GLOBAL
MEDIA &
CULTURE
8.1 Global Ideas and Communication
PUBLIC SPHERE- is an social life where individuals can come together to freely discuss and identify societal problems,
and through that discussion influence political action.
It can be seen as a “a theater in modern societies in which political participation is enacted through the medium to talk”
and “a realm of social life in which public opinion can be formed.”
German Philosopher Jurgen Habermas defined the public sphere as a virtual or imaginary community
which does not necessarily exist in any identifiable space.
Public sphere as a “society engaged in critical public debate.”
The conditions of the public sphere are according to Habermas: the formation of public opinion, all citizens have access,
conference in unrestricted fashion (based on the freedom of assembly, the freedom of association, the freedom of expression
and publication of opinions) about matters of general interest,
which implies freedom from economic and political control, and the debate over the general rules government relations.
The propaganda model is a theory advanced by Edward S. Herman and Noam Chomsky which argues systemic biases in the
mass media and seeks to explain them in terms of structural economic causes, the theory is equally applicable to any country
that shares the basic economic structure and organizing the model postulates as the cause of media bias.
FOUR CONDITIONS FOR IDENTIFYING PROPAGANDA
(1) Propaganda involves the intention to persuade.
(2) Propaganda is sent on behalf of a socio-political institution, organization, or cause.
(3)The recipient of propaganda is a socially significant group of people.
(4) Propaganda is a epistemic struggle to challenge others thoughts.
Another theory concerning propaganda is the Epistemic Merit Model conceived by Sheryl Tuttle Ross. Ross argues that one
must consider a threefold communication, the Sender- Message-Receiver model:
SENDER - who made the message out of his personal intention
CHANNEL - where the persuader will send the message
RECEIVER - which is the target for such persuasion
8.2 NORMATIVE THEORIES OF COMMUNICATION
8.2.1 Authoritarian Theory
Authoritarian Media Theory basically suppresses press freedom as not to encourage the people to think and act negatively of
the government. All forms of media or communication are regulated by a governing elite group that regulates the
communication process between the media and the audience. Although this media theory could help resolve issues since it is
the state or the government that “dictates” what to be done which may guide the press and the people to support and
cooperate. This originated from the philosophy of Plato in Ancient Greece adapted by European Monarchs in the medieval
period exercising full control over the press.
North Korea is one of the most well- known examples of an authoritarian regime with strict control over communication.
The government tightly controls all media and restricts access to information from the outside world.
THEORY STRENGTH WEAKNESSES OPPORTUNITIES THREATS
All forms of
communication comes In a one-way
from the governing communication In an Media only
elite, a monarch or a process, there is authoritarian model, serves the
dictator and in this no feedback there would be stability, interests of the ruling elite
vertical and mechanism, so peace and security in and enhances the power
1.Authoritarian downward flow of the governing the environment of a monarch or
communication, there
Media elite does not media is controlled to dictator, which could
will be more know how the people protect and lead to
effective decision- think, feel, and prevent the people discontent or even a
making, efficiency will behave toward the from any threats. bloody and violent
be increased and ruling power. revolution.
discipline will be
maintained.
8.2.2 Soviet Communist Model
The Soviet – Communist Media Theory controls the media which is similar to the Authoritarian Media Theory but promotes
equality. It is the interests of the people that are given attention and focus but also gives consideration to the authority of the
government. In this theory, the government may somehow control the communication process but does not totally suppress
press freedom. The state simply filters the news and information disseminated to complement the interest of the audience.
The ruling power or the government continued to control the press but instead of working for the personal interests of rulers,
it serves the interests of the working class but under the guidance of the party in power. There is no democracy and freedom
as there is still censorship and the press supports the government.
In the modern world, Cuba remained under this model where media is state- controlled and owned.
THEORY STRENGTH WEAKNESSES OPPORTUNITIES THREATS
The model is a two- The media serves the
The media works This model puts an end
way process people without any
2. Soviet encouraging the public
under the
authoritative
to private ownership of
leadership, promoting media and journalists
Communist to provide feedback,
national interests
blockades, using
support the leadership
which would create information to develop
Media interests towards rather than personal
people's skills and
rather serves as a
media. agendas. watchdog.
fulfill their basic needs.
8.2.3 Libertarian Theory
The concept of this model started in the new world, in the United States, when Englishmen escaped from the tyranny of
the monarchy to establish a free world and liberal thinking. This model is opposed to both Authoritarian and Soviet-
communist theories and promotes freedom and democracy. The press or media is given liberty or freedom to create
public awareness. Any negative news and information are considered opportunity to guide the people to know the good
But, the press, unrestrained, exceeded their limits by ignoring decency and privacy and exaggerating its information.
Yellow journalism flourished due to competition in private owned media.
United States: The United States is often associated with libertarian principles due to its historical emphasis on limited government
and individual liberties. While the U.S. has a mixed economy with government involvement in various sectors, it still places a strong
emphasis on personal freedoms, property rights, and limited government intervention in certain areas.
