GENED-07 Unit 4 Lesson 1 PDF

Gened 07 Course Code: Gened 07 Course Title: The Contemporary World Credit Units: 3 Prepared by: Mr. Rogan D. De La Cruz Social Science Instructor  CONTENTS UNIT IV – A WORLD OF IDEAS lesson 1 – GLOBAL MEDIA CULTURES  Unit 4 : Lesson 1- Global Me...

Gened 07 Course Code: Gened 07 Course Title: The Contemporary World Credit Units: 3 Prepared by: Mr. Rogan D. De La Cruz Social Science Instructor  CONTENTS UNIT IV – A WORLD OF IDEAS lesson 1 – GLOBAL MEDIA CULTURES  Unit 4 : Lesson 1- Global Media Cultures LEARNING GOALS At the end of the chapter, the students will be able to: 1. classify the role of media culture in the process of globalization. 2. identify the challenges in the media culture with the spread of globalization. 3. analyze how various media drive various forms of global integration. 4. explain the dynamic between global cultural productions. 5. survey impact of global media culture in the Philippines. The Global Media Culture In our world today, long distance love affair is no longer a problem for people who are in different sides of the world. With the easy access of internet, we can be of reach anytime of the day. And with just one click of our cellular phone, laptop or desk computer we can easily access Face book, Twitter, Skype, Google Chat or other programs which we can use to communicate with our partner, friends and family. The Global Media Culture With technology, everything is made easy for us no matter how far the distance and how challenging the communication is. But do We ever think how these things happened? How do these changes impact our lives and the lives of other people?  The Global Media Culture Globalization is a vague and complicated word. Many experts define and study globalization, but at the end of the discussion, still many are amenable that there is no definite definition of the word. Most of the scholars pair the word globalization with another concept like globalization and politics, globalization and culture or globalization and trade. This lesson will discuss globalization and media culture.  The Global Media Culture According to Lule (2014), globalization could not occur without media since they are partners throughout the history of man. Evidently, from the cave man paintings, to the papyrus of the Sumer to printing press of the Chinese, to the television of the West to Facebook of Mark Zuckerberg media made globalization possible.  Historical Background of Globalization and Media According to Appadurai (1996) as cited by Lule (2014), there was a rupture within social life in the 20th century, advances in media such as the television, computers, and cellular phones combined with the changes in migration patterns - these two diacritics - media and migration – fundamentally changed human life which gave rise to this so-called globalization."  Historical Background of Globalization and Media However many scholars believed that globalization started as early as the nomadic Homo sapiens, when these people started to travel and look for food, globalization also started. This theory is actually supported by Chanda (2007) as cited by Lule (2014), for according to him, "globalization is a process that has worked silently for millennia without having been given a name - it has been with us since the beginning of history and that a multitude of threads connect us to faraway places from an ancient time."  Historical Background of Globalization and Media In the Philippines, as early as 4th century with the Indian traders of porcelain jars, to 9th century for people of Mai (Mindoro- Batangas) going to Fukien China for trade to the Galleon Trade with Europe and America, globalization is already present in the country and changing the lives of the Filipinos. As indication, the Baybayin (early writings) of the Filipinos which consist of symbols is believed to be a combination of Sanskrit and Chinese characters.  Historical Background of Globalization and Media Media is not as complicated as globalization. It is used to deliver or a passage of communication. The word media was popularized in the 1920’s because there was a need to talk about certain issues like the widespread of comic books where parents become doubtful of the effect to their children, birth of Mickey Mouse, collapse of stock market, end of World War I and other ever events which led the experts to gather all these phenomenon and debate over the "mass media."  Evolution of Media and Globalization Media is part of everybody's life today and in the past. The development of speech to Communication is a great breakthrough in the lives of the people. This topic will adopt the periodization of Lule (2014) in his book where he gave five periods to study globalization and media: oral, script, print, electronic and digital.  Oral Communication Language was developed sometimes 1.75 Million years ago together with the development of stone tools (Uomini, 2013), at first it consisted of disorganized set of signs that could have different meanings to each other. However, around 30,000 BC, communication reached its formal, intentional format. The first form of communication is the cave painting which was created by the Homo sapiens around 130.000 BC. Other forms also existed like storytelling, songs, chants or drums and smoke signals.  Oral Communication Man's development of language makes them different from other species and later allows them to cover and conquer the world. Through language, man learns to cooperate and to work with each other. Also, it helps them to pass warnings and information, travel and adapt to their environment. Language helps man to settle down, improve his economic, social and political life. Man through language is not only confined within his territory but created a cross-continental trade which creates cities and later civilization.  