potentially advantageous in the ● Media - is the main means of mass
attainment of SDGs. These private communication and is the outlets
entities and organizations perform and tools used to restore and
tasks where governments fail to deliver information or data.
act and deliver.
D. The 2030 Agenda for Sustainable • Culture - is the characteristics and
Development requires partnership knowledge of a particular group of people,
between the efforts of global encompassing language, religion, cuisine,
community and national social habits, music, and arts.
government. Global governance is
the main driver of achieving SDGs Important impact Of Media on cultural
with the cooperation of national globalization in two mutually
governments who have interdependent ways:
commitments and responsibilities 1. The media provide an extensive
this agenda. transnational transmission of cultural
products
2. The media contribute to the formation of
TOPIC 2- GLOBAL MEDIA CULTURE communicative networks and social
structures
•Global Media Cultures The Main Purpose of Global Media
- explores the relationship between the Culture
media, culture, and globalization. The Global media cultures create a continuous
course approaches past and current cultural exchange, in which crucial aspects
challenges concerning international such as identity, nationality, religion,
communication and explores and behavioral norms, and way of life are
problematizes the power of media continuously questioned and challenged.
representation.
Global Ideas and Communication
•Common themes of those works were the Public Sphere
media policies of the postcolonial state - (German word: ―Öffentlichkeitǁ)
and the charge of cultural imperialism. - is a social life where individuals can
Genuinely historical works on global mass come together to freely discuss and
media only began appearing in the identify societal problems, and through
mid-1980s and initially focused on the that discussion influence political action.
interrelationships between diplomacy and
global communications. Jurgen Habermas
Global media culture is the transmission -He defined ‘Public Sphere’ as "The
of ideas, meaning, and characteristics of a public sphere as a virtual or imaginary
group through media. community which does not necessarily
exist in any identifiable space.“
• Global - means relating to or embracing
the whole of something or a group of -The public sphere can be seen as “A
things. theater in modern societies in which
political participation is enacted through propaganda messages, which have
the medium of talk" and; evolved as new technology have been
produced. .
-"A realm of social life in which public
opinion can be formed.“ Edward S. Herman and Noam Chomsky
They proposed a theory called ‘The
-“A society engaged in critical public Propaganda Model.’
debate" - they argue for systemic biases in the
media and aims to explain them in terms
Ideology of the Public Sphere Theory of structural economic causes.
- The model was developed primarily to
-the government's laws and policies characterize American media.
should be steered by the public sphere -Chomsky and Herman think the theory
and that the only legitimate governments is equally relevant to any country that
are those that listen to the public sphere. shares the basic economic structure and
organizational structure that the model
The Conditions of the Public Sphere postulates as the cause of media bias.
(According to Habermas);
1) The formation of public opinion; EPISMIC MERIT MODEL
Another theory concerning propaganda.
2) All citizens have access;
- Originated by Sheryl Tuttle Ross.
3) Conference in an unrestricted fashion
(based on the freedom of assembly, the - Ross contends that the Threefold
freedom of association, the freedom of Communication which is the
expression and publication of opinions) Sender-Message-Receiver model of
about matters of general interest; communication must be considered.
4) Freedom from economic and political (which includes;)
control; and
a) The message sender or persuader
5) The debate over the general rules of - who created the message out of his
government relations. personal intention.
Propaganda b) A channel
-Information that is not objective and used - through which the persuader will send
primarily to influence and forward an the message.
agenda, often by presenting facts
selectively to encourage particular c) The receiver
synthesis or perception or using loaded - which is the target for such persuasion.
language to produce an emotional rather
than a rational response to the information - Four conditions for a message to be
that is presented. considered propaganda;
1) Propaganda involves the intention to
-Paintings, cartoons, posters, persuade.
pamphlets, cinema, radio shows, TV 2) Propaganda is sent on behalf of a
shows, and websites are among the sociopolitical institution, organization, or
materials and media used to deliver cause.
3) The recipient of propaganda is a -This model began in the late 19th century
socially significant group of people; Finally and was used by the former Soviet Union,
4) Propaganda is an epistemic struggle to now modern Russia, after the 1917
challenge others thoughts. Bolshevik Revolution when the car was
overthrown. The ruling power or the
NORMATIVE THEORIES OF government continued to control the press
COMMUNICATION but instead of working for the personal
interests of rulers, it serves the interests of
AUTHORITARIAN THEORY the working class but under the guidance
-originated from the philosophy of Plato in of the party in power.
Ancient Greece adapted by European
Monarchs in the medieval period STRENGTH
exercising full control over the press. All -The model is a two-way process
forms of media or communication are encouraging the public to provide
regulated by a governing elite group that feedback, which would create interests
regulates the communication process towards media.
between the media and the audience. WEAKNESS
-The media works under the leadership,
STRENGTH promoting national interests rather than
-All forms of communication comes from personal agendas.
the governing elite, a monarch or a
dictator and in this vertical and downward OPPORTUNITIES
flow of communication, there will be more -The media serves the people without any
effective decision making, efficiency will authoritative blockades, using
be increased and discipline will be information to develop people’s skills and
maintained. fulfill their basic need.
