MODULE 3:

A WORLD OF
IDEAS
SECTION 1: GLOBAL CULTURE AND MEDIA

A. INTRODUCTION

This section exposes the learners to the different forms of media in worldwide
integration and how local and global interactions affect cultural adoption, change and
innovation.

B. COMPETENCY AND TITLE OF THE TOPIC

TOPIC: GLOBAL CULTURE AND MEDIA

LEARNING OBJECTIVES:

At the end of the lesson, the students should be able to:

1. analyze how different forms of media drive various manifestations of

global integration; and
2. explain the dynamics between local and global cultural production.

DEFINITION OF TERMS:

Culture- refers to the unified style of human knowledge, beliefs, and

behaviour from which people learn

Media- technologies of mass communication

CONTEXT:

Culture refers to the unified style of human knowledge, beliefs, and behaviour
from which people learn and the ability communicate knowledge to the next
generations. Its development has been mainly influenced media.

Historically, media underwent five stages of development from the earliest

forms to the complex one. These stages affect globalization progressively (Lule,
2014).

It all started with ORAL COMMUNICATION. Language allowed humans to

communicate and share information.

The next stage is the invention of SCRIPT. Script allowed humans to

communicate over a larger space and for a much longer duration.

Next followed the PRINTING PRESS. The introduction of the printing press
allowed the continuous production, reproduction, and circulation of print materials.
Written documents were mass produced which gave everyone access to information
that was once available only to the rich, powerful, and religious.
 Another stage is the emergence of ELECTRONIC MEDIA as characterized by
its use of electricity. Electronic media includes the telegraph, telephone, radio, film,
and television. The wide reach of these media continues to open up new perspectives
in economic, political, and cultural processes of globalization.

The last stage is the DIGITAL MEDIA which relies on digital codes. It can be
created, modified, and stored in any digital electronic device. Digitalized content is
transmitted over the internet and computer networks.

Media is a carrier of culture. It is a tool for the interaction of people with

different cultures. However the real media is the people. Marketing people seek the
world for their cultural products, and managers facilitate interactions of culture for
profit. Others bring cultural exchanges of beauty and power. These interactions result
in the integration of cultures. Pieters (2004) asserts that the only outcomes of the
influence of globalization on culture and cultural differentialism, cultural convergence,
and cultural hybridity.
 Cultural differentialism views cultural difference as immutable. As the West
and non-Western civilizations interact or are brought in contact through globalization,
clash of civilizations such as that of the West and Islam logically follows.

Cultural convergence suggests that globalization engenders growing

sameness of cultures. However, the culture of powerful and progressive countries
becomes culture. Take the example of K-pop culture. Some teenage Filipinos prefer
to dress up like their South Korean idols.A lot of them have also joined fan clubs in
support of Korenovelas, Korean boybands, among others.

Cultural hybridity suggests that globalization spawns and increasing and

ongoing mixing of cultures. An example of this is the Chabacano, a Spanish-based
creole of language of the Zamboanga City and of some parts of Cavite, which
exemplifies hybridity in language prompted by the merging of two cultures. This trend
will further bring about new cultural forms, not only in language but also in food,
fashion, arts, music, among others.

These outcomes set the dynamics between local and global cultural
production. Glocalization, coined from globalization and localization, is a rather new
concept brought about by the increased frequency of contact among cultures. This
enforces the fact that local cultures are not weak, static or fixed, they are built and
understood anew each day in a globalized world (Lule, 2014). Local cultures continue
to accommodate and assimilate cultures of the world due to globalization.

C. STUDENT ASSESSMENT QUESTIONS

SAQ # 1. Is there an intimate relationship between globalization and media?

Explain.

_______________________________________________________________
_______________________________________________________________
_______________________________________________________________

SAQ # 2. Compare and contrast the social impacts of television and media.

_______________________________________________________________
_______________________________________________________________
_______________________________________________________________

SAQ # 3. What strategies can you use to distinguish fake and factual information in
the internet?

_______________________________________________________________
_______________________________________________________________
_______________________________________________________________
D. SUMMARY

All in all, the five stages of development of media have greatly influenced the
globalization of culture. From pamphlets, to Instagram, Twitter, and SnapChat, media
has produced and reproduced cultural products around the globe. Moreover, the
increase in cultural interactions generated by media results in outcomes that exhibit the
vigor of local cultures influenced by the global culture.

E. REFERENCES
 Brazalote, Tunoroh C, Leonardo, Ryan M., The Contemporary World. Quezon City.
C & E Publishing, Inc., 2019
 Aldama, Prince Kennex Reguyal, The Contemporary World. Sampaloc, Manila, Rex
Book Store, 2018
 Claudio, Lisandro E., Abinales, Patricio N., The Contemporary World. Quezon City.
C & E Publishing, Inc.,2018

F. EVALUATION

Choose a partner (your classmate ONLINE). Share a specific experience that

is influenced by or is a product of cultural hybridity. Reflect on its effects/s on your
behaviour.

PERSON 1

____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
_________________________

PERSON 2

____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
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 SHEPHERDVILLE COLLEGE
Talojongon, Tigaon, Cam. Sur

WORKSHEET NO. ___

Name: Instructor: GEMMALY P. ORDONEZ

Subject: THE CONTEMPORARY WORLD Date:
Course and Section: Score:

A. STUDENT ASSESSMENT QUESTIONS

SAQ # 1. Is there an intimate relationship between globalization and media?

Explain. (5PTS.)

_______________________________________________________________
_______________________________________________________________
_______________________________________________________________

SAQ # 2. Compare and contrast the social impacts of television and media. (5 PTS.)

_______________________________________________________________
_______________________________________________________________
_______________________________________________________________

SAQ # 3. What strategies can you use to distinguish fake and factual information in
the internet (5 PTS.)

_______________________________________________________________
_______________________________________________________________
_______________________________________________________________

B. QUIZ (10 PTS.)

Choose a partner (your classmate ONLINE). Share a specific experience that

is influenced by or is a product of cultural hybridity. Reflect on its effects/s on your
behaviour.

PERSON 1

____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
_________________________

PERSON 2

____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
_________________________