Chapter 6: Media and Cultural Globalization PDF

(Social Science 23) Second Semester, School Year 2023-2024 STUDY GUIDE MODULE VI MEDIA AND CULTURAL GLOBALIZATION Time Table Module Number Learning Topics...

(Social Science 23) Second Semester, School Year 2023-2024 STUDY GUIDE MODULE VI MEDIA AND CULTURAL GLOBALIZATION Time Table Module Number Learning Topics & Title Objectives Week 11 Module VI After working on Media and Media and this module, you Globalization Cultural should be able to: Globalization Cultural 1. Discuss the Globalization and media’s role in McDonaldization the spread of globalization; Impact of 2. Analyze cultural Globalization on globalization Indigenous Cultures 3. Discuss and illustrate the McDonaldization of society; 4. Examine the cultural impacts of globalization on indigenous peoples; and 1|P ag e for BSU use only Prepared by: DR. MA. THERESA B. DOLIPAS Facilitated by: SACANUTO  5. Appreciate the existence of global cultures. Introduction Apart from the complementary fields of politics and economics, globalization has also had a profound impression on the socio-cultural aspect of the lives of people all over the globe. Media has continuously played an essential role in the diffusion of global cultures. People across the globe are acquainted with everyone’s cultures because of television and the internet. Media and globalization also have a direct impact on local indigenous cultures across the globe. Because of this assumed familiarity with everyone across the globe, it is commonly viewed that we are now living in a global village. Learning Objectives After working on this module, you should be able to: 1. Discuss the media’s role in the spread of globalization; 2. Analyze cultural globalization; 3. Discuss and illustrate the McDonaldization of society; 4. Examine the cultural impacts of globalization on indigenous peoples; and 5. Appreciate the existence of global cultures. Key Concepts A. Media and Globalization The imprints of globalization particularly on the social-cultural facets of man is basically caused and revealed by media, the primary instrument “through which people create and maintain interpersonal relationships” (Deocampo Jr. et.al., 2019). Media has always been an integral part of globalization for without it the globalization process will not be diffused and made known to the various parts of the globe. Cultural globalization, “the rapid movement of ideas, attitudes, meanings, values and cultural products across national borders” (Thompson, 2017), is also made possible because of media. B. Cultural Globalization and McDonaldization George Ritzer developed the idea of McDonaldization of society, the idea reflects that the principles of fast food business industries in the United States of America is found in every social institution in the globe today. These principles include efficiency, predictability, calculability, and control. C. Impact of Globalization on Indigenous Cultures Globalization has been seen by indigenous communities as a threat to their way of life since they observed that the progress globalization brings happens at their expense. The changes that has taken place in the lands they inhabit transformed their way of life. 2|P ag e for BSU use only Prepared by: DR. MA. THERESA B. DOLIPAS Facilitated by: SACANUTO  Performance Task Photo Essay. Search for an example of a tangible indigenous people’s culture that has been commodified or commercialized. Take a photo OR snip (or cut and paste) that snapshot from the internet on a short bond paper and write a 5 sentence description about it. The description should contain the following information: a. Name of the indigenous group b. Name of the object/place/practice that was commercialized. c. Significance or meaning of the object/place/practice that was commercialized to the indigenous group d. How was this commercialized (as it appears on the picture) If the photo was taken from the internet, please cite your reference. Rubrics: a. Clarity and Neatness of the Photo: 5MpoO ints ULE VI b. Photo Description: 10 points MEDIA AND CULTURAL GLOBALIZATION Media and Globalization The imprints of globalization particularly on the social-cultural facets of man is basically caused and revealed by the media. Hence, let us concisely consider media and the role it plays in the propagation of globalization. Jack Lule (2012) described media (medium in its singular form) “as a means of conveying something, such as a channel of communication.” As a channel of communication media serves as the primary instrument “through which people create and maintain interpersonal relationships” (Deocampo Jr. et.al., 2019). Media can be classified into print, broadcast, digital, and internet. Media has always been an integral part of globalization for without it the globalization process will not be diffused and made known across the globe. Thus, it is imperative to discuss the evolution of media and its relationship with the growth and transmission of globalization. Lule (2012) listed and described five time periods that had a significant relationship to the budding process of globalization. marketbusinessnews.com 3|P ag e for BSU use only Prepared by: DR. MA. THERESA B. DOLIPAS Facilitated by: SACANUTO  1. Oral Medium. Lule emphasized that this “is the oldest and most enduring of all media.” Human beings first learned to speak before they learned how to write. It is also the most enduring since people communicate using human speech these days. Ostler (2005) as cited by Lule explained that the early “homo sapiens” were set apart from the rest of the creations when they had developed human speech into some form of language. By this language, the first “homo sapiens” were able to communicate with one another; sharing information about places where they can possibly hunt or grow food. Later, when they commenced moving into several continents of the globe, “language led to markets, the trade of goods and services, and eventually into cross-continental trade routes.” He further remarked that these developing trading centers eventually resulted in the growth of cities, which is one essential facet of the existence of human civilization. 