Globalisation
Sociology: AQA A Level, topic 9.1.4
Postmodernism
Globalisation is the increased interconnectedness of societies and the decline in national borders. As a result, globalisation is making the world a smaller place. There are many consequences of globalisation for the media.
Identity
- The media has become more influential in shaping our identities.
- The media also defines our lifestyle; such as what we wear and eat.
Community
- We are no longer part of ‘real’ communities but proto-communities such as Facebook, or via shared interests like soap opera viewerships.
Individualism
- We no longer look at grand theories such as science or Marxism to explain the world, instead we are now individuals who are able to pick and mix our own styles and tastes from a wide variety of options.
Globalisation
- Globalisation is the increased interconnectedness of societies and the decline in national borders.
- As a result, globalisation is making the world a smaller place.
- There are many consequences of globalisation for the media.
Consequences of Globalisation for the Media
Globalisation is the increased interconnectedness of societies and the decline in national borders. As a result, globalisation is making the world a smaller place. There are many consequences of globalisation for the media.
Choice
- Increased choice:
- Helps develop societies and promotes different cultural styles around the world.
Ownership
- Ownership of the mass media:
- Large organisations own the media across the world; these people are known as global conglomerates.
The internet
- The internet:
- Allows us to access the world from wherever we are.
- For example, Skype and FaceTime allow us to be instantly connected to someone at the other side of the world.
Advertising
- Advertising:
- Certain brands are internationally recognisable.
- E.g. Coca-cola and McDonalds.
- These brands are so recognisable that they are more recognised globally than religious symbols.
- Certain brands are internationally recognisable.
Entertainment
- Entertainment:
- We watch the same films, TV programs, listen to the same music and support the same sporting events.
Disneyfication
- Disneyfication:
- This is the influence of American entertainment culture on the rest of the world.
- We all watch American sitcoms and listen to celebrity gossip, e.g. Keeping up with the Kardashians.
Theoretical Approaches to Globalisation and the Media
Marxists and Postmodernists disagree about whether globalisation of the media is having a positive or negative impact.
Marxists
- They argue that globalisation restricts choice.
- Local media and culture is being replaced by global culture.
- This global culture is dominated by a powerful few.
- This therefore allows dominant ruling class ideologies to be spread around the world and therefore it is maintaining bourgeoisie power over the working class.
Cultural imperialism
- Marxists argue that many countries are now subjected to cultural imperialism, where dominant countries flush out the cultural traditions of non-western countries.
Postmodernists
- They disagree with Marxists and argue the media now offers more choices and creates more opportunities around the world.
- Local cultures are not swallowed up by dominant American culture, instead they adapt to global culture.
- They take elements of it and match it to their own culture.
- This creates a pick and mix society.