Media Globalization - Term Paper Example

MEDIA GLOBALIZATION Media Globalization There have been various researches on the topic of globalization. Ideally, globalization is a wide topic that addresses specific aspects like politics, international trade, technology, communication, sociology, environment, climate, and the economy. In general, terms, we can refer to globalization as a process that is developing with speed and one which is establishing complex interrelations between cultures, societies, industries, and individuals across the globe (Harindranath 2006, p. 3-11). Communication involves the media and is one of the complex areas that are subject to globalization. As such, we can define media globalization as the process of expanding multinational corporate media investment leading to few media owners who operate and control a variety of mass media content and distribution technologies (Lyons 2005, p. 1). Different theories seek to explain media globalization in the modern society. As such, this paper will critically assess media globalization with reference to strengths and weaknesses, problems and issues, theories, culture, and society by drawing on appropriate media examples. Most assuredly, the assessment will help me to familiarize myself with theories, problems, and issues raised in the module and to develop a critical understanding of the intersection of media and society. Notably, the media entails newspapers, internet providers, cable, converged digital media, television, radio, film, music, broadcasting, satellite, telecommunication, and publishing companies (Lyons 2005, p. 1). The modern world is highly dependent on information as everybody in the society seeks to remain informed and acquire the most current and relevant information. It is thus clear that the media is on demand across different societies since it plays a very significant role on various aspects in society. As a key communication instrument, the media stands out as a special aspect in the society where it helps different societies to learn about major events happening around the world. Indeed, the media is unstoppable and the world cannot survive without the media and hence the significance of media globalization. Notably, the mass media enhances globalization, promotes cultural exchange, and fosters the flow of information between different countries via new technologies, networking, and international media sources (Wilson & Stewart 2008, p. 253-258). Most communication media are expanding their network to the international front through advancement of technology, development of capitalism across the world (Schirato & Web 2003, p. 161-163), and through the rising commercialization of global broadcasts. However, it is worth noting that the advancement of technologies, which allowed for the transmission of messages through electromagnetic waves, signaled the beginning of media globalization. Most assuredly, media globalization develops and defines other forms of globalization in the modern society (Rantanen 2005, p. 4). Ideally, the modern world is subject to various sources of information and hence the flooding of information. This allows different people across the globe to share information. There are different features that define media globalization. This includes the rise of and continued dominance of the global media industry by a small number of transnational media conglomerates (Crane et al 2008, p. 4). Moreover, there is heterogeneous flow of information and communication across the globe as well as the existence of homogenization and standardization in specified media products. Notably, although different societies embrace the presence and influence of the media, we can establish different controversies that surround the concept of media globalization. This arises from the fact only a small number of wealthy corporations own most media sources (Crane et al 2008, p. 2-8). Media globalization eliminates local media, which has adverse effects on communication, cultures, and societies. Indeed, numerous strengths and opportunities relate to media globalization in the modern world. One of the major advantages that relate to media globalization is the ability of the media to unite the world where different countries and societies can establish a unity of purpose through shared information. Furthermore, media globalization allows for the sharing of common and fundamental information among different individuals, societies, and corporation via the rising flow of information manifested in media globalization. As such, media globalization fosters global understanding and goodwill among different countries. At the same time, media globalization fosters other forms of globalization like transportation where it promotes easier and speedy transport of goods and people across the world. Indeed, the integration of countries through media globalization informs the world in the best transportation methods and promotes the elimination of barriers between different nations. On the other hand, media globalization reduces cultural barriers between different communities since it allows the sharing of the same information between such societies. Indeed, media globalization promotes the establishment of a global village where different communities rely on the same information to carry out their activities. More so, media globalization enhances the sharing of different ideals as practiced in different ideals. Indeed, media globalization promotes globalization in politics where democratic ideals can spread to developed countries (Rantanen 2005, p. 5). Additionally, countries with the same ideals and shared interests can interrelate since media globalization allows such states to share information and ideals as they pursue their interests. In fact, with such shared ideals, media