MEDIA 5

• What is globalisation defined as in the study material?

  Globalisation is a form of cultural imperialism that erodes local traditions and benefits multinational corporations.
• How does globalisation affect developing countries according to the study material?

  It benefits multinational corporations at the expense of developing countries and exacerbates inequality.
• What does globalisation increase according to the study material?

  Globalisation increases the interconnectedness of the world's people, economies, and cultures.
• What drives globalisation as mentioned in the study material?

  Technological advancements and the free flow of goods, services, and people drive globalisation.
• How is globalisation described in simple terms?

  Globalisation is simply the shrinking of the world.
• What does McLuhan mean by the world being a global village?

  It refers to the speed of technological change that connects societies closely together.
• How do electronic media contribute to globalisation?

  Electronic media collapse space and time barriers in communication, allowing media messages to span national boundaries.
• What types of information can be transmitted instantaneously due to globalisation?

  Information such as finance, music, and film can be transmitted instantaneously 24 hours per day.
• Which companies are mentioned as assisting the globalisation of media products?

  Media TNCs such as New Corp, Apple, and Microsoft.
• What has led to the globalisation of popular culture?

  The increasing interconnectedness of societies and exposure to the same cultural products across the world has led to this phenomenon.
• What are the characteristics of high culture?

  • Seen as ‘culturally superior’
  • Found in special places (art galleries, museums, theatres)
  • Aimed mainly at upper and middle class audiences
• What defines popular culture according to the study material?

  • Products of mass media (TV, films, magazines)
  • Enjoyed by the mass population
  • Highly commercialised and mass-produced
  • Often seen as lacking artistic value
• What is mass culture according to Marxists?

  Mass culture is mass-produced manufactured products imposed on the masses by global media businesses for financial profit.
• How does Marcuse (1964) view mass culture?

  Marcuse argues that mass culture undermines critical thinking and promotes conformity.
• What does Marcuse suggest is the effect of mass culture on society?

  It leads to social repression and passive acceptance of the status quo.
• According to Thussu (2007), what has happened to media reporting?

  Media has become tabloidised, focusing on celebrities and sensationalist crime.
• What serious issues does Thussu (2007) claim people are diverted from by tabloid media?

  People are diverted from issues like wars, cultural destruction, and global inequality.
• What does Sklair (2012) say about global engagement with popular culture?

  A large section of the global population engages with similar popular culture, like watching Friends and listening to Taylor Swift.
• What is cultural homogenisation as described in the study material?

  Cultural homogenisation refers to the similarity in people's consumption of popular culture worldwide.
• How has global media affected choice in popular culture?

  Global media has led to less choice, with output controlled by a few media owners.
• What happens to local folk culture in the face of mass-produced popular culture?

  Local folk culture is rejected in favor of mass-produced popular culture.
• What challenge do local media makers face according to the study material?

  Local media makers are unable to compete with global media conglomerates.
• How is the media-saturated global village characterized?

  It is largely a US and Western one.
• What term do Marxists use to describe the control of popular culture by powerful states?

  Cultural imperialism.
• Who rejects Marxist views according to Strinati (1995)?

  Strinati
• What does Strinati (1995) argue about people's consumption of culture?

  People don’t passively and uncritically consume culture
• According to Livingstone (1988), what do soap operas educate people about?

  Important social issues
• What social issues are mentioned by Livingstone (1988) that soap operas address?

  Homelessness, domestic violence, drug addiction
• How do soap operas contribute to public discourse according to Livingstone (1988)?

  They can generate public discussion
• What does the text say about the diversity of cultural choices available to people?

  People now have a wide diversity of cultural choices and products available to them
• What distinction can no longer be made according to the study material?

  We can no longer distinguish between ‘high culture’ and ‘popular culture’
• Who can now consume ‘high culture’ according to the study material?

  It can be consumed by the masses
• What are the key views of postmodernism regarding culture as presented in the study material?

  • Strinati (1995) rejects Marxist views on culture consumption.
  • Livingstone (1988) states soap operas educate on social issues and generate discussion.
  • There is a wide diversity of cultural choices available.
  • The distinction between ‘high culture’ and ‘popular culture’ is blurred.
  • ‘High culture’ is accessible to the masses, not just cultural elites.