What impact does the increase in global media have on the media audiences?

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.

Catfish task...Gabi

Catfish film

The film was made by Yaniv Schulman and his brother Ariel Schulman. The production companies involved in the film were ‘hit the ground running’ and ‘Rouge’. The directors were Ariel Schulman and Henry Joost.

What kind of shared experiences are there in the online world and what are some of the issues surrounding this 'global media'?

Global media and in particular brings positive points, such as the easy communications worldwide, the wide variety of choice of entertainment. One outcome of the online world that could be seen as an advantage is the sense of collective identity that people feel, as different people from all around the world can have similar experiences online, as they all have access to the same information and websites. This is showed in the film Catfish, as the two characters Nev and Angela have never met and lead very different lives feel that they have a connection after meeting over facebook. They both share the same online experience as many other facebook members from all around the world, as there are over 500 million active facebook users, and the website is available in 70 languages. This means that around the world people are sharing the same experience online, therefore they may all feel a sense of collective identity as facebook users. However, it also has many negative points, such as that due to the global advertising of worldwide companies, it is increasingly difficult for independent companies to compete. Another issue is that with the internet in less economically developed countries, it can force westernisation upon countries that may not be ready for such changes, and the influence of the media is very strong, therefore western aspects such as fashion, lifestyle and diet being exposed in foreign countries may cause their culture to become diluted. A further problem with the online world is the ease of deception, as the 2010 film ‘Catfish’ highlights. The film begins by showing a relationship beginning to form over the internet website ‘facebook’, that seems very normal on the surface, as the two people, Nev and Melissa, speak over the internet, over the phone, via text message and even by letter. The supposed documentary is filmed from the viewpoint of the character Nev and he is also talking to other members of the girl’s family, creating a complete picture of Melissa’s life. However, Nev starts to fine clues to question Melissa’s existence, and finally, when he tries to visit her, it is revealed that Melissa does not exist, but that her mother ngela, who he had also spoken to over the phone etc was pretending to be Melissa, and all of Melissa’s friends that he thought had existed. This film cleverly demonstrates how we trust in the internet, yet we can never be sure who we are talking to, as the internet makes deception so easy. This theory of deception over the internet can also be extended, as it also applies to situations when people believe that they are buying goods online, or transferring money through false websites that pose as online shopping sites or bank websites, that are set up to scam people out of their money/ bank details. This also happens because people often do not question the website they are using, trusting the online world, yet just like the Catfish situation, deception is a danger.

How do audiences consume and/or participate, in the media areas you have selected, now compared to in the past?

How do audiences consume and/or participate, in the media areas you have selected, now compared to in the past?
The media area we have selected is Television, with the specific programme of Who wants to be a millionaire. We chose this programme because it is global and has many different versions all around the world. It is a television game show which offers large cash prizes for correctly answering a series of randomized multiple-choice questions of varying difficulty. The format is owned and licensed by Sony Pictures Television International. The programme originated is the UK, with the host of Chris Tarrant and was first aired on TV on 4th September 1998, and was a massive hit with the UK audience.
Since the first programme was aired it has spread dramatically globally, and now is in 86 different countries, including countries without much technological development. Meaning many consumers can participate in watching Who wants to be a millionaire on television throughout the world.
The globalisation of television has helped Who wants to be a millionaire massively, because many countries are now able to watch and participate in the programme, meaning people from all over the world can enter themselves into the competition of winning a large amounts of money.
The programme spread quickly from when it first aired in 1998, it had already aired in Belgium, Denmark, Finland, Germany, Israel, Netherlands, Poland, Russia, Spain, and the United States in 1999 meaning within a year of first being aired it had spread to 10 different countries, showing a large globalisation of the programme.

Adorno's theory

Adorno's theory is that capitalism fed people with the products of a 'culture industry' to keep them passively satisfied and politically apathetic. 

They did this in the following ways:

-False needs- We are constantly told of the things we need, all of which the capitalist system provides. However,t his does not include needs such as freedom, creativity and happiness.

-Commodity Fetishism- This is driven by the marketing, advertising and media industries, which persuade us that we need to spend a lot of money/ have certain things such as branded clothes etc to be accepted. Consequently we have become more satisfied by things that cost a lot.

-Standardisation- The two above factors have resulted in people all being very similar (following the same fashions, aiming for the same lifestyle etc) Pseudo-individualisation is when people think that they are different, but in fact they are not. 

Information from http://www.theory.org.uk/ctr-ador.htm

Distribution of Internet use

There is an uneven distribution of internet user per capita around the world. For example,

'The United States has a hundred times more Internet users per capita than the Arab 
States, and Europe has 70 times more users per capita than sub-Saharan Africa'.

There are two different reasons for this uneven distribution:

- Some countries are less economically developed, therefore access to clean water, medicines

 and other essentials takes priority over access to the internet.

- Leaders of certain countries may not want to allow their people access to the internet as it

 allows access to information. Allowing access to this information would be allowing political

 freedom which some leaders do not want to allow. 

Information from  http://www.shirky.com/writings/national_identity.html

Globalisation

Globalisation is the growth and acceleration of economic and cultural networks which operate on a worldwide scale and basis. strongly linked to debates about world culture and emerged as a critical concept in the late 1980s. The term refers to that whole complex of flows and processes which have increasingly transcended national boundaries in the last twenty years. The growth of global culture has resulted from major shifts and developments in multinational markets and corporations, communication and media technologies and their world systems of production and consumption. The process is distinguished from cultural imperialism in that it is conceived as more complex and total, and less organized or predictable in its outcomes. 
For example, the television industry and the gaming industry is a worldwide success. There are both positive and negative points to the gloabisation of television.
Positives:
-Equal entertainment opportunities.
- People get the chance to see parts of other cultures.
-Equal chance of willing game shows etc.
Negatives:
-Cultures can get diluted and become more westernised.