globalization has the capacity to reduce the possibility of conflict between developed nations as media globalization promotes global integration and world peace. Media globalization shares information about global warming and advocates for global responsibility where it encourages all societies and corporations to enhance environment conservation. For instance, in the case of UK and US media coverage of climate change, the public interest on global warming prompted the global media to focus on global warming mitigation (Boykoff & Roberts 2008, p. 6). This fostered environmental conservation in developed countries. Furthermore, media globalization promotes international trade by enhancing the transport of goods and people as well as the flow of information between nations (Morris & Waisbord 2001, p. 1-5). Indeed, globalization eliminates transport and trade barriers between nations thus enhancing international trade. With media globalization, consumers in different nations will have the benefit of accessing a wide range of products in an effective manner. Furthermore, consumers in different nations can access products at competitive prices while corporations can sell their products at larger markets and have more opportunities to invest. Consequently, international trade will encompass the transfer of capital from one nation to another. Indeed, large corporations have a leeway to operate across the borders. This allows the investors in developed nations to invest in developing nation, which boosts liquidity of capital in the developing nations. Notably, foreign investments promote the economy of both nations. Most assuredly, media globalization promotes communication where communicating internationally has now become easier subject to advanced media platforms that entails video conferencing and online interactions that accommodate distant communications (Morris & Waisbord 2001, p. 6). International communication influences global health where doctors can interact with patients in distant countries with an aim of offering specialized treatment. Ultimately, it is clear that media globalization enhances convenience and guarantees global unity and better life in the modern world. Nevertheless, there are various weaknesses and issues, which relate to media globalization. In fact, many controversies surround the concept of media globalization (Rantanen 2005, p. 8-11). One of the problems that relate to media globalization is the fact that a small proportion of wealthy corporations own majority of all international media. The wealthy media owners are in business and seek to satisfy their interests through the media thus demeaning the media globalization as a source of true information. More so, the wealthy and elite media owners have a board of directors that connect with other international corporations where they form a powerful organization. For instance, GE bought NBC. As a result, NBC broadcasts political ideas and ideals that favor GE. This limits international media from addressing important topics like corruption and pollution. Indeed, these organizations pursue their interests and benefits through the media thus limiting the society from accessing true, unbiased, and reliable information. Furthermore, the international media swallows the local media since the society has great trust in the international media. Indeed, the international media has greater resources and coverage and can thus dominate over local media since the latter lacks the capacity to compete at global scale. As a result, the international media establishes profit-maximization formulas with a view of overshadowing the local media. This has a greater effect of threatening the freedom of speech in the locality. At the same time, there are claims that media globalization fails to play its designated role of providing unbiased information in the society. Indeed, critics argue that international media is subject to manipulations in the society. In fact, where a small number of wealthy corporations control international media, the media defines and shares public opinion on certain societal issues. In most cases, such opinions are prone to biased information. Furthermore, we are aware that there is great commercialization of the media, which leads to media competition. Competition in the media leads to a business aspect, which is a deviation from the ideal role of the media as a source of information. In addition, there are concerns that international media have strong ties with federal governments and security agencies like CIA. This affiliation ensures that the media promotes the interests of the government thus denying us true and unbiased information. Indeed, its affiliation with security agencies equally jeopardizes our privacy as the media exposes our confidential information to such agencies. Similarly, international media is prone to propaganda in broadcasting news to the public. This can cause adverse effects in the society where such propaganda can fuel global war. Notably, media globalization fosters other forms of globalization, which would lead to the spread of economic crisis across the globe. Media globalization may lead to loss of cultural identity as it promotes the westernization of other cultures by promoting western content and entertainment (Hafez 2007, p. 1-4). Moreover, foreign investors in developing nations outsource labor from their parent nations thus leading to high levels of unemployment in the host nations. This lowers the economic growth in the developing nations, which may lead to a complex form of colonization. Indeed, the international corporations supersede the power of developing governments. As such, it is clear that although media globalization attracts numerous benefits, it also accrues real consequences to the society. The largest international