“If there is a Global Village, it speaks American” – BCM111 Week 2

Todd Gitlen proclaimed this. I think it’s safe to say that he has a very valid point because I’m sure most of us would recognise these images.

Coca-Cola3 Nike Mickey_Mouse Mcdonalds-95-logo ET

This is an example of cultural imperialism which is mentioned in both readings this week. These logos are all American creations, that we recognise directly as a result of media exposure and indirectly through globalisation. And that’s how I arrive at the term media globalisation.

While we can explore globalisation from a number of angles, its relationship with technological and economic discourse in the media is a close one. This relationship is one that needs to be analysed, as media is knitted really tightly into the fabric of our society therefore any economic or technological changes can have significant social and cultural impacts all over the world. The theory of technological determinism is another great way to look at this.

Traditional arguments about globalisation tend to either lie within the utopian or dystopian view. This is to say that the globalisation has either been predominately lovely, and we’ve all been interconnected & harmonious OR it is to say that we’re ultimately less connected and diverse than ever before. Given the ever-expanding/diverging nature of media, I would say that neither is on the money, but rather we are somewhere in the middle.

Nowadays, it’s pretty safe to say that media (in ALL its forms) is interconnected to every aspect of any modern society. Sure, from a technology viewpoint, it’s made everyone’s day-day hustle more convenien t and less time-consuming. But globalisation of media and media technologies can also reveal the often grim nature of human/social consciousness. I think back to the way globalised media technologies such as the telegraph were used, and still are, to facilitate warfare and suffering. Or the way in which global media has inspired new means of forceable government control such as censorship & internet surveillance.

This contrast very simply explains that globalisation of media and media technologies does have potential for great social and economic development however humans are creatures of habit and alternatively, it could be of detriment.

I think this can be empowering. Communication is not absorption but rather appropriation. Sometimes we may not have a choice in what effect media has on us so it’s important that when we do, we use it.


O’Shaugnessy, Stadler, M., J, 2008, ‘Globalisation’, Media and Society, Oxford University Press, 458-471.





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