GROUP 1

GLOBALIZATION
• Having no clear origin, the word ‘globalize’,
based on Merriam-Webster’s dictionary, dated
back from 1944.

• Theodore Levitt, is widely credited for making

the term popular, that he used in a 1983 Harvard
Business Review Article, ‘The Globalization of
Markets’.

• suffix “-IZATION” (verb -ize + ation)

HISTORY OF GLOBALIZATION
• Some scholars say that globalization began in the late 1900s,
when the advances in technology and media truly globalized
the world.

• Many other scholars pair globalization with the rise of

modernity in the Enlightenment or with the age of European
exploration. The arrival of Columbus in America is often used
as a marker for globalization.

• Arjun Appadurai, a cultural anthropologist, felt that there was

a ‘rupture’ within social life in the late twentieth century.

• Yale's Nayan Chanda – “globalization is a process that has

been working silently for millennia without a given name,
and has been with us since the beginning of history.”
DEFINITION OF GLOBALIZATION

• Set of historical processes which are uneven and

sometimes overlapping that includes the culture,
economics, and politics combined with the
evolution of media over time that creates the
conditions for the world to be understood as ‘an
imagined community’.
MEDIA
• Media is a plural for ‘medium’ – a means of
conveying something, such as a channel of
communication.

• The plural form, ‘media’ only became popular in

the 1920s, when people talked about their fears
of the harmful influences of comic books, radio,
and film and used it to debate over ‘mass media’.

• Media is used since the first days of humans on

earth, and have been essential to globalization.
EVOLUTION OF MEDIA
• Harold Innis (1950) divided media into three
periods – oral, print, and electronic.

• James Lull (2000) added digital to the first

three.

• Terhi Rantanen (2005) script before printing

press, and broke down the electronic period to
wired and wireless.
EVOLUTION OF MEDIA

Oral
Script Print
Communication

Electronic Digital
ORAL COMMUNICATION

• Oldest and enduring of all media through time.

• Speech developed into language, which helped

humans have a medium and cooperate with each
other, that led to the spread of technology.

• Humans soon moved on every corner of the world,

with new environments and experiences. Language
was their most important tool. (Ostler, 2005)
ORAL COMMUNICATION
• Language also helped humans settle down. This is due to the
fact that it has transmitted important agriculture information
through generations, leading to creations of villages and
towns.

• It also led to markets, trade of goods and services, and into

cross-continental trade routes. Trade centers that are
organized and permanent grew, which gave rise to cities.

• By 4000 BCE, the first civilization was created in Sumer,

Middle East, which is called ‘cradle of civilization’, was
thought to be the birthplace of the wheel, plow irrigation, and
writing – all from language.
SCRIPT

• Script, emerging for less than 7,000 years ago, was

the very first writing that allowed humans to
communicate over large spaces/distances and longer
times, that the oral communication cannot do.
• Writing, evolved and developed from cave paintings,
petroglyphs, and hieroglyphs, began to appear after
3000 BCE, with symbols carved into clay tablets for
keeping account of trade.
SCRIPT
• Even the writing surfaces have their evolution. From
woods, clay, bronze, bones, stone, and tortoise
shells.

• Papyrus, from which the English word paper was

derived, was the creation of ancient Egypt, a writing
surface from a plant found along the Nile River. This
and parchment were used as a medium to code
economic, cultural, religious, and political practices
and spread over large distances and handed down
through time.

• Great civilizations such as Egypt, Greece, Rome and

China were made possible through script.
PRINT
• Starting less than 600 years
ago, the one which transformed
markets, businesses, nations,
schools, churches, governments, armies and
more, that also started the ‘information
revolution’, was the printing press.

• First made with movable building blocks in

China, then movable metal type by Johannes
Gutenberg in Germany, reading materials
became cheap and easy to circulate such as
books, pamphlets and flyers.
PRINT
• Literacy followed and changed the every aspect of life of
common people, which also led to the exchange of ideas
around the world that connected and changed people in
drastic ways.

