Globalization Issues in Media - Research Paper Example

Lecturer: Globalization in Media Globalization in media is a term that encompasses all the technological advancement in the communication sector. This ranges from telecommunications networks, the Internet through the social networking sites, radio, televisions and films. These are among the core, active means of communication media that are driving the globalization of production, market and international trade. Globalization refers to high levels of technology advancement; thus contributing to varied changes in the lifestyle of people across the globe. It reveals the way modernization or Americanization ways of life impacts the political, economic and social lifestyles of people in the contemporary society. It is difficult to stop media globalization because it is taking place due to innovative communications in technology. Although globalization media plays significant roles in shaping culture and improving social standards of living, it has contributes to loss of cultural identity; thus contributing to a global village. The decentralized nature of communication media such as the use of Internet has improved the social, living standards of people in the contemporary society. The use of social media sites and as well as the e-mail sent through the Internet has made communication cheaper. The Internet is among the most widely communication media techniques used by many people including commercial industries in carrying out business activities. Moreover, the social networking sites has improved the social life standards of people in the society because social networking sites such as Facebook, Twitter, MySpace and many others have enabled many people to communicate easily with friends or relatives across the globe. Many students and business companies utilize the Internet nowadays in carrying out research activities; hence, it facilitates effective learning and enabling companies to carry out marketing research effectively. Nezmah (224) argues that the increased global market media is through new digital technology that has made global markets effective and profitable. Many companies especially the international companies are now able to compete favorably with their competitors because of new digital technology. This has enabled many of the multinational companies to achieve competitive advantage in the market. The use of Internet, radio and television in advertising innovative products in the global market has enabled commercial companies to increase their sales; hence generating a lot of revenues. The international companies have formed new global capitalism that utilizes global media through disseminating information about the products available in the market. This has enabled the advertisers to reach many consumers across; thus enabling consumers to make consumption choices for the new products offered in the products effectively. Media globalization has changed the society’s way of living because of westernization especially it has transformed the cultural lifestyle and created new cultural identity. Cosmopolitan media are significant to international production industries. Many Americans believe that the social order needs to enjoy the reimbursement of mass media, such as global communication, rather than fearing its consequences, which sarcastically include impediment of free speech. For instance, English has become the common language used across the globe for many companies going global because it is breaks language barrier. This results because of globalization media; hence, entrepreneurs are able to communicate effectively with customers across the globe (Lule 123). Moreover, the social networking sites and use of televisions have contributed to cultural changes because of assimilation. Many people make friends across the globe because of media interactions; thus, they are able to learn and understand new cultural ways of other people in the society. This is essential because it promotes cultural awareness and reduces the notion of creating cultural bigotry or biasness. International media companies design products with an aim maximizing profits while reducing the production costs through shifting production activities. Media globalization has made it easy to shift production to low wage; thus making the global economies enjoys production of commodities at low costs. This is because many local industries are able to ship their products for final production process in overseas at low costs. The significant of mass media may make many people not to see the associated consequences, which are subversive. Media does not inform people about its negative consequences because their aim is to make profits. Therefore, the developed nations have adequate resources for producing media and enabling people to continue using it for varied benefits, thereby influencing nation traditions across the globe. However, media globalization has contributed to varied effects or consequences in the contemporary society. First, the international media have affected the global media content, cultural aspects and shaped the opinionated ideologies in politics. The research study indicates that global media is one of ways of disseminating or extending the American ways of living (Haugen and Mach 112). The American society through media has changed the lifestyles of youths in the society because American is one of the nations that exports variety of entertainment products across the globe. Most television and radio programs are dominated by the American people; thus, they offer varied entertainment films that have contributed to loss of identity of other cultures. For instance, the local cultures have been influenced by the media; hence, many of them have changed the eating habits, cultural language and dressing styles because of new varieties of fashion styles. All these results because of westernization, which has become dominant in the society; hence many local people have lost their cultural heritage because of modernity. Lule (67) argues that globalization media has contributed to change of cultural beliefs and norms through homogenizing the cultural groups; thus contributing to a global village. Many scholars criticize