CHAP 7A-Global Media Cultures (Autosaved)

Lesson 1 of Module 4 (Globalization of Ideas)
LUTHER D LABITAD
How?
What ideas have nations shared?
Examples?
At the end of this lesson, the students should
be able to:
Analyze how various media drive various
forms of global integration; and
Explain the dynamics between local and
global cultural production.
 a medium to distribute ideas, information, values
and beliefs; facilitates the distribution of cultural
symbols that shape human relationships in the
globalized world.
 Media - communication vehicle or means of
information delivery system to express, cultivate,
or convey messages to a target audience
 Mass Media - a form of media which reach broader
spheres simultaneously.
 Print Media. The oldest media are those printed in
word or picture, which conveys information
through the sense of sight. Example: books,
newspapers, pamphlets, direct mail pieces and
magazines.
 Broadcast Media is the most convenient and
practical means to spread information to reach the
broader audience immediately. The traditional
forms of broadcast media include radio, television
and films.
 New Age Media. This refers to electronic
communication that is made feasible through the
use of computer technology. Basically, the term new
media represents content available on-demand
through online media or the Internet.
 Examples: mobile phones, computers, Internet,
digital media and social media.
Since the beginning of human history, new
communication technologies have had a
remarkable impact on culture.
Today, it greatly affects people’s lives as it
has the power to influence our minds and
thoughts.
 Culture can be shaped either positively or
negatively; hence, new media can impact societal
norms, beliefs and values, technology, and culture
in general.
 With the constant advancement of media today, the
future of our culture is ambivalent or uncertain
because different generations are exposed to
different ideas and information.
 Media is a very powerful tool which can influence
and affect human behavior, and shape our way of
life.
 Firat (2017) investigated globalization’s
contemporary widespread presence which has
emphasized the conflicts between the global and
the local. This emphasis has blurred our capacity
to be perceptive on recognizing the
interdependence of global and local.
 Considerably, globalization is associated with the
negative, imperialistic force, eradicating local
identities, compelling the uniformity of experience
and culture, and eliminating independent
determination (Danaher and Burbach, 2000).
 Kraidy (2002) even argued that the role of mass
media in the globalization of culture is greatly
affected by media messages stemming from the
Western countries.
 However, globalization is also seen as a positive
force, facilitating economic growth in poverty-
stricken areas of the globe, making people closer
and united together, and multiplying
understanding among countries (Fukuyama, 1993;
Huntington, 1997).
 Whether globalization is negative or positive,
however, the local and the global have almost
always been depicted as opposing and in conflict
with each other. In fact, the local and the global are
interdependent and cannot exist without each
other. The local is necessarily always in relation to
the other.
 Without the other, there is no possibility of a
(re)cognition of the global, because it is a
multiplicity of the local(s) that enables the
presence of the global. Thus, the local and the
global require each other (Firat, 2017)
 With so much flow of ideas and information across
the globe, culture tends to interact and merge.
 Pieterse (2009) offers an insightful and lucid
examination of the cultural implication of
globalization. He strongly asserted that there are
only three perspectives on cultural difference:
cultural differentialism, cultural
convergence, and cultural hybridity.
 The idea of cultural differentialism emphasized lasting
difference between and among cultures predominantly
uninfluenced by globalization or any countries, and trans-
cultural flows and processes. Rooted in the idea of
unwavering differences between and among cultures.
 It is not literally saying that the culture is not affected by
any of these flows and processes, mainly globalization, but
the heart of their culture is not greatly affected by any of
these forces, still they continue to persist as they always
have been.
 You may read this for additional information: Samuel Huntington’s

Clash of Civilizations
https://www.beyondintractability.org/bksum/huntington-clash
Resistance to Global Culture
1. Civilizational identity
2. Nationalism
3. Fundamentalism
Nationalism is also a way that people fightagaints globalization.
People are protective of their identity. Threats to cultural

identity can be paramount to threats to their survival as a
people.
Nation-saving efforts to preserve cultural distinctions

abound in bothdeveloping and developed nations
– “Make America great again”;
– Brexit
– Preserving native tongue
“resistance to global culture”
1. Fundamentalism - defined as strict adherence to
some belief or ideology, especially in a religious
context.
increasing
 Cultural convergence refers to the notion of
homogenization or sameness all over the world. The
cultures of the world are becoming and growingly similar,
or at least to some extent and ways. Characterized also as
a form of universalism because it assimilates the
dominant culture as the center of importance:
Americanization, Westernization, and others.
 However, with the global assimilation that geared towards
dominant groups in the world, still local cultures are not
totally disappearing, or totally altered fundamentally.
Even globalization is a massive inexorable force, local
realities may change dramatically, but it continues to
thrive in some other form.
World Culture
there has developed, especially in recent years, a series of global
models in a variety of different domains – politics, business,
education, family, religion, and so on – and that their spreadhas led
to a surprising amount of uniformity throughout the world.
Isomorphism - is a similarity of the processes or structure

e.g. English language, global models of homes,education
mixing of cultures as
 Cultural hybridization refers to the
a result of globalization due to the interaction of the
global and local, creating unique and new hybrid cultures
that are completely different from global or local cultures.
 From this view, the focus is the global processes integration
with diverse local realities which creates distinctive and new
hybrid forms that promotes the continuity of global
heterogenization rather than homogenization. Ritzer (2015)
asserted that hybridization is a very positive, even a
romantic notion of globalization as a creative process that
materialize new cultural realities, and will continue to
persist, if not multiply, heterogeneity, in various parts of the
world.
• the focus is on the integration of global
processes with various local realities to
produce new and distinctive hybrid
forms that indicate continued global
heterogenization rather than
homogenization.
• Hybridization
– a very positive, even romantic, view of
globalization
– creative process out of which emerges new
cultural realities
SOME TERMS
• Hybridization : External flows interact with internal
flows producing a unique cultural hybrid that
combines elements of the two.
• Glocalization can be defined as the interpenetration
of the global and the local, resulting in unique
outcomes in different geographic areas.
• Creolization involves a combination of languages and
cultures that were previously unintelligible to one
another.
 With the interaction and dynamics of global and local
cultural production, glocalization emerged.
 Glocalization is a combination of the words “globalization”
and “localization”, which refers to the simultaneous
emergence of both universalizing and particularizing
trend in political, social, and economic systems. The
dynamics of global and the local engender peculiar results
in different places.

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Lesson 1 of Module 4 (Globalization of Ideas)

 You may read this for additional information: Samuel Huntington’s

People are protective of their identity. Threats to cultural

Nation-saving efforts to preserve cultural distinctions

Isomorphism - is a similarity of the processes or structure

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