1. Retribalization in the Digital Age: Integration in the “Global Village”
Elena Marie Lopez, MSEd.
Ph.D. student
Dept. of Curriculum & Instruction
Baylor University

2. Media & culture per McLuhan
Gutenberg Age
Mechanization of writing promotes nationalism
Dialect
Borders
Political uniformity
Electronic Age
Electronic media ushered in “global village”
Retribalization
Altered perspective of “others”
Collective identity

3. Crossing borders & cultures

4. The “global village”: façade or realized?

5. “It’s Beautiful” Coca Cola®

6. Reaction on social media

7. Media & diversity Learn about “others” Roles of media
Enlightening, appreciative
Derogatory, prejudice
Roles of media
Gatekeeper – decide (if and) how to present diversity
Spin doctor – subtly interprets diversity for audience

8. Portrayal of minorities in media
Minorities on screen
10.5% leading film roles
5.1% leading broadcast television roles
36.3% U.S. population minorities (2010)
Racially diverse films & t.v. shows excel in ratings
Latinos & African American t.v. characters portrayed as:
More immoral
More despicable
Less intelligent
Less articulate (Latinos only)

9. Final thoughts…

10. Bibliography
Cortes, C.E. (2000). The children are watching: How the media teach about diversity. New York: Teachers College Press.
Hillcoat, J. (Director). (2014). It’s beautiful [Television commercial].
Hunt, D., Ramon, A., Price, Z. (2014) Hollywood diversity report: Making sense of the disconnect. Los Angeles: Ralph J. Bunche Center for African American Studies at UCLA.
McLuhan, M. (1962). The Gutenberg galaxy: The making of typographic man. Toronto: University of Toronto Press.
Monk-Turner, Heiserman, M., Johnson, C., Cotton, V., & Jackson, M. (2010). The portrayal of racial minorities on prime time television: A replication of the Mastro and Greenberg study a decade later. Studies in Popular Culture, 32(2),