‘The Package’

Globalisation, Media Flows and Saturation Coverage

Appadurai, A 1996, ‘Disjunture and Difference in the Global Cultural Economy’, Modernity at Large: Cultural Dimensions of Globalisation, Minneapolis and London: University of Minnesota Press, pp. 27-47.

Appadurai in his academic journal introduces the concept of ‘global flows’ as a method of exploring disjunctures between culture, the economy and politics. Global cultural flow is the result of the process of globalisation in a society. This source is relevant as it covers the lecture material of week 2, in defining the distinct scapes termed: Ethnoscapes, Mediascapes, Technoscapes, Finanscapes and Ideoscapes, whilst providing more in-depth detail about each ‘scape’ to better our understanding. These constructs are constantly shifting just like cultures do and are heavily influenced by political and historical factors. Disjunctures remain, but ‘the sheer speed, scale, and volume of each of these flows are now so great that the disjunctures have become central to the politics of global culture.’ (Appadurai, 1996)

Ethnoscapes is a term used to describe the shifting landscapes of tourists, refugees, immigrants, exiles and it affects the politics of and between nations.

Technoscapes is the transmission of cultures through technology, and that both high, low, mechanical and informational technology moves at high speeds across several kinds of previously resistant borders. It allows for people to connect across the globe, no matter their distance.

Financescapes is a scape referring to the global movement of capital, including currency, trade and commodity. Competition is increasing amongst companies as countries today are able to freely exchange goods.

Mediascapes and ideoscapes hold a close relationship as they rely on each other to work.

Mediascapes is a term describing the electronic capabilities of producing and distributing information through the media and ideoscapes are the images that are created of the world by this media.

Kraidy, M 2002, ‘Globalization of culture through the media’, Encyclopedia of communication and information, Vol. 2, pp. 359-363

Kraidy discusses the impact of globalisation through the media and how individuals around the world have been influenced by the growing Western culture. Theories such as the ‘magic bullet’ and ‘hypodermic needle’ suggest that the mass media has control and influence over their audiences and proved Professor Kraidy’s research. This article is a relevant source providing discussion on week 2’s lecture topic; ‘Globalisation, Media Flows and Saturation Coverage’ and is deemed reliable as it is written by a Professor who provides detailed references to support her research. Since testing the theories of the ‘magic bullet’ and ‘hypodermic needle’, there has been an ongoing debate about implications media influence has on the world.

Professor Marshall McLuhan’s concept of a Global Village (a society connected through telecommunications) also becomes evident through the growing popularity of Big Macs and MTV around the world, as cultural integration begins occurring in more countries. Without media technologies and an increase in global media, audiences around the world would lack connection and never experience a Western lifestyle involving Nikes, rock music and Coca-Cola. An example of Western culture being integrated into other cultures was evident in a McDonalds advertisement from the Beijing Chaoyang International Festival in 2000. This particular aspect of Western culture became so global that within ten years in China, the company grew to be running 270 restaurants in 50 cities of China. The article concludes that their globalisation is heavily influenced by mass media as it is made evident that the growing increase in telecommunications has allowed for this interaction between Western and Korean pop culture.

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