2. Script. This refers to the written word. Lule (2012) underlined that script is the “brief transition between oral cultures and cultures of the printing press.” The invention of the script is crucial in the progress of globalization for the former provided basic utility to record important milestones in human history and civilization. These scripts made possible written records of early human transactions, laws, beliefs, practices, and so on. It is interesting to know that cave paintings, the petroglyphs (rock carvings), cuneiform (wedge shape writing system invented by Sumerians), and hieroglyphics (pictorial writing system of the ancient Egyptians) were the first form of scripts. Cuneiform Hieroglyphics britannica.com khanacademy.org The first writing materials as noted by Lule (2012) were wood, clay, bronze, bones, stones, tortoise shells, papyrus, and parchment. With the invention of script, a man was able to have a permanent record of history that was passed on from one generation to the next. 4|P ag e for BSU use only Prepared by: DR. MA. THERESA B. DOLIPAS Facilitated by: SACANUTO  3. Printing Press. Lule remarked that the printing press commenced the information revolution because with its invention “books, pamphlets, flyers were produced, reproduced, and circulated.” With the printing press, people’s literacy improved, and they learned to challenge existing political and religious authorities. The various printed materials that contained numerous ideas circulated, and these influenced man’s thinking. britannica.com 4. Electronic Media. These are media that do not use paper; instead, these require the use of electricity for its access. This type of media is composed of the telegraph, telephone, radio, film, and television. One of the most popular electronic media is television (tv). Lule (2012) asserted that it “is the most powerful and pervasive mass medium created.” nytimes.com The Canadian philosopher Marshall McLuhan remarked that the television paved way for the creation of a global village. As we seat in front of our television and watch news that other people across the globe are also watching means that more or fewer people will be having the same sentiments, 5|P ag e for BSU use only Prepared by: DR. MA. THERESA B. DOLIPAS Facilitated by: SACANUTO  opinions, dislikes, and so on. People are exposed to a variety of global concerns, and cultures. This is possible especially today that most households subscribe to cable providers that enable people to watch international news, and other international shows. 5. Digital Media. This pertains to “digitized content (text, graphics, audio, and video) that can be transmitted over the internet or computer networks” (businessdictionary.com). Lule stressed that the computer is the usual representation of digital media, and this is also the “most significant medium to influence globalization.” Demographic Progress Institute (2012) as cited by Deocampo Jr. et.al. (2020) noted that the “computer becomes the new universal information carrier, and it integrates all known types of media.” Come to think of it, when you have a computer or any gadget similar to it (like a tablet, or smartphone), and you are connected to the internet, you practically have access to all sorts of information on all facets of society from all parts of the globe. sansangduhoc.vn Digital media has revolutionized our communication with our family and friends. Nowadays, we can not only call our loved ones; we also have the option to video call them. We can instantly send them messages the moment we miss them, and expect an instant reply. We can watch movies and listen to music online. Even education nowadays is being conducted online. It is not that this is something new since e-learning has been existing before, but we are maximizing its use now that the entire globe is experiencing this COVID-19 pandemic. Learning materials are communicated using a variety of learning management systems (LMS) like Google classroom, and social media sites like Facebook and messenger. 6|P ag e for BSU use only Prepared by: DR. MA. THERESA B. DOLIPAS Facilitated by: SACANUTO  I also often tell my students that searching for answers for assignments nowadays has been made easier by the internet. Students can find several resources without going physically to the school library. Also, one can shop online without physically visiting the store. Lazada, Amazon, and Shoppee to name a few have become household names because of e-commerce. Lule (2012) highlighted that there will be no globalization without media. Media propagates economic and political globalization, and it is also the primary tool for cultural diffusion. samaa.tv Because of media, particularly television, and the computer, the global village was created. The global village is inhabited by people who are called global audiences; these are people who possess global consciousness. Thompson (2017) mentioned Giddens’ (1999) assertion that “more and more people have a global outlook and increasingly identify with a global audience.” We can identify ourselves with the rest of the people in the world, realizing that our actions or theirs will always affect people in different parts of the globe. This notion of global consciousness was labeled by Giddens as Cosmopolitanism. 