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GLOBAL MEDIA CULTURES

Globalization entails the spread of various cultures, like for example when a film is made in Hollywood it
is not only shown in the United States, but also in other countries like for instance the Philippines and the South
Korean Boy Group the BTS for instance may have not been about a Boy Group but also its listeners included
millions who have never been to South Korea, some of them may not even know what the BTS is all about.
Globalization also involves the spread of ideas, like for instance the notion for the LGBT Rights, similarly the
conservative church also opposes this rights and they move from one place to another like in South America,
Korea and even Africa to spread teaching and preaching.
But, people who travel the Globe teaching and preaching their beliefs, they play a major role in the spread
of culture and ideas but, today Television Programs, Social Media Platforms, and the like have made it easier
for advocates to reach larger audiences. Because globalization relies on media as its main channel for the spread
of culture and ideas. But, I think it's also right for us to ask now, let's ask these following questions:
 Could Global Trade have evolved without the flow of information on markets, prices, commodities
and more?
 Based from our previous discussion, could empires in the past have stretched across the world
without communication throughout their borders?
 This is the most important question, could Religion, Music, Film, Cuisine, and Fashion develop
as as what they are right now without the confluence of media and cultures?
Of course, there is an intimate relationship between globalization and media which must be unraveled to
further understand the Contemporary World.

At the end of this discussion, you are expected to:

 Analyze how various media drive global imperialism;
 Explain the dynamics between local and global cultural production; and
 Assess the impact of global media cultures to us the Filipinos

EVOLUTION OF MEDIA AND GLOBALIZATION

Media is a means of conveying something such as a channel of communication so technically speaking, a

person's voice is a medium but, in order for us to understand the study of globalization in media, it is absolutely
important to appreciate the five periods of evolution of media and globalization

 ORAL COMMUNICATION
Oral communication creates a decipherable language so it brought an advantage to
creating mutual understanding because it allowed humans to cooperate, it allowed them to share
information, and language became the most important tool human beings explored and
experienced in the different cultures and it helped them to move and settle down. Lastly it actually
led to markets, trades, and cross continental trade transactions, however in the past language is
really limited that's why the script was discovered or invented.
 SCRIPT
The oral communication is important but it's actually imperfect distance became a strain
for oral communication that's why script allowed humans to communicate over a larger space and
much longer times, and it allowed for the written and the permanent codification of economic
cultural, religious, and political practice.
 PRINTING PRESS
It started the what we call Information Revolution. It transformed social institutions such
as schools, churches, governments and many more. In 1979, Elizabeth Eisenstein surveyed the
influence of printing press and she found out that printing press actually changed the nature of
knowledge, it preserved and standardized knowledge and lastly it encouraged the challenge of
political and religious authority because of its ability to circulate competing views. Like for
example, the Noli Metangere made by Rizal during the time of propaganda movement or the time
of a reform.
 ELECTRONIC MEDIA
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The vast reach of this media continues to open up new vistas in economic, political, and
cultural processes of globalization like for example, radio quickly became a global medium
reaching distant regions and televisions is considered as the most powerful and pervasive mass
media because it brought together the visual and oral power of the film with accessibility of a
radio. Electronic media is also called the broadcast media and technically broadcast media
involved radio, film, and television.
 DIGITAL MEDIA
Digital Media is the most recent one because it is often electronic media that rely on digital
code usually with the internet. Many of our earlier media such as phones and TVs are now
considered digital media as well because they are incorporated or transformed into a device that
uses internet like for example Smart TVs and all. In the realm of politics, computers allowed
citizens to access information around the world. The digital media also cover the internet and
mobile mass communication.

GLOBAL MEDIA CULTURES

McLuhan in his article Global Village in 1964 used his analysis of technology to examine the impact of
electronic media but, since he was writing during the 1964 period he actually used the Social Changes brought
about by Television because Television was the only existing electronic media that was really accessible to
majority of the families during that time, so he declared that television was turning the world into the concept of
global village, by this he actually meant that as more and more people sat down in front of their television
sets and listen to the same stories, their perception about the world would contract. Like for example, if
tribal villages once sat in front of fires to listen to collective stories, the member of the new global village would
sit in front of bright boxes in their living rooms. That's why the global village concept was made by McLuhan in
1964 to commemorate the term electronic nervous system that would actually create global or
homogenized culture.

WHAT IS CULTURAL IMPERIALISM?

Is it good or is it bad?