companies, media academics, and communication experts are in the process of searching for media globalization theories that would relevantly address the dynamics of global mass media. As such, various theories seek to address media globalization in the modern society with a view of establishing the connection between the media and the society. Notably, cultural imperialism is one of the ancient mass media theories by John Tomlinson (Lyons 2005, p. 1). According to the theorist, traditional Marxism segregated the world into distinct groups, which reflected the elite ruling class and the greater working class. More so, he observed that capitalism led to the irresistible convergence of cultures and that cultural imperialism entails the expansion of global consumerism. Notably, the global consumerism included the media. Most specifically, cultural imperialism refers to the process where foreign culture invades an indigenous community through the media. Nevertheless, John Tomlinson viewed cultural imperialism as a critique of modernity (Tomlinson 2013, p. 198-204) and hence the controversy whether cultural imperialism can promote media globalization (Lyons 2005, p. 1). This led to other media theories like the critical theory, which equally shared the Marxist ideologies that disregarded capitalism and westernization in the analyzing media globalization. In addition, George Gerbner developed the cultivation theory, which focused on television and the effects of watching television where it derived that television displaced the traditional sources of socialization (Lyons 2005, p. 1). Indeed, it is true that television took the place of social gatherings like church meetings, family gatherings, and attending school as it provides all the social and current information (Miller 2006, p. 74-77). Ideally, culture cultivates societal images. However, modern communication has changed this since a television can equally produce such images thus shaping public opinion. As such, Gerbner was correct in claiming that violent television programs receive wide reception across the globe since the modern culture possesses violence (Lyons 2005, p. 1). In fact, the modern society is heterogeneous and relies on television for current information and entertainment, which defines the modern social life. As such, the cultivation theory asserts that ardent television viewers are likely to draw their socialization from the television, which manifests how media globalization changed the production and distribution of information in the society (Lyons 2005, p. 1). Another theory that explains media globalization in the society is the dependency theory, which addresses the role of news agencies in distribution of information across the globe (Lyons 2005, p. 1). The theory notes that international media like Reuters were valued in the colonial times because they promoted the trade interests of the British. Ideally, the theory established the relationship between the colonial masters exposed to North American capitalistic investment and the western news agencies (Lyons 2005, p. 1). According to the theory, global media provided a link between the global economy and the developing countries during the colonial times. Notably, this link exists in media globalization and the society. At the same time, the global imaging theory by ONeill asserts that global mass media drives public opinion in the modern society (Lyons 2005, p. 1). Indeed, human organizations are dependent on advancements in communications technology where the growth in communication models have reduced the social distance, increased the physical distance of separation, and brings people with common interests together. Some of the global media that influence human organizations include televisions, telegraphs, internet, and print media. Moreover, the advancements in global media have led to the rise of very powerful people in the society. In addition, Noelle-Neumann derived the spiral of silence theory, which addressed the fundamental influence of mass media in the society (Lyons 2005, p. 1). According to the spiral of silence theory, individuals in the modern society will only express their views if they ascertain that their colleagues share their views (Lyons 2005, p. 1). In this context, individuals are likely to withhold their views if they realize that their peers will criticize them. Notably, Noelle-Neumann asserts that the media can derive false consciousness thus forcing people to misinterpret their environment. As such, different theories derive the delicate balance between mass media and reference groups where the mass media is displacing the reference groups. Moreover, we have the Tetrad theory derived by Marshall McLuhan and Bruce Powers who claim that tetrad can help us to understand the merits and demerits of media globalization in the modern society (Stevenson 2002, p. 128-132). Notably, this theory has three elements, which include visual space, which refers to a Western civilization mindset, acoustic space, which is more holistic and Asian in approach (Nguyen 2007, p. 179-183), and the tetrad itself, which is a collision of visual space and acoustic space (Lyons 2005, p. 1). Ultimately, we have the Megaphone Effect Theory derived by Bloch and Lemish (Lyons 2005, p. 1). According to the theory, the global media can transform the American popular culture into a global cultural concept (Lyons 2005, p. 1). Indeed, this is clear in the modern society where communication media like television, global broadcasters, and pop music are spreading the American popular culture across the globe. In fact, most of the international media promote westernization. These theories explain the position of global media in the society. Nevertheless, there is need for more theories that will specifically address media