I made that presentation with my group mates back in November 2021.

1. Unit 4: World of Ideas
Chapter 6:
GLOBAL MEDIA
CULTURES
THE
CONTEMPORARY
WORLD
(Ang
Kontemporaryong
Daigdig)

2. GLOBAL MEDIA CULTURES

3. GLOBAL MEDIA CULTURES

4. RECALL: What is Media?
Let’s recall your knowledge about media and
what you have learned in Media and
Information Literacy (MIL) back in Senior
High School.
Media is the traditional (i.e. newspaper,
snail mail) or digital (i.e. e-mail, social
media) mode of means of communication
from one person, place or group to another
and vice versa.

5. RECALL: What is Media?
• Turow (2011 & 2019) defines medium (pl.
media) as part of a technical system that
helps in the transmission, distribution, or
reception of messages.
• Alagaran (2017) defines media as the
channels through which we communicate.
It may be classified as traditional media
(i.e. newspapers, snail mail, telephone)
and new media (i.e. digital social media,
e-book, e-mail).

6. RECALL: What is Media?
Next, let’s recall the definition of culture and
what you have learned in Understanding
Culture, Society and Politics, also in Senior
High School.

7. RECALL: What is Culture?
Culture is the set of norms, beliefs, values and
virtues of the certain people and place (especially
their motherland).

8. RECALL: What is Culture?
• Palean et. al. (2018) defines culture as the
meeting point of sociology and
anthropology.
• Botor et. al. (2020) defines culture as the
way of life manifested in tangible objects
and intangible ideas we hold clear.

9. Global Media Cultures
• Media Culture is the intersection and
interchange between media and culture. It
is the type of culture that emerges due to
the proliferation of mass media (i.e.
mainstream media, social media).

10. Global Media Cultures
“Could global trade have evolved without a flow of
information on markets, prices, commodities and
more? Could empires have stretched across the
world without communication throughout their
borders? Could religion, music, poetry, film,
fiction, cuisine, and fashion develop as they have
without the intermingling of media and cultures?”
Jack Lule
Globalization & Media: Creating the Global Village (2014)

11. Mass Media
Mass Media helps
in communicating
government’s
program and
policies, issues
concerning poverty,
security, etc.

12. Mass Media
In the Philippines, giant television networks
like ABS-CBN (Alto Broadcasting Systems-
Chronicle Broadcasting Network) and GMA
(Global Media Arts) Network are the means
of informing the public and the rest of the
world.

13. Mass Media
International news agencies like Reuters
(UK), CNN (US), CBS (US), BBC (UK),
Associated press (US), etc. are the source
of information as to the events, episodes
and phenomena around the world.

14. Media: From Birth to Purpose
Kirillova (2016) describes the
primitive culture of a people as
synthetic or differentiated in
form. In 2000 BCE. When the
Mesopotamian cuneiform writing
and hieroglyphs of Egypt was
invented, the life of people
change specifically in acquiring
information. The government,
religion, education systems and
day-to-day life of people are
scripted into text and can be
read and preserve.

15. Media: From Birth to Purpose
The early Greek and Roman people
also contributed to the development
of means of communication and
information which became the basis
for Latin and Slavic alphabets.
Books like Iliad and Odyssey in
which the political, religious,
economics and society of the early
Greeks was described. The freedom
of expression during this time was
clear among the Athenians, it
manifested in their arts, music,
literature, philosophy, and public
speaking and debate were
encouraged.

16. Media: From Birth to Purpose
During the Medieval
period, the culture of
people center on
religion. Church has an
enormous influence in
people’s lives like the
monasteries became
the center of source of
information, they limited
freedom to information
during this time, they
even prohibit and self-
expression and religious
rights.

17. Media: From Birth to Purpose
The first papermaking process was
documented in China during the Eastern
Han period (25–220 CE) traditionally
attributed to the court official Cai Lun.
During the 8th century, Chinese
papermaking spread to the Islamic world,
where pulp mills and paper mills were used
for papermaking and money making. By the
11th century, papermaking was brought to
Europe. By the 13th century, papermaking
was refined with paper mills utilizing
waterwheels in Spain. Later European
improvements to the papermaking process
came in the 19th century with the invention
of wood-based papers.