Script Language was essential but imperfect. Distance causes trouble, it causes miscommunication and misunderstanding. And Language also relies on human memory, however it is limited in capacity. Thus, a more accurate and elaborated system of communication is needed. With the discovery of script- it makes communication easier, wider in scope and can last for a longer time. Script is any particular system of writing or the written means of human communication.  Script The first recorded writing begins in Sumeria over 4,000 years ago and the Sumerian Epic of Gilgamesh is a stunning example of what the written word can produce.  Script Writing was first done through wood carving, clay, bronze, copper (Laguna Copper Plate Inscription), bones, stones and even tortoise shells. But the Egyptians were able to learn the use of a plant found near the Nile River- Papyrus. The discovery of the use of papyrus eventually led to the organization of political, economic, cultural and religious practices of the people. The spread of this system reached different areas of the world, hence integration among countries began and so with globalization.  Printing Press With the spread of papyrus, there was a domination of information also only the rich and clergy have the ability to read and write. A monopoly of information and knowledge was the challenge then. But with the invention of printing press, information now reaches even the simplest, man in the society. Printing press was first invented in China during the Tang dynasty around 4th and 7th century AD. At first, printing press for the production of short Buddhist religious texts that are carried as charms by believers. Then later on in Germany, Johannes Gutenberg's movable type printing press is introduced around 1439.  Printing Press Reading materials became cheap and easily circulated. Numerous books, pamphlet and flyers were produced, reproduced and disseminated. High rate of literacy among the commoners followed. Economic, religious and political ideas spread rapidly in different parts of the world.  Printing Press The so-called Guttenberg Bible spread hastily, the near- simultaneous discovery of sea routes to the West by Christopher Columbus in 1492 and in the East by Vasco da Gama in 1498 and the succeeding establishment of trade links greatly facilitated the global spread of Gutenberg-style printing. From the study of Elizabeth Eisenstein (1979), Lule extracted two most important consequences of the discovery of printing press: 1) it changed the very nature of knowledge. It preserved and standardized knowledge.  Printing Press 2) It encouraged the challenge of political and religious authority because of its ability to circulate different views. People from different side of the world started to learn from other countries – the wide spread of nationalistic ideals, different economic theories, diverse culture of people. Printing press truly nurture globalization.  Electronic Media In the beginning of 19th century another face of media was introduced to the people. Electronic media because it requires electromagnetic energy - electricity to use. Examples of electronic media are: telegraph, telephone, radio, film, television.  Electronic Media The invention of telegraph in 1830s by Samuel Morse revolutionized long- distance communication. The effect of this invention, greatly advantageous since rail road travel became effcient and safe since arrivals and interruptions can be sent ahead of time Businesses were able to exchange information about market prices, deliveries and delays.  Electronic Media Newspapers s could deliver reports in an instant. The discovery of telephone is another innovation in communication. Alexander Graham Bell invented the telephone in 1876 and it speedily capture the globe. Alongside the telephone and telegraph is the invention of radio.  Electronic Media It was considered as a 'wireless telegraph,' by 1900 communication definitely was transmitted wireless and by 1920's, broadcast stations were transmitting music and news "on air." Another medium that was invented to solidify communication is the film. Silent motion picture was first publicized bý 1870 while in 1890 a film was developed as mass medium. By 1920, television was created and became the most powerful and universal mass medium.  Electronic Media And in 1973 with the invention of cell phones, it dominated the world and becomes the most popular device since it can penetrate even the farthest area of the world. Electronic media then, facilitated the growth of interconnectedness across cOSmic distances and a progressive flexibility in social interaction.  Digital Media Digital media refers to audio, video, and photo content that has been encoded (digitally compressed). Encoding content involves converting audio and video input into a digital media file such as a Windows Media file. After digital media is encoded, it can be easily manipulated, distributed, and rendered (played) by computers, and is easily transmitted over computer networks. (https:// technet.microsoft.com).  Digital Media Digital media products can be found in: Ecommerce, Games - console, online and mobile, Websites and mobile applications, Animation, Social media, Video, Augmented reality, Virtual reality, Data visualization, Location –based Services and Interactive Storytelling. Digital media can include these industries: Entertainment, Technology, ecommerce, Non-Profit, Health, Education, Marketing and advertising, Government, Sports, Environment, Television and Publishing,  Digital Media Computer is considered the most popular and influential digital media to globalization. Some of the largest companies in the world, such as Microsoft, Apple, Google, Facebook, Walmart. Toyota and others progressed in conjunction with the digital period and has been a medium for globalization.  