Media: a catalyst to Globalisation?

Globalisation is one of those flippantly used terms that is seen to be unifying nations, developing them into a “international community” which is mainly influenced by “technological development and economic, political, and military interests”. The successes of globalisation perceivably “leading to homogenisation of world cultures.” (O’Shaughnessy, 2012. p458) However; when considering the media in the light of globalisation, it could be said that globalisation isn’t all too positive.

Processes of technological development have aided globalization to excel through faster means in communication and human interaction. A large amount of 2.8 million Australian households have subscription to Foxtel, which keeps global media as close as ever. Also, introductions of Netflix and Presto have broadened the accessibility of global media further where it is able to be incorporated into our lives anywhere and at time. This is not essentially perceived as good. Australian media being owned by a select few corporations and people, how can we ensure that the media isn’t controlling what we see? Is the media at the roots of globalising our world? And if so how can we ensure that media doesn’t have control? The intention of it’s power can not clear, with merely a handful of people controlling what entire nations are viewing and interacting with.

Sparks (2012) argues, there is no single media that is global. This resonates with me as media is predominately influenced by the Western world. So how can we say that the media world is truly globalized when programs are English dominated with western actors? I was recently staying in China and found myself watching MTV in my hotel room. I didn’t think much of it then, but considering I was in a country, with a different language domination, says a lot about the inclusiveness of what westerner’s perceive as global media.

References

O’Shaughnessy, M. (2012), ‘Globalisation’, in Media and Society, Oxford University press, 5(1), p.458-471

Sparks, C. (2000). The Global, the Local and the Public Sphere. In Jan, M. (2009). Globalization of Media: Key Issues and Dimensions. European Journal of Scientific Research, 29(1), p.65.

White, D. (2016). Foxtel’s price cuts boost subscribers to 2.8 million, but at a cost. Sydney Morning Herald. [online] Available at: http://www.smh.com.au/business/media-and-marketing/foxtels-price-cuts-boost-subscribers-to-28-million-but-at-a-cost-20150812-giy0zo.html [Accessed 4 Sep. 2016].

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