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NUEVA ECIJA UNIVERSITY OF SCIENCE AND

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UNIT Vlll. GLOBAL MEDIA CULTURE

Overview
This unit presents how media influences the economic, political, and social aspects of people’s
lives and how globalization effects economic growth.

Table of Content:

 Media Define
 Global Media Culture is Characterized
 Evolution of Media and Globalization
 Media and Globalization
 Local and Global Cultural Production

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NUEVA ECIJA UNIVERSITY OF SCIENCE AND
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What is Global Media Culture?

Refers to the widespread influence and reach of mass media across the world this phenomenon
is largely a result of globalization and the advancement of technology, which have made it
possible for media content to be shared and consumed across national border.

Global media culture is characterized by a few key aspect:

Cultural Homogenization:

Cultural Hybridization:

Media Conglomerates:

Digital Media and the Internet:

Influence on Public Opinion and Policy:

Media
Media has played significant roles in shaping the global process of Economics, Politics,
and Culture-the three aspects that make up the multidimensionality of globalization

A tool for the interaction of people with different cultures

A carrier of culture

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NUEVA ECIJA UNIVERSITY OF SCIENCE AND
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Cabanatuan City, Nueva Ecija, Philippines
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Arjun Appadurai, (1996) contends that advance in media together with migration, i.e.
changing migration patterns as people easily move around the world due to the
advancement of technology and transportation this fundamentally change the human
life and have way to globalization (as cited in Lule, 2014: 662).

In his article globalization and media: Creating the global village, the Lule (2014) forwards the
ideas that:

 Globalization could not occur without media

• Globalization in media have process together through time and supported these claims
by outlining and development of media throughout time. The essence of these ideas is
simplified in the statement that “Media have made globalization possible”.

Evolution of Media and Globalization

Oral communication
Is the most overlooked medium in histories of globalization. Yet, the oral medium – human
speech – is the oldest and most enduring of all media. Speech has been with us for at least
200,000 years, script for less than 7,000 years, print for less than 600 years and digital
technology for less than 50 years. When speech developed into language, Homo Sapiens had
developed a medium that would set them apart from every other species and allow them to
cover and conquer the world.

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NUEVA ECIJA UNIVERSITY OF SCIENCE AND
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Cabanatuan City, Nueva Ecija, Philippines
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How did the medium of language old Globalization

Language allowed humans to cooperate; – Sharing information about land, water, climate and
weather aided humans’ ability to travel and adapt to different environments; – Sharing
information about tools and weapons led to the spread of technology; – Humans eventually
moved to every corner of the world, encountering new environments and experiences at each
turn. Language was their most important tool.

Script
Script the very first writing – allowed humans to communicate and share knowledge and ideas
over much larger spaces and across much longer times. Early writing systems began to appear
after 3000 BCE, with symbols carved into clay tablets to keep account of trade (Cuneiform –
Mesopotamia). But script needed to be written on something. Writing surfaces even have their
own evolution.

Ancient Egypt created one of the most popular writing surfaces from a plant found along the
Nile River – papyrus (from which the English word paper eventually derived). If globalization is
considered the economic, cultural and political integration of the world, then surely script – the
written word – must be considered an essential medium.

The Printing Press

Prior to the printing press, the production and copying of written documents was slow,
cumbersome and expensive. With the advent of the printing press, first made with movable
wooden blocks in China and then with movable metal type by Johannes Gutenberg in Germany,
reading material suddenly was cheaply made and easily circulated. The printing press, however,
encouraged the literacy of the public and the growth of schools. Too, the rise of inexpensive,
easily obtained magazines and daily newspapers brought news from around the world to

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NUEVA ECIJA UNIVERSITY OF SCIENCE AND
TECHNOLOGY
Cabanatuan City, Nueva Ecija, Philippines
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people. People increasingly learned of lands and culture far from where they could travel. They
learned about the world. Truly, the printing press helped foster globalization – and knowledge
of globalization.

