Mutual Influences of Media and Globalization - Essay Example

Media & Globalisation Globalisation is often heralded as bringing about a fundamentally new form of society. However contrary to the popular opinion,globalisation is not really a new phenomenon. The concept of globalisation has received immense attention and significance within the field of social sciences and its definition and meaning continues to be hotly debated. Although there is no precise definition of the term, since it has been defined differently by authors across various fields, the concept as it refers to, within the field of social sciences and sociological studies can be defined as: "the compression of the world and the intensification of consciousness of the world as a whole" (Robertson, 1992: 8). The twentieth century is undoubtedly one of the most eventful and revolutionary periods in global history, across all aspects including social, political, as well as economical. The series of wars, invasions and illness that spread far and wide cost millions of lives and irreparable damage to individuals. However this particular period in ancient history, identified by increased voyages, discovery of new sea routes and exotic lands, and abundance of wealth creation; bears an uncanny resemblance with the rapid development that took place in the twentieth century. Similar to the voyages and global exchange of goods and the world during that era also was known by the high level of competition between any given stages and the desire for increasingly more capital on the part of the traders (Ekins, 1992). Thus, although the processes and the environment, as well as the technologies that existed during that era are in no way any less than those carried out in recent times. The relative newness of the railroads, the newly invented compass used for navigational purposes, the invention of the telegraph, and the telephone during the past, deserves every bit of the fame that is today afforded to modern day technology such as Internet and the accompanying information revolution brought along with it (Harvey, 1995). The virtualisation of almost any economic activity that is in existence today is also not a new phenomenon as is always believed by the majority or as it appears often on first sight. A similar world, that enabled the traders across geographical borders share almost real-time information existed as far back as during the 1870s, when the invention of submarine telegraphs was first brought to the fore. Those inventions were known to integrate the financial markets as is seen today, over a century later than when it was first discovered and used (Hirst & Thompson, 1996). Although the sheer speed with which Internet and the global modes of communication and transport enables and empowers the markets of today are unbeatable and unprecedented, the form and structure of trade agreements, that first came into exist existence between major world markets during the 1990s, via the introduction of novel lending and borrowing practices, as well as the investment and lending approach were no less, as compared to those that existed almost a century ago (Zevin, 1992; Hirst and Thompson, 1996). The concept of globalisation has been vehemently contested by passionate advocates on one-hand and militant critics on the other (Kellner, 2002). However according to sociologists and sociological researchers, globalisation is not a new phenomenon and existed way back during the early fifteenth century. The power and benefits of globalisation were first brought to the fore by Christopher Columbus who travelled, whose voyages across the Atlantic, helped usher in a whole new era of European colonization and trade. Since early centuries globe trotters such as Columbus were part of international trade that ushered in a new era of exotic goods and riches and wealth of unimaginable proportions. Exchanges of various kinds took place over the Atlantic Ocean during 1493, between the Spanish Empire and modern day China. These exchanges introduced and ensured worldwide access to exotic fruits and vegetables, such as potatoes, sweet potatoes and maize. Similarly the rest of the world was soon made aware of the heaps of silver mined from Potosi in Chile, resulting in an economic boom, in as early as the fifteenth century. The voyages undertaken by daring sea faring traders, helped place the European continent on a speedy rise to world leadership and domination (Kozminsky, 2012). However one of the greatest turning points in the history of mankind was yet to come. The rapid rise of European nations to an almost super power like status, fuelled their ambitions even further giving rise to the world’s first ever international exchange of labour in the form of global slave trade (Kozminsky, 2012). The possibility of trading goods in exchange of labour was first explored and successfully experimented by the historical sea faring traders from almost opposite ends of the earth from China in the east to Spain the west. The Spaniards for instance possessed huge caches of precious metals such as silver, which were mined the Americas by the African slave labourers while China boasted of a wide range of fine silk and porcelain goods that were virtually unknown in Europe. However, the respective trades that previously existed within the confines of ones own geographical boundaries, soon reached epic proportions after the voyagers began exchanging silver for fine China made silk and exquisite handcrafted porcelain wares by the summer of 1571. This trade lasted for over 250 years thus indicating, ancient worlds first ever, globalised transaction. The trade routes explored and eventually soon frequented by these voyagers ran across several continents including Europe, Asia as well as the Americas connecting them as never before (Mann, 2011). This phenomenon is strikingly similar to what we now refer to as "globalisation". It is the Columbian exchange that is responsible for the availability of tomatoes in Italy, oranges in Florida, chocolate in Switzerland, and chilli peppers in Thailand (Mann, 2011). Columbus hence is largely credited, and rightly so, for paving way for social, cultural as well as economic exchanges that took place and set the course of events for the modern world. Historical overview of the events that transpired during the late fifteenth and late seventeenth century help in further highlighting and emphasising the extent and scope of globalisation during that era. This is represented more accurately by the maps corresponding to that particular period in history. Studies indicate that significant changes were believed to have taken place across the globe due to the rise in traders who frequently travelled via sea routes in search of new lands and goods for exchange. These voyages also led to frequent invasions as is apparent from the widespread European colonies that expanded during the era. New empires continued to