18. Media: From Birth to Purpose
In the year 1456, a German named Johannes Gutenberg
(c. 1400-1468) invented the printing machine using the
movable type. His technology made the book printing
industry faster. It is the epitome of the Western civilization.

19. Media: From Birth to Purpose
Renaissance period introduces a new
way culture, this period marked the
rebirth of people’s interest in acquiring
new learning. Richest and wisest people
focused again on arts, music, education
where they build libraries in parts of
Europe like in Milan, Florence and
Venice. Communication and information
also flourished because of the
interconnection of people from a different
part of the world through trading and
commerce. Renaissance resulted to the
awakening of people’s idea on freedom
eventually leads to the revolution of the
colonized places. (Zaide, 2015)

20. Media: From Birth to Purpose
The Industrial Revolution and French Revolution proved that
scientific and cultural ideas were the motivating force in social
development. The rise of the money-lending class, bourgeoisie,
help in promoting culture by patronizing energetic people of all
backgrounds. The emergence of the “new class” powered by their
money, forced their own utilitarian ideals in the society and this
led to introducing “new culture” “mass culture” referring to mass
media.

21. Media: From Birth to Purpose
In the contemporary world, advanced technology,
invention of television, radio, cellphones and
computers, help in the emergence of mass
culture and change the global social norms.
Information is sinking into one global perspective
and making the people live in a global
community.

22. History of Mass Media in
the Philippines
• In 1594, the country’s first book called
Doctrina Christina was published by Juan
de Vera by xylography (Chinese art of
block printing).
• Successos Felices (Glad Tidings) is
published in 1637. It is the country’s first
newsletter.
• On August 8, 1811; Gov. Manuel
Fernandez del Folgueras edited and
published the Del Superior Govierno, the
first regularly issued publication.

23. History of Mass Media in
the Philippines
• On January 20, 1824; the Royal
Economic Society of the Friends of
the Country published the country’s
first journal (magazine) called the
Registro Mercantil de Manila (Manila
Commercial Registry).
• On December 1, 1846; the editors
Felipe Lacorte and Evaristo
Calderon created the country’s first
newspaper called La Esperanza.

24. History of Mass Media in
the Philippines
• The first original Filipino film is
Ang Dalagang Bukid (The
Country Maiden), directed by
Jose Nepomuceno and one of
the actors are Atang dela
Rama, Marcelino Ilagan and
Mary Walter.
• The first radio station in the
country is the KZKZ,
established in 1924 by Henry
Hermann.

25. History of Mass Media in
the Philippines
• The first telephone service
franchise in the country is
the Philippine Long
Distance Telephone
(PLDT), established in
November 28, 1928. The
company’s first president
is Theodore Vail Halsey.

26. History of Mass Media in
the Philippines
• In 1953, the owner of Alto Broadcasting
System, Judge Antonio Quirino; launched
the dzAQ-TV Channel 3, making the
Philippines the first country to have
television in Southeast Asia and second in
Asia, after Japan.

27. History of Mass Media in
the Philippines
• In March 29, 1994, the Philippine internet is officially available
nationwide.
• In October 1994, the first internet service provider in Mosaic
Communications Inc.(MozCom). Unfortunately, MozCom went
out of business on April 2015.
• The first online newspaper is the BusinessWorld Internet
edition; released on October 1995.

28. History of Mass Media in
the Philippines
• In December 1995, the first walk-in
internet access provider is called
MailStation Net.

29. The Creation of Media Culture
The concept of global culture is driven by the emergence of
mass media, as well as social media. The media plays an
important role in the development of global media culture.
They provide an extensive transnational and transmission
of cultural products and they contribute to the formation of
communicative networks and social economics, and even
political structure. The fast production of technology creates
a continuous cultural change across the world, such as
cellphones, tablets, and android television, data internet,
which makes the information accessible.

30. The Creation of Media Culture
The emergence of social media has shrink a
world into a global, online community.

31. The Creation of Media Culture
International organizations like the United
Nations (UN) use social media to inform
about the COVID-19 pandemic crisis.
Pres. Rodrigo Duterte addressing the General Debate of the 75th Session of the United
Nations on September 22, 2021 via United Nations YouTube account.

