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Globalization of Media

Globalization of Media. How do mass media affect global audiences? . Ideology. System of meanings, values & beliefs Governs the way we see the world & ourselves Controls what we see as natural or obvious. U.S. Ideology. Consumerism Private ownership Individual achievement.

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Globalization of Media

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  1. Globalization of Media How do mass media affect global audiences?

  2. Ideology • System of meanings, values & beliefs • Governs the way we see the world & ourselves • Controls what we see as natural or obvious

  3. U.S. Ideology • Consumerism • Private ownership • Individual achievement

  4. Cultural Imperialism • Concerned with domination of one culture by another • One-way flow of entertainment programming • Threatens cultural identities of other nations, especially in 3rd world

  5. U.S. films = 64% of European market • Locals can’t compete financially • Therefore U.S. products dominate

  6. Critics argue that: • Entertainment programs transmit culture • Crucial role in transmitting and developing cultural identities (socialization) • Cultural diversity should be preserved

  7. Defenders of globalism: • Audiences aren’t passive • There’s a “discount” factor w/foreign programming • Audiences “filter” what comes in • Plurality of interpretation (selective perception)

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