The Salzburg Academy on Media and Global Change is a multidimensional initiative that provides curricular materials, training and support for journalism schools, programs and classrooms across the world. It is organized through a network of participating universities in China, East Africa, the Middle East, Eastern Europe, the UK, Latin and North America and brings together expert Faculty and around 70 students, from undergraduate to Ph.D level. The Academy’s objective is to lead the creation of global media literacy curricula, multimedia stories, and comparative research, and to become a leading hub for global media education in the 21st Century. The curriculum developed over the past six years has led to the publication of News Literacy: Global Perspectives for the Newsroom and the Classroom by Academy Director, Paul Mihailidis. Students work in international teams and across disciplines. http://www.salzburgglobal.org/go/sac-08

1. Ethnocentrism,
Globalization, and Global
Citizenship
Salzburg Global Seminar 1

2. Mapping Ethnocentrism
Salzburg Global Seminar 2

3. Key Concepts
Culture
Ethnocentrism
Salzburg Global Seminar 3
Ethnocentrism
World Maps?

4. Culture
Not “High Culture” but …
"the total way of life of a people”
(Kluckhohn, 1944)
“The system of shared beliefs, values,
customs, behaviors, and artifacts that the
Salzburg Global Seminar 4
customs, behaviors, and artifacts that the
members of society use to cope with their
world and with one another” (Bates &
Plog, 1990)
Beliefs; worldviews; traditions; practices;
artifacts; long-term political and economic
structures; mentality

5. Ethnocentrism
Ethnos – group of people who identify with
each other through shared culture
Centrism – at the center
Notion that one’s own ethnic group is
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Notion that one’s own ethnic group is
centrally important – seeing the world
from that perspective

6. Why World Maps?
People forget maps are maps
We grow up seeing and believing in
world maps
World maps are cultural artifacts that
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World maps are cultural artifacts that
differ as cultures differ
Example of visible ethnocentrism

7. USA, Mercator Projection
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8. West Europe
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9. USSR / Russia
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10. Australia (“DOWN-UNDER MAP”)
Salzburg Global Seminar 10

11. People’s Republic of China
Salzburg Global Seminar 11

12. Where do I stand in the world?
How do I see others and myself?
How do others see me?
Why does it matter?
Salzburg Global Seminar 12
Why does it matter?
Cultural relativism
Universal Declaration of Human Rights

13. Successfully functioning in society with its
diverse values, traditions and lifestyles
requires us ‘to have a relationship
to our own reactions rather than to be captive
of them.
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of them. To resist our
tendencies to make right and true that which is
merely familiar, and wrong and false that which
is only strange.”
Robert Kegan – quoted from Matthew Taylor, “21st
Century Enlightenment,” Royal Society of Arts
Animate

14. Mapping Globalization
Salzburg Global Seminar 14

15. Globalization I
Cliché, buzzword, catch-all
Name for the times in which we live, but
what is new/different now?
Interconnectedness
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Interconnectedness
The World is Flat?
Or sharp asymmetries in terms of power
leverage & distribution of wealth?
Or both?

16. Land Area
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All World Mapper images availabe at www.worldmapper.org
© Copyright SASI Group (University of Sheffield) and Mark
Newman (University of Michigan).

17. Population
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18. Population Growth
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19. Declining Population
Salzburg Global Seminar 19

20. Wealth (Purchasing Power)
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21. Living on Less than $1 per Day
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22. Toys Imports
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23. Toys Exports
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24. Arms Exports
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25. War Deaths
Salzburg Global Seminar 25

26. Globalization Defined (?)
“the growing interdependencies of
countries worldwide through the
increasing volume and variety of
cross-border transactions in goods
and services, and of international
Salzburg Global Seminar 26
and services, and of international
capital flows; and also through the
rapid and widespread diffusion of all
kinds of technology.”
- IMF Definition

27. But Which Globalization?
Market vs. social justice
(money) (people)
Salzburg Global Seminar 27
(money) (people)

28. What Globalization
Homogenization
Hybridization
Superdiversity
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Superdiversity

29. Homogenization
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30. Hybridization
Salzburg Global Seminar 30
Domino’s new “American
Classic Cheeseburger Pizza”
Junk Food News
Prosciutto e Melone Pizza
At the Via Napoli Pizzeria and
Ristorante in the Italy Pavilion World
Showcase at EPCOT

31. Hybridization
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32. Hybridization
Salzburg Global Seminar 32
Muchati Kudiiko? --Mbira DzeNharira

33. Hybridization
Todii
Salzburg Global Seminar 33

34. Salzburg Global Seminar 34

35. How big is the Internet?
~1.3 billion IP addresses (as of December 2012)
http://internetcensus2012.bitbucket.org/paper.html
(note: each IP address can connect to multiple computers)
Salzburg Global Seminar 35

36. Southern Hemisphere Offline?
Human-Computer Interaction Institute, Carnegie Mellon University, USA
Salzburg Global Seminar 36

