MEDIA AND GLOBALIZATION

GEC103 | The Contemporary World

A7- 2 | 4:30 pm- 6:00 pm

GROUP 5

Submitted by:

BALBERAS, Joycey Grace

CABAHUG, Yvren Ray

DIO, Mae Belle

FULLECIDO, Jimmel James

PAHAM, Ashley Joy

Submitted to:

MR. CLARIENCE Y. CAYRAN

Introduction:

In the previous lessons, it is given that globalization is a process which is currently occurring as of

now. On its impact, it is easily seen in culture and technology. With the movies fromHollywood and

Pop songs fromSouth Korea that circulate across the globe, people now can explore various cultures

and ways of living in the world. The development of technology even made it more accessible in the

food industry. Foods fromthe other country are not anymore exclusive to themsuch as McDonalds

fromthe United States dominates the world food chain and the obsession with South Korea's

Samgyeopsal. In this lesson, we tackle more of the development of media and culture in the globalizing

world.

Globalization entails the spread of various cultures. When a filmis made in Hollywood, it is shown not

only in the United States, but also in other cities across the globe. South Korean rapper Psy's song

"GangnamStyle" may have been about a wealthy suburb in Seoul, but its listeners included millions

who have never been or may never go to Gangnam. Some of themmay not even know what Gangnam

is. Globalization also involves the spread of ideas. For example, the notion of the rights of lesbian, gay,

bisexual, and transgender (LGBT) communities is spreading across the world and becoming more

widely accepted. Similarly, the conservative Christian Church that opposes these rights moves from

places like South America to Korea and to Burundi in Africa.

Learning Objectives:

By the end of this unit students must be able to:

1. Analyze how global integration formthrough various media

2. Explain the process between local and global cultural production

3. Derive cultural consumption and consumer pattern fromthe impact of globalization in media

Sections of the Unit:

1. What is media?

2. What is a global village and imagined community?

3. Impact of globalization in media and culture

It can be true that globalization fueled the spread of values in culture, but it can also be true that

via media, globalization was pushed through. By any means, such as oral, script, print, electronic, and

digital, media influenced globalization and even the way of living of the people. With the invention of

the television, people started sitting around their homes just watching the pictures and stories across

the globe. The global village, an imagined community, emerged merely because of the television. People

start seeing how other people live, eat, or work as if we knew everyone without seeing each other face

to face. They imagined themselves acting the things other people do. Since then, the interaction of

cultures was intensified more than ever before. Lule (2012) claimed that we cannot imagine

globalization occurring without the media which is crucial to human life.

Media, as defined by Lule (2014), is “ a means of conveying something, such as a channel of

communication” .

● Print media include books, magazines, and newspapers.

● Broadcast media involve radio, film, and television

 ● Digital media cover the internet and mobile mass communication.

○ Internet media are the social media posts (Facebook, Instagram), YouTube videos, online

news outlets, podcasts, and blogs.

○ Mass communication are the news broadcasts, radio shows, print newspapers, TV

advertisements

There is an intimate relationship between globalization and media which must be unraveled to

further understand the contemporary world. The relationship between the media and globalization is

multifaceted and deeply interconnected. Media plays a central role in facilitating and shaping the

processes of globalization by enabling the rapid exchange of information, ideas, and cultures across

borders.

Media theorist Marshall McLuhan once declared that "the mediumis the message." He did not mean that

ideas ("messages") are useless and do not affect people. Rather, his statement was an attempt to draw

attention to how media, as a formof technology, reshape societies.

Globalization enabled the large amount of interaction of cultures and it tends to influence each other.

In the Globalization and Culture: Global Mélange of Jan Nederveen Pieterse (2004: 41–58 cited in Lule,

2014) argues that there are actually three aspects to consider the influence of globalization on

culture:

• Cultural differentialism- suggests that cultures are different, strong, and resilient. It can

suggest that cultures are destined to clash as globalization continually brings themtogether
 • Cultural convergence - suggests that globalization will bring about a growing sameness of

cultures. A global culture, likely American culture, some fear, will overtake many local

cultures, which will lose their distinctive characteristics.

‘ Cultural imperialism’ , in which the cultures of more developed nations

‘ invade’ and take over the cultures of less developed nations. (homogenized)

• Cultural hybridity – suggests that globalization will bring about an increasing blending

or mixture of cultures.

With the greater amount of interaction of cultures due to globalization, the termglocalization existed.

It specifies for the media and globalization as the facts of life in local cultures (Lule, 2014).

Media’ s role in glocalization

● Media’ s role in glocalization – Media has been a mediumfor foreign brands in reaching

other cultures and in spreading their influence, an example of these are the many filipino

shows being localized versions of foreign media (i.e Marimar, descendants of the sun, the voice)

because of the original material being so popular to the locals, so much so that filipino

iterations are made for the audiences this makes way for foreign cultures, and norms to

make it’ s way through local culture and influencing themwhich in turn either slowly takes

over the culture (i.e western culture imperialism) or the hybridization of these cultures

wherein the local communities beliefs and traditions are so steadfast that foreign media tends

to change in accordance to that culture (i.e mcdonald’ s adding rice its menu)
Surely, local culture was the result of multiple interactions with the other previous culture.

