Global Media Culture

• WORLD CULTURE THEORY
    * Somehow Related to Global Media Culture
• INTERNATIONAL MASS MEDIA
    * Plays a vital role in enhancing GLOBALIZATION, especially when they want to interact globally.
    * Exchange of ideas, culture, and multiple information.

3 PARADIGM / ANALYTICAL PERSPECTIVES OF MEDIA GLOBALIZATION

1. COMMUNICATIONS AND DEVELOPMENT VIEW
      * Also known as Modernization Paradigm.
      * Something to do with Mass Media.
      * Media as AGENT OF CHANGE in developing countries with its capacity to ALTER values and attitudes towards modernization.
      * MODERNIZATION + TECHNOLOGY = MASS MEDIA.
2. CULTURAL IMPERIALISM
      * Domination of one’s culture over another.
      * COLONIZATION.
      * Influencing one’s culture over another.
3. CULTURAL PLURALISM
      * Optimistic view of the diversity of the global media platforms/relations.
      * There are variety of cultures and tradition.
      * RESPECT FOR DIVERSITY.

• HISTORY OF THE FIRST PARADIGM
    * Started during the post WWII (countries’ economies dropped).
    * How mass media are used.
    * Absence of modernization is due to the lack of human resources, education, and mass media.
• MASS MEDIA
    * Link societies closer with the exchange of ideas, culture, & multiple information.
    * Fundamental of building capital
• ANTECEDENTS
    * Different issues, concerns + the media, & the consequences to modernization.
    * Roger’s model of mass media exposure & modernization.
• SOCIO - ECONOMIC ANTECEDENT
    * Would determine the capacity of mass media exposure to the modernization.
• HISTORY OF THE SECOND PARADIGM
    * Imperialism - Politics
    * Colonization, Decolonization, Postcolonialism
    * HAVANA DECLARATION IN 1970s.
    * Uneven flow of information.
    * Cultural Imperialism - free market is involved.
    * Media Imperialism - Use of mass media in dominating one’s culture.
    * Paved the way for the entry of western based transnational corporation.
• CULTURAL IMPERIALISM THEORY
    * Creation and Maintenance of UNEQUAL RELATIONSHIPS between civilization, favoring the more powerful countries.
    * Developed by Herbs Schiller (1970s).
• CRITICISM OF CULTURAL IMPERIALISM PARADIGM
    * Against its theoretical coherence.
    * Romanticizing the national as an agent of resistance which could be oppressive and homogenizing.
    * The theory may have to be reevaluated as the new media penetrate into developing nations.
• CULTURAL PLURALISM
    * Homogenization to Heterrogenization.
    * Results of criticisms against imperialism.
    * “Cultural Globalization”
    * One way to mulidirectional flows.
• CRITICISMS OF HETEROGENIZATION
    * Systematically marginazing the role of the State (think global, act global).
    * Neglect of the economic clout of global media firms.
    * Concentration in the United States.
    * It is not also reflective of the assumptions of the paradigm.
    * The power it provides the audience without taking into account the inequality of their access to media and communications.