 The term cultural imperialism refers most broadly to the exercise of domination in a cultural
relationship in which these values, practices, and meanings of a powerful foreign culture are
imposed upon one or more native culture.

In a nutshell cultural imperialism could be used to describe examples of the enforced adoption of
some cultural habits and customs of the actual imperial occupying powers so like for instance in the
Philippines we were colonized by Spain, Japan, and United States so some of their culture have already
been implemented in our own cultural values as of today, so that is an example of cultural imperialism.

In the years after McLuhan, Media Scholars fairly further grappled with the challenges of global major culture
and actually a lot of scholars assume that global media had a tendency to homogenize culture and they argued
that as global media spread, people from all over the world would begin to watch, listen to and spread the same
things and these things arose a time when America’s power had turned into the world's cultural heavyweight like
for commentators they believed that media globalization coupled with American hegemony would create form of
cultural imperialism whereby American values and culture would overwhelm all others.

Here are some of the statements that I would like to show you with regard the cultural imperialism,
 According to Herbert’s killer in 1976 “The world was being Americanized that led to the spread of
other American values such as consumerism”
Consumerism is the idea that increasing consumption of goods and services purchasing the
market is always a desirable goal that your well-being and happiness is always dependent on the number
of things that you bought or the things that you have so he argued that even in social values, the world
is really vulnerable to adopt the most dominant out there.
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 According to John Tomlinson, “Cultural Imperialism is simply a euphemism for Western Cultural
Imperialism”
Pampabango for the term western cultural imperialism so since it promotes homogenized
westernized and consumer culture. Based from the following statement, we can already identify that both
of them were against the culture or the western culture because these scholars however try to add the
cry cultural imperialism. In short, they're against cultural imperialism however, they have actually a top-
down view of mass of the media since they are more concerned with the broad structures that determine
media content.

 Both statement was against the Western Culture

However, their focus on America has led them to neglect the other global flows of information
because that is actually an important one.
 Free flow of information
They failed to realize that free flow of information can be given because of this globalized culture.

 According to Boyle (2007), he argued that the mass media has changed the way young people see
themselves. Young people spend more time on social networks with a global reach.
If this idea is true, then mass media could become a tool for cultural imperialism.

THE GLOBAL DEBATE ON CULTURAL IMPERIALISM

As previously mentioned, the cultural imperialism has been highlighted as a talk because it affected the lives of
many people particularly on the poor countries because they are being dominated by the rich countries from the
west.

 The role of mass media in globalization of culture is contested issue in the international communication
theory and research.
 Though cultural imperialism theory argues that, audiences across the globe are heavily affected by
media messages emanating from western industrialized countries. (Media Imperialism & Cultural
Imperialism)
 According to Kraidy 2002, he articulated that in the early stage of cultural imperialism, researchers
focused their efforts mostly on nation states as primary actors in the international relations.

However, the proponents of the idea of cultural imperialism ignored the fact that media messages
are not just made by the producers, they are also consumed by the audiences. In 1980s, media scholars
began to pay attention to the ways in which audiences understood and interpreted media messages. The
field of audience studies emphasize that media consumers are active participants in the meaning
making process, because they view the text in their own cultural lenses.

 According to the critique of the cultural imperialism, they imputed western nation states with the intentions
and actions by which they export their cultural products and impose their social cultural values on poorer
and weaker nations. Which led to BIASES and PREJUDICES.
 Because of the existence of that kind of bias, based on the cultural imperialism, it led to the creation of
the new information order debate which is later on became the New World Information and
Communication Order (NWICO).
 They want to have News Flow + International Media Flows
It has something to do with the flow of information which can be brought about by international
media. International Media that is reflective to the international or global media culture.

 The global media debate was launched during the 1973 General Conference of the United Nations
Educational Scientific and Cultural Organization (UNESCO) in Nairobi, Kenya
As a specialized agency of the United Nations, the mission of UNESCO in this debate includes
the issues of communication and culture and during this conference strong differences arose between:

 Western Industrialized Nations and;

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The western industrialist nations were rather represented by United States uh who insisted
the “free flow of information” but, the free flow of information doctrine advocated what
we call the free trade in the information and media programs without any restriction, so it
has something to do with pre-free trade.

 Developing Countries.
The second group was concerned on the lack of balance in the international media flows
which accused the Western Countries of invoking the free flow of information ideology to justify
their economic and cultural domination.