THEORY STRENGTH WEAKNESSES OPPORTUNITIES THREATS
There is no Too much leniency
freedom of information may harm the relationship
Press is given the and freedom of the between the media and
It promotes democracy
liberty or freedom to press because the the government members
and provides checks
reveal the truth government protects of the society will be
3.Libertarian - media is empowered its
and balances to
caught between
government,
to present the truth be interest and filters its loyalty to the
it ill or good. preventing corruption.
negative information government or getting
that maybe a threat to influenced by the
the state. press/media.
8.2.4 Social Responsibility Theory
SRT gives media the right to be owned and operated by a private entity. It is not governed by a media censorship because
the press is guided by a set of ethics. Sensationalized news and information can be questioned even if there is media
freedom.
Nordic Countries (Sweden, Norway, Denmark, Finland): Nordic countries are often cited as examples of nations with strong media
systems that balance commercial interests with the public good. They have a tradition of public service broadcasting, which aims to
provide quality information, education, and cultural content while maintaining independence from government influence.
THEORY STRENGTH WEAKNESSES OPPORTUNITIES THREATS
Yellow journalism Ethics are always The voiceless and There are times when the
or sensationalism
vague, ambiguous, and marginalized people press severely damaged
4. Social decreases as media
differ from case to case are able to raise their the reputation of some
can be questioned
Responsibility by the law and
so there are no voices due to pluralism politicians
standards in and diversification on through irresponsible
public as well as self-
regulation is exercised information and news and people reporting, leading to major
by the press communication. involved in it. conflicts of society.
8.2.5 Democratic Participant Theory
DPT exercises press freedom and lets the target audience participate or gets involved in news and information
by expressing their own personal viewpoints.
India:
India, with its vast and diverse media landscape, provides a platform for democratic participation. It has a vibrant
tradition of community radio, independent journalism, and social media activism. Citizens often use media to engage in
political discourse and social change.
THEORY STRENGTH WEAKNESSES OPPORTUNITIES THREATS
Criticisms may be
The model is Communication accepted by the
completely non- reach is limited government as long Allowing the audience
political and does because it is only as these presented widely participate with
5. Democratic not bolster
wants local non- objectively through media activities and
political control
Participant and encourages
institutionalized the use of correct consider alternative when
media provide the forms of media dissatisfied empowers the
national
development and information relevant without the purpose audience to be choosy and
supporting local to small groups of encouraging the inconsiderate.
culture. population. audience to stand
against the state.
8.2.6 Development Communication Media
The main idea behind this model is media will play a role for development of people in a nation or to help the target
population. It focuses on issues disseminated by the media considered as a guide in the development if a country
wherein the target audience participates and gets involved.
Philippines:
The Philippines has implemented numerous development communication programs, particularly in rural areas. These
initiatives often involve community radio, television, and text messaging to provide information on agriculture, health,
and disaster preparedness.
THEORY STRENGTH WEAKNESSES OPPORTUNITIES THREATS
Helps in
development of local The concept of
and international participation in this Encourages the audience
The socially
projects - which helps model encourages to be too dependent
engineered messages
in the growth and social change, uplifting with media and the
6.Development were disseminated for a
progress of a country the quality of life of government since this
Communication most especially the
propaganda to control
people not only theory promotes and
culture of the
Media small group of
poor countries.
economically but also supports development
people who are socially, culturally, and projects.
unaware of the use of politically.
media.
8.2.7 Agenda Setting Media
This model gave rise to the power of global and international news agencies to set their own agenda, apart from rulers,
ruling powers, and governments. The press makes sure that significant events reach the knowledge of the people.
United Kingdom:
BBC News: The British Broadcasting Corporation (BBC) is known for its wide-reaching influence and comprehensive
news coverage. It often sets the agenda for news topics within the UK and internationally.
THEORY STRENGTH WEAKNESSES OPPORTUNITIES THREATS
Agenda setting is the Media has the tendency
ability of media to not to present/publish
determine salience of a news or
issues with news, Creates impact over An agenda may spark
information if it does
7. Agenda through cognitive public thinking on the beginning of a
not have any notable
Setting Media process called
significance or not
certain political, social, propaganda through the
"accessibility", which or economic agenda. concept of framing.
is the process of salient to them - when
retrieving an issue media sees no value in
in the memory. the news.
8.2.8 Gate Keeping Media
This theory shows the power and influence of traditional and mainstream media in everyday lives of people.
Media selects and decides which information is important and relevant for the people.
United States:
The New York Times: As one of the most influential newspapers in the U.S., The New York Times plays a prominent role
in gatekeeping by deciding which stories receive front-page coverage and in-depth analysis. Its editorial choices can
influence the national and international agenda.
THEORY STRENGTH WEAKNESSES OPPORTUNITIES THREATS
Unfiltered news or
There is a Filtered news or
information can help
probability or tendency information dies not help
the public to see the
that even factual the audience to see the
real situation as to train
8. Gate Keeping Gatekeeping sets the
information will not be
them to be in flexible
real scenario, therefore, it
published if the news does not support
Media standard for
on-hand is not
responding and
flexibility of the people in
newsworthiness. adjusting to possible
favorable to the coping with probable
crisis. It can help the
government or crisis. It only
audience to appreciate
members of elite makes them dependent on
and/or constructively
groups. positive situations only.
criticize the state.
