Cultural globalization: Role of mass media is a contested issue

Cultural globalization: Role of mass media is a contested issue Globalization refers to the increasing global relationships of culture, people and economic activity. It is not emerged out of the regular communication and cultures. Mass media commonly known as media is one of important factors behind it. Mass media is intended for a large audience consists of broadcast media like television and radio, internet or print media, like newspapers and magazines.i Impact of mass media to globalization of culture is popularly known as cultural imperialism which is based on economic and political motive.ii But it is contested issue whether negative impacts are superior or positive impacts are more. In International Relations mass media and globalization of culture are recently most dominant issue of research and scholars are trying to enrich international communication theory with their perceptions.

Relation between mass media and cultural globalization To a large extent, globalization promotes integration and removal of all cultural barriers. Although globalization is a vital process toward transferring knowledge and economy to the world, its impact on cultures is relatively controversial. The globalization of culture is often primarily imputed to international mass media. Media technologies such as satellite television and Internet have created a steady flow of transnational images that connect audiences worldwide. Mass media has strong effects on cultures and communities. Globalization of culture can define from three points. These are 1. Production refers to internet, satellite technology with the consideration to developing countries. 2. Consumption is about the audiences of global media. 3. Circulation is refers disseminating massage to audiences. Based on these three points I argue that globalization of culture can‟t be seen from one perspective rather we have to critically examine from positive and negative aspects. Though it has accelerated many opportunities, globalization has largely been driven by the interests and needs of the developed world. Consequently, we can‟t ignore or avoid any face of mass media‟s

impact and globalization of culture. So I would like to follow Morgan M. Kraidy statement, he says “The role of the mass media in the globalization of culture is a contested issue in international communication theory and research.”iii Role of the mass media in the globalization of culture Role of mass media in globalization of culture is not objective rather subjective. Globalization of culture is driven from rapid growth of the mass media and global cultural flows and Marshall McLuhan termed it as „the global village‟. Theories of global culture infers that

Since I agree with Kraidy statement, I will explain my rationale based on three perspectives of theory of global culture.iv These are 1. Homogenization 2. Heterogeneity 3. Hybridization

Perspective of homogenization Homogenization theories see a global cultural convergence and would tend to highlight the rise of world beat, world tourism, uniform consumption patterns and cosmopolitanism. Ritzer‟s McDonaldization is a broader image to understand cultural homogenization that emphasize hyper consumerism and Westernized cultural uniformity. To him globalization is nothing but culturally meaningful institutions and practices are locally controlled.v For example we can say that though Chinese is foreign food, it does not feel like original Chinese taste rather it is local flavor when we eat in Bangladesh. Global media allow cultures a distinctive voice to promote awareness and provide public knowledge and understanding of their own identities particularly developing countries. Impact of

mass media to cultural globalization has emergence as a global consciousness and can create global awareness. For example we can see Shahbag movement in Bangladesh and Arab spring in Middle East. Though these two are in different region, these are driven by mass media (face book) which created a massive awareness among people. These two events proved that by help of mass media people can be homogenous in achieving their demands.

Perspective of heterogeneity Heterogeneity approach is a distinct experience of globalization. It focuses on cultural difference and autonomy of local cultural and creates cultural clashes, impediment to homogenization. To them globalization of culture is understood as a part of neo-imperialism which can be achieved through western dominated media system. These can led to violent clashes and even full scale wars. For example war on terror was western especially US propaganda. Emergence of Islamic State (IS) and their frequent attacks all over the world is considered as the consequence of US and its ally‟s interference in Afghanistan and Iraq. In the name of Islam they are trying to transform existing power structure. Most importantly they are using media to attract or deliver massages to common people like as USA used broadcast media for their war on terror propaganda. All these are creating a heterogeneous situation not only in Europe but also in all over the world.

Another important factor is, western cultural autonomy is undermining the flow of local mass media content and therefore, national identity in age of globalization is in danger. Now-a-days western idea of individualism is becoming popular. Society is nothing more than a union of individuals, all of whom have their own special needs and interests. Television commercials encourage a materialistic consumer mentality, apart from necessity, safety. In Bangladesh we see extended families are breaking down and family values are becoming weak than before. Gradually it may change our social norms and values.

So, this perspective can compare to skeptic school of globalization since this arena focuses on globalization of culture is influenced by western media or massage. They think that McDonaldization and coca-colonization spread throughout the global society which creates cultural diversity, undermined human creativity and dehumanize social relations.

Perspective of hybridization This is new and constantly evolving cultural forms and identities, briefly known as the fusion of distinct cultural processes. Hybrid styles are resulted from the combination of modern techniques with national and political traditions, western or even regional identities. Before the era of globalization, there existed local, autonomous, distinct and culturally sustaining connections between geographical place and cultural experience. Globalization is creating challenges to cultural identity or making a hybrid culture which refers to a mixture of different cultures.

In the name of modernity mass media is disrupting local lifestyle and eventually creating cultural identity crisis. Though McDonaldization and coca-colonization are in accordance with our local taste, gradually it is changing our food habit. For example Pahela Baishakh is a Bengali festival when people used to eat traditional food in past, but now with McDonaldization young generation celebrate the day by having traditional look and eating Pizza, pasta and other foreign food items. This example imitates how our culture is hybridizing.

The hybridization argument consequently a challenge that the impact of global culture does not lead to the extinction of the local rather it creates a cultural illusion. Cultural hybridization is a contemporary reality for both middle class, higher class and working class. For example, Indian daily soap now becomes a popular medium of entertainment in our country. Now it becomes addiction to people especially women and children of all social class. It has also great impacts on our language and dress pattern since we use Hindi words middle of our sentences and dress named by actors, actresses of daily soap become main attraction in festivals.

Finally I conclude my writings as, though cultural identity is not something easy to manipulate by mass media, in globalized era mass media has a great influence in our daily life. We can‟t even think of passing a single day without using any form of media. Since it is a contested issue in Int‟l communication theory and research, we have to focus on both positive and negative aspects. We can‟t explain impact of mass media in globalization of culture from exclusive point of view.

References i

Kheeshadeh, M. “Effects of Globalization on Media in the world”, International Journal of Asian Social Science, vol. 2, no.10, p.1745 (online). Last visited, 10 October 2015. ii

Xue, C. (2008), “A review of Tomlinson‟s views on cultural globalization” Asian Social Science, vol.4, no.6, p.112 (Online). Last visited, 10 October, 2015. iii

Kraidy, M. (2002), “Globalization of culture through the media”, Encyclopedia of communication and information, Vol. 2, pp. 359-363. Retrieved from http://repository.upenn.edu/asc_papers/325. Last visited, 8 October, 2015. iv

Robinson, w. (2007), “Theories of globalization”, Chapter 6, pp.139-141. Retrieved from http://kisi.deu.edu.tr/timucin.yalcinkaya/Theories%20of%20Globalization.pdf. Last visited, 25 October, 2015. v

Robinson, w. (2007), “Theories of globalization”, Chapter 6, p.140. Retrieved from http://kisi.deu.edu.tr/timucin.yalcinkaya/Theories%20of%20Globalization.pdf. Last visited, 25 October, 2015.