Globalisation and the mass media.

Learning intention: Understand the different interpretations of the role of the mass media in globalisation.

Learning outcome: Produce a definition of globalisation.

Discuss and define key concepts relating to the mass media and globalisation.

Produce a poster outlining the arguments viewing the mass media as either a positive or negative driver of globalisation.

What do we understand globalisation to be?

• In your groups come up with a definition of globalisation. 5 mins.

Consider this definition.

http://www.youtube.com/watch?v=3oTLyPPrZE4&list=LPiJ6FFxBthwc&index=1&feature=plcp

(0 – 2:43 mins. Then 5mins)

Does this match up with our idea of globalisation?

How does globalisation affect our lives?

Globalisation - definitionGlobalisation is the process by which the world is becoming increasingly interconnected as a result of massively increased trade and cultural exchange.

Globalisation has increased the production of goods and services. The biggest companies are no longer national firms but multinational corporations with subsidiaries in many countries.

Globalisation has been taking place for hundreds of years, but has speeded up enormously over the last half-century.

Globalisation has resulted in:•increased international trade•a company operating in more than one country•greater dependence on the global economy•freer movement of capital, goods, and services•recognition of companies such as McDonalds and Starbucks in LEDCsAlthough globalisation is probably helping to create more wealth in developing countries - it is not helping to close the gap between the world's poorest countries and the world's richest.

So where does the media fit into this?

Many people have argued that globalisation and the mass media go hand in hand. How can we account for the mass media in the process of globalisation? Discuss in your groups.

Boyle (2007) argues that the mass media has changed the way young people see themselves. Young people spend more and more time online on social networks with a global reach.

Is the mass media a positive force in globalisation?

The argument for….

•Mass media is a force for positive change in the world.

•Mass media breaks down barriers of understanding.

•Can we now have ‘real world’ conversations in the digital sphere that would have otherwise not taken place?

• McLuhan (1962) used the term global village. What does this mean?

Is the mass media a positive force in globalisation?

Flew (2002)

•Through TV, satellite, advertising and the internet, global corporations such as Starbucks, have spread a globally identifiable culture.

•Global culture or mass culture is everyday mass media designed for mass consumption e.g. tabloid newspapers, MTV, Hollywood films.

•ACTIVITY BRANDS SHEET - In your groups discuss how these products and brands generate a global culture.

• Flew (2002) suggests the media, through globalisation, has created a global popular culture. What is this?

Is the mass media a positive force in globalisation?

PLURALIST

•Argue that the media, like society, has become more diverse; it offers greater variety and choice than ever before.

•Consumers are in control and have the benefit of huge choice in their media consumption – widening their cultural horizons and giving them access to high culture. What is this?

• The Pluralist approach to the mass media. What is this?

High culture is set apart from mass culture, often aimed at middle and upper-class audiences. E.g. Intellectual literature, opera, documentaries.

Is the mass media a negative force in globalisation?

MARXIST CRITIQUE, CULTURAL IMPERIALISM?or

MEDIA IMPERIALISM? What is this?

• How could we be critical of the mass media’s role in globalisation? Why does this matter?

http://www.youtube.com/watch?v=ho6DCYggFKo

• Fenton (1999) argues that global culture has led to the westernisation of other cultures. The mass media forces western cultural values (especially American) on non-western countries.

• The mass media is damaging other cultures and promoting cultural homogenisation, where everything is the same.

Is the mass media a negative force in globalisation?

OTHER CRITICISMS OF THE MASS MEDIA AND GLOBALISATION

•Corporate entities a threat to democracy.

•Lack of regulation – the internet is the wild west of information.

•Mass audiences has led to the ‘dumbing down’ of content, there is actually less consumer choice.

•Increased social isolation. Virtuality and a loss of social capital (real human networks of support in communities).

•Digital divide whereby those who don’t have access to the mass media miss out, creating global inequalities.