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globalisation, direct result of media ownership of powerful American…
globalisation
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postmodernist approach
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Murthy = global media sites (twitter) can help increase political awareness of issues about human rights, etc
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Thompson = globalisation has become so intensive that consumers of the global media are citizens of both the world and of their locality -> hybridised media culture
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A03 criticised for exaggerating the degree of social changes - class and ethnicity still have influence
culture
high culture
refers to what the elite of a particular society regard as the highest intellectual achievements - such as art, music, literature, poetry and theatre
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folk culture
refers to traditions and rituals of societies which have passed down, through generations
e.g in uk - bonfire night, folk dancing, folk singing
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popular culture
refers to the products of the mass media - such as television, films, popular fiction and music which is enjoyed by the majority of the population
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become globalised - which has led to the 'homogenisation of culture', reduction in cultural diversity as people abandon their folk cultures for a mass produced global culture
pluralist approach
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Thomlison = there is a hybridisation or mixing of cultures --> drawing on both western and local cultures
therefore, globalisation does not involve direct cultural imposition
direct result of media ownership of powerful American transnational media corporations , such as Disney
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