They argued instead of free flow of information, they forwarded “free and balanced
flow” of information but the chasm between the two groups was too wide to be reconciled that's
why this eventually was one of the major reasons given for the withdrawal from UNESCO by the
United States and the United Kingdom which resulted to the de facto fall of the global media
debate. So in short, the debate became useless. It did not prosper.

 Cultural Imperialism does have some weaknesses, but it also continues to be useful. Again, it's not only
about negative thing, “the most important contribution of cultural imperialism is the argument that
international communication flows, processes and effects are permitted by power.

MEDIA, GLOBALIZATION AND HYBRIDIZATION

In here, let's look into how cultural imperialism transformed the concept of this into globalization.

There are many several reasons that would explain the analytical shift from cultural imperialism to globalization;
 The End of Cold War
At the end of the cold war, the world has witnessed a lot of complexity because of the influence
given by the United States as the sole power and the sole superpower in terms of economic concepts
and products. In this complex era, the countries were no longer the sole or the dominant player since
transnational companies are as transnational and multinational corporations or companies emerged in
the stage. Since this international corporations already emerge, it's no longer subjected into cultural
imperialism because they're already dealing with their own products rather than culture imposed by a
single country, that's why at the end of the cold war it was actually important to note that cultural
imperialism was no longer an accepted point of view with regard to economic perspective,
because countries were no longer the ones who were giving these transactions but more of the
transnational or multinational companies already.

 The term cultural imperialism is less coherent and less direction according to John Tomlinson
It conveyed the process with less coherence and direction which weakened the cultural unity of
all nation states and not only those in the developing world.

 Globalization emerged as a better or key perspective

That would define the things that were happening during that time rather than using cultural
imperialism to define those things.

another thing that we need to study in this lesson is about

CULTURAL HYBRIDITY

According to Frello in 2012

 Cultural Hybridity gained prominence within a broad range of cultural and social theories (since 1980s),
most notably in post-colonialism, cultural studies and globalization theory
 It increased the awareness of global cultural flows, influences and interdependence both historically and
contemporarily
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 When the notion of hybridity is employed in theories of globalization, the concern is to grasp what
happens to culture, cultural production and identity in a world that is characterized by increasing
cultural exchange both in terms of institution and processes such as media and migration (Frello, 2012)
It leaves us again the question of loss of identity because of the international exchange of culture.
Again, our own culture is at state but the question is can we avoid cultural hybridity or hybridization?
I think we cannot, that's why in this period what we need to do adapt on every situation and continue to
use our own culture so that it won't be trashed out and left behind because we need to pass this traditions,
our culture to the next generation.
 In a more simple thought, cultural hybridization is a blending of elements from different cultures.
An example that I can give you is that, our young people of today already embedded in within
their own culture the saying of “oppa” or saying of “anyeong” instead of “good morning”, “good afternoon”,
and it's actually a form of hybridity because the words that they used were Korean and they are Filipino
so that is a form of hybridity.

THREE MAIN FEATURES OF CULTURAL HYBRIDITY

Candini, 1995
 Mixing of previously separate systems like for example the elite art and opera with popular music
 Deterritorialization of cultural processes from original physical environment to the new and foreign context
 Impure genres formed out of the mixture of several domains like for example artisans in Mexico (painters
Joan Mira and Henri Matisse), mixing with high art and artisanship into impure genre

Have transnational media made cultures across the globe hybrid by bridging into their midst foreign cultural
elements, or have cultures always been to some extent hybrid, meaning that the transnational mass media only
strengthened and already-existing condition?
 In short, cultures have been in contact for a long time to warfare trade migration and slavery
 Can be assumed hybridization in all cultures
 Media and information technology the technologies increased contacts between cultures

So this is now the end of our lesson

 Mass Media intensified hybridity
 Globalization of culture through media-cohesion
It showed that different media have diverse effects on globalization processes, so at one point it is seemed
that global television was creating global monoculture but now it seems more likely that social media will splinter
culture that ideas into bubbles of people who do not interact. Societies can never be completely prepared for the
rapid changes of the systems of communication like every technological change creates multiple unintended
consequences, like consumers and users of media will have a hard time turning back the club though people
may individually try to keep out of Facebook or twitter the mass media will continue to engender social change
and we have to accept that. So instead of fearing these changes or entering a state of moral panic to preserve
our culture, everyone must collectively discover ways of dealing with them responsibly and ethically.