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    Lesson 8

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    triicciaa faith
    The document discusses the history of media and its role in culture. It outlines 5 stages of media development: 1) oral communication 2) script 3) printing press 4) electronic media and 5) digital media. It also examines the influence of globalization on culture, noting there are three possible outcomes: cultural differentialism, cultural convergence, and cultural hybridity. Local cultures are dynamic and shaped by global influences through a process called glocalization.

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    Lesson 8

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    triicciaa faith
    34 views3 pages
    The document discusses the history of media and its role in culture. It outlines 5 stages of media development: 1) oral communication 2) script 3) printing press 4) electronic media and 5) digital media. It also examines the influence of globalization on culture, noting there are three possible outcomes: cultural differentialism, cultural convergence, and cultural hybridity. Local cultures are dynamic and shaped by global influences through a process called glocalization.

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    LESSON 8

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    The document discusses the history of media and its role in culture. It outlines 5 stages of media development: 1) oral communication 2) script 3) printing press 4) electronic media and 5) digital media. It also examines the influence of globalization on culture, noting there are three possible outcomes: cultural differentialism, cultural convergence, and cultural hybridity. Local cultures are dynamic and shaped by global influences through a process called glocalization.

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    © All Rights Reserved
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    Download as docx, pdf, or txt
    34 views3 pages

    Lesson 8

    Uploaded by

    triicciaa faith
    The document discusses the history of media and its role in culture. It outlines 5 stages of media development: 1) oral communication 2) script 3) printing press 4) electronic media and 5) digital media. It also examines the influence of globalization on culture, noting there are three possible outcomes: cultural differentialism, cultural convergence, and cultural hybridity. Local cultures are dynamic and shaped by global influences through a process called glocalization.

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    LESSON 8: GLOBAL CULTURE AND MEDIA

     Culture – refers to the unified style of human knowledge, beliefs and behavior from
    which people learn and the ability to communicate knowledge to the next
    generations.
    - it is commonly defined as the total way of life.
    - it includes the customs, arts, traditions, belief system, crafts and all activities
    learned by a man as a member of society.
     Lule (2014) – historically, media underwent five stages of development from the
    earliest forms to the complex one.
    1. Oral communication
    2. Script
    3. Printing press
    4. Electronic Media
    5. Digital Media

    1. ORAL COMMUNICATION

     It all started with ORAL COMMUNICATION.


    - Language allowed humans to communicate and share information. It also led
    trades market and cross continental trades market and cross continental
    trade route.

    2. SCRIPT - written

     The next stage is the invention of SCRIPT.


    - Script allowed humans to communicate over a larger space and for a much
    longer duration.
    - It allows the permanent codification of economic, cultural, religious, and
    political practice.

    3. PRINTING PRESS

    - it allowed the continuous production, reproduction, and circulation of print


    materials.
    4. ELECTRONIC MEDIA

    - characterized by its use of electricity. Electronic Media also includes the


    telegraph, telephone, film, radio and television.

    5. DIGITAL MEDIA

    - which relies to the digital codes. It can be created, modified, and stored in any
    electronic device.

     Media – carrier of culture. It is a tool for the interaction of people with different
    cultures.
     Pieters (2014) – asserts that the only outcomes of the influence of globalization on
    culture and cultural differentialism, cultural convergence, and cultural hybridity.

    1. Cultural differentialism

    - views cultural difference as immutable (hindi nagbabago).

    2. Cultural convergence

    - suggests that globalization engenders a growing sameness of cultures.

    3. Cultural hybridity

    - suggest that globalization spawns an increasing and ongoing mixing of


    cultures.

    Example:

    - Chabacano – a Spanish based creole language of Zamboanga City and some


    parts of Cavite which exemplifies hybridity and language prompted by the
    merging of two cultures.
     GLOCALIZATION – coined from globalization and localization.
     Lule (2014) – the reinforces the fact that local cultures are not weak, static or fixed;
    they are built and understood a new each day in a globalized world.

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