Globalization relies on

social media as its main

conduit for the spread of
global culture and ideas.
 Media and its functions

According to Jack Lule:

“media is a means of
conveying something, such as
a channel of communciation”
 Media and its functions

Print Media Broadcast Media

books film
magazine radio
newspapers television
Digital Media
e-mail
internet sites
social media
mobile mass communication
 Media and its functions
According to Marshall McLuhan:

“The medium is the message”

“Different media simultaneously extend and amputate

human senses”

“The question of what new media enhance and what

they amputate was not a moral or ethical one”
 Global village and cultural
imperialism

According to Marshall McLuhan:

“Television was turning the world into a global

village”
 Global village and cultural
imperialism

Media scholars further grappled with

the challenges of a global media
culture

Global media had a tendency to

homogenize culture
 Global village and cultural
imperialism

Herbert Schiller, 1976:

The world was being Americanized;
this process also led to the spread of
“American” capitalist values like
consumerism.
 Global village and cultural
imperialism

John Tomlinson:
Cultural globalization is simply a
euphemism for “western cultural
imperialism” since it promotes
“homogenized, westernized, consumer
culture”
Global village and cultural
imperialism

OTHER
AMERICA GLOBAL
FLOWS
 CRITIQUES OF CULTURAL
IMPERIALISM
1980s
Media scholars began to pay attention
to the ways in which audiences
understood and interpreted media
messages.
 CRITIQUES OF CULTURAL
IMPERIALISM
In a 1985 study by Ien Ang
she studied the ways in which
different viewers in the Netherlands
experienced watching the American
soap opera Dallas.
 CRITIQUES OF CULTURAL
IMPERIALISM
The Dutch viewers put “a lot of
emotional energy” into the process,
rather than simply receiving American
culture in a “passive and resigned”
way.
 CRITIQUES OF CULTURAL
IMPERIALISM
Elihu Katz and Tamar Liebes, 1990
“texts are received differently by
varied interpretative communities
because they derived different
meaning and pleasures from these
texts”
CRITIQUES OF CULTURAL
IMPERIALISM
SOCIAL MEDIA AND THE CREATION
OF CYBER GHETTOS

Arab Spring
A series of uprisings against the
Tunisian, Egyptian, and Libyan
authoritarian gov’t
 SOCIAL MEDIA AND THE CREATION
OF CYBER GHETTOS
“splinternet”
a characterization of the Internet as splintering and
dividing due to various factors, such as technology,
commerce, politics, nationalism, religion, and interests.
“cyberbalkanization”
the segregation of the Internet into smaller groups
with similar interests, to a degree that they show a
narrow-minded approach to outsiders or those with
contradictory views
SOCIAL MEDIA AND THE CREATION
OF CYBER GHETTOS
Users must remain vigilant and learn how to
distinguish fact from falsehood in a global media
landscape that allows politicians to peddle with
alternative
Om falsehood facts. that allows
in a global media landscape
 faqs
Om falsehood in a global media landscape that allows