Lesson 2: Media and Globalization

After studying this lesson, you should be able to:

 Define responsible media consumption
 Compare the social impacts of different media on the processes of globalization
 Analyze how various media drive different forms of global integration
 Understand the various functions of media

Globalization has a great influence on the media and further its impact on us. The most
visible effect of globalization is wide spread communication. The introduction of newspapers,
magazine, internet and TV has immensely helped to spread information and has helped people to
come together from all over the world. Television programs, social media groups, books, movies
magazines, and the like have made it easier for advocates to reach larger audiences.
Globalization relies on media as its main conduit for the spread of global cultures and ideas. Jack
Lule was right to ask “Could global trade have evolved without a flow of information on market,
prices, commodities and more? Could empires have stretched across the world without
communication throughout their boarders? Could religion, music, poetry, film, fiction, cuisine,
and fashion developed as they have without the intermingling of media and cultures.

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 While Television or Movies often time before the start did you notice the classifications
an example of this rated Parental Guidance is required (PG) Rated A where viewers has age limit
to access or view the film this classification is done by the board of censor. Its country have their
own sets of guideline to follow.

Censorship and Informal censorship

The difference between formal and informal censorship comes in the degree to which
each is mandatory and is driven by formal rules.  Formal censorship has strict rules about what
may and may not be published.  It is mandatory for the media.

The benefit of entertainment media

One of the benefits of entertainment media is that it gives people amusement. Through
consuming content for the purposes of entertainment, a person gets to unwind from a stressful
day of work or school. Furthermore, entertainment media brings people together. For example,
families can watch a television show together and friends can decide to meet up and go for a
movie.
Another benefit of entertainment media is that it can be used to educate. Television
programs, films, and books meant for entertainment can make individual enjoy the good side of
entertainment.

Media and Politics

First, media affect politics, because the media gives incredible access to people of
politicians and their politics. In other words, the media has a huge role in making politicians and
politics known to voters.

Advantages and disadvantages of the media?

Thousands of media users are engrossed with the technology and consequences has been
observe was there really more advantage than the disadvantages.
 Advantages of the media include that it allows information to be dispersed quickly and
that it allows people to learn about cultures other than their own.
 Disadvantages of the media include that it can result in the spread of misinformation and
the development of bad values.

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Media serves as information, interpretation, instructive, & diversion function
Media and Information Literacy
It lies at the core of freedom of expression and information - since it empowers citizens to
understand the functions of media and other information providers, to critically evaluate their
content, and to make informed decisions as users and producer of information and media content.
The fundamental philosophy behind Social Responsibility Theory of the media is that it
is an extension of the libertarian philosophy in the sense that the media recognize
their responsibility to resolve conflict through discussion and to promote public opinion,
consumer action, private rights, and important social actions individual should learn.
Social responsibility means that individuals and companies have a duty to act in the best
interests of their environment and society as a whole. Social responsibility, as it applies to
business, is known as corporate social responsibility (CSR).

Functionalism
Functionalism focuses on how media and technology contribute to the smooth
functioning of society, a good place to begin understanding this perspective is to write a list of
functions you perceive media and technology to perform. Your list might include the ability to
find information on the Internet, television’s entertainment value, or how advertising and product
placement contribute to social norms

Technology and the media.

Technology runs the gamut from the match you strike to light a candle all the way up to
sophisticated nuclear power plants that might power the factory where that candle was made.
Media could refer to the television you watch, the ads wrapping the bus you take to work or
school, or the magazines you flip through in a dentist’s waiting room, not to mention all the
forms of new media, including Instagram, Facebook, blogs, YouTube, and the like. Are media
and technology critical to the forward march of humanity? Are they pernicious capitalist tools
that lead to the exploitation of workers worldwide? Are they the magic bullet the world has been
waiting for to level the playing field and raise the world’s poor out of extreme poverty? Choose
any opinion and you will find studies and scholars who agree with you––and those who disagree.

Commercial Function
TV commercials can carry significant cultural currency. For some, the ads during the
Super Bowl are more water cooler-worthy than the game itself. As you might guess, with nearly
every U.S. household possessing a television, and the 250 billion hours of television watched

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annually by people in the United States, companies that wish to connect with consumers find
television an irresistible platform to promote their goods and services (Nielsen).
Television advertising is a highly functional way to meet a market demographic where it
lives. Sponsors can use the sophisticated data gathered by network and cable television
companies regarding their viewers and target their advertising accordingly. Whether you are
watching cartoons on Nick Jr. or a cooking show on Telemundo, chances are advertisers have a
plan to reach you.

