How did the media globalize the world?
Globalization of the media
Of course, the phenomenon of globalization does not stop at the media either. As in many areas of the consideration of media or media systems, a distinction must be made between media as a cultural asset and media as an economic asset. Depending on the chosen perspective, the globalization of the media belongs in the economic or even in the cultural / social dimension. Due to its services and functions, the media are also a political power factor.
Media convey values, attitudes, feelings, world models and role models of powerful social actors. However, the media are also a sensitive, unstable and fast-moving industry that has to creatively adapt to constantly changing economic and political conditions. The position of the media becomes problematic as soon as the power structures that have been built up are used for their own, corporate or partial political interests and social interests are marginalized at the same time.
Since globalization as a process is not free of contradictions and the coupling of media companies with the systems of politics, economy and culture has hardly diminished, there are regulations. For example, in France it is mandatory how many French films are to be shown on television. Globalization does not undermine media politics, but it is an argument for many who are against political interference in the media system. This raises the question of the objectives of media policy.
National politics is losing some of its influence in internationally operating media companies, but supranational political actors are gaining new competencies due to the redefinition or strengthening of the media as an economic asset. Although the loss of influence on the national side does not stand in the way of a similar gain in influence in the supranational institutions, it is still possible to exert influence. This is due to the coupling of national and supranational politics.
Globalization occurs only in sub-areas of the media and is driven by strategically acting actors. But this drive is hampered by language barriers and cultural differences.
In the area of media agencies, for example, there are concentrations at the horizontal / vertical and regional / local levels. Specifically, it can be observed in advertising campaigns that there are globally standardized products that are differentiated in the form of the emphasis on local differences or particularities. 'Glocalization' is seen here as a promising strategy. Globalization goes hand in hand with regionalization and localization.
Appropriate strategy development is one thing. Worldwide operating media agencies also have to deal with all problems of bureaucratisation and the external forms of the different regulations on advertising and media in each country.
Of course, globalization also has an impact on the news market. The term globalization is encountered in the media almost every day. Optimistic followers the term "global village" coined by Herbert Marshall McLuhan, on the one hand, see in globalization the chance of immediate access for every citizen to an unlimited number of sources of information, which is shrinking the planet. The new interactive media in particular stir up hope for a limitless world.
Globalization is thus understood as a connecting element, as a conglomerate "[...] of trends and processes that transcend the boundaries of national states and ethnic communities, and that serve to bind together into common economic, political and cultural patterns the various populations into which the globe is at present divided."
Look against it skeptical viewers On the other hand, globalization is a quantitative expansion of the possibilities of communication and thus integration, but no qualitative change. Especially at the level of the major world news agencies, the danger of superficiality is seen due to their growing coverage area and the diverse spectrum of interests that they have to take into account.
So globalization appears on one level as homogenization and on another level as fragmentation and competition.
The globalization of the media is therefore an extremely complex, sometimes even contradicting process. It should be noted that the globalization potential of media companies is greater than that of media products and that influencing is very much necessary and possible, but can no longer take place in the usual way.
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