7 Ged 104 Media and Globalization-1

MEDIA AND
GLOBALIZATION
MEDIA AND
GLOBALIZATION
Globalization entails the spread of culture.

 When a film is made in Hollywood, it is
shown not only in the United States, but
also in other cities across the globe.
 The song “Gangnam Style” may have been
about a wealthy suburb in Seoul, but its
listeners included millions worldwide.
MEDIA AND
GLOBALIZATION
Globalization also involves the spread of
ideas.
 The notion of the rights of lesbian, gay,
bisexual, and transgender (LGBT)
communities is spreading across the world
and becoming more highly accepted.
 Christian church that opposes these rights
moves from places like South America to
Korea and to Burundi in Africa.
MEDIA AND
GLOBALIZATION

culture and ideas.
 People who travel the globe teaching and
preaching their beliefs in universities,
churches, public forums, classrooms, or even
as guests of a family play a major role in the
spread of culture and ideas.
MEDIA AND
GLOBALIZATION
culture and ideas.
 But today, television programs, social media
groups, books, movies, magazines and the
like have made it easier for advocates to
reach larger audiences.
 Globalization relies on media as its main
conduit for the spread of global culture and
ideas.
MEDIA AND
GLOBALIZATION
Jack Lule was then right to ask:
 “Could global trade have evolved without a flow
of information on markets, prices, commodities,
and more?”
 “Could empires have stretched across the world
without communication throughout their
borders?”
 “Could religion, poetry, music, film, fiction,
cuisine, and fashion develop as they have
without the intermingling of media and cultures.
MEDIA AND
GLOBALIZATION
Lule describes media as “a means of
conveying something, such as a channel of
communication”. When communicators refer to
“media”, they mean the technologies of mass
communication.
 Print media
 Broadcast media
 Digital media
MEDIA AND
GLOBALIZATION
The technologies of mass communication:

 Print media include books, magazines, and
newspapers.
 Broadcast media involve radio, film, and
television.
 Digital media cover the internet and mobile
mass communication.
MEDIA AND
GLOBALIZATION
How media affects societies?
Media theorist Marshall McLuhan once declared
that “the medium is the message”.
 He did not mean that the ideas (messages)
are useless and do not affect the people.
 His statement was an attempt to draw
attention to how media, as a form of
technology, reshape societies.
 Example: Television
MEDIA AND
GLOBALIZATION
Television is not a simple bearer of messages, it
also reshapes the social behavior of users and
reorients family behaviors.
 Since it is introduced in the 1960s, television
has steered people from the dining table where
they eat and tell stories to each other, to the
living room where they silently munch on their
food while watching primetime shows.
MEDIA AND
GLOBALIZATION
Television has also drawn people away from
other meaningful activities such as playing games or
reading books.
Smart phone allows users to keep in touch
instantly with multiple people at the same time.
 Prior to the cellphone, there was no way for
couples to keep constantly in touch, or to be
updated on what the other does all the time.
The technology, and not the message,
makes for this social change possible.
MEDIA AND
GLOBALIZATION
McLuhan added the different media simultaneously
extend and amputate human senses.
 New media may extend the reach of communication,
but they also dull the user’s communicative
capacities.
 Before people write things down on parchment,
exchanging stories was mainly done verbally. To be
able to pass stories verbally from one person to
another, storytellers pass stories, storytellers had to
have retentive memories.
 The development of papyrus dulled the peoples
capacity to remember.
MEDIA AND
GLOBALIZATION
McLuhan added the different media simultaneously

extend and amputate human senses.
 Cellphones expand people’s senses because they
provide the capability to talk to more people
instantaneously and simultaneously.
 Cellphones also limit senses because they make
users easily distractible and more prone to
multitasking.

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MEDIA AND

Globalization entails the spread of culture.

Globalization also involves the spread of

The technologies of mass communication:

McLuhan added the different media simultaneously

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