37. Visualizing Facebook Connections
Salzburg Global Seminar 37

38. Salzburg Global Seminar 38

39. The examples and perspectives in
this article deal primarily with the
United States and do not represent a
worldwide view of the subject. Please
Salzburg Global Seminar 39
worldwide view of the subject. Please
improve this article and discuss the issue on
the talk page.
[wikipedia]

40. The World According to Flushing
Salzburg Global Seminar 40

41. Globalization II
“(G)lobalization is a set of
processes by which more people
become connected in more and
different ways across ever greater
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different ways across ever greater
distances.”
Frank J. Lechner, John Boli (eds),
The Globalization Reader (2009)

42. GLOBAL INTERACTION
WORLD-WIDE INTERCONNECTEDNESS
travel / investment / finance
EXTENSITY
Stretching across political frontiers, regions,
continents
IMPACT
Deepening
VELOCITY
Speeding up the
Salzburg Global Seminar 42
travel / investment / finance
migration / culture / information
Deepening
local
developments,
global
consequences
Speeding up the
diffusion of
ideas, goods,
information,
people, capital
INTENSITY
Growing strength of
interconnectedness

43. EXTENSITY
Indonesia: one of the world‘s largest suppliers
of int‘l frog leg trade – export into more than 150
countries
IMPACT
Growth in foreign
trade ↔
depletion of local
VELOCITY
~900% increase
of frog leg
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trade ↔
depletion of local
frog population
explosion of
insects and
parasites use
of pestizides
of frog leg
production by
Indonesia since
1970‘s
INTENSITY
EU imports annually ~4.5 million kg frog
legs (10m lbs / 200m frogs) mainly from
Indonesia – value: ~€27m/$38m

44. Salzburg Global Seminar 44

45. Catalogued Space Debris (ESA)
Salzburg Global Seminar 45

46. Salzburg Global Seminar 46

47. Globalization II
“(G)lobalization refers to a
multidimensional set of social
processes that create, multiply,
stretch, and intensify worldwide
social inter-dependence and
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social inter-dependence and
exchanges while at the same time
fostering in people a growing
awareness of deepening
connections between the local and
the distant.”
Manfred Steger (ed), Rethinking Globalism (2004)

48. Salzburg Global Seminar 48
From: Steffen et al. 2004

49. Salzburg Global Seminar 49
From: Steffen et al. 2004

50. Salzburg Global Seminar 50
World 7,165,365,152
18:12 CET, Jul 15, 2013

51. Salzburg Global Seminar 51

52. United Nations Millennium Declaration 2000
“We believe that the central challenge
we face today is to ensure that
globalization becomes a positive force
for all the world’s people. For while
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for all the world’s people. For while
globalization offers great opportunities,
at present its benefits are very
unevenly shared, while its costs are
unevenly distributed.”

53. Chaos or Community?
”We have inherited a large house, a great
“world house” in which we have to live
together—black and white, Easterner and
Westerner, Gentile and Jew, Catholic and
Protestant, Moslem and Hindu—a family
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Protestant, Moslem and Hindu—a family
unduly separated by ideas, culture and
interest, who, because we can never again
live apart, must learn somehow to live with
each other in peace… we cannot ignore the
larger world house in which we are also
dwellers.”
Martin Luther King Jr., Where Do We Go from Here: Chaos
or Community? (Boston 1967)

54. GLOBAL [MEDIA] LITERACY ?
GLOBAL
MEDIA
LITERACY
A. Global media literacy ?
B. Media literacy global ?
C. Global literacy media ?
Salzburg Global Seminar 54

55. Global Citizenship
normative empirical / factual aspirational
values/norms/duties
personal responsibilities
being member of a
world community
close the gap btw
norms & reality /
‘improve the world’
Salzburg Global Seminar 55
‘improve the world’
transnational
institutions / ‘spaces’
moral dimension/
respect
action to strengthen
global community/
institutions/legal
frameworks etc
“I / we should…” “We are…” “We can / ought to…”

56. Visualizing Facebook Connections
Salzburg Global Seminar 56

57. Facebook
A Global Virtual community?
1 billion active users
More than:
405 billion minutes/month on Facebook405 billion minutes/month on Facebook
281 million days/month
77,000 years /month
11,000 lifetimes/month
Salzburg Global Seminar 57

58. www.worldvaluessurvey.org.
The World Value Survey Cultural Map 2005-2008
Salzburg Global Seminar 58

59. Five major components
of a global education
1. Perspective consciousness
2. “State of the Planet” awareness
3. Cross-cultural awareness3. Cross-cultural awareness
4. Knowledge of global dynamics
5. Awareness of human choices
(Robert G. Hanvey, An Attainable Global Perspective)
Salzburg Global Seminar 59

60. 1. Perspective consciousness
Students need to understand that their view is
not shared universally. They must develop
the ability to see the world through the
perspective of others.
(…)(…)
5. Awareness of human choices
Students need to understand the
responsibilities, realize the choices facing
individuals, and nations, and learn how to act
as world citizens.Salzburg Global Seminar 60