mass media for disrupting nation cultures through homogenizing global culture. Other scholars criticize global media for fragmenting nation traditions rather than homogenizing culture. For instance, global media creates global mass media that target the globalized consumer brands; thus widening the consumption gap across the globe. It creates a chaotic market of cultures; thus increasing individualization level across the globe. Instead of uniting the world into a one nation through homogenizing global village, mass media exposes citizens to varied cultural diversity. Therefore, global media homogenizes different culture into a larger consumer culture but exposes individuals to varied cultures. Global media also has the power of crossing cultural gaps and uniting people; thus changing the lives of people than never before. Nevertheless, the media information does not necessarily signify that people are well informed. This is because the global media can cross boundaries and deteriorate foreign relations through breaking cultural barriers and promoting westernization. Therefore, many traditional cultures may view westernization as the hindrance and loss of their cultural beliefs and norms. The local media are swallowed through conglomerations because the majority of the global media services are owned by the wealth corporations form the United States. Therefore, this may threaten the free will of speech by cosmopolitan corporations through obscuring the voice of the neighborhood media with revenue maximization methods. The political ideas and biasness many result through global media; thus impacting the local communities (Rantanen 72). This is because many local nations are likely to be influenced by the political ideas of western countries. The international media companies are not held responsible for the roles they play towards altering the right of speech. This is because the federal has the authority to control media issues; thus controlling the freedom of communication. The free market regulations allow the mass media companies disseminate information across the globe. However, this has contributed to reduced service obligations of media industries since the free market ideologies have literally contributed to monopolistic business practices. Moreover, there is increased competition in the market because of increased global media; hence impacting the local market. The increased technology levels especially the use of the Internet in advertising products and producing innovative products have hindered the market for the locally manufactured products. This is because many companies especially from developed nations find their market in the local market through the use of electronic markets. This creates stiff competition of products in the market; hence many consumers consume foreign products because they are of high quality; hence impacting the local producers who use locally available resources in producing commodities (Lule 89). Furthermore, as the international media advances, the competition levels in the free market escalate. Thus, many international companies find ways of making profits through implementing unique marketing strategies of advertising or promoting media products in the market. Many of them standardize to fill the profit formula to competing with others in order to increase their sales; thus becoming leaders in the market. The advertisers largely support the media; thus, the politics of broadcasting agencies may alter the media content. This will lead to decline of the information; thus impacting the consumption behaviors of consumers in the market. Rantanen (34) acknowledges that media globalization currently does, and will continue to have a significant effect on the way individual live their lifestyles in the society. Although media globalization is more beneficial than destructive, American media industries are setting a dangerous trend in the media products. These consequences are beyond threatening the local market and their democracy by silencing the voice of many individuals across the globe. This is because of the mass media influence on the society as revealed by media is imperative to regulate the activities performed globally. America enforces remarkably little control over mass media for the purpose of free marketing activities in the contemporary society. The approaches as utilized by media have been destructive to society meanwhile the open market principles work for many other commodities. Therefore, individuals need to sit back and think what technology can do for them in an effective way not to interfere with their daily lives. In conclusion, although globalization media plays significant roles in shaping culture and improving social standards of living, it has contributed to loss of cultural identity and contributed to a global village. The decentralized nature of communication media such as the use of Internet has improved the social, living standards of people in the contemporary society through making communication cheaper. It has made global markets effective and profitable because of increased use of electronic marketing. It has changed the society’s way of living because of cultural lifestyle transformations and creation of new cultural identity. However, media globalization has contributed to varied effects to the society. First, the international media have affected the global media content, cultural aspects and shaped the opinionated ideologies in politics. It has contributed to change of cultural beliefs through homogenizing the cultural groups; thus contributing to a global village. Media globalization has contributed to varied changes in consumption behaviors especially the eating habits. Lastly, it has led to increased competition in the market because of increased global media; hence impacting the local market. Work Cited Lule, Jack. Globalization and Media: Global Village of Babel. Lanham, Md: Rowman & Littlefield Publishers, 2012. Print. Haugen, David M, and Rachael Mach. Globalization. Detroit: Greenhaven Press, 2010. Print. Rantanen, Terhi. The Media and Globalization. London: SAGE, 2005. Print. Nezmah, Bernard. "Globalisation and Media." Surviving Globalization. (2008): 223-230. Print. Read More