MEDIA AND

GLOBALIZATION
Learning Outcomes:
• Analyze how various media drive
various forms of global integration
• Compare the social impacts of different
media on the process of globalization
• Explain the dynamic between local and
global cultural production
• Define responsible media consumption
GLOBALIZATION
• Entails the spread of
various cultures
• Like when a film is made
in Hollywood, it is shown
not only in the United
States, but also in other
cities across the globe.
GLOBALIZATION
• it involves the spread of ideas
• For example, the notion on the
rights of lesbian, gay,
bisexual, and transgender
(LGBT) communities is
spreading across the world
and becoming more widely
accepted.
 What is MEDIA?
 Communication channels through which news ,
entertainment, education, data, or promotional
messages are disseminated
 Media includes every broadcasting and
narrowcasting medium such as newspapers,
magazines, TV, radio, billboards, direct mail,
telephone, fax, and internet.
 Means of conveying something
 Channel of communication in which the
person’s voice is the medium
 Media means the technologies of mass
communication
 ROLES OF MEDIA
What should be the role of media in
current scenario?
1. Information
2. Political Awareness
3. Social Awareness
4. Education
5. Economic Awareness
6. Entertainment
7. Advertising
 ROLES OF MEDIA

 Making world a global village

 Reduce communication gaps
amongst the people living in the far
areas
 Keeps the people updated
The term global village is closely
associated with Herbert Marshall McLuhan,
the Canadian communications theorist and
literature professor hailed by many as a
prophet for the 20th century.

McLuhan's mantra, "the medium is the

message," summarized his view of the
influence of television, computers, and
other electronic information sources in
shaping society and modern life.
 TYPES OF MEDIA
[Link] Media
-Generally refers to any form of media that is
physically printed on paper or other sorts of
materials.
-It encompasses a wide range of formats, each
serving specific purposes and appealing to
different audience preferences. From magazines,
and newspapers to books, advertising brochures,
and posters, it continues to play a pivotal role in
our lives, offering unique advantages over their
digital counterparts.
Magazine Publications
These are periodical publications that cater to
specific interests and targeted audiences.
They offer a diverse range of content, including
articles, interviews, features, and visuals.
Magazines span various genres such as
fashion, lifestyle, travel, technology, health, and
more. With their specialized editorial focus,
magazines provide an in-depth exploration of
subjects, delivering expert insights, trends, and
entertainment to readers seeking a deeper
engagement with their areas of interest.
Newspapers
Newspapers are among the oldest and most
widely recognized forms of print media. They
deliver daily or weekly coverage of local,
national, and international news, including
feature articles, editorials, and opinion
pieces.

Newspapers serve as essential sources of

information, keeping readers informed about
current events, politics, business, sports, and
entertainment. They often provide
comprehensive coverage, investigative
reporting, and in-depth analysis.
Advertising Brochures and Flyers
Advertising brochures and flyers serve as effective
marketing and informational tools. They are
commonly used by businesses, organizations, and
event organizers to promote products, services, or
upcoming events.

Brochures often feature appealing visuals, concise

descriptions, and contact information, aiming to
capture the attention of potential customers or
attendees. Flyers are typically distributed in public
spaces to convey messages, raise awareness, or
announce specific activities or offers.
Books
Books represent a significant segment of print
media, offering an extensive array of
knowledge, literature, and storytelling. They
come in various formats and genres, including
novels, biographies, self-help books, academic
texts, and children’s literature.
Books provide immersive experiences,
allowing readers to engage deeply with
narratives and ideas. They foster intellectual
growth, imagination, and the preservation of
culture and heritage.
Posters
Posters are visually impactful forms of print
media designed to convey a specific message or
promote an event, product, or cause. They are
widely utilized in advertising, public awareness
campaigns, and art exhibitions.