Entertainment Function
People from all walks of life have television at home, it has been so popular that most of
the time has been consumed by watching television, who would forget the series Ang Probisyano
where several households during the prime slot period are hook on their television set. The
Korean soap opera drama has sometimes influenced the life of the Filipinos. Events like Manny
Pacquiao fight in the United, Pageants participated by our beauty contestant abroad has made
Filipino popular and we are all part of this.

Social Norm Functions

Even while the media is selling us goods and entertaining us, it also serves to socialize us,
helping us pass along norms, values, and beliefs to the next generation. In fact, we are
socialized and re socialized by media throughout our whole lives. All forms of media teach us
what is good and desirable, how we should speak, how we should behave, and how we should
react to events. Media also provide us with cultural touchstones during events of national
significance. How many of you have BTS concert which thousands of pesos, younger generation
of today patronized these group and are willing to pay no matter what the cost as long as they
can see the group that they idolized.
Violence in Media and Video Games: Does It Matter? Feature, debate still exists over the
extent and impact of media socialization. One recent study (Krahe et al. 2011) demonstrated that
violent media content does have a desensitizing affect and is correlated with aggressive thoughts.
Another group of scholars (Gentile, Mathieson, and Crick 2011) found that among children
exposure to media violence led to an increase in both physical and relational aggression. Yet, a
meta-analysis study covering four decades of research (Savage 2003) could not establish a
definitive link between viewing violence and committing criminal violence.
It is clear from watching people emulate the styles of dress and talk that appear in media
has a socializing influence. What is not clear, despite nearly fifty years of empirical research, is
how much socializing influence the media has when compared to other agents of socialization,
which include any social institution that passes along norms, values, and beliefs (such as peers,
family, religious institutions, and the like). Food and desirable, how we should speak, how we
should behave, and how we should react to events. Media also provide us with cultural

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touchstones during events of national significance. People find difficulty today to disconnect
themselves to the use of technology, to the news, issues, events, it has been the most convenient
way of accessing information.

Life-Changing Functions
Like media, many forms of technology do indeed entertain us, provide a venue for
commercialization, and socialize us. For example, some studies suggest the rising obesity rate is
correlated with the decrease in physical activity caused by an increase in use of some forms of
technology, a latent function of the prevalence of media in society (Kautiainen et al. 2011).
Without a doubt, a manifest function of technology is to change our lives, sometimes for the
better and sometimes for the worse. Think of how the digital age has improved the ways we
communicate. Have you ever used Skype or another webcast to talk to a friend or family member
far away? Or maybe you have organized a fund drive, raising thousands of dollars, all from your
desk chair.
With people in all walks of life are now using technology for easier communication and
access, some has found it lucrative to take the opportunity to peek on the privacy of an individual
different post of some individual like what they do every day, activities, posted on the internet
make them vulnerable to the following:
 Phishing scams - Phishing is a practice of a cybercriminal or hacker attempting to obtain
sensitive personal information from computer user.
 Online harassment - creating word or comments that hurts the feeling of a person
 Cyber stalking - following your daily activity on the internet
 Identity theft scam - using your profile picture to access your friends, and relatives
 Invasion of privacy - since all data are accessed everybody can see your profile even if
they are not your friends or related to you.

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Let’s see what you have learned
ACTIVITY 1
Direction: Write TRUE if the statement is correct. If the statement is wrong, circle the word or
phrase that makes the statement wrong then write the correct word or phrase on the space before
the number. (2pts each)
______________1. Responsible media users should post and bash and criticize all post of her
friends.
______________2. Invasion to one’s privacy is allowed in social media.
______________3. Family of the 21st century had lesser communication compare to the family
before, close family ties is observed.
______________4. Globalization and consumerism have been influenced by the various media.
______________5. Filipino are adopting the K drama because of the cultural values that they
observe.
______________6. Food, clothing and music has greatly influenced the life of the Filipinos
because of media.
______________7. Politician has used social media to influence people.
______________8. Technology has been a part of our daily life disconnecting with these will be
very hard for everyone.
______________9. Globalization of cultures and ideas can move in different directions because
of technology like the use of internet like FB, IG and Twitter.
______________10. Memes, and videos shared by people is just like living in an echo chamber,
which reinforce one’s existing belief and opinions.
Remember:
The lesson showed that different media have diverse effects on globalization processes. At
one point, it seemed that global television was creating a global monoculture. Societies can never
be ready completely prepared for the rapid changes in the system of communication and learning.
Every technological change, creates multiple unintended consequences. Consumers and users of
media will continue to engender social changes. Instead of fearing those changes or entering into
moral panic, everyone must collectively discover ways of dealing them responsibly and ethically.

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