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Media and Communication Theory Notes Lecture 8
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Media and Communication Theory notes lecture 8
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Lecture 8 - GlobalisationGlobalisation: how economies are getting linked to each other.
1. Two important driving forces of globalisation are technology and money.
2. The evidence for the 'cultural imperialism' thesis is mixed
1. Introduction
Globalisation
Last two points interesting for this course.
Globalisation is a controversial topic, high on political agenda.
For example Brexit --> you can see it as rejection of elements of globalisation.
New media technologies (lecture 2)
Media are also affected by globalisation. Media are an object of globalisation (it changes because of
it). Media and technologies are causal forces of globalisation.
Globalisation:
Traveling: easier because of AirBNB's
International trade
Social media
Economics of the media industries (lecture 3)
2 main challenges:
High costs of producing media
Unpredictability of audience tastes
Because of this --> changing patterns in ownership:
1. Concentration of ownership
2. Conglomeration --> concentrated media companies are growing inside (Disney). There is a central
owner, works as an umbrella.
Bigger companies can deal better with the high costs. It's also easier to test something out. In a
conglomerate you have the benefit of synergy.
Politics of the media industries: (de)regulation) (lecture 3)
, (De)regulation: trade liberalisation. It became easier for countries to trade with each other. Causes
important challenges for national governments:
Pressure from global media conglomerates and transnational private capital. Becomes
difficult to catch up with media technologies.
Global 'free trade' agreements circumvent the control of national governments. Many global
platforms where agreements are made.
The borderless nature of the internet. Poses challenges for governments.
Media organisations and professionals (lecture 4)
Globalisation has an impact on how media workers (journalists) operate. Due to globalisation:
A competitive entertainment landscape
New global players
The power of Big Tech
Media content (lecture 5)
Globalisation has an impact on the products we consume (movies, newspapers)
Media effects and active audiences (lectures 6 & 7)
What are the consequences of globalisation?
--> is globalisation leading to increasing cultural homogenisation? Why?
Cultural homogenisation: cultural is becoming more similar. Different countries lose their specific
identity.
Maybe because of globalisation people are starting to be aware about their county and getting proud
of it.
2. Theories on the sociocultural consequences of globalisation
Marshall McLuhan: the medium is the message. Sees media as an extension of the man.
Electronic media & global extension of our senses: the global village: global extension of our senses.
He wrote this in the 60s.
Global village: a new form of social organisation as instantaneous, electronic media tie the entire
world into one great social, political and cultural system.
Global digital divide: the gap in access to information and communication technologies between the
wealthy and poor regions of the world. Not everyone is connected to this global village.
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