Asynch Wk7 C Media-Globalization

Unit 2: A World of Ideas: Cultures and Globalization
Lesson 7: Media and Globalization
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
from Hollywood and Pop songs from South Korea that circulates across the globe, people now
can explore various cultures and way of living in the world. The development of technology even
made way for more accessible in food industry. Foods from the other country is not anymore
exclusive to them such as McDonalds from United States dominates the world food chain and
the obsession to South Korean’s Samgyeopsal. In this lesson, we tackle more of the
development of media and culture in the globalizing world.
Learning Objectives:
By the end of this unit students must be able to:

1. Analyze how global integration form through various media
2. Explain the process between local and global cultural production
3. Derive cultural consumption and consumer pattern from the impact of globalization in
media
Sections of the Unit:

1. What is media?
2. What is global village and imagined community?
3. Impact of globalization in media and culture
What is Media?
It can be true that globalization fueled the spread of values 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 start 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 have 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”. Medium is the plural word; it is the technologies of mass
communication. As we have mentioned above, 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 them
together
• 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 term glocalization
existed. It specifies for the media and globalization as the facts of life in local cultures (Lule,
2014).
Media’s role in glocalization
o Site – i.e. American Idol
o Agents – i.e. KPop music spread globally through television, radios and magazines,
Philippine starts producing girl/boy band group
Korean song’s fame from Psy’s Gangnam Style craze
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 media affect societies?
• 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.
• Creation of “global village”
• Homogenization of culture – as culture tend to homogenize, the spread of dominant
culture (e.g. American hegemony could create cultural imperialism where their values and
culture is spread and even manifested in consumer patterns nowadays as if it was dictated
by the Americans to them.)
❖ Cultural imperialism is 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 popculture 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.
• Democratization of access – knowledge can now easily access even using a smart
phone.
• “Cyberbalkanization” – eco chambers (e.g. people tend to make their own world by
hiding some post from their news feed. With this, people prevent other users from
listening to or opinions and information that challenges their viewpoints, thus, making
them more close-minded as if they are placed in a chamber. This can even manipulate
political events manifested in the film The Great Hack which discussed how the Trump
organization influenced voters through Facebook algorithms.

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Unit 2: A World of Ideas: Cultures and Globalization

Lesson 7: Media and Globalization

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

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

Sections of the Unit:

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

➔ ‘cultural imperialism’, in which the cultures of more developed nations ‘invade’

Media’s role in glocalization

o Site – i.e. American Idol

Korean song’s fame from Psy’s Gangnam Style craze

How media affect societies?

❖ Cultural imperialism is criticized because consumers/audiences are active

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