1. Topic 3: Mass Media GLOBALISATION
Learning outcomes:
To understand the meaning of ‘Globalisation’ and how it affects the media
To apply theories of ownership in understanding how the media is controlled

2. What is globalisation?....
The expansion of economic, cultural and social ties between countries and the breaking down of national barriers
E.g. “McDonaldisation” (George Ritzer)
The trend towards Transnational Corporations (TNCs) that operate on a global scale.

3. Effects of the media being global
For your exam you will need to be able to weigh up the advantages and disadvantages of the media becoming more globalised.
The essay question is worth 24 marks so you need to understand the various aspects of the globalisation debate.

4. Examples of the globalisation...
Postmodernism - The world is becoming more fragmented....more choices as we are bombarded with images in the media from other cultures and countries.
Advancing technology has allowed media to expand to a global scale e.g. Internet, satellite TV, international news, TNCs.
Global business- merging markets have led to a global economy
Global transport- improved transport links have enabled the world to
move at a faster pace

5. Advantages of the media being global...
Social networking makes it easier to stay in touch with friends and family and share experiences
Advanced technology allows us to communicate faster and more effectively
International news and advertising makes us aware of what is happening around the world and increases our understanding of other cultures

6. Disadvantages of the media being global...
The spread of culture and religion across nations has led to extreme acts of terrorism.
Freedom of information can be inhibited if governments decide to limit what people have access to.
Globalisation is expensive and is said to cause a divide between those who have and those who don’t.
Spread of Americanised culture can lead to national identities being ignored

7. Ownership and control
Globalisation is driven by those who have ownership of the media
Ownership can be categorised in three ways:
Concentration- media owned by small number of MNCs
e.g. News International owns Sky, 20th Century Fox, Sun, Times, Wall Street Journal etc.
Globalisation- Companies are transnational e.g. Coca-cola, McDonalds
Diversification- Large companies own
all different types of media e.g. Virgin sell
wide-range of products and services,
phones, internet, digital TV

8. Theory: Marxists vs. Pluralists
To gain top marks in the exam, you should apply theory to your discussion of globalisation...
MARXISM- Capitalist owners control cultural images that influence the public. Ruling class can promote their norms and values.
PLURALISM- Argues against Marxism and claims the
audience are in control of media- due to increased
interactivity and attention to ratings.

9. The Globalisation Debate....
Is globalisation good or bad?
Using the materials given, you will research either the advantages or disadvantages of globalised media.
Make notes on your findings so that we can debate the different issues triggered by globalisation.