Media: Global Popular Culture

Question 1

Mcluhan

Answer 1

McLuhan (1962) referred to the world as a global village connected through new mediaf
He argued media “shrinks” the world to be one village or community.

Question 2

Flew

Answer 2

global popular culture
Flew (2002) suggests that the evolution of new media technologies has played an important role in the development of a global popular culture.

Globalization has undermined national and local autures, with cultural products and ways of life in different countries of the world becoming toba, culture in food, clothing and music. It may now be more appropriate to speak of a global culture than of national or local cultures.

Question 3

Strinati

Answer 3

Strinati (1995) argues that elements of high cUlture have now become part of popular culture and vice versa. He argues there is no longer any real distinction between the two and it is ever more difficult for one set of ideas to dominate society. Therefore, there is a blur between high and low culture.

Question 4

Two types of culture

Answer 4

High culture and popular culture

Question 5

Cultural optimists - globalised popular culture

Answer 5

strinati (1995) argues this choice allows people to challenge the messages trar through the mass media.

livingstone (1988) found that wiles and producers of soap operas, a form of cultures watched by millions see them as produces ducale individuals on core issues, politics, and the harsh realities of life. Soaps challenge issues such as rap child abuse, homelessness, alcoholism. This in turn promotes public discussion c for those who need it.

Question 6

Cultural pessimists of globalisation of popular culture

Answer 6

Marcuse (1964) suggested the consumption of the media has undermined the audience’s ability to think critically. He argues this is a form of social oppression - a means of locking people into the present sysiem and preventing revolutionary, change.

Keller (1999) supported this point by staling that globalisation had led to sameness, where everyone shares the same values and ideas.

Harvey (2008) suggests that the introduction of digital TV has led to the decline in quality of popular culture as companies fill channels with cheap imported TV shows, reality TV and gambling. He argues that this leads to a ‘candy floss culture” that speaks to everyone but no one in particular.

Question 7

Fenton

Answer 7

Fenton (1999) argues the term global rarely means universal and normally disguises the domination of western values over other cultures. This has been described as cultural imperialism. The process of countries becoming more alike is called cultural homogenisation.

Question 8

Rosenau

Answer 8

Rosenau argued that globalisation has led to Disneyfication, this is where the norms and values of Disney are spread around the world. Through what we see in the media, We start to see life as an adventure, a never-ending theme park with many twists and turns but with an idyllic end.
The Disney princess gives young girls all over the world an unrealistic view of beauty, men and most of all love.