1. Contraflow in global media

2. New concepts associated to globalization
Heterogeneization
Hybridization
Fuzziness
mélange
cut-and-mix
criss-cross
crossover
Terhi  Rantanen/ The  Media and Globalization, 2004
The third generation globalization theorists were not economists or sociologists but anthropologists and scholars in the emerging field of cultural studies. They were not interested in the politics or economics of globalization but in how people used the media.

3. The side-effects of globalization of western cultures
Professionalization of local media industries
Easternization and South-South flows
growth of multilingual content
Flow from the global Shouth to the North
Creation of jobs in the cultural industries

4. The five escapes - Arjun Appadurai
Ethnoscapes
Mediascapes
Technoscapes
Financescapes
Ideoscapes
Five dimensions of global cultural flows

5. Audiences Can we resist the power of the media?
People want to see something that relates to them instead of being surrounded by western media
Can we resist the power of the media?

6. Homogenization/Heterogenization
Homogenization theorists: the commercial model creates a culture of entertainment that is incompatible with a democratic order. (Herman and Mc.Chesney)
Heterogenization theorists: the messages might be homogeneous and originate from the west but they do not have similar effects.
Sender-message-receiver- feedback model dominated media and communication studies in the US and UK, but it is an obsolete model, today there is not such a thing as a homogeneous audience

7. Global mass culture
Global comm. industries are owned by a few TNCs primarily based in the USA
US entertainment have the widest international appeal
Shared media culture, based on the English language and Western values
advertisement-driven Western commercial TV advocates consumerism

8. Children and TV Children and TV Before liberalization
Restricted programming
Quotas for foreign material
Regulated advertising

9. Advertising for children
Extremely profitable public
Persuasion
Influence of toys industry on the children programming

10. Role of TV in the construction of the national identity
Idea of the national broadcaster as a shared public space
Availability of many different channels has complicated the media discourse

11. Global TV created global events
Transnational corporations, governments, NGOs and social movements use the power of TV to put their case
Global TV created global events

12. Global television in Russia an China
International perspective
Professionalization
"marketization" of media companies in China freed the journalists
TV in China is still controlled by the state, but as it gets revenue from advertisement, there had to be some sort of commercialization in the programming.
China worlds largest population one of the oldest continuing civilizations and big economic power.
China has used many strategies to disseminate its viewpoint in the global media sphere.
How do they do it?
Newspapers in english:China Daily, People's Daily international editions in English, Japanese, Russian, Spanish and Arabic
Xinhua's English language website
CCTV-9

13. Unesco World Cultures Report
" different cultural institutional and historical background and such alternatives are likely to multiply in the era of globalization, in spite appearances, which may paradoxically witness greater diversity than uniformity"

14. De-territorialization
Re-territorialization - people tend to recreate their home wherever they go
What is more homogeneous, globalization or nationalism?
Loss of connection between identity and locality

15. Indigenization Global media companies indigenize their own products
 National media companies indigenize global products
The audiences themselves indigenize global products.
Creating local programmin, hiring staff with multicultural knowledge.

16. Western style professional journalism
Watchdog tradition
Independence from government control
Plurality of opinions
Dissemination of western style journalism can contribute to the strengthening of a liberal democratic culture, gender equality and freedom from the national straight jacket
According to Rantanen a national identity might very exclusive (colour, language, culture) .

17. Dissemination of non-Western products
Mexican novels - American publishing houses in Mexico
Penguin India - books on Indian politics, economics and culture have been published
International film industry

19. Discontents of cultural globalization
Clash of civilizations (Huntington, 1993)
Backlash against consumerist culture
Community/individualist values
Cultural revival influenced by religious groups

20. The "third-world"
Focus of the discussion is the media consumption of the ruling elites in developing countries
Tendency to lump together the "third-world" as one homogenized other in many Western discourses
People who might not have access or the cultural apparatus to decode global cultural products or cannot relate to them still prefer entertainment in their own language.
What is regarded as the third world by many is in fact the majority world and accounts for a multitude of cultures, languages and identities.

21. Passive viewers in the developing world?

22. Counterflow of television
Multidirectional media flow emanating from urban centres around the world
non-Western countries as China, Japan, South Korea, Brazil and India became increasingly important in the circulation of cultural products

23. Diasporic communities and culture
Ethnoscape - people travel from one place to another and carry their culture with them
Bulk of immigration has taken within the countries in the South
Most nations of the 21st century have significant minorities and many are multilingual.
Cultural hybridity 
Although relative accepted in the majority of cultures, migrants are still seen as different
Remittance-gains for developing countries
Cultural hybridity - keep the national identity or adapt to the new country.

24. Diasporic communities and media
Media is use as a way to keep in touch with the culture
Diasporic communities have used different media: letters, books, videos, DVD
With the advent of the satellite transmission technology, national broadcasters can cater to diasporic communities
Fallacy that the availability of these channels have contributed to the awareness of cultural differences. It is usually diasporic communities who watch them.
Ghettoization of minorities

25. Three percent of the world population in 2000 were born in a territory different to where they now live: one hundred and seventy-four million people have moved to a new territory. The United States receives the highest number of international immigrants (people born in another territory and no longer resident there), however Andorra has highest proportion of immigrants living within its borders. Four out of every five people in Andorra are international immigrants. In the Philippines and Guyana, territories experiencing some of the lowest immigration, only one person in every 500 is an international immigrant.
The territory size shows the number of international immigrants living there. (Worldmapper.org)

26. Cosmopolitanism
Is it possible for people to become cosmopolitan? Cosmopolitan: citizen of the world, someone who regarded the world as her/his country
Cosmopolitanism: individual or mass movement?
Ulrich Beck - Place polygamy - access to several places at the same time
Ulrich Beck, Ulf Hannerz, Tomlinson.
Going beyond the national
Going beyond the local

27. "Can somebody become a cosmopolitan not by changing places but through media and communications?"
Terhi Rantanen,2004

28. Cosmopolitanism can be seen as one - among many possible  - response to globalization
Kind of awareness and attitude, "willingness to engage with the other" (Ulf Hannerz)
Skill