Global Media

Nowadays, people live in a global age and the pace of globalisation has accelerated as a result of the rapid development of technology and economy. Under the process of globalisation, both the local culture and the mass media are affected dramatically. The phenomenon of homogenisation and heterogenisation has been created and is considered as the most representative and symbolic impact. However, the topic of globalisation is highly controversial and needs to be analysed in depth. In history, three theories have been used by scholars to look at globalisation and its effect. The modernisation theory and cultural dependency theory analysed the positive and negative influences of homogenisation as a result of globalisation. Heterogenisation, as the opposite side of homogenisation, is emphasised in the cultural pluralism theory as the other significant influence of globalisation. Therefore, this essay will aim to examine the effects of globalisation on both media systems and local culture from these three perspectives.
According to McQuail (2005: 248-252) and Thussu (2006: 41-46), the modernisation theory believes that the mass media through the global flow of information could spread the message of modernity and help transform and develop traditional societies. Besides, both Lerner (1958) and Schramm (1964) mentioned that mass media functioned as a mobility multiplier, and could help people experience events in far-off places and let them reassess traditional life. Because of the global flow of mass media, people in developing countries can easily view how the modernised life is in the West from newspaper, radio, television and internet. At the same time, a strong desire for a better life and to shake off the traditional way of living has been formed from the media exposure. However, this view neglects the significant influence of indigent native culture. For example, the Islamic traditions still play an important role and are becoming more influential in the Muslim... [continues]

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