8.3 Global Culture, Westernization and Americanization
Modernization which is normally related to the words change, progress, and development refers to process of adapting
something to the present needs or habits. In a way, one who opts to modernization is one that is practical and flexible.
Westernization, on the other hand, refers to the process whereby societies adopt or imbibe the Western culture in areas such
a industry, law, politics, economics, and other fields. Americanization pertains to the action of making a person or thing
American in character or nationality
In the study by Chi-Yue and his co-authors (2011) , The issues that are commonly perceived to be strongly associated with
globalization fall into one of the five categories:
(1) Global consumer brands
(2) Information technology that promote global connectivity
(3) Geographic mobility
(4) Global calamities
(5) International trade and regulatory bodies
Global Culture:
1. McDonald's and Fast Food Chains: The presence of McDonald's, Burger King, and other fast-food chains in numerous countries
reflects a global culinary culture. Fast food has become a symbol of globalization and is often associated with a shared global
culture.
2. Hollywood Movies: Hollywood is a major exporter of films, and its influence is felt worldwide. Many countries consume
American movies and TV shows, leading to shared cultural references and values.
3. Social Media Platforms: Platforms like Facebook, Instagram, Twitter, and TikTok have a global reach, enabling people from
different cultures to connect and share experiences. These platforms contribute to the creation of a global digital culture.
Westernization:
1. Clothing and Fashion Trends: Western fashion trends, such as jeans, t-shirts, and sneakers, are popular
worldwide. People in many countries adopt Western clothing styles as a form of Westernization.
2. Consumerism: Western consumer culture has spread to various parts of the world.
The desire for Western products, including smartphones, luxury brands, and fast food, has led to a more
Westernized approach to consumerism.
3. Higher Education Models: The American and European higher education models are often considered
benchmarks of quality education. Many universities and institutions around the world emulate Western
education systems.
Americanization:
1.Coca-Cola: Coca-Cola, a quintessential American beverage, is found in nearly every corner of the world.
It's often considered a symbol of Americanization.
2.Hollywood and Pop Culture: American pop culture, including music, movies, and TV shows, has a profound global
influence. Superheroes like Spider-Man and characters from shows like "Friends" have international recognition.
3.American English: American English expressions, idioms, and accents are often adopted in various countries, influenced
by American media and entertainment.
8.4 Enculturation, Acculturation, and Assimilation in Globalization
Enculturation refer to the process of learning our own (native) culture, whereas, acculturation is the process of learning and
adopting host cultural norms, values and beliefs. Learning native cultural norms and values of a particular society are
essential for an individual, to function in a society. Enculturation is anthropological term used for socialization, both terms
refer to, the process of learning through social interaction. However, the term enculturation is only confined to culture.
Whereas, socialization refer to each and every social interaction of an individual with other people of a society. Culture can be
transmitted from one generation to another. During the process of cultural transmission, learning a culture by a new
generation is called enculturation.
Language Preservation: In many indigenous communities around the world, efforts are made to preserve and pass down
traditional languages to younger generations. This is crucial for maintaining cultural identity in the face of globalization.
Cultural Celebrations and Festivals: Cultural events and celebrations, such as Chinese New Year, Diwali, or Indigenous
Peoples' Day, help educate younger generations about their cultural heritage and traditions.
8.4 Enculturation, Acculturation, and Assimilation in Globalization
On the other hand, adopting foreign culture or other cultural norms and values is known as acculturation. In this new technological
era people can interact with other people living thousands mile away from them. Due to social interaction through technology and
with mass media people learn new values. And if people adopt those learned values of other culture and modify their own culture, it
will come under the category of acculturation. Mostly, group of people acculturate because they are influenced by the dominant
culture in a given society.
Cuisine Fusion: In many countries, there is a fusion of culinary traditions, where local dishes incorporate ingredients and cooking
techniques from other cultures. For example, the popularity of sushi in the United States is a result of culinary acculturation.
8.4 Enculturation, Acculturation, and Assimilation in Globalization
When two different cultures becomes similar then we can say that assimilation occurs. Assimilation is the process in which native
culture go through complete change and adopt all the elements of host culture. In other words, if one can differentiate between the
host culture and native culture after going through a change, then the process is known as acculturation. Whereas, if one cannot
differentiate between the host culture and native culture after going through a change, the phenomenon will be called Assimilation.
In assimilation process the minority culture get completely absorbed into dominant majority culture.
Dress and Fashion: People in different countries may adopt Western-style clothing, such as jeans and T-shirts, as a form of cultural
assimilation.
Language Shift: Over time, some immigrant communities may shift from speaking their native language to adopting the dominant
language of the host country.
GROUP 5
AGONOY, EIVAN JOSHUA
BLANDO, RICA
GALANG, MARY GRACE
MANUIT, ROLAN
PASTOR, TERESA
SANTOS, JOSHUA
TERRIBLE, CELESTE
VIJAR, MENARD