7|P ag e for BSU use only Prepared by: DR. MA. THERESA B. DOLIPAS Facilitated by: SACANUTO  medium.com Cultural Globalization and McDonaldization The increasing diversity in today’s culture is one of the vivid illustrations of globalization’s impact on culture. Hofstede (1997) defined culture “as the cumulative deposit of knowledge, experience, beliefs, values, attitudes, meanings, hierarchies, religion, notions of time, roles, spatial relations, concepts of the universe, and material objects and possessions acquired by a group of people in the course of generations.” In other words, culture includes anything about a person’s way of life. Due to the progress in technology and transportation, it is now easier for people to travel from one part of the globe to the other. As this happens, exposure to the beauty of cultures of people we meet physically or through the screens of our gadgets is made possible. The phenomenon of cultural globalization surges. legacy.ypo.org 8|P ag e for BSU use only Prepared by: DR. MA. THERESA B. DOLIPAS Facilitated by: SACANUTO  Cultural globalization, according to Thompson (2017), “refers to the rapid movement of ideas, attitudes, meanings, values, and cultural products across national borders.” He further noted that the internet, popular entertainment, transnational marketing of particular brands and international tourism reinforce and transmit this global culture that leads to cultural homogenization. He gave the globalization of food as a primary illustration of cultural globalization. wordpress.com He remarked that the spread of global food corporations like McDonald’s, Coca-cola, and Starbucks “has arguably led to the decline of local diets and eating traditions.” Concerning the globalization of food is Ritzer’s idea of society’s Mcdonaldization. The American sociologist George Ritzer developed the idea of the McDonaldization of society. This idea reflects that the principles of fast food business industries in the United States of America are found in every social institution in the globe today. wordpress.com These principles of American business industries include the following: 1. Efficiency pertains to the division of labor, doing processes quickly, and reduction of human interaction. In schools, for instance, people have assigned tasks. The faculty is to teach students, the security personnel are to maintain 9|P ag e for BSU use only Prepared by: DR. MA. THERESA B. DOLIPAS Facilitated by: SACANUTO  peace and order within the school premises, the school registrar and staff keep students’ records, and so on. 2. Predictability is illustrated by giving the same services and products in all stores in all branches. For instance, when you enter Mcdonalds' or Jollibee branch in La Trinidad, the meals offered here as well as the prices will be the same as in its branches in Baguio City and other places in the Philippines. 3. Calculability is the use of formulas, calculations, and the adoption of the phrase quantity over quality. For example, you buy grocery items pegged in kilograms or by grams. Notice that the crew in Jollibee weighs the box of fries before placing this on your food tray. You are also most attracted to mall sales where a flashing 50% off mark is advertised over the radio or television. 4. Control is the utilization of technology for reliability and monitoring. For example, restaurants make use of cash registers for the easier transaction of money with customers; ATM dispensers replace bank personnel for these are much more reliable in terms of counting and issuing money. Some authors believe that cultural globalization is simply the Americanization of world cultures; cultural globalization is labeled as the new face of American Imperialism. The USA is the biggest producer of popular culture (pop culture), “which refers to cultural products (music, art, literature, fashion, dance, film, cyberculture, tv, and radio) that are consumed by the majority of society’s population. It is those types of media that have mass accessibility and appeal” (Crossman, 2019). American Idol, Big Brother, and America’s Next Top Model are only some examples of American shows that became a big hit all over the globe and were adopted locally (known as glocalization) in some states like the Philippines. Although most scholars argue that American Imperialism is evident in the fields of entertainment, sports, and music, one has to consider that multiculturalism is also evident in the USA. Hollywood by itself is the exemplification of this. Not all artists in Hollywood are Americans. Antonio Banderas is Spanish, Kit Harrington is British, Chris Hemsworth and Nicole Kidman are both Australians, Bruno Mars is half American-half Filipino and Hailee Steinfeld also has Filipino Blood. One also has to acknowledge that Asian popular cultures are also making their way to the West. At present Hallyu Wave or the (South Korean) Popular Culture is crossing national borders not only in Asia but in the West as well. Korean artists, drama shows, beauty products, and cuisine are becoming famous in various parts of the globe. Apart from Korean cuisines, Chinese and Japanese foods are also being enjoyed in the West. Japanese animations are also well-appreciated in the West. These examples, I suppose, demonstrate that it is not proper to say that globalization only promotes the Americanization of world culture. 