Globalization and Media Flashcards
wrote a book entitled Understanding Media: The Extensions of Man
Marshall McLuhan
as the extensions of man.
media
McLuhan’s main contention in the book is paradoxically stated:
The Medium is the message
as the channel through which we express our thoughts
medium
the ___ transforms our personal and social lives
medium
For the “___ “ of any medium or technology is the change of scale or pace or pattern that it introduces into human affairs.
message
McLuhan (1964) gives three examples of media that fundamentally changed the economic, cultural, social, and political landscapes of the societies in the world:
construction of railways
invention of airplanes
discovery of electric light
revolutionized transportation which led to the formation of city life with all the economic, social, cultural, and political transformations accompanying it.
railways
further accelerated transportation, which facilitated what Roland Robertson calls the “compression of the world.”
invention of airplanes
paved the way to the inventions of various machines used for medicine, education, production, leisure, etc., which, drastically changed our economic, cultural, social, and political lives.
electric light
Media were responsible for the creation of the so-called
global village
who wrote the Article Globalization and Media: Creating the Global Village
Jack Lule
provides a much clearer account of the intrinsic link between media and globalization. For him, the history of globalization corresponds to the evolution of media from speech, to script, to print, to electronic media, and finally digital media. He argues that globalization would not exist without media.
Jack Lule
allowed people to communicate with one another, paving the way to the establishment of political societies.
speech
had revolutionized the production, distribution, and consumption of knowledge and information. This paved the way to the democratization of ideas, considered to be responsible for economic, cultural, social, and political revolutions.
printing press
with television as the most influential.
electronic media
through this media, “The world was brought into the home. The amount, range, and intensity of communication with other lands and cultures occurred in ways simply not possible before.
television
introduction of ____ was a defining moment in globalization.
television
Marshall McLuhan proclaimed the world a ‘___ ____’, largely because of television
global village
which use computers and internet in the transmission of information
digital media
include mass media, search engines, social media (YouTube, Facebook, twitter, Instagram, Twitter, TikTok, and other social media apps
digital media
They have revolutionized the economic, cultural, social, and political landscapes of the societies around the world. They have,in the poetic phrasing of Thomas Friedman, “flattened the world.”
digital media
- The evolution globalization
cannot be separated from the
transformation of media from
one form to another.
T/f
true
means of
conveying something, such as
a channel of communication
media
is the oldest form of medium. Homo
sapiens started to use speech 200, 000 years ago
speech
is a result and an evidence of man’s
rationality, the ability which sets him from other
animals. (
speech
Speech is a result and an evidence of man’s
rationality, the ability which sets him from other
animals.
who said this
Aristotle
llowed humans to cooperate. …
Sharing information about land, water, climate, and
weather aided humans’ ability to travel and adapt
to different environments.
language
the very first writing – allowed humans to
communicate and share knowledge and ideas over
much larger spaces and across much longer times.”
script
allowed for the written and permanent
codification of economic, cultural, religious, and
political practice.
script
These codes could then be spread
out over large distances and handed down through
time. The great civilizations, from Egypt and Greece to
Rome and China, were made possible through ___
script
started the information
revolution, which transformed the economic,
political, social, and cultural landscapes of the
societies worldwide.
printing press
With the advent of the printing press, first made with
movable blocks in China
who made a movable metal type of printing press
Johannes Gutenberg in Germany
Two Consequences of Print according to
Elizabeth Eisenstein
“First, the printing press changed the very
nature of knowledge. It preserved
knowledge, which had been more
malleable in oral cultures. It also
standardized knowledge, which had
become more variable as it spread orally
across regions and lands.”
“A second consequence: print encouraged
the challenge of political and religious
authority because of its ability to circulate
competing views.”
are media that
use electromagnetic energy for
transmission and access of
content.
electronic media
example of electronic media
telegraph, telephone,
radio, TV, film
is considered to be the most
powerful electronic medium.
television
are media that use
computers and internet in the
transmission and access of content.
digital media
Digital media include
mass media
search engines
social media
- The revolution in ___
and ___ technology
[media] has flattened the world.
information
communication
Without media,
there will be no
globalization.
T/f
true
he world’s varied beliefs, customs, traditions, ways of thinking and ways of behaving have changed in a spectacular and striking level because of the process called
globalization
Through the globalization of culture, the world found itself like one big
global village
This means that the world seems smaller and more accessible and the Mass Media is responsible for this transformation of the world.
global village
Through the Mass Media, particularly ___ , the diverse and varied cultures of the world became a uniform way of life, a “shared culture”.
advertisement
But there is claim that the emergence of the shared culture has opened the gate for the erosion of
local culture
has played a major role in the spread of Western cultures around the world.
advertisement
is especially powerful because unlike other aspects of globalization, such as the internet or satellite television, it has the ability to reach and influence the whole of society not just the wealthy.
advertisement
Advertising has played a major role in the spread of Western cultures around the world. Commercial breaks on television, the radio and in movies promote the latest products or trends to audience of millions. Billboards and magazine advertisements do the same on other areas of our lives. There is little escape from the advertiser’s messages and often great pressure to be like other people by buying particular products in brands. Advertising is especially powerful because unlike other aspects of globalization, such as the internet or satellite television, it has the ability to reach and influence the whole of society not just the wealthy. Young people are often specially targeted by advertisers. Such targeting can have a strong influence on local cultures because many young people are influenced by the promotion of particular products and brands. In some societies, advertising has contributed to dramatic cultural shift, such as changes in clothes or food in the space of a single generation.
who said this
Rob Bowden
The power of ____to control and manipulate the people’s behaviors is without question
advertsiment
appeals to the emotion and psychology of the people, and not to their reason.
advertisement
advertisement is responsible for the ____ of the world’s multiple cultures.
homogenization
According to him, but are advertising and the influence of TNC (Transnational Corporation) really responsible for the spread of uniform culture? There are many who think not. Instead, they would argue that globalization has brought about more variety and differences than any time in history. Far from being uniform, they say, there is now almost infinite cultural choice and many influences come from the outside Western culture.
Rob Bowden
There are two opposing views on the effects of globalization to local cultures.
globalization leads to the creation of a homogenous global culture
globalization preserves and promotes diversity of cultures.
One noticeable result of globalization has been the gradual disappearance of local languages in favor of
English
believe that the loss of language is an inevitable result of progress and that is necessary for globalization, as it allows greater understanding and cooperation between different cultures.
linguists
In East Africa, the ____language is rapidly replacing the many local languages of the region, and in China, ____has replaced many languages spoken by China’s minority tribal communities.
Swahili
Mandarin
At least 50 per cent of the world’s languages, some as high as 95 per cent, will disappear within the next century, pushed into oblivion by the spread of the big languages
who said this
Eileen Moore Quinn
