The document discusses how media has driven global integration and the dynamic between local and global cultural production. It analyzes how various media, from oral communication to modern digital media, have contributed to globalization over time by allowing increased cultural exchange. While global media allows cultural products to spread worldwide, local cultures have adapted to global influences in unique ways, resulting in hybrid cultural forms that exhibit both local and global aspects. The relationship between local and global is an ongoing process influenced by factors like collaboration, competition, and cultural mixing.

1. GROUP 4

2. GLOBAL MEDIA
CULTURES
In this report, we will discuss the following :
* Analyze how various media drive various forms of global
integration.
* Explain the dynamic between local and global cultural
production.

3. 3
Global Media Cultures explores the relationship between
the media, culture and globalization.
-GLOBALIZATION -
It is the process by which the world is becoming increasingly interconnected
as a result of massively increased trade and cultural exchange.
MEDIA • Media has played significant roles in shaping the global
processes of economics, politics, and culture-the three aspects
that make up the multidimensionality of globalization.
• A tool for the interaction of people with different cultures.
• A carrier of culture.

4. 4
• Globalization could not occur without media.
• Globalization and media have proceeded together through time
and supported these claims by outlining the development of
media throughout time. The essence of these ideas is simplified in
the statement that "media have made globalization possible”.
• Arjun Appadurai (1996) contends that advances in media together with
migration, i.e. changing migration patterns as people easily move around the
world due to the advancement of technology and transportation, this
fundamentally changed the human life and gave way to globalization (as cited
in Lule, 2014: 662).
In his article, Globalization and Media: Creating the Global Village,
Lule (2014) forwards the ideas that:

5. FIVE STAGES OF
DEVELOPMENT OF MEDIA
• Oral communication
• Script
• Printing press
• Electronic media
• Digital media
CULTURES
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.

6. ORAL COMMUNICATION
• Language allowed humans to communicate and share information.
• Language became the most important tool for exploring the world and the
different cultures.
• Language help people move and settle down.
SCRIPT
• It allowed humans to communicate over a larger space and for a
much longer duration.
• It allowed the permanent codification of economic, cultural, and
political practice.

7. PRINTING PRESS
• It allowed the continuous production, reproduction, and circulation
of print materials.
ELECTRONIC MEDIA
• It includes the telegraph, telephone, radio, film and television.
to open up new
of these media continue
economic, political, and cultural processes of
It allows the advertisement of products and online business
transactions.
The wide range
perspectives in
globalization.
DIGITAL MEDIA

8. Various media are used for globalization to work
all over the world.
Various media drive various forms of global integration
The media plays a major role in globalization.
* Media components such as television, Internet, computers etc.
are considered to have a significant influence on globalization
WHAT IS GLOBAL INTEGRATION?
• The process with which the local Indian market opens up to
the global economy.
• Global integration can involve the processes of product standardization
and technology development centralization.
8

9. Globalization isn’t possible to occur without media.
al
Electronic media
lowed opportunities to
spread all over the world.
Radio and television is a
powerful mass medium in
providing accessible
information for people.
Digital media through
phone and computers
allows people to access
information from around
the world.

10. 10
GLOBAL AND LOCAL CULTURAL
PRODUCTS
WHAT IS GLOBAL
PRODUCT MEAN?
Global products are those products that are marketed internationally
under the same brand name, features and specifications across
countries.
EXAMPLES OF
GLOBAL
PRODUCTS:

11. Cultural products are goods and services such as arts, architectures,
museums etc. that showcase the history and information of certain
which belong to the country’s cultural heritage.
With the use of radio and TV, as well as the internet global products can
be easily shown to people in getting people’s attention.
• Only post World War II we saw the spread of a kind of global culture. Increasingly
competing with and replacing parts of local culture. This, because initially this
influence was embraced and welcomed. Fashion, music, literature and the alien way
of living was appealing to many and seen as exciting and enriching. Chewing gum,
blue jeans, comics, rock ’n’ roll etc. Culture started to be mainly produced by actively
adopting elements from abroad. At the same time, a global layer emerged - the
amalgamation of local habits and customs from various places. Radio and TV were
major accelerators of this development. Later came the internet.
11

12. 12
Dynamics between Global and Local Cultural Production
Collaboration is
necessitated by
their desires to
expand while
being sensitive
to local
sensibilities.
Competition is
assured by the
continuing
relevance of
cultural
differences during
globalization.

13. CULTURAL DIFFERENTIALISM
It views cultural difference as immutable.
CULTURAL CONVERGENCE
It suggest that globalization engenders a growing sameness of culture.
CULTURAL HYBRIDITY
It suggest that globalization spawns an increasing and ongoing mixing of
cultures.

14. GLOCALIZATION
• Coined from globalization and localization, is a rather new concept
brought about by the increased frequency of contact among cultures.
• Reinforces the fact that local cultures are not weak, static, or fixed; they
are built and understood anew each day in a globalized world.

15. ACTIVITY

16. Generally,
of development of media have greatly influenced the
of culture. From pamphlets of Instagram, Twitter and
• Five stages
globalization
Snapchat.
• Media has produced and reproduced cultural products around the
globe.
• The increase in cultural interactions generated by media results in
outcomes that exhibit the vigor of local cultures influenced by the
globe culture.

17. 16
REFERENCES:
https://www.studysmarter.co.uk/explanations/social-studies/the-media/global-media/
https://open.lib.umn.edu/mediaandculture/chapter/13-6-globalization-of-media/
https://www.diva-portal.org/smash/get/diva2:1534638/FULLTEXT01.pdf
https://k12.starbooks.ph/pluginfile.php/10250/mod_resource/content/2/index.html
https://www.youtube.com/watch?v=mGtfKCmwSs4