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Topic 2 - Globalisation
Globalisation is the growing interdependence of societies on each other with the global
spread of the same culture, consumer and economic interests.
Postmodernists Cohen and Kennedy 2000 suggested there are 8 points which
contributed to globalisation;
1. Global communication
2. Global economics/trade
3. Cultural interaction
4. Mass travel
5. Economic debt/job losses
6. Environment threats
7. Terrorist threats and war
8. Health issues e.g. AIDS
How has the media globalised?
The media has been globalised through ownership as the media conglomerates are not
restricted by national boundaries and through satellite TV. Some TV channels specifically
adapt, E4 is a channel which has mainly American TV shows.
The media has been globalised through mobile internet and broadband too however some
countries such as China the internet is regulated so media is restricted.
Advertising also globalised the media as companies become known worldwide and places
become similar.
The effect of globalisation: high culture is special and should be treated with respect
especially if it's concerning culture in special places usually aimed at the middle/upper
class. Popular culture (A.K.A. Mass or Low culture) are usually standardised p, short lived
and little value which is used for mass audiences.
Postmodernists - benefit of global media
The global media brings more choice to people's identity and lifestyle, allowing
alternatives and spreading beneficial views of democracy. Societies can adapt from
others creating new culture, fashion, music known as hybridisation when there is success
of something in more than one country.
Postmodernists argue that the clear divide between high and low culture has become
blurred due to the effect globalisation and technological advances - anyone can visit
places which were intended to be 'special'. For example, classical music Clair de Lune by
Debussy was used in a fantasy romance novel Twilight. Although this can denote
negatively upon high culture, it can allow lower classes access with more complex ideas.
For Giddens globalisation has a positive aspect of cosmopolitanism meaning individuals
are less restricted by traditions than they were pre-globalised thus have more freedom to
live as they want and greater choices regarding relationships, shopping, entertainment,
politics etc. Culture becomes more fluid.

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Kennedy suggests cultural pessimists underestimate the strength of local cultures as
people don't generally abandon cultural traditions because the listen to Madonna or
watch Disney films, rather they appreciate global culture and mix it with local culture.
Marxism - drawbacks of global media
Owners of media have too much power and use it to control the proletariat thus local
media is lost due to powerful global media.…read more


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