32. The Creation of Media Culture
In the Philippines, television networks like
the government-owned People’s Television
(PTV) and the privately-owned GMA and
ABS-CBN stream via social media such as
Facebook, Twitter and YouTube.

34. The Creation of Media Culture
Another online source of information is the
twitter, President of US Donald Trump is
active in posting the happenings in US
government. This is a free speech online for
global media where you can post your
personal, societal, and government
sentiments.

35. The Creation of Media Culture
Meanwhile, in the Philippines; our President Rodrigo
Duterte doesn’t post nor comment about something political
on social media such as Facebook and Twitter, unlike
Trump. However, his patriotic fans called the Duterte
Diehard Supporters (DDS) posts the updates about
Duterte’s ongoing plans, mostly focusing on the ongoing
Build Build Build program, a national infrastructure program
mostly focused around the country, from Luzon to
Mindanao. This is because the previous reigns like the
Aquino rule mostly neglected most of the infrastructure
projects outside Imperial Manila, making the Philippines
poor in infrastructure (which hurts the country’s economy,
making the Philippines import-oriented) between the reign
of Cory Aquino and the reign of Benigno Aquino III.

36. The Creation of Media Culture
Freedom of speech and freedom of information are allowed
in the Philippines, according to the 1987 Philippine
Constitution. However, communist countries such as
China, Vietnam and North Korea restrict the people from
freedom of speech and information as it is considered a
crime. Both have limits, in terms of ethics. If a Filipino
makes a bad posts against politics (i.e. a teacher making a
death threat to Pres. Duterte and another teacher made a
disgraceful meme about the President as a dog endorsing
a Pedigree dog food print ad), that will be (cyber)libel and it
is a major crime, which the police will apprehend the
offending netizen for such online crimes against politics.

38. The Creation of Media Culture
You Tube and Instagram, where you can
follow people from different parts of the
world, enable to share their artworks, trends,
lifestyle, societal events, government, and
you can even tour places any time because
social media makes them available to you.

39. The Creation of Media Culture
Aside from local politics (especially the cult of
personality to Pres. Duterte and the late former
Pres. Ferdinand Marcos), have you seen the fist
fight in Taiwan Parliament? Hong Kong riot?
What about black American and their sentiments
(i.e. Black Lives Matter)? Or are you updated in
the lives of British Royal family? Have you heard
of Brexit (United Kingdom leaving the European
Union)? Beautiful places in New Zealand, Ireland
or even the Iceberg in North Pole?

40. The Creation of Media Culture
They make all these possible because of the
“new media”. In the contemporary world, this
is the major force in accelerating the trend of
globalization. This brought society into the
top level of interconnectedness that made
global societal transformation possible.

41. Globalization &
Global Media Cultures
The emergence of globalization strengthen
the concept of global media culture. This
creates the idea that the culture is molded
by Westerners, powered by mass media.
Aside from American brands (i.e. Coca-
Cola®, Disney™, Apple®, etc.), European
brands and companies (i.e. Spotify, Nestle,
Loreal, etc.) also dominated the world. So,
what these means? These created the idea
of cultural imperialism.

42. Globalization &
Global Media Cultures
For example, in the United Kingdom; they
have a very rich history of computers,
ranging from Charles Babbage to Tim
Berners-Lee. The UK used to have so many
British computer brands such as Acorn (the
British Apple brand of hardwares and
softwares). But due to the domination of
American and some Chinese and Japanese
computer brands, most of the British
computer brands went out of business
before and after the year 2000.

43. Globalization &
Global Media Cultures
Another example in the Philippines is the
colonial mentality. Majority of Filipinos
heavily rely on American brands over
Filipino brands, when it comes to media,
foods, consumer goods, gadgets, etc. They
also prefer American-made goods over
Filipino-made goods. However, not all
American-branded products are American-
made. Some of them (mostly electronics)
nowadays are imported from other countries
such as China, Thailand, Vietnam and India.

