lesson 7:

Media
and
Globalization
Media and its Functions

Media
“ a means of conveying something, such
as channel of communication.”
-Jack Lule
-Technically speaking, person's voice
is a Medium.
Jack Lule is Professor and
Chair in the Department of
Journalism and
Communication at Lehigh
University in Bethlehem, PA.
Media and its Functions

Media
-Technologies of Mass Communication
PRINT MEDIA BROADCAST MEDIA DIGITAL MEDIA
Media and its Functions
Media
-Media theorist Marshal McLuhan once
declared that “The Media is the Message”
-1960's, since the television has been
introduced, it steered people from
the dining room table to the living room.
Herbert Marshall McLuhan CC
was a Canadian professor,
philosopher, and public
intellectual. His work is one of
the cornerstones of the study
of media theory.
Media and its Functions

-The technology made social change

possible.
-Smart phone allows users to keep in touch
instantly with multiple
people at the same time
-McLuhan added that
different media
simultaneously extend
and ampute human
senses.
Media and its Functions
-Papyrus started to become
more common in Egypt after
the 4th century BCE.
-According to some
philosophers, people's
capacity to remember
become dull.
-According to McLuhan, New
media are neither inherently
good nor bad.
The papyrus plant is a reed that grows in
marshy areas around the Nile river. In
ancient Egypt, the wild plant was used
for a variety of uses, and specially
cultivated papyrus, grown on
plantations, was used to make the
writing material. The inside of the
triangular stalk was cut or peeled into
long strips.
The Global Village
and
Cultural Imperialism
The Global Village and Cultural Imperialism

• TELEVISION as a “Global Village”

-McLuhan
CHALLENGE
1.) Tendancy to Homogenize culture
Cultural Imperialism
The Global Village and Cultural Imperialism

• Not only was the world being Americanzied, but

that this process also led to spread of “american”
capitalism values like CONSUMERISM.
-HERBET SCHILLER

• “Western Cultural Imperialism'' since it promotes

“homogenized,weternized, consumer culture”
-JOHN TOMLINSON
 Critiques
of
Cultural Imperialism
Critiques of Cultural Imperialism

1980's
-Media Scholars began to pay attention to the ways
in which audiences understand and interpreted
media messages.
-Media Consumers view Media “texts” through
their own cultural lenses
Texts
-Refers to the content of any medium.

Cultural Lenses
-It’s a widening of one’s perspective–taking into
consideration influences that aren’t fully visible.
Critiques of Cultural Imperialism
-an American
Ien Ang prime time
-an Indonesian Cultural critic television soap
opera that aired
on CBS from April
-Studied the different viewers in 2, 1978 to May 3,
1991. The series
the Netherlands who experienced revolves around a
wealthy and
watching the American soap feuding Texas
family, the
opera Dallas. Ewings, who own
the independent
-Viewers put “a lot of emotional energy” oil company
Ewing Oil and the
watching the soap opera, rather than simply cattle-ranching
land of Southfork.
receiving American Culture in a “passive and
resigned way”.
Critiques of Cultural Imperialism

Elihu Katz and Tamar Liebes

-They decide to push Ang's analysis further.
-They Examine viewers from distinct cultural
communities on how they interpreted the soap
opera Dallas
-They argued that texts are received differently by
varied interpretive communities because they derived
different meanings and pleasures from these texts.
Critiques of Cultural Imperialism

-The Cultural Imperialism has been belied by

the renewed strength of regional trends in the
globalization process.

For example the Asian Culture has proliferated worldwide

through the globalization of media.
Critiques of Cultural Imperialism

JAPAN KORE
A
 Social media
and
the creation of Cyber
ghettos
Social media and the creation of Cyber ghettos

Internet and Social Media

-Proved that the globalization of
culture and ideas can move in
dofferent directions

Benefits of Social Media

 Democratized Access
Social media andthe creation of Cyber ghettos

• Anyone with Internet

connection or smart
phone can use social
media.

• These media have enabled

users to consumers and
producers of information
simultaneously.
Social media and the creation of cyber ghettos

• The Democratic potential of

social media was most evident in
2011 during the wave of
uprisings known as the Arab
Spring.

• Activists opposing authoritarian

regimes in Tunisia, Eypt, and libya
used twitter to organize and to
disseminate information.
Social media and the creation of cyber ghettos

• The “women's march”

aggainst newly
installed President
Donald Trump.
Social media and the creation of cyber ghettos

Dark side of Social Media

“Splinternet “Cyberbalkanization”
”
-This segmentationhas been used by people in power who
areaware that the social media bubbles can produce a herd
mentality

-Can be expoliated by politicians

Social media and the creation of cyber ghettos

Vladimir Putin
-Hired armies of social “trolls” to manipulate
public opinion through intimidation and the
spreading of fake news
-Putin imitators replicates his strategy of
online trolling as disinformation to clamp
down on dissent and delegitimize sritical
media.
Social media and the creation of cyber ghettos

Donald Trump
-American intelligence agencies established that
putin used trolls and online misinformtaion to
help Donald Trump win presidency.

Recep tayyip erdogan

-Turkish President
-Threatened by online mobs of pro- government
trolls, who hack accounts and threaten violenece.
Social media and the creation of cyber ghettos

Fake information can spread easily on social media

since they have few content filters.

Users must remain vigilant and learn how to

distinguish facts from falsehood in a Global media
landspace that allows politicians to peddle
“alternative facts”.
THANK YOU FOR LISTENING!
Social Media was most
evident in 2011 during
the wave of uprisings
known as ________
1
True or False: The most
globalized Asian cuisine
because of the globalization
of media is KIMCHI.

2
• TRUE or FALSE

Emergence of a “splinternet” and the

phenomenon of “cyberbalkanization”
refers to the various bubbles people
place themselves in when they are
offline

3
Involves Radio, Film, and Television. transits
information immedietly to the possible audience

4
He hired armies of social
media “trolls” to manipulate
public opinion through
intimidation and the
spreading of fake news
5
TRUE or FALSE

Analysis of Media to examine the impact of electronic

media.

6
TRUE or FALSE

John Tomlison argued that not only was the world being americanized,
but that this process also led to spread of American capitalist valve like
consumerism.

7
She stated that viewers put a “lot of
emotional energy” rather than
simply receiving American Culture in
“a passive and resigned way”.

8
TRUE OR FALSE

Media theorist Jack Lule once

declared that “The Media is the Message”

9
•They argued that texts are received
differently by varied interpretive
communities because they derived
different meanings and pleasures
from these texts.

•10