• 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.