Global Media, Global Cultures Chapter 11 PDF

Chapter 11: Global media, global cultures How do culture and globalization influence each other?  Overview What is global media? How does global flow of information impact culture? What drives the global media? Convergence and divergence (http://www.dvinfo.net)...

Chapter 11: Global media, global cultures How do culture and globalization influence each other?  Overview What is global media? How does global flow of information impact culture? What drives the global media? Convergence and divergence (http://www.dvinfo.net) as a result of global media  Global media: Sources of mass communications that involve the transmission of messages, formats, Some programming or content across national boundaries introduct Sending countries: Those where ory global media sources are based Receiving countries: Those that terms consume global media products based in other countries Summary points about global media Mediated communication knows no borders- internet Global media need not have the purposeful goal of becoming a global phenomenon; sometimes media artists, shows, or genres simply catch on across cultural or national lines (e.g., Pop Idol, Shakira) or they go viral Media flow, however, is not simple, and it is not free of power implications Satellite television and global media Media systems: Cable systems, Over-the-air or terrestrial broadcasting, Satellite TV Cross-over format or programming: That which is adapted from one country to another Examples of such programming: Cartoons and comics (e.g., anime, manga)—the easiest format to cross-over Telenovelas—Spanish- and Portuguese-language serial dramas. These reach a global audience of 2 billion in every major region of the world Magazines such as Cosmopolitan Satellite television and global media The global media experience Culture on Globalization: The social, cultural, economic and the global political integration of different parts of the world. media It has been occurring as long as humans have moved, but it’s more intense now/ stage: How Globalization brings forth many positives: does the Consumption of international entertainment- we global flow enjoy! What are some of your favorites? (e.g. shows, movies, music, reality/competition shows) of Allows groups of people from all over the world to relate to each other information Information is available instantly! New media can be used to generate political impact change by putting pressure on governments culture? Cultures adapt concepts and share tools from other cultures and create hybrid cultures Possible critiques of globalization Globalization is often linked to the promotion of capitalism and consumerism Global media grew especially after the end of the Cold War in the early 1990s. Global media flow is often one-way. The concern is that the sending countries may come to dominate international media environments excluding receiving countries It’s also more expensive for receiving countries to develop their own media Western media is more readily available Another concern is the potential of homogenizing and negative impacts on local cultures New cultural tropes are introduced to, and even imposed upon, other cultures supporting of certain standards (e.g. beauty, youth, power) or values (Western) across cultures Instantaneous cultural exchange: When time becomes timeless History is full of large-scale movements of migrations, global trade, religious movements. BEFORE we had to wait to learn about them trends and movements NOW globalization has created a highly integrated world where space and time no longer obstruct direct interaction Further, media information is available instantly at our  Globalization? Americanization? What do you think of this global experience? Is it good for local cultures? Do you think we’ve reached the global village? International dependence on mass communication and connectivity The inequality of global media flow As mentioned above, global media do not flow equally: Local media often cost more to produce than purchasing cheap, imported programming The lack of a robust media market keeps poorer countries from becoming senders instead of receivers of international media The Internet might work against unequal media flow, as ideally all nations would have equal access—but the Internet is still most available to the wealthiest and most industrialized countries What drives global media? Technological development: Technological determinism suggests that communication technology developments change culture and society The cultural imperialism explanation suggests that global media pass on a specific (Western-style) view of reality media reinforces values such as consumerism and promotes escapism Cosmopolitan – standards of beauty Americanization But we should not think that it is so simple as rich nations or corporations manipulating world ideas to gain a profit! It’s not The politics of media flow are more complicated for several reasons: that easy: Many countries resist global media, promoting and producing local media in Complicat opposition to global media, even mocking global media and reinventing it. ing our There are multiple reasons for the growth of global media flow, even if understan that flow is one-directional: Push: Strong media corporations ding seek audiences for greater profit Pull: Nations outside of the “core,” for a variety of reasons, seek outside media, specifically Western media  Interlocalization is the intersection of Global international and local influences and meanings. media from Examples: above and Rap music borrows from Jamaican reggae music, but creates new styles, below: borrowing from diverse styles Hip-hop today is a globalized music Interlocaliz form, driven by an international elite ation and the interests/needs of urban youth Challenge Convergence: The idea that s of globalization is leading us to global become more alike and consume a smaller diversity of products media Divergence: The idea that flow: global media fragment people Major groups into smaller identities and networks of association debate What do you think? Activity: Convergence or Divergence? In pairs, with your partner, share one form of media that you consume that could be considered global. Think TV shows, music, movies, news sites…Discuss: Provide an example – either description or pull an image Do you think this media is leading to convergence? (the idea we are becoming alike, or homogenous? OR Do you think this media is leading to divergence? The idea that people are fragmented into smaller identities and networks of association?) Write down 1. who you talked with, 2. your media product (provide a description or pull an image and 3. if you determined it was convergence or divergence.