SOCSCI 221

• International mass media


  Has played a vital role in enhancing globalization by linking societies closer, with the exchange of ideas, culture, and multiple information
• The process of globalization of culture constitutes a debate on whether mass media has been pluralistic and neutral in facilitating the flow of ideas, or has it been an instrument for the domination of western culture
• Global Media Culture


  Explores the relationship between the media, culture, and globalization. The course approaches past and current challenges concerning international communication and explores and problematizes the power of media representation
• Global Media


  Mass communication on a global level allowing people across the world to share and access the same information. Technologies made people's lives easier all over the globe
• Media Culture


  The current Western capitalist society that emerged and developed from the 20th century, under the influence of mass media
• Global Integration


  Process by which a company combines different activities around the world so that they operate using the same methods
• Three major analytical perspectives of media globalization

  • Communication and development
  • Cultural Imperialism
  • Cultural pluralism
• Communication and development


  Models view media as instruments of change in developing countries with its capacity to alter values and attitudes towards modernization
• Cultural Imperialism


  Asserts an uneven relationship in the flow of 'hardware' transfer of technology and media alongside the 'software' transfer of cultural products that contribute to the dependency on the part of the developing countries to developed countries
• Cultural pluralism


  Asserts a more optimistic view on the diversity of global media relationships, constitute by a variety of producers and locales
• The post-World War II period would mark the prominence of the models of developing through mass media and the free flow of information, particularly under the leadership of the United States
• Mass media were viewed to play critical roles in development in the modernization paradigm
• Wilbur Schramm: 'The task of the mass media of information and the' 'new media'' of education is to speed and ease the long, slow, social transformation required for economic development and to speed and smooth the task of mobilizing human resources behind the national effort'
• David Lerner


  Proposed that developing societies must follow the Western concept of modernity to achieve development. Emphasized the importance of empathy, stating that as people are more exposed to media, the greater is their capability to imagine themselves as strange persons in strange situations places and time than did people in any previous historical epoch
• Strength and power of mass media


  One-way, top-down and simultaneous and wide dissemination, and its capability to shape social processes, create meanings, identities, and aspirations of a community
• The cultural imperialism paradigm grew in influence from the 1960s to the 1980s in the context of the Cold War and the period of decolonization and post-colonialism
• Third World countries formed the Non- Aligned Movement with a united purposed stated in the Non-Aligned Countries Declaration of 1979 also known as the Havana Declaration
• Cultural imperialism theory


  Global audiences are exposed to media messages dominantly delivering from Western industrialized states
• Herbert Schiller


  The clearest and most influential theorists of the cultural imperialism tradition
• Cultural imperialism


  The concept of cultural imperialism today best describes the sum of the processes by which a society is brought into the modern world system and how its dominating stratum is attracted, pressured, forced and sometimes bribed into shaping social institutions to correspond to, or even promote, the values and structures of the dominating center of the system
• Media imperialism


  The process whereby the ownership, structure, distribution or content of the media in any one country are singly or together are subject to substantial external pressures from the media interests of any other country or countries without proportionate reciprocation of influence by the country so affected
• The Western dominance in news broadcasting, specifically of international news agencies such as Reuters, AFP, UPI, and AP have been viewed by scholars as contributory to the spreading of biased images and prejudices of colonialism towards the South and reducing nations as places of ''corruption, coup and disaster''
• Television remains to be the most important advertising medium, but it is now followed by internet which has replaced print media as the second. Digital advertising has been on the rise, with five digital companies- Google, Facebook, Baidu, Yahoo and Microsoft – included in the top 30 and representing 65% of the entire internet advertising market, and accounting for more than a third of the revenues of the largest media owners listed in the top 30
• Cultural Pluralism


  A paradigm shift that was a departure from the "one way" model of cultural imperialism towards more nuanced and sophisticated analysis of "multidirectional flows" among country relations
• Homogenization school


  Assumptions on the impact of globalization on the media cultures
• Heterogenization school


  Re-territorialization, and indigenization
• Contemporary media studies have focused on "unpacking" the audience and its capacity to receive and interpret messages. It is a departure from the view of the homogenous audience to an audience that is fragmented with distinctive tastes
• Today people all over the world have easy access to communicate with each other and to be aware of the news all over the world. There are many advantages in global media. Now, people have easier access of television, radio, internet and in fact, they have access
• Matos, 2012: 'in reacting and mobilizing toward resistance and empowerment, according to their socio-economic context and cultural preference'
• Homogenization


  Assumptions on the impact of globalization on the media cultures
• Heterogenization


  Re-territorialization, and indigenization
• Contemporary media studies have focused on "unpacking" the audience and its capacity to receive and interpret messages
• It is a departure from the view of the homogenous audience to an audience that is fragmented with distinctive tastes
• Today people all over the world have easy access to communicate with each other and to be aware of the news all over the world
• Advantages of global media

  • People have easier access of television, radio, internet and in fact, they have access of others countries' satellite TV channels
  • Western televisions shows became more popular
  • People can learn about other culture via TV shows
• Disadvantages of global media

  • People may forget their own culture by watching foreign TV shows