Module 7 and 8 Media and Globalization

College of Arts - Technological Institute of the Philippines

• Course: GEC 003 The Contemporary World

• Semester: Second Semester, S.Y. 2024-2025

• Location: Quezon City

Page 1: Introduction

• Institution: College of Arts, Technological Institute of the Philippines, Quezon City

• Course title: The Contemporary World (GEC 003)

Page 2: Topic Overview

• Main Topic: Media and Globalization

• Subtopics:

  • Media and Its Function

  • The Global Village and Cultural Imperialism

Page 3: Intended Learning Outcomes

• Analyze various media's role in global integration.

• Compare social impacts of media on globalization processes.

• Explain local and global cultural production dynamics.

• Define responsible media consumption.

Page 4: Media and Globalization

• Explore the important role of media in globalization.

Page 5: Role of Media in Globalization

• Globalization entails the spread of various cultures.

  • Example: Hollywood films shown worldwide.

• Involves the spread of ideas.

  • Example: Increasing acceptance of LGBT rights globally.

Page 6: Access to Wider Audiences

• TV programs, social media, books, movies, and magazines help advocates reach larger audiences.

Page 7: Medium of Globalization

• Media serves as the main channel for spreading global culture and ideas.

Page 8: Media Definition

• Jack Lule: Media is a means of conveying communication; often refers to mass communication technologies.

Page 9: Types of Media

• Print Media: Books, magazines, newspapers

• Broadcast Media: Radio, film, television

• Digital Media: Internet and mobile communication

  • Includes: Email, websites, social media, internet-based audio/video.

Page 10: The Medium is the Message

• Video: "The Medium is the Message" by Marshall McLuhan.

• Key Question: What does McLuhan mean?

Page 11: Understanding Media's Impact

• Media can reshape societies via technology.

  • Example: Television affects social behaviors.

  • Example: Smartphones enable instant multiple communications.

Page 12: Positive and Negative Effects of Media

• Positive: Expands communication reach.

• Negative: Can limit and amputate human senses.

Page 13: Writing Medium Example

• The medium of writing: Shift from reliance on memory to written documentation.

Page 14: Cultural Imperialism Overview

• McLuhan's Global Village Concept: TV as a unifying global perspective.

• Post-McLuhan: Concerns of media culture homogenization.

Page 15: Cultural Homogenization and American Hegemony

• Media globalization leads to American cultural dominance

  • Herbert Schiller (1976): Americanization and consumerism spread globally.

Page 16: Critiques of Cultural Imperialism

• John Tomlinson: Cultural globalization is Western cultural imperialism.

Page 17: Definition of Cultural Imperialism

• Dominance of one country's media shaping values and ideologies.

  • Example: American film production's worldwide influence.

Page 18: Political Economy Perspective

• Homogenization leads to shared values through dominant media.

  • USA: 85% of global film market, 68% of television.

Page 19: Asian Cultural Influence

• Strength of regional trends in globalization challenges the cultural imperialism thesis.

  • Example: Global presence of Japanese brands and K-Pop.

Page 20: Cyber Ghettoes and Social Media

• Social media connects people globally yet can lead to cultural homogenization.

  • Widespread sharing of cultural elements.

Page 21: Mixed Effects of Social Media

• Democratization of access vs. exposure to limited perspectives.

Page 22: Concept of Cyberghetto

• Definition: Marginalized online communities reflecting urban marginalization based on race.

Page 23: Vigilance in Media Consumption

• Importance of distinguishing credible sources in the face of "alternative facts."

Page 24: Media Literacy Introduction

• Vital for understanding media's societal impact.

  • Awareness of mass communication environment.

Page 25: Skills for Media Literacy

• Maintain cognitive, emotional, aesthetic, and moral awareness.

  • Understand the power of messages and critical thinking.

Page 26: Conclusion & Reflection

• Consumption of media should reflect critical awareness of its effects.