Digital Media Computers transformed and innovated cultural life of the people. Easy access to information give way to adoption and adaptation of new practices. Communication is made easier with Skype and Google Chat. families and friends can say hi and hello any tỉme of the day, Distance is not a hindrance for businessmen to conduct meetings. Truly, digital media has changed our life.  Global Imaginary and Global Village Media introduced people to the world and the world to people. Media played a significant role in the realization of globalization. Media did not only link the globe with cables but also with images, stories, myths and symbols. Lule (2014) believed that media helped to bring fundamentally new imaginary village, Manfred Steger (2008) has called a rising global imaginary - the globe itself as imagined community.  Global Imaginary and Global Village Before only few people believed that they are citizens of the world, but now cosmopolitanism is a feature in our modern life. People imagine themselves as part of the world. According to Benedict Anderson (1991) as cited by Lule(2014), his primary focus was the origin of nation and nationalism. Why people from different part of the world consider themselves as a nation? He argued that nation is a result of an imagination.  Media: A Vehicle to Economic, Political and Cultural Globalization Today, media has transformed into a business that is dominated by mass-media corporations promoting their own interests at the level of individual administrations. These capitalists fill our screen with their invitations, advertisements and encouragements to buy their products. Furthermore, a handful of media enterprises and media moguls such as Time-Warner-AOL, Disney, Rupèrt Murdoch, and Bill Gates have become icons of globalization.  Media: A Vehicle to Economic, Political and Cultural Globalization These media companies and actors both have ambitions of global market domination and serve as the messengers of a new global era. Particularly the transnational news services with a global or regional reach, such as CNN, BBC World, Euro news, Sky News, and Star News, have come to be regarded as the town criers of the global village (Jan, 2009).  Media: A Vehicle to Economic, Political and Cultural Globalization According to McChesney (1997) as cited by Lule(2014), "Economic and cultural globalization arguably would be impossible without a global commercial media system to promote global market and to encourage consumer values thus, global media is the new missionaries of global capitalism."  Oligopoly In economics, oligopoly is a state of limited competition, in which a market is shared by a small number of producers or sellers. An example of an oligopoly is the wireless service industry in Canada, in which three companies - Rogers Communications Inc (RCI), BCE Inc (BCE) subsidiary Bell and Telus Corp (TU) - control approximately 90% of the market. Canadians are conscious of this oligopolistic market structure and often lump the three together as “Robelus,“ as though they were indistinguishable.  Oligopoly This kind of market structure already penetrated media. Because of resounding good fortune in media business, companies shifted and concentrated to media ownership which resulted to media oligopoly which led to exclusivity for some groups. McChesney(2010) as cited by Lule(2014) contends that media oligopoly is not interested in the ideology of global village or the evangelizing of cultural values, thus it is interested only in profit. Due to the creation of this oligopoly the diversity of media content disseminated through global media flows has been diminished, with huge cultural implications. (Vineet Kaul, 2011)  Oligopoly Due to oligopoly's single-minded interest on profit it resulted to a mass content rather than local content. Also it resulted to passive populace – they think more of products rather than politics. They are concerned more of being a consumer rather than a citizen. Another effect is a disastrous influence on news reporting. Instead of producing homegrown programming on public issues these local media outlets carry the mass- produced content of their conglomerates.  Oligopoly For example, the issues about drug cartel, killings and gang wars in Acapulco and Cancun in Mexico and San Pedro Sula in Hunduras which cause the people to go on hiding, leaving their houses and living in a world full of fear - has never been part of the global news. Our responsibility as a citizen of the state and of the world has diminished and become merely an audience of the shows and news that these oligopolies will feed our televisions.  Control and Power Globalization has a great impact to economics as well as to politics. Globalization becomes the stirring wheel for the creation of nation-states, however these nation states are weakened because people and borders become fuid - unsolidified in our globalized world. Most of the media corporations are the powerful political actors, individual journalists are subject to brutal and intense intimidation as more actors contend for power (Lule, 2014).  