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CONTEMPORARY

The document discusses the impact of media and cultural globalization, highlighting three outcomes: cultural differentialism, convergence, and hybridity. It emphasizes the dynamic nature of local cultures influenced by global interactions and critiques the notion of cultural imperialism by acknowledging the active role of audiences in interpreting media. Additionally, it addresses the rise of social media and its potential to create echo chambers and spread misinformation.

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10 views17 pages

CONTEMPORARY

The document discusses the impact of media and cultural globalization, highlighting three outcomes: cultural differentialism, convergence, and hybridity. It emphasizes the dynamic nature of local cultures influenced by global interactions and critiques the notion of cultural imperialism by acknowledging the active role of audiences in interpreting media. Additionally, it addresses the rise of social media and its potential to create echo chambers and spread misinformation.

Uploaded by

lecelgeronimo27
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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MEDIA AND CULTURAL

GLOBALIZATION
On one level, the Media, are the primary carriers of
culture, it generate numеrous & ongoing interactions
among cultures. The media are the people; active
economic agents & aggressive political lobbyist on
matters of culture. They market brands aggressively,
seek out new markets worldwide for their cultural
products & actively bring about interactions of culture
for beauty, power & profit.These interactions are like
cultural laboratory experiments: some result in
startling & stunning hybrid but other times they result
combustible & explosive mixtures.
Three outcomes/influences of globalization on culture: Jan
Nederveen Pieterse (2004)
1.Cultural Differentialism
Suggests that cultures are different, strong & resilient. Distinctive cultures will endure, despite
globalization & the global reach of American or Western cultural forms. Some culture are destined to clash
is globalization continue to bring them together. The Clash of Civilizations & the Remaking of World Order
by World Order by US political scientist Samuel Hatzingon ages that the West & Islam will be locked in
conflict (Huntington, 1996) (The Yanomami of the Amazon).

2. Cultural Convergence

Suggests that globalization will being about a growing saneness of culture A global culture, some
fear, will overtake many local cultures, which will lose their distinctive characteristics. CC can suggest
"cultural imperialism" im wic the cultures of more developed nations invade & take over the cultures of
less developed nations. The result a worldwide, homogenized, westernized culture (Tomlinson, 1991).

3.Cultural Hybridity

Suggests that globalization will bring about an increasing blending or mixture of cultures. This
melange leads to the creation & surprising cultural forms. From music to of new food to fashion (foreign
melody of OPM. Pinoy Rap Culture, Filipino-style spaghetti, Filipino character cosplay etc.) For Pieterse, this
GLOCALIZATION
Media and globalization are facts of life in local cultures. Local culture is not static & fixed, it is
pliable & weak, awaiting or fearing contact from the outside. it instead created & produced daily,
drawing from, adapting, succumbing to, satirizing, rejecting, or otherwise negotiating with the
facts, global & local, of the day. The local is built & understood anew each day in a globalized world
(the global takes local form: Asia's Pilipinas Got Talent, PBB, The Voice Philippines, Survivor Phils..
Asia's Top Model). Our very understanding of local culture actually benefits from the long, historical
lens of globalization Local culture is likely the historical product of countless previous interactions
with other cultures; LC is our time is a product of negotiation between local & global cultures of
previous times. Local culture is continually produced & reproduced daily, the daily negotiation of
cultures this is a key to understand globalization, media & culture. Globalization allows the
intersections of cultures in ways & amounts umknown to other areas; the emphasis on the
negotiation of cultural forms at the local level is of theoretical also methodological importance.
Cultures converge not in the abstract but
in newsrom, cabarets, churches,
mosques, movie theatres & Living rooms.
As well as in chat rooms & McDonald's.
According to Jack Lule, globalization &
media have done wondrous deeds. They
have succeeded in bringing the world
Closer Together.They have removed the
shackles of time & space. They have
given us the ability to truly imagine the
world us a global village.

