LESSON 1

GLOBAL MEDIA CULTURES

Objectives:
At the end of this lesson, you are expected to:
• analyze how various media drive different forms of global
integration;
• compare the social impacts of different media on the
processes of globalization;
• explain the dynamic between local and global cultural
production; and
• define responsible media consumption.

Time Frame: Weeks 9 – 10

Introduction
Welcome to Lesson 1! This lesson is designed to facilitate your understanding on
Global Media Cultures. At the end of this lesson, you are expected to know the functions of
media and how it affects the processes of globalization. Enjoy this lesson and keep learning!

(ANSWER THIS!)

Identify the social media logos below:

______________ ______________ ______________ ______________

Analysis

Consider the questions below: (ANSWER THIS!)

1. In your personal experience, what are the use of these social media sites?

2. In your own words, what are the effects of these social media sites to the society and
culture?

Abstraction

Globalization
 entails the spread of various cultures.
 Example:
When a Hollywood film is made, it is not only shown
in the United States of America, but also to some
countries of the world.

Psy’s (Korean rapper) “Gangnam Style” may have

been about a wealthy suburb in Seoul, South Korea,
but its listeners included millions who have never been
or never go to Gangnam. Some of the listeners may
not even know what Gangnam is.
Globalization
 involves the spread of ideas.
 Example:
The notion on the rights of LGBT
(lesbian, gay, bisexual, and
transgender) communities is
spreading across the world and
becoming more widely accepted to
some countries.

The conservative Christian Church

and community/society that oppose
this LGBT rights moves from places
to places.

Globalization
 relies on media as its main conduit for
the spread of global culture and ideas.

Media

Definition
 “means of conveying something, such as
channel of communication”
- Jack Lule
 technologies of mass communication
Types of Media

1. Print Media
 include books, magazines, and
newspapers

2. Broadcast Media
 involve radio, film, and television

3. Digital Media
 cover the internet and mobile mass
communication
 internet media (e-mail, internet sites,
social media, and internet-based video
and audio)
How do Media Affect Societies?
 media theorist Marshall McLuhan declared that “the
medium is the message”
 attempt to draw attention to how media, as a form
of technology, reshape societies
 Example:
Television has steered people from the dining table
where they eat and tell stories to each other. It has
also drawn people away from other meaningful
activities such as reading books
Smart phone allows users to keep in touch
instantly with multiple people at the same time.
Prior to this, there was no way for couples to keep
constantly in touch or be updated on what the other
does all the time
 different media simultaneously extend and amputate
human senses
 new media may expand the reach of
communication, but they also dull the user’s
communicative capacities

The Global Village and Cultural Imperialism

 McLuhan mainly analyzed social changes brought

about by television
 He declared that television was turning the world
into a “global village”
 as more and more people sat down in front
of their television sets and listened to the
same stories, their perception of the world
would contract
 global media had a tendency to homogenize
culture
 as global media spread, people from all over
the world would begin to watch, listen to,
and read the same things
 media globalization coupled with American
hegemony would create a form of cultural
imperialism whereby American values and
culture would overwhelm all others
 In 1976, media critic Herbert Schiller argued that not
only was the world being Americanized, but that this
process also led to the spread of “American” capitalist
values like consumerism

 For John Tomlinson, cultural globalization is simply a

euphemism for “Western cultural imperialism” since it
promotes “homogenized, Westernized, consumer
culture”

Critiques of Cultural Imperialism

 ignored the fact that media messages are not just

made by producers, they are also consumed by
audiences
 emphasizes that media consumers are active
participants in the meaning-making process,
who view media “texts” through their own
cultural lenses

 has been belied by the renewed strength of

regional trends in the globalization process
 Example:
Japanese brands like Hello Kitty, Mario Brothers,
and Pokémon are now an indelible part of global
popular culture

K-pop and Korean telenovelas are widely

successful regionally and globally.

McDonalds has continued to spread across Asia.

Philippine Jollibee claims to be the number one

choice fast food in Brunei Darussalam.
Application

Effects of Social Media: Individual (ANSWER THIS!)

Instruction: Enumerate at least three (3) positive and negative effects of social media. Your
answer should be based on your personal opinion.

Positive / Good Effects (3pts each) Negative / Bad Effects (3pts each)

Asian Music and Globalization : Group (ANSWER THIS!)

Instruction: Your instructor will be assigning you a group consisting of three to five
members. Pick one musical artist or group that became internationally famous
(i.e. Psy, Utada, Hikaru, F4, etc.). In your group output, answer the following
questions:
1. Where did the musical artist or group originate?
2. In which countries did the artist or group become famous?
3. How did the artist or group become famous?
4. Why do you think the artist became famous?

Rubrics in Grading Group Output (40 points)

0 10 20 30 40
Student is unable to Student is able to Student is able to Student not only Student establish the
establish the ideas establish the ideas establish the ideas establish the correct correct ideas and
and concepts and concepts and concepts ideas and concepts concepts prescribed
prescribed by the prescribed by the prescribed by the prescribed by the by the topic, shows
topic. topic but shows topic and shows topic but also shows evidence by citing
erroneous correct evidence by citing relevant examples,
understanding. understanding. relevant examples. and consistently
contributes
additional thoughts
to the Core idea.

Congratulations! You have successfully completed Lesson 1. Should there be questions

and clarifications in some part of the lesson, kindly message your instructor.

If you do not have any questions or clarifications, you are now prepared to move on to
Lesson 2 – The Globalization of Religion. Enjoy and keep working! God Bless.

References:
Abinales, P. N., & Claudio, L. E. (2018). The contemporary world. Quezon City : C & E
Publishing, Inc.