Control and Power Over 12 years according to International Federation of Journalist, there are already 1,100 journalist killed in line of their duty because some did not like what they write or reported. In 2013, there are 105 journalist killed by targeted killings, bomb attacks and cross-fire incidents while 15 died due to accidents, diseases and natural disasters related deaths.  Control and Power Asia-Pacific has the most number of journalist who died due to their work, there are 31 journalist who are killed (Afghanistan 1 India 10 Pakistan 10 Philippines 10). While there are 7 Accidental Deaths (China 1 India 2 Philippines 4). In 2017, there are 80 journalist who lost their lives while in the line of duty. The data presented by the IFJ, are not considered absolute since there are unreported cases of killing of the journalists. With all of these killings, justice is troublesome to achieve and the voice of the journalist is forever silenced and n0 one paid the death of these journalists.  Control and Power Globalization has made the world a harrowing place for journalists. The entire world will become a war-zone because a lot of companies and individuals compete for wealth and power - within and outside their boundaries. Media now is subject to pressure from the manipulative and persuasive companies, politicians, military and drug cartels. In this age of political globalization, a hypothesis maybe true: government shape and manipulate the news.  Cultural Imperialism: "cultural dopes" with “hypodermic needle" Media today is a significant carrier of culture, but it should be understood that media are people - they are agents of economic imperialism and aggressive political lobbyist on culture which promotes beauty, power and profit. Lule(2014) said that the cummingling of media, culture and globalization can result to combustible and explosive mixture.  Cultural Imperialism: "cultural dopes" with “hypodermic needle" Cultural differentialism believes that culture is dynamic, strong and resilient. Individuality of culture will remain despite of globalization, there will be influences outside its boundaries which is incontrollable, it will blend and adopt but the very core-the foundation of the culture will continue its distinctiveness. For examples are the 9/11 bombing, the world-wide violence surrounding the publication of Danish editorial cartoon that mocked Mohammed (Lule, 2014).  Cultural Imperialism: "cultural dopes" with “hypodermic needle" Cultural convergence suggests that globalization will bring a growing sameness of culture. Ritzer (2011) said that dominant groups and societies are considered to have an important role to play in this tendency towards sameness. Some experts call this cultural convergence as cultural imperialism, the effect resulted to the loss of cultural identity.  Cultural Imperialism: "cultural dopes" with “hypodermic needle" Media has a great influence to people, this is referred as "magic bullet" or "hypodermic needle" theories, since mass media has powerful effects to audiences. Once the people are injected with the westernized culture, it will create a great changes in their system. The loss of national identity will be realized and "cultural dopes" (Matos, 2012) will be practiced. Cultural imperialism theory argues that audiences across the globe are heavily affected by media messages originating from the Western industrialized countries. (Kraidy, 2002)  Cultural Imperialism: "cultural dopes" with “hypodermic needle" Cultural hybridity believes that globalization will bring an increasing blending or mixture of culture. The hybridization argument thus contends that the impact of global culture does not lead to the extinction of the local. Hybrid styles are in essence a result of the combination of modern techniques or American influences with national and political traditions or regional identities. The hybridization argument thus contends that the impact of global culture does not lead to the extinction of the local.  Cultural Imperialism: "cultural dopes" with “hypodermic needle" Hybrid styles are in essence a result of the combination of modern techniques or American influences with national and political traditions or regional identities. And with deterritorialization, it will open up new markets for film companies to explore the life stories of diasporic communities and the need of these deterritorialized populations for contact with their homeland (Matos, 2012).  Cultural Imperialism: "cultural dopes" with “hypodermic needle" As globalization and culture emerge and intensified, another concept is developed - glocalization. And media is now a venue for glocalization (think Globally and Act Locally). For example is the K-Pop or known as the Hallyu Wave, it originated in South Korea but now it goes global. Many countries in the West are now into Hallyu Wave - local artist and entertainers from South Korea dominating the West part of the world.  Cultural Imperialism: "cultural dopes" with “hypodermic needle" Another is the adobo of the Filipinos. It is now globally appreciated but still upholds the so-called Panlasang Pinoy. The continuous interaction of local culture and other culture is vital in understanding globalization, media and culture.  Cultural Imperialism: "cultural dopes" with “hypodermic needle" Globalization and media truly give us the ability to imagine the world as a global village which evokes community, kinship, cooperation and fraternity. But Lewis Mumford believes that media technology as a means for exploitation of the world in pursuit of property, profit and power. Lule (2014), believes that media and globalization have built a village with large tracts of economic injustices, political repression and cultural conflict. They have despoiled the very globe they encircled. Unit 4- Lesson 1 ENDs HERE..... Thank you