This document discusses how media has influenced the globalization of culture through five stages of development: oral communication, script, printing press, electronic media, and digital media. It analyzes how different forms of media drive manifestations of global integration and the dynamics between local and global cultural production. Local cultures are not static but rather accommodate and assimilate global cultures due to increased contact through various media like television, radio, and now social media. The outcomes of these cultural interactions and influences are cultural differentialism, convergence, and hybridity as local cultures adapt to global influences while maintaining their own uniqueness.

1. Module 4, A WORLD OF IDEAS
Global Culture and Media

2. Objectives:
Analyze how different forms of media drive various
manifestations of global integration; and
Explain the dynamics between local and global cultural
production

3. Diagnostics
Instructions: Write agree if you think that statement is
correct; otherwise, write disagree.
1. Television is a form of media.
2. Cultures are never erased nor forgotten.
3. Cultures are static and fixed.
4. All cultures are equal.
5. Globalization of culture will not happen
without media.

4. Culture refers to the unified style of
human knowledge, beliefs and behavior
from which people learn, and the ability to
communicate knowledge to the next
generations. Its development has been
mainly influenced by media.

5. Historically, media underwent five stages of
development form the earliest forms to the complex
one. These stages affect globalization progressively
(Lule, 2014)
It all started with oral communication. Language
allowed humans to communicate and share
information. Moreover, language became the most
important tool for exploring the world and the different
cultures. It helped people move and settle down. Oral
communication let to markets, trade and cross-
continental
trade routes.

6. The next stage is the invention of script.
Distance became a hindrance to oral
communications. Script allowed humans to
communicate over a larger space and for a
much longer duration. It allowed the
permanent condition of economic, cultural,
religious, and political practice. Knowledge,
beliefs, and behaviors were written and made
available for transmission to the next
generation and to other nations and cultures.

7. Nex followed the printing press. The introduction of the
printing press allowed the continuous production,
reproduction, and circulation of print materials. Written
documents were mass produced which gave everyone
access to information that was one available only to the rich,
powerful, and religious. This period of media development
affected globalization by transforming various institutions
such as schools, market, businesses, churches, governments,
and armies, among others.

8. Another stage is the emergence of electronic media as characterized
by its use of electricity. Electronic media includes the telegraph,
telephone, radio, film and television. The wide reach of these media
continues to open up new perspectives in the economic, political and
cultural processes of globalization. Radio was the avenue for global
products to be advertised like Marlboro and Coca-Cola. Television,
the analogue type, was primarily used so countries could watch US
Presidents’ delivery of speeches and UN Security Council meetings.
Both radio and television became medium to observe international
events.

9. The last state is the digital media which relies on digital codes. It can
be created, modified, and stored in any digital electronic device.
Digitalized content is transmitted over the internet and computer
networks. In politics, candidates use this media to campaign and
advance their platforms. In economics, it allows the advertisement
of products and online business transactions.

10. Media is a carrier of culture, it is a tool for the interaction of people
with different cultures. However, the real media is the people.
Marketing people seek the world for their cultural products, and
managers
facilitate interactions of culture for profit. Others bring cultural
exchanges of beauty and power. These interactions result in the
integration of cultures. Pieterse (2004) asserts that the only
outcomes of the influence of globalization on culture are cultural
differentialism, cultural convergence, and cultural hybridity.

11. Cultural differntialism views cultural difference as immutable. As the
West and non-Western civilizations interact or are brought in contact
through globalization, clash of civilization such as that of the West
and Islam logically follow.

12. Cutural convergence suggests that globalization engenders a growing
sameness of cultures. However, the culture of powerful and
progressive countries becomes culture. Take the example of K-pop
cultures. Some teenage Filipinos prefer to dress up like their South
Korean idols. A lot of them have also joined fan clubs in support of
Korean novellas. Korean boy bands among others. At the same
times, many Filipino music bands are influenced by jazz and the
reggae music of the West.

13. Cultural hybridity suggests that globalization spawns an increasing
and ongoing mixing of cultures. An example of this is the Chabacano
a Spanish-based creole language of the Zamboanga City and of some
parts of Cavite, which exemplifies hybridity in language prompted by
the merging of two cultures. This trend will further bring about new
cultural forms not only in language but also in food, fashion, arts,
music among others.

14. These outcomes set the dynamics between local and global cultural
production. Glocalization, coined from globalization and localization
is a rather new concept brought about by the increased frequency of
contact among cultures. This reinforces the fact that local culture are
not weak, static, or fixed; they are built and understood anew each
day in a globalized world (Lule, 2014). Local cultures continue to
accommodate and assimilate cultures of the world due to
globalization.

15. All in all, the five stages of development of media have greatly
influenced the globalization of culture. From pamphlets to
Instagram, Twitter, and SnapChat, media has produced and
reproduced cultural products around the globe. Moreover, the
increase in cultural interaction generated by media results in
outcomes that exhibit the vigor of local cultures influenced by the
global culture.

16. Exercise 1. Globalization with out Media
Instructions: Write an argumentative essay presenting
your stand on the topic: Globalization does not need
media for global integration.

17. Exercise 2. Hybrid Culture
Instruction:
1.Choose a partner
2.Share a specific experience that is influenced by or
is a product of cultural hybridity. Reflect on its
effect/s on your behavior.

18. Person 1
Person 2
3. Prepare to present this to another dyad.

19. Assignment8: Metacognitive Reading Report
Instructions: Read the referenced article and complete the
statements that follow.
Kraidy, M. (2002). Globalization of culture through the media. In J.
R. Schement (Ed.), Encyclopedia of communication and information,
Vol.2 (pp. 359-363). New York, NY: Macmillan References USA.
1.The three (3) things that I significantly learned from the readings
are……
2.The three (3) things that are still unclear to me are….
3. I used to think that …..
4. The tree (3) questions that I want to ask about the readings are….