globalization in the modern society. There has been various debate and studies on media globalization and culture. Indeed, there is a controversy in determining whether media globalization can undermine cultural identities. This follows the contention on the role of mass media in the globalization of culture (Kraidy 2002, p. 2). The international communication theory and research seeks to derive subtle knowledge on the effect of mass media in natural cultures. Nevertheless, we can establish the relationship between global mass media and the globalization of culture. In fact, it is clear that contemporary media technologies, which may include the internet and other digital media, have the potential of developing a continuous flow of information and images between people of different cultures across the globe (Kraidy 2002, p. 2). Ideally, it is only through global media that people with different cultures across the world can appreciate western culture. For instance, the advertisement of western lifestyles like rock music and fashion passes to other natural cultures through the global media (Kraidy 2002, p. 2). As such, various theoretical approaches in global communication assert that mass media influences natural cultures and societal life. Most specifically, the cultural imperialism theory claims that media communication from the western industrialized countries influences the cultural values of societies across the globe (Kraidy 2002, p. 2). Further research on global media and cultures established that developed and wealthy western nations like United States develop and control mass media with an intention of exporting their cultural products and values. In fact, major international media like MTV emanate from America and seek to promote the American culture, sociocultural values, and interests on poor and developing nations (Crane et al 2008, p. 6). As such, the natural cultures in developing nations are prone to the influence of American culture. Various studies support the presence of cultural influence in developing nations by the developed nations via global media (Kraidy 2002, p. 2). Indeed, it is clear that the flow of information and entertainment favors the developed nations in terms of quality and quantity. In fact, western nations are the major exporters of mass media while the developing countries are the major importers of mass media where they receive minimal and biased communication (Kraidy 2002, p. 2). This enables the western nations to drive their culture into the developing nations. Additionally, the western nations invoke the concept of free flow of information across the globe with an aim of justifying their cultural and economic influence on the developing nations. As such, it is clear that western or imported communication media lowers the development and existence of national culture in the developing nations, which import western media. However, although mass media plays an active and fundamental role on natural cultures, such a role may not be sufficient to derive cultural displacement or submission (Wang 2008, p. 203). Indeed, media globalization can influence natural cultures in distinct ways but the level at which media globalization undermines national cultures depends on the strength of a particular national culture (Wang 2008, p. 203). As such, there may be an overstatement to the effect of media globalization on cultures in the society. Indeed, we can establish that despite the dominance of American mass media across the globe, local mass media receives top ratings in developing nations (Wang 2008, p. 207). There may be indigenization of media globalization, which fosters the quick growth of local and regional media. As such, the local media uses the national culture to establish a competitive advantage over imported media thus enabling the preservation of natural cultures (Wang 2008, p. 203). Nevertheless, there is need to integrate national cultures with western culture for purposes of satisfying the society’s media needs. Works Cited Boykoff, M & Roberts, T 2008, Media Coverage of Climate Change: Current Trends, Strengths, Weaknesses, retrieved 7 January 2013, < http://hdr.undp.org/sites/default/files/boykoff_maxwell_and_roberts_j._timmons.pdf> Crane, D et al 2008, Global Culture: Media, Arts, Policy and Globalization, Routledge, London. Hafez, K 2007, The Myth of Media Globalization, Polity, Cambridge. Harindranath, R 2006, Perspectives on Global Culture, Open University Press, Maidenhead. Kraidy, M 2002, Globalization of Culture Through the Media, retrieved 7 January 2013, < http://repository.upenn.edu/cgi/viewcontent.cgi?article=1333&context=asc_papers> Lyons, J 2005, Media Globalization and its Effect upon International Communities: Seeking a Communication Theory Perspective, retrieved 7 January 2013, < http://lass.purduecal.edu/cca/gmj/fa05/gmj-fa05-lyons.htm> Miller, T 2006, Cultural Citizenship: Cosmopolitanism, Consumerism and Television in a neoliberal age, Temple University Press, Philadelphia, PA. Morris, N & Waisbord, S 2001, Media and Globalization: Why the State Matters, Rowman & Littlefield, Maryland. Nguyen, M & Nguyen T 2007, Alien Encounters: Popular Culture in Asian, America Duke University Press, Durham NC. Rantanen, T 2005, The Media and Globalization, Sage, London. Schirato, T & Webb, J 2003, Understanding Globalization, (chapter on the public sphere and the media), Sage, London. Stevenson, N 2002, Understanding Media Cultures, Sage, London. Tomlinson, J 2013, Globalization and Culture, John Wiley & Sons, New Jersey. Wang, D 2008, ‘Globalization of the Media: Does It Undermine National Cultures?’ Intercultural Communication Studies vol. 17, no. 2, pp. 203-211. Wilson, P & Stewart, M 2008, Global Indigenous media: Cultures, Poetics and Politics, Duke University Press, Durham NC. Read More