Globalisation of The Media (Cultural Flow)

Question 1

What is cultural flow?

Answer 1

Cultures are being exchanged, different cultures are influenced by other cultures; there is no dominant culture.

• Refers to pop culture as there is more choice.

Question 2

What is the assumptions of cultural flow?

Answer 2

Cultures flow back and forth, creating hybrid cultures.

• there is more choice - e.g. countries can have Chinese instead of local food.

Question 3

What theory supports the cultural flow argument?

Answer 3

1) . Reception theory.

2) . Postmodernist theory.

Question 4

What is the receptionist theory?

Answer 4

Pluralist argument =

• cultural and media influences don’t originate from the West.

Question 5

How does the pluralist view relate to cultural flow?

Answer 5

1). Free media =

as everyone can access it, it allows a flow of ideas.

2). Market mechanism =

media meet the needs of consumers, so ideas and cultures are exchanged.

3). Access and interactivity =

media allows people to impose their ideas.

Question 6

What is the postmodernist view on the effects of globalisation on popular culture?

Answer 6

Media expansion has led to postmodern societies being ‘media-saturated’.

• integration of cultures.

Question 7

How do postmodernists argue the globalisation of mass media has allowed greater integration of high/folk cultures?

Answer 7

Strinati (1995) =

• postmodern world has led to a blurred distinction between high and folk cultures.
• e.g. social media = allowed people to access high culture (opera).