Globalisation: taking it further

Globalisation: taking it further

We have already explored globalisation with relation to news, cultural imperialism and the impact on audiences and institutions.

Now we need to explore some of the wider issues linked to globalisation and media - including capitalism, privacy, 'big data', and techno-panics. These are crucial issues that are likely to come up in Section A of your MEST3 exam - as well as being relevant to your independent case studies for Section B.


Media Magazine: Globalisation case study

Go to our Media Magazine archive and click on MM47 - the case study issue. You need to find page 31 and the Google Glass feature: a case study in Globalisation.

Read the article and answer the following questions:

1) Why was Google Glass controversial?

can record video and sound and there is also a feature of facial recognition which can lead to an invasion of privacy as well as a loss of connection with reality. Some restaurants etc. said they would prohibit its use in their premises. 

2) What are the positive elements to Globalisation that the article highlights?

• world becomes more accessible
• people are enriched by getting to know and understand it better.
• Increased choice and opportunities empower people
• ability to make informed decisions but even the democratic process.

3) What are potential negatives to Globalisation?

• concentration of ownership
• smaller companies have little or no hope of staking a claim on the global market 
• limited choice due to lack of competition 
• majority of worlds wealth only amongst themselves 

4) What is a techno-panic? How does it link to moral panics?

a moral panic around certain technology or activity of technology - may become less engaged with conversations with each other
5) What is your opinion on the privacy debate and major corporations being able to access large quantities of personal data?

The debate states that it could possibly record everyone, especially in the public you wouldn't really be able to get their permission.Moreover the ability to pick up sound and facial recognition which would allow an individual to be picked out of the crowd with ease. 

In my opinion these criticisms are extremely valid, i don't see huge benefits of having such a technological advance when it doesn't have many practical uses without huge ethical implications. Large organisations having access to this type of information will only expose the general public to deep scrutiny where their behaviour can be analysed and manipulated possibly leading to deeper exploitation than only 'forcing' consumers to buy a certain product. This may be especially valid in a community where the government is even more controlling where this data can easily be sold and use to monitor and manipulate the audiences on a mass political scale. 

Media Factsheet: Globalisation and capitalism


Go to our Media Factsheet archive on the Media Shared drive and open Factsheet 92: Globalisation. Our Media Factsheet archive is on the Media Shared drive: M:\Resources\A Level\Media Factsheets

Read the Factsheet and complete the following questions/tasks:

1) Who coined the phrase 'a global village' and what multinational companies illustrate this?

McLuhan came up with the concept which meant that "where countries are becoming interconnected or more interdependent" 

Companies such as Coca-Cola are an example of this. 

2) What role does Slavoj Zizek suggest the media plays in global capitalism? How can you link this to our previous work on Marxism and Hegemony? 

Globalisation usually involves improvements in transportation, freedom of trade, and improvements in communication and labour availability and skills. 

Zizek states that the media acts as a mask to the way that western institutions do business referencing the exploitation they commit. The media ends up reinforcing and neutralising the ideology that this is the best way to do business and make money making people feel less guilty about goods that are produced like this. 

He also states "‘When you buy something, your anti-capitalist duty –

the desire to do something for others and for the environment – is

already included in your purchase.’" Due to construct of 'capital with conscious' where major brands then to portray something ethical along with their product making consumers believe they have done their ethical duties for the day, but this isn't truly the case.

As the campaign for Starbucks states "‘It’s not just what you’re buying, it’s what you’re

buying into. When you buy Starbucks, you are buying into

something bigger than a cup of coffee: you are buying into coffee

ethics!" when we buy from these multinationals we are validating the way that they do things, reinforcing the concept that the Marxists purpose that the audience isn't active and we play a role in the worlds capitalism, thinking we are doing it for a 'good cause', we are a bit delusional. What we buy from is a Homogeneous product where we all behave in the same way. 

3) What does 'capitalism with a conscience' mean? 

He defines it as "the global media has raised awareness about social

issues but, in order to sustain Western capitalist dominance" 

4) What is the (PRODUCT) RED campaign? 

Founded in 2006 to raise awareness and funds to help eliminate AIDS, Tuberculosis and Malaria in Africa. 

With this brand there are many partner companies such as Nike, American Express (UK), Apple Inc, Starbucks, Converse, Bugaboo, Penguin Classics (UK & International), Gap, Emporio Armani, Hallmark (US) and Dell

becoming an example of example of ethical consumerism. 

5) Based on what you've read in the Factsheet, what is YOUR opinion of the (PRODUCT) RED brand? Is it a positive force helping to fight AIDS in Africa or a cynical attempt to make multinational companies look more ethical than they actually are? 

The article explores the concept that it makes it seem as "white people need to save black people" rather reinforcing the ideologies of those present in the slavery eara making one race seem superior to all others and indicating that the other race is incapable of taking care of themselves. However its just the stereotype that the economically better of countries are predominantly white and those left i poverty are of another ethnic colour. 

However overall it does seem almost a publicity stunt to create positive helpful PR for the big multinationals who need to sustain an ethical image in today's competitive environment where audiences tend to raise their voices against the injustice they see as the article states "Ironically the (RED) campaign has spent more on its advertising

than it has donated to AIDS charities and there has been a backlash

about the lack of progress that the campaign has made". The brand isnt working but mere marketing allows for it to seem it will be making a difference creating positive associations between the various brands connoted with the campaign. 

Finish for homework if you don't complete it during the lesson - due date set by your exam teacher.