Vi. Global Media Culture

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GLOBAL MEDIA
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Prepared by: Marjorie B. Sumagit, LPT
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CULTURE
Modified by: Leevan D. Caceres
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DEPARTMENT OF SOCIAL SCIENCES AND PHILOSOPH

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GLOBAL MEDIA
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CULTURE
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INTRODUCT
THIS CHAPTER EXPLORES THE DEFINITION OF
ION
GLOBAL MEDIA CULTURE, ITS RELATIONSHIP TO
globalization. It also explores the evolution of media and
globalization, how the media drives
various form of global integration and the dynamics
between global and local cultural
production
Media
Plural for medium
A method for passing on an information or a

channel of correspondence.
The term was popularized in the1920s. Most
common forms were books, radio, and film.
--
Why is it essential for globalization?
GLOBALIZAT MEDIA
ION • Played significant roles in shaping
• It is the process by which the global processes of economics,
the world is becoming politics, and culture-the three aspects
increasingly interconnected that make up the multidimensionality
of globalization.
as a result of massively
• A tool for the interaction of people
increased trade and cultural with different cultures.
exchange. • A carrier of culture.
GLOBAL MEDIA
CULTURES
EXPLORES THE RELATIONSHIP

BETWEEN THE MEDIA, CULTURE
AND GLOBALIZATION
GLOBAL MEDIA
CULTURES
APPROACHES PART AND CURRENT

CHALLENGES CONCERNING INTERNATIONAL
COMMUNICATION AND EXPLORES AND
PROBLEMATIZES THE POWER OF MEDIA
REPRESENTATION.
GLOBAL MEDIA
CULTURES
GLOBALIZATION AND MEDIA HAVE CREATED

THE CONDITIONS THROUGH WHICH MANY
PEOPLE CAN NOW IMAGINE THEMSELVES AS
PART OF ONE WORLD.
IT IS MADE EASIER FOR ADVOCATES OF
GLOBALIZATION TO REACH LARGER AUDIENCE
THROUGH MEDIA SUCH as:
1. TELEVISION
PROGRAMS
2. Social media groups
3. Books
4. Movies
5. Magazines
EVOLUTION OF MEDIA AND
GLOBALIZATION
GLOBALIZATION
ORAL
COMMUNICATION
IT ALLOWED SHARING OF
INFORMATION.
Language allowed human to communicate
and cooperate.
GLOBALIZATION
SCRIPT
SCRIPT ALLOWED HUMAN TO
COMMUNICATE OVER A LARGER
SPACE AND MUCH LONGER TIMES.
GLOBALIZATION
PRINTING
PRESS
THIS IS WHERE INFORMATION
REVOLUTION STARTED.
It transformed social institutions such as
schools, churches, governments and more.
GLOBALIZATION
ELECTRONIC
MEDIA
RADIO AND TELEVISION ARE PART OF THESE MEDIA.
Radio quickly became a global medium, reaching distant
regions.
Television is considered as the most powerful and pervasive
mass media. It brought
together the visual and audio power of the film with the
accessibility of radio.
GLOBALIZATION
DIGITAL
MEDIA
DIGITAL MEDIA makes it easy to
stay in touch with friends, family, and
work remotely, even if you are in
another part of the world.
THE MEDIA HAVE A VERY IMPORTANT IMPACT ON
CULTURAL GLOBALIZATION IN TWO MUTUALLY
interdependent ways:
THE MEDIA THEY CONTRIBUTE

PROVIDE AN TO THE
EXTENSIVE FORMATION OF
TRANSNATIONAL COMMUNICATIVE
TRANSMISSION OF NETWORKS
CULTURAL AND SOCIAL
STRUCTURES
IN OTHER WORDS, MEDIA CULTURES TAKE PART IN
THE PROCESS OF GLOBALIZATION, INCLUDING
HOW
they challenge existing cultures and create new and
alternative symbolic and cultural
communities.
DYNAMICS OF LOCAL
AND GLOBAL CULTURE
CULTURAL CULTURAL
CULTURAL
DIFFERENTIALISM HYBRIDIZATION
CONVERGENCE
• A PROCESS BY WHICH A
EMPHASIZES THE FACT THAT
CULTURES ARE ESSENTIALLY CULTURAL ELEMENT BLENDS • CULTURES ARE SUBJECT TO
DIFFERENT INTO ANOTHER CULTURE BY MANY OF THE SAME GLOBAL
AND ARE ONLY SUPERFICIALLY MODIFYING THE ELEMENT FLOWS AND BECOME
AFFECTED BY GLOBAL FLOWS. IT ALSO
TO FIT CULTURAL NORMS. INCREASINGLY MORE ALIKE.
INVOLVES BARRIERS THAT PREVENT
• IT IS ACTUALLY AN • THE SPREAD OF ENGLISH
FLOWS
THAT SERVE TO MAKE CULTURES MORE INTEGRATION OF LOCAL LANGUAGE
ALINE; CULTURES TEND TO REMAIN AND GLOBAL CULTURES. • IT HAS SEVERAL ASPECTS
International Mass Media
The International Mass Media has played a vital role in

enhancing globalization as it linked societies closer with the
exchange of ideas, culture, and multiple information
THE 3 MAJOR ANALYTICAL PERSPECTIVES OF MEDIA
GLOBALIZATION
Communications and Cultural Imperialism Cultural Pluralism Model

Development Model Model
This model views the mass media This model recognizes the role of the
It views the mass media as an
as instruments of change in audience and its capacity to react,
developing countries with its
instrument resist, and recreate information and
capacity to change values and of major powers to control ideas that the mass media exposes
attitudes towards modernization. the progress of them, according to their socio-
the developing countries economic context and cultural
preferences.
GLOBALIZATION
Communications and Development Model
Example: While watching an international news channel, a group of

Filipino youths saw a documentary about the best universities around
the world (i.e. Harvard U, Singapore State U, etc.). Amazed by the
high-class facilities of these world-renowned universities, this group
of Filipino youths now starts a movement in the Philippines as they
petition the Philippine Government to spend more government money
for the improvement of state universities in the Philippines like the
UNP.
GLOBALIZATION
Cultural Imperialism Model

Example: Netflix, also an example of an international mass media, offered free
access to all Filipinos of its services. As the Filipinos become more enticed in
watching American movies, TV shows, and documentaries for free, they
become more interested with the American culture and products. Therefore, the
Filipinos will prefer American goods than Philippine-made items. Additionally,
because Filipinos will want more American goodies, America will send more
American corporations to the Philippines that would then dominate the
Philippine economy.
GLOBALIZATION
Cultural Pluralism Model

The Mass Media
control people’s
mind
Mass Media don’t control
people. The people can choose
what they will believe to.
Thank YoU
FOR YOUR
ATTENTION
Pat your shoulder for you did well
today, and tomorrow too!
Actually, wala kang choice!

Kayanin mo yan!

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T

DEPARTMENT OF SOCIAL SCIENCES AND PHILOSOPH

A method for passing on an information or a

EXPLORES THE RELATIONSHIP

APPROACHES PART AND CURRENT

GLOBALIZATION AND MEDIA HAVE CREATED

THE MEDIA THEY CONTRIBUTE

The International Mass Media has played a vital role in

Communications and Cultural Imperialism Cultural Pluralism Model

Example: While watching an international news channel, a group of

Cultural Imperialism Model

Cultural Pluralism Model

Actually, wala kang choice!

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