Pluralist view

• What concept does pluralism relate to in the context of globalization?

  Globalization of popular culture
• What does the phrase "no such thing as popular or mass culture" imply?

  It suggests that culture is diverse and varied
• How does modern media technology affect cultural choices globally?

  It offers a huge range of media products
• What is the result of the global reach of media technology?

  It provides consumers with diverse cultural choices = no singular dominant culture
• What does Compaine (2005) argue about global competition in media?

  • expands sources of information and entertainment, rather than restricting and dumbing them down
  • new media enables consumers to create their own popular culture, rather than being passive victims of western media conglomerates
• What does Tomlinson (1999) argue about the impact of globalization on culture?

  It leads to hybridization or mixing of cultures
• How do people engage with different cultures according to Tomlinson (1999)?

  They 'pic n mix' cultural influences
• What is the effect of increased choice on cultural styles?

  It promotes different cultural styles
• What is the relationship between local and westernized global cultural influences?

  They combine into new hybrid cultures
• What is a “hybrid culture” ?

  When people have more choice and pick cultural influences from different cultures to form their own hybrid culture