LESSON 7 Media and Globalization PDF

SSP 113: THE CONTEMPORARY WORLD LESSON 7: MEDIA AND GLOBALIZATION BS Medical Technology – 1st Semester | SY 2024-2025 Palacio, T.J. Ms. Rotchelle Tuburan | 11:30AM-1:00PM → The spread of many cultures is a resul...

SSP 113: THE CONTEMPORARY WORLD LESSON 7: MEDIA AND GLOBALIZATION BS Medical Technology – 1st Semester | SY 2024-2025 Palacio, T.J. Ms. Rotchelle Tuburan | 11:30AM-1:00PM → The spread of many cultures is a result of Digital Media globalization. When a picture is produced in one  the Internet: country, it is distributed not only in their locality but e-mail also in other countries. internet sites Example: South Korean rapper Psy’s song social media “Gangnam Style” may have been about a wealthy internet-based video and audio suburb in Seoul, but its listeners included millions  mobile mass communication who have never been or may never go to Gangnam. Some of them may not even know MARSHALL MCLUHAN what Gangnam is. “The medium is the message.” → Globalization also involved the spread of ideas. The - Marshall McLuhan means for spreading culture and ideas all around the globe are the following: → his statement was an attempt to draw attention to  people who travel the globe teaching and how media, as a form of technology, reshape preaching their beliefs societies  television programs Television  social media groups → not a simple bearer of messages  books, movies, magazines → shapes social behavior of users and reorient family → Globalization relies on the media as its primary behavior means of disseminating global culture and ideas → has drawn people away from other meaningful Example: the notion of the rights of lesbian, gay, activities such as playing games or reading books bisexual, and transgender (LGBT) communities is spreading across the world and becoming Smartphone more widely accepted. → allows users to keep in touch instantly → Globalization and media have a complex relationship → the technology (medium), not the message, makes that must be untangled in order to fully comprehend for this social change possible today’s society. HISTORY MEDIA AND ITS FUNCTIONS Oral Tradition “Media are means of conveying something, such as a → Before people wrote down on parchment, channel of communication.” exchanging stories was mainly done verbally. - Jack Lule → To be able to pass stories verbally from one person to another, storytellers had to have retentive → When commentators refer to “media” (plural of memories. medium), they mean the technologies of mass communication. Written Tradition Print Media → Papyrus became more common in Egypt → Storytellers could write down their stories and no  books  magazines longer had to rely completely on their memories.  newspapers → this development, according to some philosophers at the time, dulled the people’s capacity to Broadcast Media remember.  radio  film  television 1  MEDIA AND GLOBALIZATION THE GLOBAL VILLAGE & CULTURAL IMPERIALISM SOCIAL MEDIA & THE CREATION OF CYBER GHETTOS 1960s Social Media as Beneficial → McLuhan declared that television was turning the → these forms of communication have democratized world into a “global village” access → Global village –as more and more people sat down → anyone with an internet connection or a in front of their television sets and listened to the smartphone can use Facebook and Twitter for free same stories, their perception of the world would Ex. 2011- The democratic potential of social contract media was most evident here, during the wave → Homogenize culture – early thinkers argued that as of uprisings known as the Arab Spring. Without global media spread, people from all over the access to traditional broadcast media like TV, world would begin to watch, listen to, and read the activists opposing authoritarian regimes in same things. Tunisia, Egypt, and Libya used twitter to This thinking arose when America’s power had organize and disseminate information. turned into the world’s cultural heavyweight. Social Media as Harmful Commentators believed that: → Emergence of ‘Splinternet’ and the phenomenon Media globalization + American hegemony = creates a of ‘Cyberbalkanization’ to refer to the various form of cultural imperialism bubbles people place themselves in when they are SCHOLARS WHO DECRY CULTURAL IMPERIALISM online Herbert Schiller (1976) → This segmentation, notes an article in the journal Science, has been exacerbated by the nature of → A media critic who argued that not only was the social media feeds, which leads users to read world being Americanized, but this process also led articles, memes, and videos shared by like-minded to the spread of “American” capitalist values like friends. consumerism. → This Echo chamber precludes users from listening John Tomlinson to or reading opinions and information that → For him, cultural globalization is simply a challenge their viewpoints, thus, making them euphemism for “Western cultural imperialism” more partisan and close-minded. This produces since it promotes “homogenized, westernized, Herd Mentality. This can also be exploited by consumer culture.” politicians with less than democratic intentions and demagogues wanting to whip up popular anger. Ien Ang (1985) Example: Russian dictator, Vladimir Putin has → She studied the ways in which 42 different viewers hired armies of social media ‘trolls’(paid users in the Netherlands experienced watching the who harass political opponents) to manipulate American soap opera Dallas. public opinion through intimidation and the → she noted that the viewers put “a lot of emotional spreading of Fake News. energy” and they experienced pleasure based on → Fake Information can spread easily on social media how the program resonated with them. since they have few content filters. Unlike Elihu Katz & Tamar Liebes (1990) newspapers, Facebook does not have a team of → Pushed Ang’s analysis, by examining how viewers editors who are trained to sift through and filter from distinct cultural communities interpreted information Dallas. → this dark side of social media shows that even a → They argued that the texts are received seemingly open and democratic media may be co- differently, that people from diverse backgrounds opted towards undemocratic means. had their own way of understanding the show. → Global online propaganda will be the biggest threat to face as the globalization of media deepens. PALACIO, T.J. 2  MEDIA AND GLOBALIZATION DIGITAL ECONOMY REPORT 2021 → The Digital Economy Report of the United Nations Conference on Trade and Development (UNCTAD) → examines the implications of growing cross-border data flows, especially for developing countries → proposes to reframe and broaden the international policy debate with a view to building multilateral consensus → calls for innovative approaches to governing data and data flows to ensure more equitable distribution of the gains from data flows while addressing risks and concerns → offers valuable insights and analyses, and is commended to a wide global audience as we strive to close the digital divide and ensure that no one is left behind in the fast-evolving, data-driven digital economy → Data – a key strategic asset for the creation of both private and social value Reference/s: Claudio, Lisandro E., and Patricio N. Abinales. 2018. The Contemporary World. Quezon City: C & E Publishing. Digital economy report (2021). United Nations Conference on Trade and Development. Retrieved from https://unctad.org/publication/digital- economy-report-2021 PALACIO, T.J. 3