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1. MEDIA AND GLOBALIZATION

2. WHAT IS MEDIA ?
Mass media are tools and technologies that facilitate
dissemination of information and entertainment which occur
within a society to a vast number of consumers.
In other words tools of large scale manufacture and distribution
of information and related messages.
Wilbur Schramm defined it as “Working Group organized
round some device for circulating the same message at about
the same time to a large number of people”
The media are primarily responsible for technologically and
institutionally based mass production and mass distribution of
public messages for education and entertainment.

3. MEDIA …………over the era
The Media witnessed a dramatic transition in the last 30 years of the
twentieth century.
The major changes observed –
a)Rapid changes in media technologies
b)Changes in media content
c) Growth of new media
d)Competition
e)Cultural imperialism
f) enabled shrinkage of time and space
g) Perpetuation of global capitalism and influence of the west
h)Cost effective and lucrative global media market
i)Effect on financial intrests,media content,politics and culture
REASONS
1)Liberalization and Privatization
2)Commercialization
3)Globalization

4. GLOBALIZATION AND MEDIA
Globalization is one of the hype term in Information Technology
Globalization is defined as a process of international integration arising from
the interchange of world views ,products, ideas and other aspects of culture
In other words ,Globalization is the intensification of the world wide social
relations, which link distant localities and result in:
 compression and intensification of the world
Interconnectedness
interdependency
 incorporation into a single world society more appropriately known as global
village(Marshall Mc.Luhan)
Can thus be defined as “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”
--- Anthony Giddens

5. MAJOR REASONS LEADING TO GLOBALIZATION
Advent of New Media technology and Internet
Advent of transnational corporations
Advent of Digital and satellite technologies

6. THEORIES OF MEDIA
GLOBALIZATION

7. FUNCTIONALIST THEORY OF MASS MEDIA
Explanation of Theory:
There are five functional approaches the media serves
users: surveillance, correlation, transmission,
entertainment, and mobilization
Theorists: Harold Laswell and Charles Wright
Date: 1948, 1960
C.Wright(1959) took Lasswell’s view of media functions
further by outlining manifest and latent (not apparent or
unintended) functions as well as dysfunctions of mass
media communication.

8. The mass media serves many functions for our society.
The five elements the theorists put together describe the
audience's use for the media.
Surveillance means that the media provides news and
information.
Correlation means that the media presents the information to
us after they select, interpret, and criticize it.
The cultural transmission function means that the media
reflects our own beliefs, values, and norms.
 Media also entertains us in our free time and provides an
escape from everyday life.
Mobilization refers to the media function of promoting
society's interest especially in times of crisis.
Wright proposed that when the media alerted the public to a
health risk, for instance, it was serving its news and information
function, but if a public panic was created, this was a dysfunction.

9. SOCIAL RESPONSIBILITY THEORY
This theory can be said to have been derived from the
Hutchins Report(entitled A free and a responsible Press
:A general report on Mass communication
:Newspapers,Radio,Motion Magazines and Books)
The Hutchins Commission on freedom of press was
established in 1942 and released a major report on it’s
findings in 1947
The theory advocated some obligation on the part of
the media to society.

10. This theory keeps certain areas free for the Press but at
the same time puts lot of responsibility on media.
As discussed in the
beginning that the media is not just seen as
an enterprise like others in the
business sector of any society, but due to its unique nature,
society expects a particular role which media must play
getting rid of social evils, educating people, criticizing gover
nment policies and exposing other
wrong doings in a society.
 The sense of responsibility has been emphasized more in
this theory as compared
to any other.

11. The press must keep the public informed and act as a
cornerstone to democracy.
Media has certain obligations to society:
·
It must show truth, accuracy, objectivity, and balance
·
The media should be free but self-regulated (codes of
conduct, and ethics)
The media is pluralistic: diversity
of society, various points of view, forum for ideas
·
The media ownership is public trust.
The journalist is accountable to his audience /readers

12. As the commission puts it’s the owners and managers
of the press shall determine which person ,which facts
,which version of these facts shall reach the public and
not function as public forum where all ideas are shared
and available.
A truthful, complete account of the news is not
necessarily enough today, notes the Commission on the
Freedom of the Press: "It is no longer enough to report
the fact truthfully. It is now necessary to report the truth
about the fact." Today's complex world often
necessitates analysis, explanation, and interpretation

13. MARXIST THEORY OF MASS MEDIA
With the marxism revolution there appeared a
very different
approach to deal with media.
The media was tied to overall communist ideas and de
fined in a very different way.
The theory to control media possessed following featu
res:
Closely tied to the communist ideology.
Marxist theorists tend to emphasize the role of the
mass media

14. The media is collective
agitator, propagandist and educator in
the building of communism.
No private ownership of the media.·
The government is superior to the media institutions.
·
The media is supposed to be serious
The soviet theory does not favor free expression, but prop
oses a positive role for the media, the society and
To combat this disparity existing in the society the Marxist
propagate alternate media in the form of books,
magazines and journals to propose their views and
concepts