GEC 8

MODULE 7

Governor Mariano E. Villafuerte Community College- Siruma

Poblacion, Siruma Camarines Sur
gmvcc.siruma@gmail.com
MODULE OBJECTIVE

At the end of this module, students should be able to:

• Understand what global media culture is

• Understand the evolution of media and globalization
• Understand the global Village and Cultural Imperialism
• Explain how globalization affects religious practices
• Identify the various religious responses to globalization; and
• Discuss the future of religion in a globalized world
MODULE CONTENT

Global Media Culture 2

Evolution of media and globalization 2

Global Village and Cultural Imperialism 3

Globalization of Religion 4

1|P age
 GLOBAL MEDIA CULTURES

• Globalization entails the spreading of various cultures and ideas. people who travel
the globe teaching and preaching their beliefs  relies on media as the main conduit
for the spread of global culture and ideas
• Media - a means of conveying something, such as a channel of communication (Lule)
- the technologies of mass communication

Evolution of Media and Globalization

Lule (2014) gave five periods to study globalization and media:

I. ORAL COMMUNICATION - Language developed around 1.75 million years ago and first
consisted of disorganized set of signs. - Communication reached its formal, intentional format
at 30,000 B.C. - Man through language is not only confined wit

II. SCRIPT - It is any particular system of writing; the written means of human
communication. - The first writing ever recorded was in Summeria over 4,000 years ago. - It
was first done through wood carving, clay, bronze, copper, bones, stones, and even tortoise
shells.hin his territory but created a cross-continental trade which created cities and later,
civilization.

III. PRINT (PRINTING PRESS) - It was first invented in China during the Tang dynasty
around 4th and 7th century A.D. - Johannes Gutenberg’s movable type printing press is
introduced around 1439. - Its discovery led to two important consequences: a. It changed
the very nature of knowledge. It preserved and standardized knowledge. b. It encouraged
the challenge of political and religious authority because of its ability to circulate different
views.

IV. ELECTRONIC MEDIA - It was introduced in the beginning of the 19th century. - It
requires electromagnetic energy/electricity to use. - Telegraph (Samuel Morse) - Telephone
(Alexander Graham Bell) - Radio and film - Television, became the most powerful and
universal mass media upon its invention in 1920 - Cell phones, dominated the world upon its
creation in 1973.

V. DIGITAL MEDIA - It refers to audio, video, and photo content that has been encoded
(digitally compressed). - It covers the internet and mobile mass communication. - Within the
category of internet media, there are the e-mail, internet sites, social media, and internet-
based video and audio.

Technological Determinism – technology shapes society  In what way does media

“amputate” human senses? - weaker in physical interaction - limits senses, making users
distractible and more prone to multitasking - may expand the reach of communication but
dull the user’s communicative capacities • Social Determinism – society shapes technology

Technology <-> Society

2|P age
 THE GLOBAL VILLAGE AND CULTURAL IMPERIALISM

• Global village – the world is considered as a single community linked by

telecommunications
• Global media has the tendency to homogenize culture. Media Globalization + American
Imperialism = CULTURAL IMPERIALISM - promoting and imposing a culture
usually of a politically powerful nation, over a less powerful society

ITS ROLES TO THE GROWTH OF A COUNTRY

• It provides educational opportunities. Issues of literacy are addressed, especially

media literacy.
• The economic role of global media is reflected in its dominant orientation to profit.
Today, media is one of the largest industries in the world.
• The political role of media, among other things, consists of interpreting the
communicational linking of social subsystems of authorities, politicians and citizens;
representing interests and statuses of social groups; initiating and conducting the
public hearings; influencing the public opinion, and so on.

BENEFICIAL EFFECTS

• Internet & social media provides democratized access.

• Anyone can use social media.
• Enabled users to be consumers & producers of various information.
• Democratic potential (voice of nation)

NEGATIVE EFFECTS

• Cyberbalkanization
• Builds an echo chamber
• Exploited by politicians
• Tool of government propaganda
• Manipulates public opinions
• Online mobs/hackers
• Fake news
• Deep web

3|P age
THE GLOBALIZATION OF RELIGION

4|P age
5|P age
6|P age
7|P age
 References:

• Aldama (2018). The Contemporary World (GEC Series). REX Book Store, Inc.
• Global Media Culture. (2018) Retrieved from
https://www.scribd.com/document/393903869/Global-Media-Culture
• Global Media Cultures. (2018) Retrieved from
https://www.scribd.com/presentation/395155327/Global-Media-Cultures
• Economic Aspects of Media Globalization. (2016) Retrieved from
https://www.jois.eu/files/JIS_Vol9_No2_Rutovic.pdf
• Media and Globalization. (2008) Retrieved from
https://www.bartleby.com/essay/Media-and-Globalization
• Cyberbalkanization. Retrieved from
https://www.techopedia.com/definition/28087/cyberbalkanization
• Echo Chamber. Retrieved from https://www.lexico.com/en/definition/echo_chamber
• Global Media Cultures - Nordicom. Retrieved from
https://www.nordicom.gu.se/sites/default/files/kapitel-pdf/37_hjarvard.pdf

8|P age
Answer the following questions. Using your own words, Minimum of one hundred words.

1.Explain what Cultural Imperialism is.

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2. Explain why evolution of media is important in society?

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3.Choose 1 negative effect of media and explain briefly.

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9|P age