3. introduction
Homogenization is a term that define homogenized -
formed by blending unlike elements especially by
reducing one element to particles and dispersing them
throughout another substance (wordnetweb.princeton)
In explaining homogenization in media, we could define
homogenization as a process of making the world to
practice the same practical moves made by the better
one.
We believe that Globalization is the best tool in shaping
this process.
4. Homogenization =
Globalization
Main goals of economic globalization is that every place
on earth should be more or less like every other place
(meant to develop same way)
Such a model serves the marketing and efficiency needs
of the huge global corporations that the system is
designed to benefit.
Whether cultural, political, or biological, diversity is a
direct threat to the efficiency goals of global
corporations, which operate on a scale that requires, as
far as possible, similar appeals in every market in the
world.
10. Case Study
1) McDonald’s
McDonald’s Strange Menu Around the World
So you think you know the McDonald’s menu like
the back of your hand? Think again.
From McDonald’s international, here are some
menu items you have probably never tried
before:
11. No Big Mac because
Hindu people don’t
eat beef
They have Maharaja
Mac, which is a Big
Mac made of Lamb or
chicken meat
There is also a
vegetarian burger,
Mc Aloo Tikki
india
17. Every morning we read the newspapers to get
some information about what happen around us
with out having any type of criticisms.
Citizens in a society spend hours and hours
watching Television to get entertained. And we
also use the Internet for the same purpose.
So as it becoming part of our daily life, these
media are definitely have an unconscious effect
to our habits.
18. By the age of 18, the average teenager has spent
11,000 hours in classroom and 22,000 hours
before a TV.
That same person has done approximately 13,000
school lessons and watched more than 75,000
commercials.
By age 35, a person would had less than 20,000
school lessons but watched 45,000 hours of TV
and seen nearly two million commercials
19. Every the average American sees more than
38,000 TV commercials
The fast food industry is a great example of the
influence of advertising in people consuming
habits.
Documentary by Morgan Spurlock ‘Supersize me’
only McDonalds itself spend $1.4 Billion US dollar
in direct media advertising
20. LESSON LEARNT
Globalization may be an increasing trend,
but regional identities, customs and tastes
are as distinct as ever.
It may be easy for brand managers of global
brands to view the world as homogenous,
where consumer demands are all the same,
but the reality is rather different.
24. Magazine homogenization
Global media try to homogenize local culture
in strategizing for positioning and marketing
their product worldwide.
Read the same kind of magazines (consumer
way of life and system value that
concentrate on the material world)
25. Homogenizing media
How global and local forces involved in the
production process of a magazine
Publish via licensing agreement with local
companies
These ownership pattern allow local editions of
international magazine
The magazine “glocalized” media product which
carry local content via global format
This important to maintain local readers
26. Hachette won permission in 1988 to co-publish
with the Shanghai Translation Publishing House
Elle is the only Western fashion magazine available on the
streets of Shanghai and Beijing. And that has made its
publisher, Hachette Filipacchi, a unit of the Lagardere Group,
the envy of other Western publishers, who would like a crack at
an increasingly lucrative section of the world's largest
emerging media market.
Hachette now publishes local editions of Elle in nine Asian
countries and territories, including Japan, Hong Kong, Taiwan
and South Korea, putting it well ahead of competitors like
Conde Nast, which recently announced plans to start
publishing a South Korean edition of Vogue next year (1997),
only its second magazine in Asia. The other edition of Vogue is
published in Singapore.
Case Study- elle
27. Another example is China Vogue Magazine
Vogue China is the Chineses edition of Vogue magazine. The magazine
carries a mixture of foreign and local content.
Vogue China became the sixteenth edition of Vogue when its first issue
was released for September 2005, its debut had been in the works for
over two years.
The magazine's first cover featured Australian model Gemma Ward
alongside Chinese models Du Juan & Liu Dan.
The magazine's first printing of 300,000 copies sold out, requiring a
second printing.
Angelica Cheung is the magazine's editorial director.
The magazine is published by Conde Nast in partnership with the state-
owned China Pictorial Publishing House
Case Study- vogue
28. The new trend:
from written to motion
There is a new form of entertainment convergence
introduced by the Western country i.e. America and it is
the trend of filming best seller novels and comics.
Movie industry in America has become highly
competitive over times and one of the solution to win this
competition is by obtaining special rights from the
publication company to turn their best-selling
masterpiece into movie or television drama.
These stories will promise them a sound number of
viewers from fans of the printed version story.
29.
30. Have we homogenized?
Attracted to the promising high minimum
number of viewers, movie producers from
the developing countries somehow do adopt
this idea of movie production.
Despite the gap of technologies and
penetration parameters, our movie industry
had already produced novel-adapted movie
31. indonesia
Indonesian movie industry have already
had adapted two movies from two
nationwide best-seller novels written by the
same author:
Ayat -Ayat Cinta
Ketika Cinta Bertasbih
32. malaysia
A few months ago, a movie called ‘Lagenda
Budak Setan’ had been played in cinemas
around Malaysia.
This movie is also adapted from a novel with
the same title from Malaysia’s number one
young adult novelist- Ahadiat Akashah.
33. conclusion
Homogenization can be seen as a new effect of cultural
imperialism and media is a the center role of it.
Homogenization is possible with help from Globalization
where the world become synchronized in every possible
aspects and thus eliminating national sovereignty.
In order to adhere to the ideology of globalization, we had
proved that we has already embrace a few changes in media
trends and making our steps after the Westerners.
Unfortunately, we are actually approving the Westerners’
superiority and capabilities and without we realize, we are
hegemonies once again.