Electronic Media
Beginning the 19th century, a host of new media would revolutionize the ongoing process of
globalization. Samuel F.B. Morse began to work on a machine in the 1830s that eventually
could send coded messages – dots and dashes – over electrical lines. The effects were
enormous. By 1866, a transatlantic cable laid between the United States and Europe, and the
telegraph became a truly global medium (Carey, 1992) Alexander Graham Bell is credited with
inventing the telephone in 1876. It quickly became a globally adopted medium.

By 1927, the first transatlantic call was made via radio. The creation of the cellphone in 1973
was especially crucial in the context of globalization and media. By the early 1900s, speech
indeed was being transmitted without wires. By 1920s, broadcast stations were ‘on air’,
transmitting music and news. Television brought together the visual and aural power of film
with the accessibility of radio: people sat in their living rooms and kitchens and viewed pictures
and stories from across the globe. Marshall McLuhan proclaimed the world a “global village”,
largely because of television.

Digital Media
Since early times people have been using media to communicate with each other. Types of
media that people used to communicate with started out as thing like stone tablets, cave
paintings, and Egyptian hieroglyphs in pyramids. This eventually progressed to people using ink
on paper, newspaper printing, photography, recorded audio and video. Today there are many
new forms of media such as video games, animation, and of course the Internet. Digital media
is a type of electronic media where information is stored in digital form. Digital media is
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NUEVA ECIJA UNIVERSITY OF SCIENCE AND
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different to analogue media where information is stored in analogue form. Examples of digital
media include digital photos, digital video, MP3 music, podcasts, emails, video games, eBooks,
and webpages. Digital media uses computer technologies to communicate information.
Analogue media is stored in analogue form such as paper, video cassette tapes, printed photos,
printed newspapers, and books. Multimedia is the combination of more than one type of media
such as a website that uses videos, sounds, pictures, and text.

Each of the Era

Oral, Script, Print, Electronic and Digital – saw marked influences of media on globalization. It is
difficult to imagine globalization occurring without the media that are so crucial to human life.

Media and Globalization

Economy
E-commerce is becoming a major form of business Amazon, Lazada , and Zalora are some
example of start-up companies that have grown into successful global e-commerce platforms.
Micro-Entrepreneurs like Farmers, Fishermen, and start-ups are now able to access Micro-
Financing using mobile phones or computers.

The media have been essential to the growth of economic globalization in the world indeed,
The media have made it possible by creating the conditions for global capitalism and by
promoting the conceptual foundation of the world’s market economy

Politics
Globalization has transformed world politics in profound ways. media is able to spark collective
public opinion and action towards politics. Even during election campaigns, various forms of
media have used by candidates to appeal for public votes and by people to assert their support
to candidate

Education

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The internet is helping democratize access to affordable learning as open universities, online
courses, and webinars are just one click away through phones and computers. Media has made
it easy to search for information on the internet

Culture
Media is the primary career of culture. There is now a wealth of exchange and fusion of culture
including fashion, arts, and music through the use of newspapers, magazines, movies,
advertisements, television, radio, the internet, and other forms of media.

LOCAL AND GLOBAL CULTURAL PRODUCTION

Local cultural production is the creation of cultural content within specific geographic or
community contexts, rooted in unique traditions, and often includes regional art, music, and
cuisine.

Global cultural production involves cultural content that transcends boundaries, drawing from
multiple cultures and reaching a worldwide audience through mediums like international
movies, pop music, and fashion trends.

The interaction between local and global culture is complex, enriching global society with
diversity while also posing challenges like cultural appropriation. Embracing and respecting
both local and global expressions is vital in our interconnected world.

Through media is great help to exchange and fusion of culture around the world there are also
conflicting views on the impact of globalization on culture production.

Two types of Effect

Negative effect - it is a threat to the local economy and it has disadvantages for poor countries
and small businesses it can also destroy traditional culture, beliefs, and value systems and may
result in a loss of cultural identity.

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NUEVA ECIJA UNIVERSITY OF SCIENCE AND
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Positive effect - It expand global market opportunities and it drives economy growth in the
poor part of the world. Local culture and reaches when exposed to other cultures. It increase
the knowledge and understanding of people around the world.

Globalization has grown due to the advancement of media and technology. With increased
global interaction comes the growth of international trade, ideas, and culture. There are
positive and negative points of view and these are not opposites but inherently
interdependent.

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