Globalisation and Heterogeneity and Homogeneity

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TOPIC – Globalisation

INTRO – FOCUS ON THE INTERNET? OR JUST TECHNOLOGICAL ADVANCEMENT? – Explore both sides and end with my conclusion... or better to pick a side?yeah well lets go nyeah well lets go n

The impacts of globalisation are complex and multidimensional and have been intensely debated in the academic literature. Likewise, globalisation and its impacts have also gained attention in relation to the mass media, yet findings on the ways in which media globalisation has impacted Australian media culture are mixed. In this paper, we examine the outcome of media globalisation in relation to the internet. In doing so, debating the cultural consequences of globalisation for Australian will reveal an unresolved argument between three basic positions: the homogenisation thesis, in which globalisation leads to cultural convergence; the heterogenisation thesis, which posits cultural wars between Western globalisation and its opponents; and the hybridisation thesis in which globalisation encourages a blending of the diverse set of cultural repertoire made available through cross-border exchange. ADD - my opinion?


I will provide evidence that
the new global information flow provides the communication platform, on which a new global society emerges. – pick a side

The mass media is a form of communications that reach and influence large numbers of people (REFERENCE). Due to the influence’s of globalisation, defining mass media is starting to evolve into something no longer clear cut, and refers collectively to all media technologies including the internet, which is widely used for mass communications (REFERENCE). STATISTICS

Media and communications has played a vital role in globalization by being an enabler of globalization and a transformation agent of social, cultural, and political structures.


HOMOGENISATION – add McDonaldisation

Globalisation has been associated with a diverse and complex range of cultural consequences (REFERENCE). The central problem of today's global interactions is the tension between cultural homogenisation and cultural heterogenisation (Fotopulous 2006: 18). The homogenisation thesis proclaims that global culture is becoming standardised around a Western pattern (REFERENCE). As early as the 1980s, the term globalisation has been used to depict an emerging cultural homogeneity caused by increased communication, technological convergence, and their impact upon ADD (AUSTRALIA CULTURE?) (Levitt 1983: PAGE). Today this cultural homogeneity version of global theory has often been dubbed ‘McDonaldisation’. McDonaldisation can be defined as a term that implies that the popular consumer culture of the economically dominant West is relentlessly and inevitably transforming others, regions, cultures, nations, and societies, be they part of the developed or developing worlds (REFERENCE). Such perspectives imply that technological change, the mass media, and consumer orientated marketing campaigns work in tandem to remake whatever they touch into their own image (REFERENCE).Some observers suggest that even attitudes and ideas about society, religion, and technology are transformed by cultural diffusion brought by globalisation (REFERENCE). INTERNET – where to put it?

The internet is argued to be one of the major contributing factors to the theory of homogenisation (REFERENCE). With computers becoming more readily available to an increasing larger percentage of the human race, the internet is making the world smaller and more accessible (REFERNECE). As a result, diverse people are able to communicate internationally as never before, and profoundly expend the speed with which cultural diffusion can take place (REFERENCE).

Technological advancement

Global interconnections and interdependence, of course, will not in all cases inevitably result in cultural conformity and homogenisation. It is argued that...
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