Global Media and Cultural Homogenisation Essay

In the twenty-first century, economic piece(prenominal)ization has fin all(prenominal)y sprain an irresistible reality. In cookation, technology, goods, tidy sum, especially m geniustary dandy argon frequently exchanging ecumenic unprecedentedly. The developing and expansion of trades hand effectively dispirited by means of the national, ethnic, ethnical customs and ideologic boundaries (Fairweather & Rogerson 2003). From multinationals, satellite TV, Internet to McDonalds, Mercedes-Benz cars, cartoons, various finishings be now crossing huge blank pose and national borders, more densely ingrained in varied countries, and finally dissolving agenting in the phenomenon of heathen homogenisation. This rise is going to debate whether ball-shapedization implies pagan homogenization, which will chiefly focus on the procedure that planetary media has played in causation this phenomenon. To develop understanding whether sphericalization could lead to cult ural homogenisation, this essay is about to define globalisation first.More specifically, globalisation is a spoken communication in economics, and scholars have three important kinds of explanation for globalisation the first is that globalisation is horse operaisation or Americanisation (Appadurai 2001), the second is that globalisation is the solid ground massive optimising allocation of economic and technical resources (McChesney 2001) and the third gear is that globalisation is to solve global problems much(prenominal) as milieual pollution, population explosion, drugs proliferation and transnational crimes, etc. (Mehlika 2013). In this essay, the meaning of globalisation is referred to the second explanation. When it comes to the effects of globalisation, it could be seen in various aspects, and living space of battalion has been associated with the world as a whole. For instance, bang-up of the United Kingdoms stock market or the European Football League is non a r egional event, shockwave of these events quickly broadcast to every corner of the globe (Mehlika 2013). world-wide village is a more exis tennert word to describe the current world (Appadurai 2001). No matter international relations, policy-making interests, social wealth distri just nowion, cultural homogenisation or everyday life, globalisation has tryn their epoch-making role in those fields, and has contri howevered to profound consequences. heathenish homogenisation, which could be expressed as angiotensin converting enzyme of the significant impactsof cultural globalization, that is topical anaesthetic strange tillages all over the topical anaesthetic anesthetic agri shade will tend to become a single global ending, contri buting to polar lifestyles, values and beliefs of differing ethnics and communities ar becoming progressively similar (Mihailidis & Moeller 2010,).According to the bewitch of red (Mehlika 2013), the economic base determines the superstruc ture economic and cultural globalization inextricably has linked and mouldd each(prenominal) opposite. With the impact of the trend of globalisation, previously modify nuance has been influenced by the stronger culture and spiffy trend which are normally propagated by global commercial media body (McChesney 2001). In addition, McChesney (2001) holds the view that economic and cultural globalization arguably would be impossible without a global commercial media system to come along global markets and to encourage consumer values. Therefore, this essay rely that global media has played a significant role in the growth of globalisation and cultural homogenisation, and the quest aftering part of this phrase will mainly focus on the how global media has impacts on cultural homogenisation. At present, when reading modernspapers or magazines, or play on the TV, a confusing phenomenon could be the homogenisation of media culture, and two(prenominal)times similar socialise programs could be seen in dozens of TV channels. Homogenization of media culture is very fast, a lot like a plague pestilential (Jan 2009). For example, a popular talent furnish called American Idol in the U.S. had a new name in mainland china called Chinese Idol, which only copied the main confine of American Idol.In addition, the successfulness of discourteous copy experience has immediately provoke a chain reaction, almost all the local TV stations are followe this trend, for a time, from national TV station (CCTV) to the local ones, and more than ten similar talent shows hurriedly came out. an an separatewise(prenominal)(prenominal) example is the Quiz Millionaire, this TV show has numerous versions in China, such as Happy Dictionary, Lucky 52, and so on. And thither are various other TV programs in China are comely Chinese version of famous TV programs around the world. In terms of the homogenisation of media culture, what most people whitethorn compute first is to criticize the lack of creativity of TV people or media workers. However, to research further, more problems will involve in this problem. That is the globalisation of commercial media will needs lead to the homogenisation of different cultures (McChesney 2001). A problem that maybe treat is the oblique environment of media. More specifically, people tend to coincide the fact of the homogenization of economic life however, it is difficult to accept the homogenization of culture. The majority people bland hold the view that different cultures should take in their unique national, ethnic, and local characteristics (Fairweather, & Rogerson 2003).In other words, individuals could drive multinational or strange designed automobiles, wear immaterial produced perfume, but should remain vigilant when enjoy foreign films and television programs or other cultural products (Dumas, et al. 2010). However, little do these people admit that the production mode of the media culture deter mines the globalisation of it, especially since the mid-twentieth century , new media and new media culture comes along with it, are emerge and developing in the international environment with relatively frequent exchanges (Appadurai 2000). That is to say, what we call the media culture of today is non entirely follow the traditional method that brought to the global market after its completion in sure developed countries, but gradually generated in the broader context of international exchanges which are contributed by the modern commercial media system (McChesney 2001). fetching the Hollywood films as an example, it is totally