Global Media - 1711 Words

Nowadays, people live in a global age and the pace of globalisation has accelerated as a result of the rapid development of technology and economy. Under the process of globalisation, both the local culture and the mass media are affected dramatically. The phenomenon of homogenisation and heterogenisation has been created and is considered as the most representative and symbolic impact. However, the topic of globalisation is highly controversial and needs to be analysed in depth. In history, three theories have been used by scholars to look at globalisation and its effect. The modernisation theory and cultural dependency theory analysed the positive and negative influences of homogenisation as a result of globalisation. Heterogenisation,†¦show more content†¦In comparison with the large import of other countries, America imports only 1 percent of its commercial programmes and 2 percent of public service programmes (Barker 1997: 49). Similar to Hollywood films, the global expansion of Starbucks especially in China can be considered as another example of homogenisation. From 2002 to 2006, the number of its coffee houses has increased from 50 to 165 outlets in China (Biederman 2005). At that period, people in China could appreciate the benefit of globalisation as they were able to experience the American modern life. Nevertheless, as part of the American cultural empire, Starbucks leads an invasion against the local culture. As a result of its fast expansion, an increasing number of local Chinese-tea cafes is replaced by Starbucks coffee houses. Moreover, in 2000, there even appeared a Starbucks coffee shop in The Forbidden City in Beijing, one of the most historic sites of China (BBC NEWS 2007). Although the Starbucks coffee house was eventually shut down in 2007, this event clearly showed that under the process of global homogenisation, the cultural integrity of weak societies such as its local heritage are force d to face a great menace by the dominant cultural imperialism of developed countries. Unlike the former two perspectives, cultural pluralism theory looks at the relations and interactions between the local and global. Firstly, instead of being influenced passively, the local audienceShow MoreRelatedMedia And The Global Media1417 Words   |  6 Pagesbringing about the global media order. The first of these five shifts is the increasing concentration of ownership. This means that the global media is now dominated by a small number of powerful, centralized media conglomerates. Sociological theories of the various forms of the media shows us that they can never be assumed to be politically neutral or socially beneficial. 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