Over time the media industry has changed dramatically, from the original form in which television shows were suited specifically to the culture in which it was viewed. However, as the industry has expanded globally and the development of the Internet has resulted in major impacts for the Media audiences.
The globalisation of the media industry has the impact of exposing the audiences to foreign cultures; this can happen in two ways, as the Western culture can be exposed to less economically developed countries, however, the media can also give us an insight into cultures from other continents. An example of western media being exposed to other cultures via the television is the t.v show 'pop idol' as the successes it had in the UK lead to it becoming a hybrid programme, as different versions were then created in various different countries around the world, for example it had been made and broadcast in Slovakia, Greece, the Philippines, and the Arab states. As all of these shows are inspired by the original British version, our views of what is 'good' and 'bad' may also be expressed in other cultures, and it could lead to British music being played/ sang on the other shows. Although this could be seen as a positive factor as it is offering an alternative to what may be the norm, it also could be argued that by exposing them to westernised television shows, and it could dilute their traditions and thoughts of music / entertainment. A second example of western media in other countries is on the news, as the advances in technology have made international communication much easier, therefore, on the opposite side of the world they can read/ watch what is happening here on the news. This could also have a large impact on the audience, as they could be influenced to protest or rebel after hearing news of our political system or welfare for example. The news over the internet is a very quick and easy way to access information, also, as the news on the television may be censored; the internet is a much harder media to control.
However, as mentioned, globalisation can lead to British media showing aspects of other cultures. An example of this from the television is different genres of film such as Bollywood. This could not be experienced in Britain as easily if it were not for global media. This means that when a film is released, the potential audience for it is much wider than it could have been without global media. By being exposed to other cultures through the television, we are able to understand them in more depth, plus, it offers more variety to the entertainment on offer. The globalisation of the news has a massive impact on the audience here in the UK, as we are able to receive new information every day about what is happening in the world, for example, we have up to date information on the crisis in Japan. This information has a huge impact on us as an audience, as it gives us the chance to donate relief money. Without global media it may not be possible for us to donate money to help foreign countries on such a large scale, and we may not even know about some major events that happen around the world. Many charities to help those living in poverty in foreign countries, also it gives the public more control politically, as if we are able to view global politics and encourages to understand it, it helps people make decisions when it comes to voting in the elections etc. Global media in the news industry is very beneficial in my opinion, as it has enabled the audience in the UK transform from a passive audience to an active audience, as not only can we view the opinions of others around the world, we can also express our view by taking part in online polls, commenting on the new stories on the news websites, and even contacting the news companies directly by e-mailing in letters/ stories or pictures.
Global media also may affect individuals on a personal level, as Benedict Anderson’s theory of imagined communities explains. As the internet allows people around the world which may have nothing in common share the same online experiences, by being exposed to the same media, they may feel as if they are part of a community. A prime example of this collective identity is the internet website, Facebook, as it is available in 70 languages, and has over 500 million active members; it enables individuals from opposite sides of the earth to connect over the internet on a daily basis, which may result in them feeling as if they are part of a community. A specific example could be Facebook groups that anyone can join, for example the Beyonce fan group, in which people who have one thing in common come together and talk as an online community.
In relation to my earlier points about cultures becoming diluted, Irvine produced a theory of dissolved communities, which suggests that perhaps the globalisation of the media could lead to westernisation being forces upon countries which are not economically or financially ready for such vast developments.
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