What lies between the local and the global t12014i

WHAT LIES BETWEEN THE GLOBAL AND THE LOCAL?

An introduction to media and globalisation with Chris McMillan

This morning

Module overview

An introduction to globalisation

Interconnection

Deterritorisation

Glocalisation and local audiences

The role of media in globalisation

So, what is globalisation?

According to Anthony Giddens (1990, p.64), globalisation involves:

“the intensification of worldwide social relations which link distant localities in such a way that local happenings are shaped by events occurring many miles away and vice versa”

Globalisation is an evolving process, not a thing

Core Problems

1. Why have local relations become increasingly affected by global structures and events?

2. How does media ‘mediate’ interactions between the local and the global?

3. Does ‘globalisation’ entail a progressive homogenisation of local cultures, and what role does media play in the battle between difference and sameness?

4. How have new forms of media changed the dynamics of interconnectivity between the local and the global?

Week II: Who controls the global village? Capitalism and media

Week III: Is your local global? Globalisation and cultural difference

Week IV:Local laughs, global crashes: The globalisation of entertainment

Week V: Virtual resistance: Media, technology and transformation

Sameness

Difference

Module timetable

Lectures: Weeks 8-12 (13th November – 11th December)

Lectures are Thursday, 10-12, in LC112

Seminars follow the lectures at 1pm and are in LC217

Learning and assessment

Lectures provide a broad overview of the topic, including participative learning opportunities

In the seminars we will work in groups to discuss the readings

The module is assessment by a 2,500 word essay, which is due after the completion of the module

There is one essay option for each lecture, but the topics are all interconnected – essay options are available on BBL

Readings

The core textbook for this module is Rantanen, T (2005) ‘The Media and Globalization’

Other assigned readings are available on BBL

Specialist readings are also assigned for the seminars

About Me!

chris.mcmillan@brunel.ac.uk

Room: MJ153

Phone: ext. 66547

Consultation and feedback hours: Thursday 2-3pm and Friday 1-2pm

Globalisation

“the intensification of worldwide social relations which link distant localities in such a way that local happenings are shaped by events occurring many miles away and vice versa” (Giddens,1990, p.64)

How?

Name three non-local influences on your life

What’s new about globalisation?

The processes described in globalisation, principally the connections between people outside of the nation state, have been developing for a number of years

What is new is the intensity at which they are occurring through changes in technology, communication and co-operation

Empire and Inter-nationalism

Global ‘empires’ spread hegemonic cultures and established new markets for trade through technological developments

What is different is the sense of a global ‘society’, as opposed to interactions between states (inter-nationalism) and the intensity of these linkages

We are all in this together

Our sense of a ‘global’ world developed with the early sparks of modernity as peoples migrated beyond their localities

Scientific advances, such as Copernicus’ 1543 theory which established that the Sun was the centre of the universe, were the catalyst for more human centred thinking

An emerging recognition of the common bonds between peoples has been advanced by mass communicative technology

Global interconnectedness

Associated with Marshall McLuhan (1911 -1980), the idea of a ‘global village’ connected by electronic technology captures the most optimistic sense of the inter-connectedness possible through globalisation

Closer global connections and a sense of global consciousness make global problems more manageable

The global village

The development of a global consciousness suggests both an interconnected society, but also a singular global sense of humanity

Whilst we are undoubtedly more connected, there are significant doubts about whether we are becoming more similar

Does globalisation mean a more similar global culture, or an increasing range of influences?

To what extent do you see yourself as living in a

global society?

Intensified connections

Connections between peoples have intensified across time and space

More communication and influence outside of immediate

environment (space)

Quicker interactions between geographically separated peoples (time)

These changes have led to a progressive deterritorisation

Changing time

The compression of time means that the time previous taken for social interaction to occur has been reduced

Communicating with the Southern hemisphere once took more than six weeks but is now instantaneous, changing our sense of time and distance

This has changed our perception of distance and the importance of territory

These changes have been primary driven by technological developments, from steam trains to smart phones

What technology allows you to influence people beyond those

immediately around you?

Does this change your perception of time and

distance?

Consequently…

Technological developments have allowed for a much wider geographical influence

Trans-governmental institutions such as the United Nations and World Trade Organisation (WTO) have (partially) shifted sovereignty outside of the nation-state and local representation

Corporations trade outside of their national origin and the restrictions of national regulation

Global ‘brands’ create shared cultural connections between different peoples

Increases in global tourism by region

Source: International Trade Centre

Globalising employment

Globalised media

The globalisation of communication suggests the development of forms of media that transcend local contexts (Thompson, 1995, p.149).

If globalisation is defined by an intensified cultural interconnectedness, this interconnectedness is principally generated by media

Media and globalisation

The influence of media is often implied within globalisation without being specifically developed

Media have been contributed to the process of globalisation and have themselves been globalised

This influence is not only cultural, but economic

Different forms of mediation create different social interactions between the local and the global

Mediating our lives

The media ‘mediate’ communication between distant peoples

Consequently, how we understand the world around us is largely determined by how it is represented for us

Conversely, we don’t just take on the exactly what is presented to us, but have competing influences and the ability to reflect upon information

Filtered Knowledge

What are ‘proms’ like at American High Schools?

Uneven globes

If globalisation involves the construction of more globally similar cultures, this is experienced unevenly

Globalisation is often seen as the hegemonic spread of American ideals (or British…)

As Permutter (1991, p.898) argues, the imposition of one form of culture upon another has generally been seen as a form of violence

This ‘symbolic violence’ occurs primarily through trade, political ideology and cultural imperialism, rather than physical violence

Glocalisation and resistance

Nonetheless, local cultures do not simply absorb global forces, but appropriate and adapt

These processes are known as glocalisation, hybridisation or indigenisation

There have also been significant moves, often violent, to resist global forces and maintain local cultures and traditions

We ask…

Following Thompson (1995, p.81) ‘How do the developments of media and communication affect traditional patterns of social interaction?’

If communication has become increasingly global, what has been the effect on local relationships and the relationships between local cultures?

Does media produce forms of globalisation that increase sameness within global culture (homogeneity) or global differences (heterogeneity)?

Two-minute summary

Write for a minute or so on these questions:

What is globalisation?

What is the relationship between media and globalisation?

Does globalisation entail a greater global cultural similarity, or increased cultural difference?

Next Week

Who controls the global village? Transnational media and global capitalism

LECTURE READING

Chapter One (pp.10-41) Herman, E.S. & McChesney, R.W. (1997) The Global Media: The New Missionaries of Corporate Capitalism. London:

Cassel

SEMINAR READING

Raj, M. and Cottle, S. (2007) Global mediations: On the changing ecology of satellite television news. Global Media and

Communication. 3:51