Influencing the local culture, in the times of globalization, is inevitable.

How does the media affect societies?

Media affects societies in a way that they change the audience’ s social behavior. A person can change

frombeing an active person to a passive person.

• Extend and amputate human senses

- dulled our capacity to remember because of digital development; with this development,

people can now communicate easily but with lesser intimacy. New media may expand the

reach of communication, but they also dull the users’ communicative capacities.

• Creation of “ global village”

- More and more people are sitting in front of their television listening to the same story

resulting in their perception of the world contracting. If tribal villages once sat in front of

fires to listen to collective stories, the members of the new global village would sit in front of

bright boxes in their living room.

• Homogenization of culture

- as cultures tend to homogenize, the spread of dominant culture (e.g. American hegemony

could create cultural imperialismwhere their values and culture is spread and even

manifested in consumer patterns nowadays as if it was dictated by the Americans to them.)

 Cultural imperialismis criticized because consumers/audiences are active participants

and stressed that they are not passive thinkers in accepting/watching media messages. Also,

not all of the pop culture refers to American culture, such as Hello Kitty, Pokemon, and

Korean novelas, this was due to Renewed strength of regional trends in the globalization

process.

• “ Cyberbalkanization” – The segregation of the internet into smaller groups with similar interests.

This creates an echo chamber effect, where exposure to differing perspectives is limited, reinforcing

narrow- mindedness and making it harder for individuals to consider or accept opposing viewpoints.

● Echo chambers (e.g. people tend to make their own world by hiding some post fromtheir

news feed. With this, people prevent other users fromlistening to or opinions and information

that challenges their viewpoints, thus, making themmore close- minded as if they are placed

in a chamber. This can even manipulate political events manifested in the filmThe Great

Hack which discussed how Trump organization influenced voters through Facebook algorithms.

● Formation of Echo Chambers- Echo chambers formwhen users filter their content to see

only like- minded views, while algorithms reinforce this behavior by prioritizing similar

content, creating isolated digital spaces that limit diverse perspectives.

- Real life use of Cyberbalkanization:

1. Great Firewall of China

2. Iran’ s National Information Network (NIN)

3. Russia’ s Sovereign Internet Law

Advantages and Disadvantages of Cyberbalkanization

Advantages:
 1. Personalization- Users engage with content that aligns with their interests, making it

easier to find like- minded individuals and communities.

2. Community Bond- By grouping people with similar views, individuals feel more connected to

their beliefs providing a sense of community and belonging.

3. Empowerment- Individuals can amplify their voices and gain support frompeople with

similar interests or struggles.

Disadvantage:

1. Reduced Exposure to Diverse Views- Users become more isolated fromopposing opinions

which leads to a narrow- minded perspective and hinders open dialogue.

2. Spread of Misinformation- Since individuals are likely to trust content that supports their

existing views, even if it is misleading.

3. Manipulation- Algorithms are exploited to manipulate users’ opinions and behaviors.

Democratization of access – knowledge can now easily be accessed even using a smartphone.

● Democratization of access has made knowledge and information available worldwide. However,

easy access also means people can choose to stay in echo chambers, reinforcing

cyberbalkanization and limiting exposure to diverse perspectives.

Reference

Studocu. (n.d.). GEED 10043 The Contemporary World - Republic of the Philippines

POLYTECHNICUNIVERSITY OF THE - Studocu https://www.studocu.com/ph/document/

polytechnic- university- of- the- philippines/officeadministration/geed- 10043- the-

 contemporary- world/31164388

Claudio, L. E., &Abinales, E. M.(2018) The Contemporary World. C&E Publishing Inc.

“ May the Force be with you."

● Hint: A galaxy far, far away.
● Answer: Star wars

"There's no place like home."

 ● Hint: Click your heels together three times.
● Answer: The wizard of oz

"Why so serious?"
● Hint: Spoken by a villain in clown makeup
● Answer: Batman: the dark knight

"Walang himala!"
● Hint: This line, often quoted, is froma character who questioned faith and hope.
● Answer: Himala

3. "Baka kaya tayo iniiwan ng mga mahal natin kasi baka meron bagong darating na mas okay. Na
mas mamahalin tayo."
“ *tinapunan ng libro* GANGSTER!”
● Hint: Said by Kath’ s character as she reflects on heartbreak and moving on.
● Answer: Shes dating the gangster

4. "Oo na! Ayaw ko na, ako na yung mahina, ako na yung hindi perpekto, sorry ha! I'msorry kung
wala akong alamsa mundo, I'msorry kung hindi ako ang bumubuhay sa pamilya ko sa Pilipinas, na
wala akong pinapaaral na kapatid, I'msorry kung hindi ako naghirap, hindi ako nagutom, o hindi ko
naranasan ang lahat ng naranasan mo! Sorry ha! Eto lang kasi ako eh! Tanga, Palpak, Bobo."
● Hint: Said by Kath’ s when arguing with daniel.
Answer: Barcelona: a love untold

“ With great power comes great responsibility.”

● Hint: A lesson passed down fromUncle Ben to a young superhero.
Answer: Spiderman