Globalisation's Impact on Media and Culture
This section delves deeper into the effects of globalisation on media and culture, presenting various theoretical perspectives and examining the role of new media in shaping global cultural practices.
Critical Perspectives on Globalisation
Ritzer (2004) argues that globalisation allows countries, businesses, and organizations to impose their cultural practices on other parts of the world. This process is viewed negatively because:
- It leads to cultural homogenization
- It prioritizes profit over local cultures and views
- It undermines diverse cultural perspectives
Highlight: The negative impact of globalisation on high culture is often attributed to the homogenization of cultural practices and the prioritization of profit over cultural diversity.
Pluralist View on Globalised Mass Culture
Pluralists see globalised mass culture in a positive light:
- It provides people with opportunities to access diverse media
- It allows individuals to choose which cultures to engage with
- It enables audiences to experience a wider range of cultural diversity
Example: Through globalisation, people can access foreign films, music, and literature more easily, broadening their cultural horizons.
Postmodernist Perspective on Media and Globalisation
Baudrillard (1994) introduces the concept of a media-saturated society, where the line between media and reality is blurred (hyper-reality). Postmodernists view the audience as passive, accepting media without questioning it. However, they also recognize that globalisation and new media lead to:
- More individual choice in lifestyle and cultural engagement
- Rejection of meta-narratives, as people gain access to diverse ideas and opinions
- Participatory culture through new media platforms
Definition: Participatory culture refers to the active involvement of individuals in creating and sharing content, facilitated by new media platforms.
New Media and Global Culture
Spencer-Thomas (2008) highlights how new media has globalised protests and raised awareness for various causes. For example, Saudi women used Facebook to argue for driving rights.
Thompson (1995) introduces the concept of cultural hybridity, where local cultures modify global media products. An example of this is Bollywood, which combines elements of Indian culture with global film industry practices.
Vocabulary: Cultural hybridity refers to the blending of different cultural elements to create new, unique cultural forms.
In conclusion, the impact of globalisation on high culture and mass culture is complex and multifaceted. While some argue that it leads to cultural homogenization and the dominance of Western culture, others see it as an opportunity for cultural diversity and individual choice. The role of new media in influencing global culture cannot be overstated, as it facilitates the spread of ideas, enables participatory culture, and contributes to the formation of hybrid cultural forms.