They surely leverage striking imagery, bold

typography, and concise text to attract attention
and generate interest. They are an effective
means of communication, capturing the essence
of a message in a visually appealing manner.
 The Major
Significance
of Print
Media in the
Digital Age
Credibility and Trust
Print media has long been associated with
credibility and trustworthiness. Established
newspapers, magazines, and book publishers
adhere to rigorous editorial standards, fact-checking
processes, and ethical guidelines.
Journalists and editors strive to provide accurate
and reliable information, ensuring the integrity of
print as a trusted source. This credibility
differentiates it from the vast online landscape
where misinformation and fake news can proliferate.
Archival Value
It possesses significant archival value,
contributing to the preservation of historical
events, cultural heritage, and knowledge.
Books, newspapers, and magazines become
valuable historical references, allowing future
generations to understand the past and gain
insights into societal developments.
The physical preservation of print media
ensures its accessibility for years to come,
serving as a testament to human history and
progress.
Selective Engagement
Allowing for selective engagement, as readers can
choose publications that align with their interests,
values, and preferred content. By selecting specific
newspapers or magazines readers can immerse
themselves in subjects that capture their curiosity.
Print media enables readers to disconnect from the
constant distractions of digital media, providing focused
and uninterrupted reading experiences.
Tangibility and Permanence
One of the distinctive strengths of print media lies in its
physical presence. The tactile experience of holding a
newspaper, flipping through magazine pages, or
feeling the weight of a book provides a sense of
tangibility and permanence that digital media cannot
replicate.
Its physical nature fosters a deeper connection with
the content and contributes to a sense of authenticity
and reliability.
 2. Broadcast Media
-It is the inclusion of different mediums that are used
for communicating, transmitting, and broadcasting to
the public or masses. It uses a wide range of audio-
visual materials as well as electronic or electro-
magnetic mediums to share news, information,
entertainment, ads, etc. with the target audiences or
general public.
Different examples of broadcast media
can be television, internet, audio
podcasts, video content, and others. The
primary purpose of broadcasting media is
to broadcast and communicate with the
public.
3.
Digital
Media
Digital Media
 is any kind of media which can be processed, analyzed, stored
and distributed by electronic digital machines or devices.
 is a type of media which covers content & promotions delivered
through digital platforms including electronic media, mobile
phones, computers, podcasts, applications etc. Companies &
people use digital media for various purposes including
information source, entertainment, games, business etc.
 It provides a very useful platform from the business perspective.
Majority of the customers are now using digital media
extensively. In some industry sectors, this number is very high
hence from business perspective, understanding and use of
digital media becomes very important.
 Digital Media is similar to traditional media
in terms of its ability to deliver content and
value to audience or potential customers
but it differs in the fact that it is totally
digital in nature, its effectiveness can be
measures easily and it is highly interactive
and shareable.
 Digital Media Types
1. TV & Radio
Generally the primary advertisements are either aired over TV or
radio, shown through search engine advertisement, in-video
campaigns, in-application campaigns etc., where the content
delivered by the marketer is rather small and contains a link for
the detailed description of the offering.
2. Websites & Social Media
The second most important part of digital media marketing which
is the website. Websites can be interactive, loaded with content
and user friendly. This helps in making the visitor or the user
comfortable with the content, easily understandable and the
value addition the offering can give. A decent pricing content is
also made available with the differentiating points, if any, to the
visitor.
3. Email & SMS
Digital media marketing includes the email and the SMS
services. Often to either attract or to remind people
about the website they visited for a purchase or actually
made a purchase from, marketers use the platform of
email and SMS services. Emails and SMS can be highly
customizable, cost effective and informative.
Emails tend to contain multimedia messages as well
which the SMS cannot deliver but the rate of content
delivery is higher in case of an SMS than an email.
4. Vlogs
The fourth type of digital media marketing is the
interactive vlogs or review panels. Generally
before making a buying decision any customer
wishes to get a review from the current user of
the product or service.

5. Mobile Apps
With the growing presence of smartphones,
mobile apps have become an important digital
media option for businesses to work.
Interactive apps help build a strong connect
with its customers offering ease of use and
instant updates.
6. Modern Formats (AR, 3D)
There are newer types of digital media coming
up in the ecosystem like Augmented Reality,
3D (three dimensional), Podcasts, Stories
which can help customers connect even better
with a company and at the same time
experience the product or service at much
detailed and interactive levels.
4. Internet
Media
Includes E-mail, internet
sites, social media, and
internet based- video
and audio
 ADVANTAGES OF MASS MEDIA

• To listen (to read) about famous

people
• To earn important events
• To relax
• To receive
information
 ADVANTAGES OF MASS MEDIA

• To study foreign languages

• To take part in shows and
competitions
• To travel around the world without
wasting money
• To find new friends
 DISADVANTAGES OF MASS MEDIA

• It is dangerous to believe all the information

supplied by the media because they exaggerate
or give wrong messages from time to time.

• When teenagers learn about

crimes from the media, they
may imitate and do the same
 DISADVANTAGES OF MASS MEDIA

• Student may neglect their studies if they are only

interested in the media (ex. Internet and on-line
• games)
Teenagers may be exposed to pornographic
materials
• No time for sport
activities so it damages
the health
• No time to
communicate with
family members,
relatives and friends
Reference/s:
Lisandro E. Claudio and Patricio N.
Abinales. 2018. The Contemporary
World