Mass Media and Globalization

1. Mass communication and
Globalization
Dr J Balamurugan

2. Globalization
• The process by which businesses or other organizations develop
international influence or start operating on an international scale.
• Globalization is a process of interaction and integration among the
people, companies, and governments of different nations, a process
driven by international trade and investment and aided by
informational technology.
• This process has effects on the environment, on culture, on political
systems, on economic development and prosperity, and on human
physical well-being in societies around the world.

3. Introduction
• During 1980s new technologies transformed the world of media.
• Newspapers were written, edited and printed at distance, allowing for
the simultaneous editions of the same newspaper to be published
form different parts of the world.
• Radio became increasingly specialized with thematic and sub-
thematic stations.
• VCRs exploded all over the world and became in many developing
countries a major alternative to the official TV broadcasting.
• Also it provided great deal of flexibility to the use of visual media.

4. Conti..
• There has been a decisive change in the nature of mass media with the
multiplication of television channels.
• This process has been facilitated by a worldwide trend toward
deregulation and privatization of the mass media, which was till then
largely under the control of the State.
• Development of cable TV technologies, fostered in the 1990s by fiber
optics and digitization, and of direct satellite broadcasting dramatically
expanded the spectrum of transmission and put pressure on the
authorities to deregulate communications in general and television in
particular.

5. Conti..
• The development of cross border TV stations accelerated powerfully at the end of
1980s due to the globalization trends that was manifested all over the world.
• The boom in satellites, the proliferation of installed bases of dish antennae over
vast regions of the world, progress in the miniaturisation of TV control rooms,
cameras and small scale transmission stations that drastically reduced the
distance and time in transferring communication widely lead to the success of the
cross border TV transmissions.
• Cross border TV networks reach millions of homes around the world via cable
network or collective or individual reception of satellite signals.
• CNN is a channel which best embodies the instant, global worldwide status of
television.
• The channel today can reach every region around the world via a network of
satellites covering the whole planet.

6. Sister channel
CNN
HLN
CNN-News18
CNN-IBN
CNN Airport Network
CNN en Español
CNN Chile
IBN-7
n-tv
CNNj
CNN Indonesia
CNN Philippines
Chilevisión
CNN+
CNN Arabic

7. Cont..
• The most significant development of the last two decades in
international communication is the increasing concentration of mass
media ownership within and across national borders.
• Concentration of mass media ownership has had two significant
implications for the ways news (and other cultural products) is
assembled and disseminated world-wide:
• First, concentration of ownership and privatization of mass media has been
accompanied by commercialization of news and other cultural products, a
trend that is characterized by aesthetic, technical, and professional
standardization at the global level.
• Second, alliances between the international “media moguls” such as Rupert
Murdoch and forces of political conservatism has led to increasingly “soft”
media content. These phenomena are part of the process of globalization.

8. STAR India NETWORK
• HD CHANNELS
1 Star Plus HD
2 STAR BHART HD
3 STAR World HD
4 STAR World Premiere HD
5 STAR Gold HD
6 STAR Gold select :hd
7 STAR Movies HD
8 STAR Movies Selected HD
9 STAR Sports1 HD
10 STAR Sports2 HD
11 STAR Sports1 Hindi HD
12 STAR Sports Select 1 HD
13 STAR Sports Select 2 HD
14 Nat Geo HD
15 Nat Geo Wild HD
16 Nat Geo people HD
17 Fox Life HD
18 Baby TV HD
19 Nat Geo Music HD
20 STAR Vijay HD
21 STAR Maa HD
22 STAR Maa Movies :hd [ 25/06/2017 ]
23 STAR Suvarna :hd [ 15/07/2017 ]
24 STAR Pravah HD
25 STAR Jalsha HD
26 Jalsha Movies HD
27 Asianet HD
• SD CHANNELS
1 Star Plus
2 Life Ok
3 Channel V
4 Star Utsav
5 Star World
6 Star Gold
7 Movies OK
8 Star Utsav Movies
09 Star Gold select sd
10 Star Movies
11 Star Sports 1
12 Star Sports 2
13 Star Sports 1 hindi
14 Star Sports select 1
15 Star Sports Select 2
16 Star Sports First
17 Nat Geo
18 Nat Geo Wild
19 Nat Geo people
20 Fox Life
21 Baby TV
22 Nat Geo Music
23 Star Vijay
24 Vijay Super
25 Star Sports 1 Tamil
26 STAR Maa TV
27 Star Maa Movies
28 Star Maa Gold
29 Star Maa Music
30 Star Suvarna
31 Star Suvarna Plus
32 Star Pravah
33 Star Jalsha
34 Jalsha Movies
35 Asianet
36 Asianet Plus
37 Asianet Movies

10. ZEE NETWORK
• HD CHANNELS
1 Zee TV HD
2 & TV HD
3 Zee Cafe HD
4 Zee Cinema HD
5 &picture HD
6 Zee Studio HD
7 &prive HD
8 Living Foodz HD
9 Zee Tamil HD
10 Zee Talkies HD
11 Zee Marathi HD
12 Zee Bangla HD
• SD CHANNELS
1 Zee TV
2 & TV
3 Zee Anmol
4 Big Magic
5 Zee Cafe
6 Zee Cinema
7 Zee Action
8 Zee Classic
9 &PICTURES
10 Zee Anmol Cinema
11 Zee Studio
12 Zee News
13 Zee Business
14 Zee Wion
15 Living Foodz
16 Zing
17 Zee ETC Bollywood
18 9X Jalwa
19 9xm
20 9XO
21 Zee Bihar/Jharkhand
22 Big Ganga
23 Zee Hindustan
24 Zee MP/CG
25 Zee Rajasthan News
26 Zee Tamil
27 Zee Telugu
28 Zee Cinemalu
29 Zee Kannada
30 Zee Marathi
31 Zee Talkies
32 Zee 24 Taas
33 Zee Yuva
34 9X Jhakaas
35 Zee Bangla
36 Zee Bangla Cinema
37 Zee 24 Ghanta
38 Zee Punjabi HR / HP
39 9X Tashan
40 Zee 24 Kalak
41 Zee Kalinga News
42 Zee Sarthak
43 Zee Salaam