10 | P a g e for BSU use only Prepared by: DR. MA. THERESA B. DOLIPAS Facilitated by: SACANUTO  sundial.csun.edu Impact of Globalization on Indigenous Cultures The impact of cultural globalization is observed in our everyday life. Interestingly, globalization has also changed the way of life of indigenous cultural communities across the globe. United Nations (2009) underlined that indigenous peoples possess rich and diverse cultures that are based on their relationship with their land and its natural resources. One has to understand that these indigenous peoples regard themselves as part of nature; hence, they feel an attachment to their land and everything about their way of life is based on their unique knowledge of their environment (United Nations, 2009). By Jun Leprozo 11 | P a g e for BSU use only Prepared by: DR. MA. THERESA B. DOLIPAS Facilitated by: SACANUTO  Indigenous peoples also kept the continuity of their cultures by transmitting their worldview, knowledge, and know-how, as their arts, rituals, and performances from one generation to the next one (United Nations, 2009). They can maintain their cultural heritage by speaking their language and teaching the younger ones about this, protecting places and materials they consider sacred, and asserting their rights to their lands which they consider vital for their continuity as a group of people (United Nations, 2009). However, globalization has been seen as a threat to the indigenous peoples’ cultures. Like what we had already learned in our previous modules, globalization has been instrumental in the exploitation of indigenous resources and the displacement of indigenous communities from their lands. Daes (2004) shared that the development that has been enjoyed by most states in the global north and some states in the global south was at the expense of indigenous communities’ “highly diverse ecosystems… even national parks, biosphere reserves, and the lands set aside for indigenous peoples have been opened to mining and logging, particularly in Latin America and Asia.” Indigenous cultures have been commodified. For instance, traditional medicines have been bought and patented by western companies without acknowledging the communities that served as sources of knowledge and ingredients. The United Nations (2009) also cited the use of indigenous people’s names and images on sports mascots, and commercial products alongside the use of and opening of places that are considered sacred by indigenous communities to ecotourism as forms of commodification of indigenous cultures. Media helped in projecting indigenous cultures and making these available to a wider audience who regarded the former as something public and can be borrowed. Daes (2004) remarked that the excessive utilization of the internet is a fundamental concern among indigenous communities because their most basic concern is “how to keep their most private and sacred knowledge out of the internet.” spot.ph 12 | P a g e for BSU use only Prepared by: DR. MA. THERESA B. DOLIPAS Facilitated by: SACANUTO  Daes (2004) also emphasized that although there are existing laws that aim to protect the cultures of indigenous peoples across the globe, there is a growing problem regarding the strict enforcement of these, and “the international community has failed to address this until now.” Daes gave a hypothetical example to show what the problem is. She narrated for instance because of research endeavors, a professor from one of the universities in Germany was able to obtain data about indigenous healing practices in Brazil from a key informant who is a Brazilian healer. The Professor then processed these data into information and applied for copyright of this. There will be issues with the breach of indigenous information on indigenous Brazilian healing practices. Will the government of Brazil file a lawsuit against Germany or only against the university professor? See, these are some issues that need to be critically addressed by states in their real quest to advance and promote the rights of indigenous communities. References businessdictionary.com. (2020). Digital media. http://www.businessdictionary.com/definition/digital-media.html Daes, E.A. (25 May 2004). The impact of globalization on indigenous intellectual property and cultures. https://humanrights.gov.au/about/news/speeches/impact-globalization-indigenous-intellectual-property-and- cultures Deocampo Jr., F.R., Ramos, B.F. & Llonora, R.L. (2019). Globalization in the contemporary world. St. Andrew Publishing House. Hofstede, G. (1997). Cultures and organizations: Software of the mind. McGraw Hill. http://people.tamu.edu/~i- choudhury/culture.html Lule, J. (2012). Globalization and media: Creating the global village. The SAGE handbook of globalization. Nye, J. (2002). Globalization is about blending, not homogenizing. Washinton Post National Weekly Edition, 20. Ostler, N. (2005). Empires of the world: A language history of the World. Harper Collins. Thompson, K. (2017). What is cultural globalization? http://people.tamu.edu/~i-choudhury/culture.html United Nations. (2009). State of the world’s indigenous peoples. United Nations Publications 13 | P a g e for BSU use only Prepared by: DR. MA. THERESA B. DOLIPAS Facilitated by: SACANUTO