rise to power in Asia, Eastern Europe, and Russia (Nester, 2010; Lemert, 2010). One of the most significant moments in history of the world is perhaps the rise to power of the Ottoman empire, since it triggered simultaneous and subsequent changes that ushered in the post-modern world, during the post-classical era. The Ottoman empire continued to expand post the conquest of Contantinopole, spreading their empire to the Byzantine territories eventually leading to the rise of the Islamic super power nations (Ahmad, 2013). During the 1450s the European explorers continued to explore farther and farther toward the east. Their voyages were sponsored and supported by state of the art technology that was novel and revolutionary during that era. Some of these incredible inventions such as the binoculars and the compass, proved to be especially useful to the mariners, while navigating through unknown territories over the sea routes. The use of compass as a significant navigational tool by the Europeans was also the outcome of globalisation, since the compass was first invented by the Chinese and eventually came to be adopted by the European voyagers (Jonsson & Kinnvall, 2003). Timeline depicting the advent of globalisation in ancient times: 1300 C.E 1400 C.E. 1500 C.E. 1550 C.E. 1281: Founding of the Ottoman Empire 1405 – 1433: Rise in Chinese expeditions 1500 – 1600: Beginning of Europe’s commercial revolution 1552: Beginning of Russian expansion into Central Asia and Western Siberia 1350: Invasion of Southern Europe by Ottoman empire 1434 – 98: Thriving of the Portuguese expedition in the Western African regions 1509: Establishment of Spanish colonies in North America 1368: Ming dynasty in China rose to power 1441: Introduction of the African slave trade by the Europeans 1526: Establishment of Mughal empire in India 1390: Ban on overseas trade by the Ming dynasty 1492: Beginning of expeditions by Columbus 1498 – 99: Expeditions led by Vasco da Gama into Asia The globe soon came to be dominated by various powerful empires including the European Empire in the west, the Ottoman Empire in the east and the Mughal Empire in most parts of the Indian subcontinent. The establishment and accession to power of these huge empires was the foundation that paved the way for ushering in globalisation during the fifteenth century. The second wave of globalised trade began with the discovery of the silk trade routes, which played a significant role in connecting most of the major continents including Asia, Europe and Africa via sea routes in the Mediterranean Sea and the Indian Ocean (Sweeny, 2014). Major trade routes c. 1750 The increasing value of goods exchanged and the benefits that accompanied it resulted in a drastic rise in usage of sea routes especially the Indian Ocean, and the Atlantic Ocean. The frequent use of these routes and the goods that were exchanged via them, contributed in connecting the major continents and empires in the Americas and various smaller landmasses in the Oceania, for the first time in human history (Sweeny, 2014). The increasing exchange and the resultant interconnectedness that such trade brought along with it not only benefited these empires but also the rest of the world. Spanish and Portuguese explorations and settlements: French, British, and Dutch holdings: With the rise in trade, various new opportunities opened up resulting in increase in wars and invasion during the period. Invasion of lands producing exotic and rare goods presented enormous opportunity for wealth creation. Empires hence rapidly began investing in and acquiring military technologies; build sturdier ships and began expanding their empires far and wide. The rise in international trade, and invention of military technologies along with other technologies used for navigation purposes resulted in the development of a new world economy, which is very similar to the current form of globalisation which is also highlighted by increased reliance in world trade, and exchange of goods, as well as carries heavy repercussions for political security and stability, at the same time. The advent of media further fuelled the process of globalisation and the manner in which trade and business were carried out or the manner in which products were marketed, forever changed the course of history. The sheer power and outreach of media singlehandedly heralded a culture that focused on consumers and treated them as the "kings" of the market. This new consumer culture brought about a paradigm shift in the manner in which products were advertised and marketed to the target audience. Referring to the contribution and impact of media on the economy as a whole, researchers pointed out that "the economy is increasingly culturally inflected and ...culture is more and more economically inflected" (Sinclair, 2012: 8). One of the most significant features of globalisation with regard to the media is the fact that media accelerated the pace of globalisation, catapulting it to unprecedented heights and the heightened globalisation thus achieved further resulted in localisation (Harvard, 2002: 159). The experiences of one nation were hence no more alien to those living far away in the opposite corner of the globe, resulting in uniformity of culture and society in the process. References: Ahmad, A., (2013). New age globalisation: Meaning and metaphors. Palsgrave McMillan Publishing. Ekins, P. (1992) A new world order: grassroots movements for global change, London, UK: Routledge Publication Harvey, D., (1995) “Globalization in question.” Rethinking Marxism 8,4:1-17 (Winter). Hjarvard, S., (2003). Media in a globalised society. Museum Tusculanum Press. Hirst, P. and Thompson, G., (1996). Globalization in Question: The International Economy and the Possibilities of Governance. Cambridge, Polity Press. Jonsson, K., & Kinnvall, C., (2003). Globalisation and democratisation in Asia: The construction of identity. London, UK: Routledge Publication. Kellner, D. 2002: Theorizing globalization. Sociological Theory 20:3 (November), 285-305. Kozminsky, E., (2012). Discovering new worlds [Online] Harvard Political Review. Available at: [Accessed: Nov 22, 2014] Lemert, C. C., (2010). Globalisation: A reader. London, UK: Routledge Publication. Mann, C., (2011). The real story of globalisation [Online] The Wall Street Journal. Available at: [Accessed: Nov 21, 2014] Nester, W. R., (2010). Globalisation: A short history of the modern world. Palsgrave McMillan Publication. Sinclair, J., (2012). Advertising, the media and globalisation: A world in motion. London, UK: Routledge Publication. Sweeney, S., (2014). Europe, the state and globalisation. London, UK: Routledge Publication. Zevin, R., (1992).“Our World Financial Market is More Open? If so, Why and with What Effect?” In T. Banuri and J.B. Schor, eds. Financial Openness and National Autonomy: Opportunity and Constraints. New York, Oxford University Press. Read More