11. SONY NETWORK
• HD CHANNELS
1 Sony HD
2 SAB HD
3 AXN HD
4 Sony Max HD
5 Sony Pix HD
6 Sony Le Plex HD
7 Sony Six HD
8 Sony ESPN HD
9 Sony Ten1 HD
10 Sony Ten Golf HD
11 Sony Ten2 HD
12 Sony Ten3 HD
13 Sony BBC EARTH HD
14 Sony ROX HD
• SD CHANNELS
1 Sony
2 Sab
3 Sony Pal
4 AXN
5 Max
6 Max 2
7 Sony Wah
8 Pix
9 Sony Six
10 Sony ESPN
11 Sony Ten1
12 Sony Ten2
13 Sony Ten3
14 Sony YAY
15 Sony bbc earth SD
16 Sony Mix
17 Sony Aath

12. Conti..
• Currently there are five major corporate players in international mass
communication.
• These giants are News Corp., Disney/Cap Cities, Time Warner,
Viacom, and TCI.
• In addition, two other “mini-giants,” General Electric and
Westinghouse have global ambitions.
• Of these seven firms, all but Viacom and TCI have major news
components.
• News Corp. is the owner of or significant partner in newspapers,
television stations, and satellite broadcasting systems (including STAR
TV and Sky TV) around the world.

13. News Corp

14. Time Warner

15. Viacom

16. Conti..
• Disney/Cap Cities owns ABC.
• Time Warner’s recent acquisition of Turner Broadcasting, which
created and owns CNN, gives it a major international presence in
newsgathering and dissemination.
• General Electric owns NBC and Westinghouse own CBS.
• All of these mega-corporations but one are based in the United
States; News Corp. is based in Australia

17. Role of Mass Media in diffusing
global culture and global
consumerism in India.

18. Impact of mass media on diffusion of culture
• Diffusion describes the spread of cultural trait from the point of
origin throughout an area and into the neighbouring regions or to the
neighbouring societies.
• The culture include food habits, dress, religious beliefs, dance,
language etc.
• The spread of habits of soft drinks, having tea or coffee, smoking
certain brands of cigarettes, using certain brands of soaps,
detergents, hair oil, shampoo, tooth paste, tooth brush and hair dye is
decidedly due to the impact of TV in recent times.

19. Conti..
• For example, scenes of revelry displayed in small screen in
commercial breaks have definitely added to the widespread intake of
soft drinks brands (i.e. coca cola, pepsi, frooti etc) covering almost
every walk of life.
• Idli and dosa, supposed to be a south Indian preparation of light food,
have now become almost international, largely because of mass
media.
• Salwr-karmeez, a women’s wear of Punjab and North-West India have
spread, every nook and corner of the country.

20. Conti..
• During the middle of the last century, cinema played a very significant
role in spreading cult associated with the worship of ‘Santoshi maa’.
• In the closing decades of the last century, the small screen played no
less significant role in carrying messages of Ramayana and
Mahabharata to almost every individual, irrespective of caste,
religion, community, age and gender.
• Immense popularity of two dance forms viz Bharatanatyam and
Odissi, beyond the centres of their origion, is definitely an impact
firstly of the radio, than the large screen, and ultimately the TV.

21. Conti..
• The spread of Hindi language in the length and breadth of the country is
mainly due to Hindi cinema, particularly the songs associated with them
which are regularly broadcast in the radio in certain specialized
programmes like ‘Vividh Bharati’, and ‘Binaca’.
• Later, TV influenced deeply the people of all categories.
• Today, we that, even in our day-to-day activties, certain words of our
mother tongue have been replaced by certain linguistic expressions of
the TV like ‘break ke baad’.

22. In summery
• Our children behave in the same way.
• Children in TV behave vis-à-vis their parents.
• These are all case of cultural diffusion, greatly affected and influenced
by mass media.

23. Role of Mass Media in diffusing global
consumerism
• The most advertisers, people are not customers or even people but
mere ‘consumers’.
• Advertisers seek to entice target consumers to consume as much as
possible and as frequently as possible.
• If not without significance that we are urged to buy and to consume
wherever we are and whenever we switch on the radio, TV, or read
newspaper and magazines.

24. Conti..
• Day in and day out, we are bombarded with print and electronic
messages promising us fun, frolic and happiness if we ‘consume’.
• If does not matter whether we have the purchasing power to try out
‘impulse products’ like ice-creams, chocolates, cadies, or soft drinks,
etc.
• But, if we do not consume like the rest of the world we are likely to be
left behind in the rat-race.

25. Conti…
• It is not only advertising that directly promotes consumption beyond
one’s means, but also ‘sponsored’ programmes and columns and
supplements.
• The subtle messages of soap-operas, quiz and game shows (where
expensive prizes are gifted by business and industrial houses), elite-
oriented news and current affairs programmes, sports programmes,
fashion shows, children’s magazines and programmes, cartoon shows,
‘advertorials’ and almost every programme – all tell one persuasive
story: consume or be demand.

26. Conclusion
• With the proliferation of a variety of channels and programmes in
television networks experts opines that there is an evolution from
mass society to segmented society because the new communication
technologies focus more on diversified, specialised information and
hence audience become increasingly segmented by ideologies, tastes
and lifestyles

27. Thank you