• Elizabeth Eisenstein (1979), a historian, surveyed the

influences of the printing press in a 750-page treatise.
Her findings were through the Enlightenment,
Protestant Reformation, scientific revolution, and more.
In this, she concluded that there are two consequences –
first, is the preservation and standardization of
knowledge, and the second is the encouraging of the
challenge of political and religious authority. This helped
the knowledge of globalization grow.
ELECTRONIC

• Electronic media, beginning in the nineteenth

century, require electromagnetic energy- electricity
to use.

• Telegraph, telephone, radio, film, and television

• Samuel F. B. Morse worked on a machine in 1830s

that could send coded messages with dots and
dashes over electrical lines
ELECTRONIC
• Rail travel became more safe and efficient

• Exchange of information about markets and prices

• Instantaneous report of information by newspapers

• Transatlantic cable was laid between US and Europe

in 1866

• Telegraph became a truly global medium (Carey

1992)
DIGITAL MEDIA

• Electronic media, existing less than 50 years ago,

is relying on digital codes, using 0s and 1s to
represent information
• Compute is the usual representation of digital
media, which is the latest, and most significant
medium to influence globalization (in economic,
political and cultural aspects)
“NO GLOBALIZATION
WITHOUT MEDIA”
Global Imaginary and Global Village
• The media are helping to bring about a
fundamentally new imaginary, what
scholar Manfred Steger (2008) has
called a rising global imaginary – the
globe itself as imagined community.

• Arjun Appadurai – “ the imagination is not a trifling fantasy

but a ‘social fact’ and a ‘staging ground for action’

• Marshall McLuhan anticipated this phenomenon with his

argument that media have connected the world in ways that
create a ‘global village’.

• Globalization and media are combining to create the dark,

dystopian world
MEDIA and ECONOMIC GLOBALIZATION

• The media foster the conditions for global capitalism.

• McChesney and co-author Edward Herman (Herman and

McChesney, 1997) call global media ‘the new missionaries of
global capitalism’.

• Oligopoly – “market or industry is dominated by small

number of large sellers (Oligopolists)”

• “Mass production of Ignorance”

MEDIA and POLITICAL GLOBALIZATION

• Globalization has transformed world politics in profound

ways.

• The International Federation of Journalists (IFJ)

estimates that on average close to 100 journalists and
media workers are killed in the line of duty each year.

• Media are subject to other pressures in this age of high-

tech persuasion, manipulation, and propaganda.
MEDIA and POLITICAL GLOBALIZATION
• CNN Effect – “foreign policy – especially the actions
of the US government – seemed to be driven by
dominant stories appearing on CNN and other 24-
hour news networks (Bahador, 2007)”

• “Governments shape and manipulate the news.”

• New media do indeed complicate politics. These new

media have characteristics – mobile, interactive,
discursive, and participatory – with dramatic
political implications.
MAGUINDANAO/AMPATUAN MASSACRE
• November 23, 2009 in town of
Ampatuan, Maguindanao.

• 58 victims (Esmael
Mangudadatu’s family and
supporters, and 32 journalists)

• Called the single deadliest event in Journalists’

History by The Committee to Protect Journalists
(CPJ)
MEDIA and CULTURAL GLOBALIZATION

• CULTURAL
DIFFERENTIALISM

• CULTURAL
CONVERGENCE

• CULTURAL
HYBRIDITY
CULTURAL DIFFERENTIALISM
• “Cultures are different, strong, and resilient.”
CULTURAL CONVERGENCE
• “Globalization will bring about a growing
sameness of cultures.”
CULTURAL HYBRIDITY
• “Globalization will bring about an increasing
blending or mixture of cultures.”
“DARK CONTOURS OF GLOBAL
VILLAGE”

• ECONOMIC INJUSTICE

• POLITICAL REPRESSION

• CULTURAL CONFLICT