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.

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