The Contemporary World
Lecture Note SEVEN
Globalization and Media
We have mentioned before that globalization refers to the growing interconnectedness of the different parts of
the world, and it is also a process which gives rise to complex forms of interaction and interdependency. It is mainly
involved in the spread of ideas. Now, let us talk about the media.
Media – this is a means of conveying something, such as a channel of communication. (Lule) These are also technologies
used in mass communication. It is a form of technology that is simply not a bearer of messages, but it shapes and
reorient the social behavior of users.
Categories of Media
1. Print Media – books, magazines, newspapers
2. Broadcast Media – radio, film, television
3. Digital Media – internet, social media, mass communication
Communication Media
Communications media are institutions that specialize in communicating information, images, and values about
ourselves, our communities, and our society. Typical media institution in modern societies are print media (newspaper
and magazines), movies, radio, and television. The messages communicated by the media in some countries can be
political or nonpolitical, religious or secular, and purely entertaining, but in every case, they use symbols to tell us
something about ourselves and our environment.
Television and Violence
Television violence can destroy a young child’s mind. The effects of tis violence can be long – lasting. For some,
television is an assault on a child’s mind, an insidious influence that upsets the moral balance and makes a child prone to
aggressive behavior as it warps his or her perception of the real world. Other people see television as an unhealthy
intrusion into a child’s learning process, substituting easy pictures for the discipline of reading and concentrating and
transforming the young viewer into a hypnotized nonthinker.
Media Power and Its Limits
People say “information is power” and perhaps it is true, since media can control such a large and diverse flow of
information. Questions about the power of media become especially urgent when one imagines what could happen if
control of the media fell into the hands of groups that oppose democratic institutions.
Technological Limits
When media institutions are well differentiated from political and other institutions, it is actually quite difficult
for powerful individuals or groups to manipulate mass audiences. This becomes even more true as changing
technologies give people opportunities to choose the type of messages they receive via the media. Cable television offsets
the potential for much greater diversity in program content: Viewers can watch everything from public affairs to
pornography. Social media such as Facebook, Twitter, Messenger, YouTube, and the internet also makes possible a
wider range of choices.
Social Limits
Another limit on the power of the media is the nature of communication itself. Researchers have not found a
direct link between persuasive messages and actual behavior. People do not change their cultural values and norms just
because the media tells them to do so. Instead, investigators have identified a two-step flow of communication. The
messages communicated by the media are evaluated by certain respected individuals, who in turn influence the attitude
and behavior of others.
The Mass Media
The mass media also referred to as mass communication may be defined as a special kind of social
communication characterized by a unique audience, communication experience and communicator. The audience is
usually large, heterogenous and anonymous. The term “media” comes from Latin word, meaning, “middle,” suggesting
that media serve to connect to people. Mass media occurs as communication technology (first newspaper, then radio,
and television) spreads information on a mass scale.
The Functions of Media
1. Warning
A primary function of mass media is the ability to warn of impending danger. Television meteorologist broadcast
sightings of hurricanes, tornadoes, storms and alert listeners and viewers take necessary precautions and provide up-to-
minute tracking of the location of bad weather systems. Without such warning, there is the possibility for tremendous
loss of life and property.
The media are also instrumental in warning citizens of other hazards. Media personalities are always alert to warn the
general public of potential dangers of cancer-causing beauty soap (those without FDA Permit), the potential dangers of
China made Children toys, the health risk in taking the supplementary drugs, etc.
2. Companionship
Television has produced a new category of friend: the media friends. These are people known to viewers who feel a sense
of friendship with the performer, newscaster, and the field reporters. People who seem helpless with illness of their
children, relatives and themselves go to seek help from the charity programs of giant television networks. The host will
then endorse them to several kind hearted individuals who are willing to offer their services in the name of the
foundation. There are many media personalities who are doing such favor to the needy from sickness to legal advice,
love counseling, job placement and even problems of OFWs
3. Agenda Setting
Media also set a cultural agenda for what is important. In the international scene, several media agenda setting occurred
for civil disturbances in Libya, Yemen, Egypt, Syria and Bahrain in 2010 and 2011.
The New York twin towers disaster will always be remembered by most Filipinos as several fellow citizens were part of
that tragedy.
The tsunami that struck Indonesia and Thailand are important events that awaken some audience of how nature takes it
wrath over humanity over this modern civilization.
Likewise, the Yolanda victims will always be part of the Philippine History because of the number of lives lost in the
strongest typhoon that hit the country.
The shocking death of Heath Leger, Michael Jackson, and other famous names in Hollywood are considered very
important so people understand and vie life as a precious gift from the creator.
4. Reality Construction
While agenda setting is concerned with emphasizing what is important, reality construction focuses on the
interpretation and meaning of media event. Some broadcasters invite people who are expert in their field when media
events are aired. For example, political analyst, sociologist, psychologist, legal experts, diplomats, and college professors
are part of the debate and arguments and most of them are sharing their knowledge on specific topic raised by
newscasters especially after winning or losing candidate won and failed in the presidential or senatorial elections.
5. Surveillance
Surveillance, another function of the mass media, refers to the collection and distribution of information both within and
outside a society. The evening television news is an overview of the happenings of the day. News reporters scan the
environment for news events and report them in print or over the airwaves. Surveillance may also focus on particular
events, such as presidential elections, impeachment trials, graduation ceremony of the PMA cadets, or disaster such as
earthquake or sea mishaps.
6. Socialization and Education
Media also involved socialization or the transmission of social heritage to the audience. The commentator of the
automobile accident at the railroad crossing is providing a socialization experience in how to view death, governmental
agencies, and public responsibility: death is tragic; preventable death is more tragic; government agencies respond to
public pressure; it is appropriate to put pressure on government agencies; we are not brother’s keeper.
7. Propaganda
Merton (1986) defined propaganda as “any and all set of symbols which influence opinion, belief or action on issues
regarded by the community as controversial. He emphasized that the term propaganda, in the mind of the public, tends
to imply a deceit or fraud. Merton observed that the most effective propaganda is not to tell people how to feel, but to
provide them with selective facts and allow them to draw their own conclusion. Facts are easy to understand, have an
attention-getting value, and are very easy to spread by word of mouth.
8. Mainstreaming
Mainstreaming refers to a common outlook and set of values that exposure to television tends to cultivate (Gerbner,
1976). When heavy viewers of television are compared to light viewers, there trends to be a commonality of outlook
among the heavy viewers. Regardless of political orientation, heavy viewers are more likely to be against homosexuality
(especially when they see Rustom Padilla now talking about his sex change and appearing on television screen with new
look as ladylike in contrast to his boy next door image during his heydays as macho actor), abortion and express
concern and doubts on the sudden change of Manny Pacquaio as being over religious and preachy.
9. Entertainment
The entertainment function of television is the purposeful development of programming for the sole function of
providing entertainment for viewers. Any artistic, cultural, or educational value is secondary. Emphasizing the
entertainment aspect of television, Home Box Office (HBO) which is available thru cable TV has begun a 24 hour all
comedy channel.
Televising sporting events such NBA, Olympics, and World Cup is also a major entertainment feature of Television.
PBA, NCAA, and UAAP and several sporting events are being broadcast all year round including boxing and regional
games such as SEA Games and Asian Games.
10. Advertising
The fundamental economic purpose of mass media is to sell an audience to advertisers who can induce to buy products.
The primary target audience is the affluent, fairly well educated, and relatively young. In effect, mass media exist for
corporations, which market their product through the media.