different form what it was half a century ago. Todays Hollywood has a broader global context its creators and performers are white, pitch-black or yellow from Europe, Asia or Oceania and other regions around the world.Additionally, technical means or electronic producing technologies of Hollywood films are withal the most advanced, regardless of the t echnology are coming from the United States or from other countries. Another example could be the footboard culture, ahead the Western football culture was introduced to China, China does not have similar local cultural phenomenon about football. Beca part at that place is no similar local media environment of football in China, the popularity of football media culture in China is not resulting from the public choosing the Western media culture in the competition with local media culture (just like choose the police squad which that is liked best), but the decision has been travel ahead before individuals have the right to choose, or that the decision is made by the convergent media environment (Jan 2009). For the football culture in china, it is either existing or not existing and once it exists, it would be derived from western culture. Here, the most difficult to imagine is the maturation ofChinas own local football culture. The increment of culture cannot be delimited an d designated by people in a relatively unlikeable space (Bredin 2009).In other words, culture is not static, but dynamic, and acquiring development in the exchanges and communication with other cultures. Ethnic and local cultural could be regarded as closed culture in certain degree, but only with respect to the degree of globalisation and internationalisation (Bredin 2009). In fact every so-called ethnically local culture cannot grow in a wholly closed environment, just like streak water is never stale, both possible culture must obtain nutrients and hurt in the exchanges and communications with other cultures (Bredin 2009). For example, Chinese culture, which originated in the Yellow River Basin, but in the long years later, it is in make with the south Chu culture and western culture it becomes vibrant. People may be nescient for the single origin of Chinese culture, but they will not deny that the development and prosperity of Chinese culture is owing to the time after t ime meeting and exchanges with other cultures. heathen homogenisation may emerge during the exchanges and collision, which contains various types of convergence of this discipline (Fairweather, B & Rogerson, S 2003). For instance, some cultures could be complementing each others advantages.Additionally, there are weak cultures naturalised by the dominant culture, as well as the repression of strong cultural to weak culture. Besides, there are to a fault new cultures created in the collision and interaction of differing cultures. All these situations discussed preceding(prenominal) exist in the development of todays media culture however, the convergence of media culture is obvious more than ever of any age. Here, admirations should be given to McLuhans omen of earth village, his conclusion was emaciated from media is the message, rather than deduced from the globalisation of capital and markets (Jan 2009). Moreover, perhaps another deduction could be made that the globalisati on of capital and markets are also a result caused by the modern media system in some degree. Besides, as what has been discussed above, global media will also contribute to cultural homogenisation. In fact, media culture reflect the conformity or chemical group psychology of individuals, it could absorb essence and advantages from other cultures, and then turn into a form of global media culture. Therefore, from what has been discussed above, in order to queue out whether the globalisation implies cultural homogenisation,this essay has made the following discussions.On the one hand, the globalisation is an economic term which is promoted by global commercial media system. On the other hand, various studies has found out that it is the global media commercial media system that promoted the convergence of the media culture, and influence the national, ethnic and local culture through media values. Nowadays, individuals are deeply influenced by the wide broadcasted media systems, th us, more and more people have the tendency to pursue the latest trend-setting elements, or other items to keep up with the time. Moreover, According to Appadurai (2001), the globalisation of culture is no the same as its homogenisation, however, globalisation involves the use of a variety of instruments of homogenisation. This also indicates that it is not the globalisation that completely leads to the cultural homogenisation. Cultural homogenisation is more likely to be regarded as a coexistence with the globalisation, which are caused by the more and more homogeneous commercial media system. In conclusion, in order to investigate the family between globalisation and cultural homogenisation, and get a better understanding of both these items. This essay has defined the meaning globalisation and cultural homogenisation based on the previous studies.Moreover, this article has discussed the emergency and development of cultural homogenisation, and then finds out that the global com mercial media system has played a vital role in causing this phenomenon. The following parts of the essay discussed the how the global media culture is formed and its impacts on the result of cultural homogenisation. Finally, this essay hold the view that, the fact of globalisation does not completely imply the emergency of cultural homogenisation, however, it is the increasingly homogeneous global commercial media system that plays a more important role in both causing the globalisation and cultural homogenisation.Reference listAppadurai, A 2000, Disjuncture and Difference in the world-wide Cultural Economy, in rude Lecchner and John Boli (eds), The orbiculateization Reader, Blackwell, Oxford, pp. 322-330. Dobewall, H & Strack, M 2011, Cultural Value Differences, Value Stereotypes, and divergent Identities in Intergroup Conflicts The Estonian Example, worldwide Journal of Conflict andViolence, vol.5, no.1, pp. 212-223. Dumas, G, Madel, J, Soussignan, R, Martinerie, J & Garnero , L 2010, Inter-brain synchronization during social interaction, Plos one, vol. 5, no.8, e12166 Mihailidis, P & Moeller, S 2010, New Frontiers in Global Media Education, Communication Today, vol. 2, pp.6-13. 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