WEAKNESS
-In a one-way communication process, THREATS
there is no feedback mechanism, so the -This model puts an end to private
governing elite does not know how the ownership of media and journalists
people think, feel, and behave toward the support the leadership rather serves as a
ruling power. watchdog.
OPPORTUNITIES
-In an authoritarian model, there would be SOCIAL RESPONSIBILITY THEORY
stability, peace and security in the SRT gives media the right to be owned
environment media is controlled to protect and operated by a private entity. It is not
and prevent the people from any threats governed by a media censorship because
the press is guided by a set of ethics.
THREAT Sensationalized news and information can
-Media only serves the interests of the be questioned even if ther is media
ruling elite and enhances the power of a freedom.
monarch or dictator, which could lead to
discontent or even a bloody and violent STRENGTH
revolution -Yellow journalism or sensationalism
decreases as media can be questioned by
SOVIET COMMUNIST MODEL the law and public as well as self
regulation is exercised by the press.
WEAKNESS THREATS
-Ethics are always vague, ambiguous, -Allowing the audience widely to
and differ from case to case so there are participate with media activities and
no standards in information and consider alternative when dissatisfied
communication empowers the audience to be choosy and
inconsiderate.
OPPORTUNITIES
-The voiceless and marginalized people DEVELOPMENT COMMUNICATION
are able to raise their voices due to THEORY
pluralism and diversification on news and
people involved in it. The main idea behind this model is media
will play a role for development of people
THREATS in a nation or to help the target population.
-There are times when the press severely It focuses on issues disseminated by the
damaged the reputation of some media considered as a guide in the
politicians through irresponsible reporting, development if a country wherein the
leading to major conflicts of society target audience participates and gets
involved
DEMOCRATIC PARTICIPANT THEORY STRENGTH
DPT exercises press freedom and lets the -Helps in development of local and
target audience participate or gets international projects –Which helps in the
involved in news and information by growth and progress of a country most
expressing their own personal viewpoints especially the small group of people who
are unaware of the use of media
STRENGTH
-The model is completely non-political and
does not bolster political control and WEAKNESSES
encourages national development and -The socially engineered messages were
supporting local culture disseminated for a propaganda to control
culture of the poor countries
WEAKNESSES AGENDA SETTING THEORY
-Communication reach is limited because This model gave rise to the power of
it is only wanting local non- global and international news agencies to
institutionalized media provide the set their own agenda, apart from rulers,
information relevant to small groups of ruling powers, and governments. The
population. press makes sure that significant events
reach the knowledge of the people
OPPORTUNITIES
-Criticisms may be accepted by the STRENGTH
government as long as these presented -Agenda setting is the ability of media to
objectively through the use of correct determine salience of issues with news,
forms of media without the purpose through cognitive process called
encouraging the audience to stand against “accessibility”, which is the process of
the state. retrieving an issue in the memory
WEAKNESSES the people in coping with probable crisis. It
-Media has the tendency not to only makes them dependent on positive
present/publish a news or information if it situations only
does not have any notable significance or
not salient to them – when media sees no
value in the news
Global Culture, Westernization and
OPPORTUNITIES Americanization
-Creates impact over public thinking on
certain political, social, or economic MODERNIZATION
agenda. -refers to the process of adapting
something to the present needs or habits.
THREATS is normally related to the words change,
-An agenda may spark the beginning of a progress and development.
propaganda through the concept of
framing. GLOBAL CULTURE
refers to the shared values, beliefs, norms,
GATE KEEPING MEDIA THEORY customs and practices that transcends
This theory shows the power and national boundaries and are embraced by
influence of traditional and mainstream people worldwide
media in everyday lives of people. Media
selects and decides which information is WESTERNIZATION
important and relevant for the people -is the adoption of the practices and
culture of western Europe by societies and
STRENGTH countries in other parts of the world
-Gatekeeping sets the standard for whether through compulsion or influence
newsworthiness
AMERICANIZATION
WEAKNESSES pertains to the action of making a person
-There is a probability or tendency that or influencing others to be american in
even factual information will not be character or nationality
published if the news on-hand is not
favorable to the government or members According to Chi Yue and his co
of elite groups authors (2011) there are issues that are
commonly perceived to be strongly
OPPORTUNITIES associated with globalization falls into
-Unfiltered news or information can help one of the 5 categories which are the
the public to see the real situation as to
train them to be in flexible responding and 1. GLOBAL CONSUMER BRAND
adjusting to possible crisis. It can help the -are the products or brands that is
audience to appreciate and/or known worldwide
constructively criticize the state 2.Information Technology that
promotes global connectivity.
THREATS
-Filtered news or information dies not help
the audience to see the real scenario,
therefore, it does not support flexibility of
