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  1. 1. Globalisation Learning Objective: To know the importance of globalisation on the mass media and society
  2. 2. Success Criteria <ul><li>To define the term globalisation </li></ul><ul><li>To discuss the concept of a ‘global village’ </li></ul><ul><li>To discuss theories on the concept </li></ul><ul><li>Conduct research into current ‘news’ stories identifying the global issues </li></ul>
  3. 3. Definition <ul><li>So what is meant by ‘globalisation’? </li></ul><ul><li>“ The way in which in contemporary society, distant countries are inter-related and connected by trade, communication and cultural experiences” </li></ul>
  4. 4. In practise… <ul><li>Consider for example how a small business, ran by one woman, such as ‘Jelly Pong Pong’ cosmetics company from Hong Kong has become international? </li></ul><ul><li>How do we find out about a news story from a remote village in China? </li></ul>
  5. 5. A Global Village - What is meant by this phrase? <ul><li>Because of technological advances, communication, trade and experiences are wide reaching </li></ul><ul><li>Information can be obtained and relayed almost instantly from remote and often inhospitable corners of the world </li></ul><ul><li>Satellite and digital technology are key to this </li></ul><ul><li>Marshall Mcluhan, a media theorist, describes the reduction of the world a ‘global village’ </li></ul>
  6. 6. Mcluhan <ul><li>Focuses on communication </li></ul><ul><li>See’s the mass media as an extension of the relationship we have as individuals with ‘reality’…he relates this to how cave men would write on walls to communicate </li></ul><ul><li>The mass media are an ‘extension of our senses’… </li></ul>
  7. 7. Mcluhan - 1964 <ul><li>The book is an extension of the eye </li></ul><ul><li>The wheel is an extension of the foot </li></ul><ul><li>Clothing is an extension of the skin </li></ul><ul><li>Electronic circuitry is an extension of the central nervous system </li></ul>
  8. 8. Implications? <ul><li>We must remember then that this information is secondary and that mediation can and will still occur through mass media representations of reality </li></ul>
  9. 9. Pros and Cons? <ul><li>In a world of increasing globalisation, the media has many potentials. It has the possibility of spreading information to places where in the past it has been difficult to get diverse views. It has the potential to contribute to democratic processes and influences especially on countries and regimes that are not democratic. </li></ul><ul><li>On the negative side though, it also has the ability to push the ideas and cultures of more dominant interest – Discuss!!! </li></ul>
  10. 10. <ul><li>Which country would you say dominates the mass media the most? </li></ul><ul><li>What are the implications of this? </li></ul>
  11. 11. Cultural Imperialism <ul><li>A process by which one country dominates other countries’ media consumption and consequently dominates their values and ideologies </li></ul>
  12. 12. <ul><li>The USA dominates world media with 85% of the global film market and 68% of the TV market </li></ul><ul><li>A cultural imperialism perspective would argue that American values and ideologies are imposed on the rest of the world </li></ul><ul><li>Some reasons for dominance: large home market, dominance of English language, technical advances </li></ul>
  13. 13. <ul><li>The phenomenon of “cultural imperialism” raises concerns in many countries where people fear that their culture gets diluted or given a back seat to the demands of large media and corporate interests in the name of globalization, where products and imagery, mainly from the west, make it into the televisions and homes of people </li></ul><ul><li>The fear of many people is that if people around the world are molded into model consumers, following a western standard, then it is easier for large companies to sell their products and know their buyer’s habits etc, while eroding local cultures and traditions </li></ul>
  14. 14. Representations – brainstorm ideas <ul><li>Consider for example the representations we have of reality from US programmes such as: </li></ul><ul><li>Will and Grace </li></ul><ul><li>Sex and the City </li></ul><ul><li>Friends </li></ul><ul><li>MTV </li></ul><ul><li>These representations can be described as homogenising culture (making it common) </li></ul>
  15. 15. Recent news <ul><li>Look at some recent newspapers </li></ul><ul><li>Analyse the content of the main stories in the first few pages </li></ul><ul><li>Are they a result of globalisation? Can you identify the global village? </li></ul><ul><li>How have the reporters represented the issues? Consider the mediation </li></ul><ul><li>Are there institutional ideologies or elements of cultural imperialism? </li></ul>