Please enable JavaScript.
Coggle requires JavaScript to display documents.
Postmodernist Perspective of Globalisation - Coggle Diagram
Postmodernist Perspective of Globalisation
Mass Media and Identity
The media have changed and shaped consumption patterns, there is a diversity of choice which consumers are now aware of.
Strinati (1995) - In the post-modern world, the distinction between hgih culture and popular culture has become blurred.
This has increased consumer choice. High culture assimulates popular culture - we see Opera on the TV accompanying coverage of global sports events and Opera singers using techniques of rock stas for marketing.
New media allows more choice in terms of personal identity and lifestyle.
New media especially smartphones and social networking sites have been essential in the spread of the consumption of global images, logs and brands, which have beocme an essential feature of global consumption and how people present themselves to the rest of the world via social media.
Media Saturation
People today are disillusioned with grand political, philosophical and scientific theories or meta-narratives about the way society should work
Media saturated societies produces more media literate audiences. Because of the volume of media output, the audience is aware that there is no single absolute truth.
Knowledge is underpinned by diversity, plurality and difference.
Knowlegde is always relative and all points of view have value.
This has produced a more critical and participatory global culture.
Media Saturated
With the media being so media saturated we get increasingly more concerned with media products.
We are more likely to care about the winner of X Factor than people who live on our streets.
Participatory Culture
Global culture has become more democratic because users and audiences are enabled "
to produce culture themselves and not just listen or watch without actively makes and creating culture
"
Shirky (2011) argues that sites such as facebook have resulted in the "wiring of humanity" and free time - used to interact with social media in the uploading of texts and images - has become a shared global resource.
Jenkins argues that participatory culture creates new forms of cummity because those involved feel connected to one another in that they care about what other people feel about what they have created
If audiences are not encouraged to get involved with actively shaping the flow of content on social media, it is unlikely that the media will globally expaand - if it doesn't spread, it's dead
Audience partipation empowers consumers.
Global social media allow fans of shows that have been cancelled to speak back to the networks and lobby for return.
Popular protest
Murthy (2013)
Social media sites such as Twitter and Facebook (with over 300 million users) can help increase political awareness such as issues of human rights abuses, repression and protest.
It can help co-ordinate mass political response to these issues.
As a young communications system, Twitter has the potential to shape many aspects of people's social, political and economic lives.
Spencer-Thomas (2008)
Mass anti-government demonstrations in Burma in 1988 failed to receive much media attention because the military regime banned overseas journalist from the country.
In demonstrations of 2007 received far more global attention because the Burmese people has access to the new media technology such as mobile phone.
They could show the violent actions of the military, creating criticism of the Burmese government's actions from politicians worldwide.
Local Culture
Globalisation has allowed for individuals to become part of a global culture.
However, local/folk culture can adapt these products to ensure they make sense in the local community.
This creates a hybridised media
E.g Bollywood films are produced in India by local film indistrues. Local cultures are not swallowed up by global culture, but instead use media in their own way. (Glocalisation).
Cohen and Kennedy
People do not generally abandon their own local/folk culture just because of the mass media.
Their values and traditions do not simply disappear.
Rather they appropriate elements of global culture and mix and match them with elements of local culture in much the same way as the citizens of the USA and UK do.
Evaluation
Exaggerates the role popular culture plays in our identity - many people still see family, class, ethnicity etc. as more influential in their lives and identities.
Ignores the inequality of the new media divide - not all people globally have access to technology which allows them to benefit from globalisation
THere are some negative and exploitative consequences of globalisation ignored by post-modernists