all the others. However, other media scholars critique the idea of cultural imperialism, finding that audiences interpret and understand media messages in their own cultural contexts.

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    of 2

    MEDIA AND GLOBALIZATION

     Globalization entails the spread of various cultures


     Globalization also involves the spread of ideas
     Globalization relies on media as its main conduit for the spread of global culture and
    ideas
    Media and its Function
     Lule describe media as "a means of conveying something, such as
    channel of communication".
    ex. Print Media = books, magazine, and newspaper
    Broadcast Media = radio, film, and television
    Digital Media = Internet and mobile mass communication
    Internet Media = e-mail, Internet sites, social media, and
    internet-based video and audio
     Media theorist Marshall McLuhan once declared that "the medium is
    the message".

    THE GLOBAL VILLAGE AND CULTURAL IMPERIALISM


    McLuhan declared that television was turning the world
    into a "global village"
    What is global village?
    - Global Village refers to the idea that through media,
    everyone in the world is connected.
     Commentators, therefore believe that media globalization coupled with American
    hegemony would create a form of cultural imperialism where American values and
    culture would overwhelm all the others.
     Media critic Herbert Schiller argued that not only was the world being Americanized,
    but that process also led to the spread of "American" capitalist values like consumerism.
     Similarly for John Tomlinson, cultural Globalization is simply a euphemism for "western
    cultural imperialism" since it promotes "homogenized, westernized, consumer culture".
    CRITIQUE OF CULTURAL IMPERIALISM
     In the 1980's, media scholars began to pay attention to the ways in which audience
    understood and interpreted media messages.
     In 1985, Indonesian cultural critic Ian Ang studied the ways in which different viewers in
    the Netherlands experience on watching the American soap opera Dallas.
     In 1990, Elihu Katz and Tamar Liebe’s decided to push Ang's analysis further by
    examining how viewers from distinct cultural communities interpreted Dallas.

    SOCIAL MEDIA AND THE CREATION OF CYBER GHETTOES

     What is cyber ghettos?


    - The equivalent of a ghetto in cyberspace; a place on the Internet etc. where a social group is
    marginalized.
     The positive and negative effect of social media
    - The positive effect is to enable user to be consumer producer of information.
    - The negative effect It is use as a cheap tool for propaganda and spreading fake news.

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