GLOBAL MEDIA

CULTURES
HISTORICAL BACKGROUND
OF GLOBALIZATION &
MEDIA
Appadurai (1996) cited by Lule (2014)

“There was a rupture within social life

in the 20th century, advances in media such
as the tv’s, computers and cellular phones
combined with the changes in migration
patterns – these two diacritics – media and
migration – fundamentally changed human
life which gave rise to this so-called
globalization.”
 Media is not as complicated as
globalization. It is used as passage of
communication. The word “media” was
popularized in 1920’s because there
was a need to talk about certain issues
(widespread of comic books, birth of
Mickey Mouse, collapse of Stock
Market, end of WWI) which led the
experts to gather all these
phenomenon and debate over the
“mass media.”
EVOLUTION OF
MEDIA &
GLOBALIZATION
 Media is part of everybody’s life
today and in the past. Development of
speech to communication is a great
breakthrough in the lives of the
people. Lule (2014) gave five periods
to study globalization and media:
oral, script, print, electronic and
digital.
 ORAL COMMUNICATION
Language was developed around 1.75 million yrs.
ago.
 First consisted of disorganized set of signs.

 30,000 BC, communication reached its formal,

intentional format.
 First form of communication is the cave painting
created by Homo sapiens around 130,000 BC.
 Language helps man to settle down, improve
economic, social and political life.
 Man through language is not only confined within
his territory but created a cross-continental trade
which crates cities and later civilization.
 SCRIPT
 With its discovery, it makes communication easier,
wider in scope and can last longer.
 It is any particular system of writing/the written means
of human communication.
 First writing is recorded in Summeria over 4,000 years
ago.
 It is first done through wood carving, clay, bronze,
copper, bones, stones and even tortoise shells

 PRINTING PRESS
 First invented in China during the Tang
dynasty around 4th & 7th century AD
 Around 1439, Johannes Gutenberg’s
movable type printing press is introduced
in a lawsuit in Strasbourg.
 Lule pointed two most important
consequences of the discovery of printing
press:

1. It changed the very nature of knowledge.

It preserved and standardized
knowledge.
2. It encouraged the challenge of political
and religious authority because of its
ability to circulate different views
 ELECTRONIC MEDIA
 It is introduced in the beginning of 19th century.
 This requires electromagnetic energy – electricity to
use. Examples are: telegraph, telephone, radio, film,
television .
 The invention of telegraph by Samuel Morse
revolutionized long-distance communication.
 Alexander Graham Bell invented the telephone in 1876
 Radio was considered as a “wireless telegraph”
 Silent motion picture was first publicized by 1870 while
in 1890 a film was developed.
 1920, television was created and became the most
powerful and universal mass medium.
 1973, invention of cell phones, it dominated the world
 DIGITAL MEDIA
 Refers to audio, video and photo content
that has been encoded (digitally compressed)
 Digital media products can be found in:
Ecommerce, Games – console, online,
mobile, Websites and mobile applications,
Animation, Social media, Video, Augmented
reality, Data visualization, Location-based
Services and Interactive Storytelling.
 Computer is considered the most popular
and influential digital media to
globalization.