Globalization and
Media
In regular terms,
"globalization" often refers to how countries around the world are
getting more connected economically and politically. But there's also an
important cultural side to it, and this is where the media comes in.
Globalization depends
on the media to spread ideas and cultures worldwide. Jack Lule, when asked
about this, wondered: Could global trade have happened if there wasn't
information about markets, prices, and products moving between different
places? Could big empires have expanded across the world without being able to
communicate across their borders? Could things like religion, music, poetry,
movies, stories, food, and fashion have become what they are today without
different cultures and media mixing?
The globalization of media means that many national media systems have become more international. They're more open to outside influences, not just in the things they show but also in who owns and controls them. This is a big cultural change that affects how we see ourselves today. But it's also tied to the economic and political reasons for globalization. This includes making rules in national markets less strict and allowing more trade and investment between countries. These things make it easier for big global companies to be part of new markets and industries.
Functions of the
Media
Jack Lule defines
media as "a means of conveying something, such as a channel of
communication." Even a person's voice qualifies as a medium in technical
terms. Marshal McLuhan further emphasizes the significance of media as
"extensions of ourselves," where the focus here is on technology as
the primary medium.
Considering the
broadening of global trade beyond traditional political boundaries, the media
industry is notably well-suited for this evolution. A crucial factor
contributing to its suitability is its integration with technology.
Technological progress plays a pivotal role in driving globalization, enabling
rapid communication, efficient transportation, and effective mass marketing.
These combined elements collectively shape the landscape of globalization, with
the emergence of globalized media as a prominent and tangible result.
Utilizing
technological advancements, media incurs minimal extra expenses, allowing for
broader market reach and significantly enhanced profit margins for media
companies. Importantly, the intangible nature of information removes shipping
costs as a hindrance. Additionally, the media's inherent capability to
transcend borders highlights its global significance. Rooted in culture, media
functions as a cultural product. As a result, the exchange of this product is
poised to distinctly influence the culture of the recipient.
The mass media serves
multiple vital functions:
Influencing Public
Opinion: By presenting diverse views and in-depth analysis, the media shapes
public stances on critical issues.
1. Setting
the Political Agenda: Media coverage influences what issues
people consider important and needing government attention.
2. Connecting
Government and People: The media acts as a bridge for
government communication and public understanding.
3. Government
Oversight: Media serves as a watchdog, exposing corruption
and ineffective policies.
4. Socialization:
Media, especially news and entertainment, imparts societal values and
expectations.
5. Potential
Behavior Impact: Media content can influence behavior,
sparking concerns about its portrayal of values.
In essence, the mass
media plays a pivotal role in shaping perceptions, political discussions,
government accountability, cultural values, and potential behavioral
influences.
Global Village
McLuhan's comparison
of the global village to the central nervous system in 1967 remains relevant
today. Despite the increased immediacy and constancy of media, the concept
endures. For instance, real-time news and global communication via phones,
laptops, and even watches are now the norm. Countless apps and websites
facilitate information sharing, replacing traditional television broadcasts
with YouTube uploads, Facebook shares, and live streams from online news sites.
The Internet's rise has intensified the global village's influence, aligning with our reliance on electronic technology. McLuhan's ideas remain pertinent, as electronic technology seamlessly intertwines with our lives, often imperceptibly.
Cultural Imperialism
Cultural imperialism
arises when one community imposes its way of life on another. This term encompasses
local customs, traditions, religion, language, and norms distinct from economic
and political systems. It denotes the forceful extension of authority over
another community's culture. It differs from voluntary cultural appropriation.
In today's globalized business context, issues of cultural imperialism arise
primarily in international business, reflecting the impact of globalization.
Cultural imperialism
is evident in:
1. Netflix's
Global Impact: Netflix promotes American values
through global streaming dominance.
2. Colonial
Language Shift: Colonization replaced indigenous
languages with European ones.
3. Western
Influence on Developing Nations: Non-Western cultures
adopt Western media, altering traditional values.
4. Cultural
Ideas and Genocide: Cultural ideologies fueled events
like the Holocaust.
5. Alexander
the Great's Spread of Greek Culture: Conquests diffused
Greek influence into diverse cultures.
6. Commodification
of Indigenous Culture: Indigenous products sold to
Western markets.
7. Yoga's
Cultural Appropriation: Spiritual practice repackaged as
exercise trend.
8. Colonial
Naming Influence: Colonial history impacts African
naming.
9. Language's
Role in Imperialism: Shift from Latin to English as a global
language.
10. Global
Americanization: Hollywood and tech giants spread
American culture worldwide.