When McLuhan conceived the term, he


had the highest hopes & even today, the
term global village still evokes
community, kinship, cooperation &
fraternity but Mumford was not fooled, his
cold, clear vision of human weakness saw
the emerging dark contours of global
village, he saw media technology used
THE GLOBAL
VILLAGE AND
CULTURAL
IMPERIALISM
McLuhan analyzed the social changes brought
about by television. He declared that television
was turning the world into a "global village", he
meant that, as more and more people sat down
in front of their television sets and listened to
the stories, their perception of the world would
contrast. America's power had turned it into the
world's cultural heavyweight. They argued that
as global media spread, people from all over the
world would begin to watch, listen to, and read
the same things. This thinking arose at a time
when America's power had turned it into the
world's cultural heavyweight.
In 1976, media critic Hebert Schiller argued that
not only was the world being Americanized, but
that his process also led to the spread of
"American" capitalist values like consumerism.
Similarly, for John Tomlinson cultural
globalization is simply a euphemism for
"western cultural imperialism since it promotes
"homogenized, westernized, consumer culture".
They believe that media globalization coupled
with American hegemony would create cultural
imperialism. Cultural imperialism is more
concerned with the broad structures that
CRITIQUES OF CULTURAL
IMPERIALISM
Cultural imperialism ignored the
fact that media messages are
not just made by producers, but
they are also consumed by
audiences. The audience of
studies emphasize that media
consumer are active participants
in the meaning- making process,
who view media "texts" through
their own cultural lenses. The
cultural imperialism has been
belied by the renewed strength
of regional trends in the
globalization. Example: Asian
cultural. Critiques of Cultural
Proponents of the ideas of cultural
imperialism ignored the fact that media
messages are not just made by producers,
they are also consumed by audience. The
field of audience studies emphasizes that
media consumers are active participants in
the meaning-making process, who view
media "texts "(in media studies, a "text"
simply refers to the content of any
medium) thought their own cultural lenses.
In 1985, Indonesian cultural critic Ien Ang
studied the ways in which different viewers
in the Netherlands experienced watching
the American soap opera Dallas.
In 1990, Elihu Katz and Tamar Liebes
decided to push Ang's analysis further by
examining how viewer from distinct cultural
communities interpreted Dallas. They argued
that the texts are received differently by varied
interpretive communities because they derived
different meaning and pleasures from the
texts.
In Asian culture for example, has proliferated
worldwide thought the globalization of media.
Japanese brands- from Hello Kitty to the Mario
Brothers to Pokémon are now an indelible part
off global popular cultural.
Korean pop (k-pop) and Korean Television,
which are widely successful regionally and
globally Philippines' Jollibee claims to be claims
SOCIAL MEDIA AND THE
CREATION OF CYBER
GHETTOES
By now, very few media scholars argue that the
word is becoming culturally homogenous. A part
from the nature of diverse audiences and regional
trends in cultural production, the internet and
social media are providing that the globalization
of cultural and ideas can move in different
direction. Anyone with an internet connection or a
smart phone can use Facebook and Twitter for
free. Social media also have their dark side.

In the early 2000s, commentators began referring


to the emergence of a "splintered and the
phenomenon of "cyber balkanization" refers to the
various bubbles people place then selves in when
they are online. By now, very few media scholars
argue that the world is becoming culturally
homogeneous.
As part from the nature of diverse audiences and regional trends in cultural
production, the Internet of culture and ideas can move in different
directions.

This echo chamber precludes users from listening to or reading opinions


and information that challenge their viewpoints, thus, making them more
partisan and closed - minded.

As the preceding cases show, fake information can spread easily on social
media since they have few content filters. As the preceding cases show,
fake information can spread easily on social media since they have few
content filters. Example: Facebook does not have a team of editors who are
trained to sift through and filter information.

Global online propaganda will be the biggest threat to face as the


globalization of media deepens.
THANK YOU FOR
LISTENING!!!

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