GlobalisatioN...
What is Globalisation?
Globalisation centres on the increased mobility of goods, services, labour, technology and capital worldwide.
Media organizations are able to reach in creasing audiences.
Organizations have resources to expand globally and become ‘global players’
AOL Time Warner and Vivendi Universal are among the largest institutions in the world.
National and international cultural traditions are merging into a global culture, and new media and genres are developing as a result of this.
The Digital Revolution
New technology allows people to socialise differently, bank and shop online and view a huge range of television programs.
Nowadays people’s lives are reshaped by this entire new media as they are able to shop globally and even send video e-mails abroad.
Technological convergence
Technology continues to evolve so media organizations are converging. This is allowing all our media to be accessed using a single device, creating new forms of interaction across and among media.
New generations of mobile phones, PDA’s, television and computer access new media.
We are adept at using one medium to another.
Cultural Convergence
Media organizations are supplying progressively more of the media we consume.
Globalization termed the ‘McDonaldisation’ of the globe.
Cultural homogenization refers to our cultural perceptions being constructed by the media so we in return receive them values and ideologies they establish.
Cultural Imperialism
Critics of the cultural dominance refer to it as ‘cultural imperialism’ which refers back to the time when the British Empire enforced its values and ideologies upon the developing world.
US media amounts to cultural imperialism as it forces US culture on us through our media consumption.
This is damaging for national media organizations and small independent organizations.
The Global Village
Marshall Mcluhan, a Canadian media critic, stated in the 1960’s that the world has become a ‘global village.’
We can view events live as they happen and many people around the world can share the same moment, e.g. World Cup.
Media reflect and create the social and cultural world we live in because media producers construct our views of the global events, therefore construct our values and ideologies.
Reception theory contradicts this by saying the audience are active in this process therefore the media producers only create material which reflects the values and ideologies of the perceived audience.
Media is now an essential part of many people’s everyday life.
posted by Dinni @ 8:25 pm
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