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Media's Role and Global Impact

Media can be defined as channels of communication used to transmit messages. It includes print media, broadcast media, and digital media. Marshall McLuhan argued that "the medium is the message" in that the media itself conveys changes in society by altering people's behaviors and settings. As new media technologies emerge, they simultaneously extend human communication but also distort individual capacities. While media can be beneficial by saving memories, it can also make people mentally unfocused due to multi-tasking. The proliferation of global media raises concerns about cultural imperialism, with critics arguing that American media promotes the homogenization of culture and values on a global scale.

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Donna Melgar
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55 views1 page

Media's Role and Global Impact

Media can be defined as channels of communication used to transmit messages. It includes print media, broadcast media, and digital media. Marshall McLuhan argued that "the medium is the message" in that the media itself conveys changes in society by altering people's behaviors and settings. As new media technologies emerge, they simultaneously extend human communication but also distort individual capacities. While media can be beneficial by saving memories, it can also make people mentally unfocused due to multi-tasking. The proliferation of global media raises concerns about cultural imperialism, with critics arguing that American media promotes the homogenization of culture and values on a global scale.

Uploaded by

Donna Melgar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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NAME: DONNA C.

MELGAR YEAR &


SEC: BSCE 2-A

Media and Its Function

According to Lule, media is defined as a means of conveying something, such as a channel of


communication. It simply implies that media is a pathway used to transmit messages. In the other hand,
commentators refers media as technologies of mass communication. It can be Print Media (books, magazines and
newspapers), Broadcast Media (radio, film, and television) and Digital Media (internet, which includes email, internet
sites, social media and internet-based video and audio, and mobile mass communication.)
Media isn’t just about on conveying messages as what it was defined, it also has complex role on reshaping our
society. According to the Media theorist Marshall Luhan, he declared that”the medium is the message“. The media is
the message itself that conveys changes in society. It changes the settings that we are opt to do. For instance, during
the introduction of television in 1960's, the television is the medium used to transmit information to the people
however it changes the usual settings in our homes. From the meaningful family time in the dining turns to spending
time with the television compromising the bonding time and practicing bad eating habits. Instead of playing and doing
recreational activities for leisure, they just simply sat down to ease their boredom. Another type and the latest media
technology are smartphones. It enables us to connect with other people anytime and wherever in the world in just few
clicks. McLuhan also added that different media simultaneously extend and amputate human senses. It expands the
parameters of communication however distorts the individual’s capacity towards verbal communication. Media carries
the task of saving our memories not for our minds to save it. Media also paves its way for us to do multi-tasking yet it
makes us mentally unfocused. In that being said, Media are neither beneficial nor harmful.

THE GLOBAL VILLAGE AND CULTURAL IMPERALISM

McLuhan examines the impact of electronic media specifically on television with the use of his
analysis on technology. He declares that the television turns the world into a global village. It implies that as
people spend time on television they would visualize the world. As time passes by, Media scholars
grappled with the challenges of a global media culture. They assumed that as the global media proliferates
across the world it has the great possibility of creating a uniform culture. As media is a pathway used to
disseminate sort of things that embodies one’s culture. This sort of assumption arose during the
dominance of the power of the America. Commentators believe that when media globalization is paired with
American Hegemony, it leads to the creation of Cultural Imperialism with the values and culture by the
Americans on it. As what Herbert Schiller, a media critic, argued in 1976, that it is not only the world is
being Americanized by its culture as well as it was infected by the consumerism, a “American capitalist
value”. Just like for John Tomlinson, a cultural globalization is a euphemism for Western Cultural
Imperialism on which promotes “homogenized, westernized, consumer culture. The media scholars who
criticize cultural imperialism have a perspective that is concerned with the broad structures that determine
the media content.

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