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Define the meaning of the term 'Globalisation' in terms of media impact. How has media and it's uses changed the world?

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Define the meaning of the term 'Globalisation' in terms of media impact. How has media and it's uses changed the world? The question of globalisation and the mass media's involvement in the process is an abstract argument. Is the media dominating the world with an hegemonic ideal and consumer culture? Or are we respatialising the globe with increased technology, so crossing national boundaries and drawing us into the global village? Globalisation in terms of media, is the process in which products and information will be available on a global level. The availability of media communication will evolve across the world to create a 'global village'(4) The 'global village' was a concept first coined by Marshall Mcluhan in (1969) .The idea was that it is similar to a local village, so there is a interaction and a flow of information(5). The information and interaction will be available on a global scale, the concept was that the globe will be localized using the advancements in technology. Mcluhans realisation are becoming true. Examples of these technologies are home computers, cable television, satellite and the internet. A case in point is the uses of these media advancements is the satellite and consequently satellite television. ...read more.


The breakthrough in technology of the television, and related media, enables countries to produce and export programming globally. However, produced on a local level.(1) This encompasses the rich and poor as media consumers and producers. Brazilian network T.V. Globo exports tele novellas to 128 countries, earning export dollars for the country. In 1985 India made nine hundred films with an extensive export market. These films are rich in cultural diversity and also kept their native authenticity.(7) This helps the culture to grow and diversify globally. The technological advancements do in theory enable developing countries to access the information society. However, there are still vast inequalities in media coverage. A study ,evaluating television media receivers, ranged form a high of 800 per 1000 inhabitants in North America to a low of 38 per 1000 inhabitants in Africa. 'Global does not mean Universal' (7). The TV is one of a host of mediums that are exported to the third world from the western society. These multitude of products are produced by a number of global media firms, known as multinational corporations. In the early 1970's corporations began to integrate their production of goods on a global scale. At present, these global markets are spread along all continents(2). ...read more.


The assumption was that as the flow of industries proceeded to the third world, a under current of western values including consumerism and individualism were being exported so destroying their indigenous practices, rhetoric and tradition. This would redefine beliefs and consequently homogenize culture (11). ' The cooperate - message tycoon ...what is now happening is the creation and global extension of a new total cooperate informational -culture environment' Herbert Schiller (1973) (A.Giddens 2001) The cultural imperialism perspective can be positive and negative , mixed ethnicities in society have given cultural diversity. The paradigm doesn't take peoples autonomous actions into account, it sees the media giving a hegemonic view that is agreed on by the third world, likened to a 'international hypodermic syringe' scenario. The media can be polysemic ,so messages are interpreted differently by the audience(3). The globalisation of culture has enabled persons to consume music,films and other related media on a local level .The global has opened avenues for consumers from international fast food restaurants to fashionable clothing, these are all available at our discretion on a local level. The advancements in information technology at a cultural and global basis are advantageous also. Entrepreneurs have brought television to local communities, the greatest shift is in Asia. Asia has become part of the 'global village'. STAR TV by 1995 beamed pictures to 54 million homes(7).STAR TV also realised the importance of 'think global, act local'. ...read more.

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