44. Globalization &
Global Media Cultures
Colonial mentality also occurred in India
after the British colonization. Some Indians
feel bad about Indian-made products, such
as Bollywood media (usually on music, film
and television), which is sometimes
complained due to the hilarious
exaggeration of effects.
Most Asian countries already suffered the
American and European imperialism.

45. Cultural Imperialism
Cultural Imperialism, defined by Tomlinson
(1999, 2012); refers most broadly to the
exercise of domination in cultural
relationships in which the values, practices,
and meanings of a powerful foreign culture
are imposed upon one or more native
cultures. In this broad sense cultural
imperialism could be used to describe
examples of the enforced adoption of the
cultural habits and customs of actual
imperial occupying powers from antiquity

46. Cultural Imperialism
down to nineteenth and twentieth century
European colonialism. In practice, however,
the term is nearly always applied to relations
between sovereign nation-states from the
mid twentieth century onwards. There is,
however, a significant connection between
the context of colonial occupation and these
contemporary relations, insofar as the term
has commonly (though not exclusively) been
used to criticize the continuing exercise of
Western cultural power in the context of
postcolonialism.

47. Cultural Imperialism

48. Media Imperialism
Moreover, Sreberny (2001) mentioned in an
article on Media Imperialism, cultural
imperialism tend to see culture as singular,
cited example American television impacted
on Iran. There is increased in loosening of
the hyphen in the nation-state and thus the
“national culture” is better seen as a site of
contest. Sreberny (2001) pointed out that
issue on media imperialism is also
happening in different parts of the world and
resulted to conflicts among nations.

49. Cultural Imperialism
Critiques on cultural imperialism resulted to
the emergence of cultural pluralism. Singh
(2006) describes cultural pluralism as equal
legal status, enjoy minimum status of
equality in educational, economic and
political opportunity, these will restraint the
politically, and economically dominant
countries in intervening and giving the non-
dominant countries to be heard and propose
solutions on global problems.

50. Cultural Imperialism
Is there also imperialism in mass media?
Yes! Domination of US in global media
markets, which refers to television, film,
news broadcasting like CNN, Reuters, ABC,
CNBC, NBC and MSNBC resulted to the
idea that the largest mass media company
are from the United States of America;
hence, resulted to the idea of cultural
homogeneity.

51. Cultural Imperialism
Kraidy (2002) said that globalization
challenge the concept of cultural imperialism
in the context of digital media. Western
mass media have been viewed as biased in
probating culture because they are in favor
of industrialized countries, hence influenced
the politics, economics, society and culture
of the developing and under developing
countries.

52. Cultural Imperialism
Worlds culture impacted the world society,
conflicts arises on the economic and cultural
domination of Western countries less
develop countries in Africa and Asia. The
formation of international organization like
United Nations becomes the platform for
less develop countries and called for the
restructuring of New World Economic Order
and New World Information Order. Former
colonies pursued the principle of world
cultural equality. (Boli & Lenchner, 2001)

53. Cultural Imperialism
Digital media change the phase in acquiring
information, the use of social media
platforms, the access to internet, and the
fast production of cellphones and alike,
becomes the medium of enforcement that
affects the lives of people around the globe.
The First quarter of year 2020, statistics
reveals that there are 4.57 billion people
were active internet users, encompassing 59
percent of the world’s population. China,
India, and United States ranked ahead all
other countries in terms of internet users.

54. Cultural Imperialism
Among the media platforms, Facebook
ranked first, with 1 billion registered active
accounts. This leading platform are available
in multiple languages and enable the users
to connect across geographical, political and
economic borders. (Clement, 2020)

55. Cultural Imperialism

56. Cultural Imperialism
In the Philippines, data shows that people
aged between 18 & 24 makes up the largest
proportion of social media users. (Dan,
2019)

57. Cultural Imperialism
On January 2019, Filipinos topnotched the
number of social media users worldwide.
(Hootsuite & We Are Social, 2019; cited by ABS-
CBN News, 2019)

58. Cultural Imperialism

59. Cultural Imperialism

60. Cultural Imperialism

61. Cultural Imperialism

62. THANK YOU FOR YOUR
UNDERSTANDING.
Mabuhay po kayo lahat!

63. BIBLIOGRAPHY
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64. BIBLIOGRAPHY
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