FPAC

Foundation for Promotion of Acedemic Collaboration

Globalization of Media Culture in Developing Countries

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Madiha Munawar International Islamic University Islamabad

Globalization is generally stated as "more than expansion of activities beyond the boundaries of particular nation states. Globalization shortens the distance between people all over the world by the electronic communication .Whether we like it or not, the phenomenon of globalization is more concrete than ever, globalization has impacted enormously on the media and here we discusses globalization theory from the viewpoint of media. This paper addresses the unspecified functions of media in the background of cultural, economic, technological and new media spheres developed in the recent decades. This research also highlights some of the challenges that media has to face in a globalised world.

Globalization has several impacts on local culture worldwide. One of the optimistic aspect is that there is a spreading of information, there is cultural exchange and this can lead to a cultural growth globally. And youth are the subject of a massive cultural assault from the unending flow of television, magazines, books, films and music which bombard them daily. Here, the culture is 'a learned system of meaning and symbolizing which defines the individuality of a people.'

New media refers to on-demand access to content any time, anywhere, on any digital device, as well as interactive user feedback, creative participation and community formation around the media content. The language of New Media is based on the assumption that, in fact, all cultural objects that rely on digital representation and computer-based delivery do share a number of common qualities. New media is reduced to digital data that can be manipulated by software as any other data. Now media operations can create several versions of the same object.

New media technology is rapidly growing the media industry and the practices of mass communications. New media technology is the application of digital technology to mass communications. In recent few years, two main factors associated with the technology have changed the media landscape. The Internet emerged as a communication medium. Even though the Internet is still in its infancy, its impact on society, commerce, and the government is already unusual. In addition,the interactivity and propinquity inherent in digital technology have changed the models of media production and business for all media. Traditional and new media incorporate characteristics of and influence each other; that is, media converge. As such, it is becoming increasingly important for young generation to understand new media technology and the changes it brings to the media industry.

The rise of new media has increased communication between people all over the world and the Internet. It has allowed people to express themselves through blogs, websites, pictures, and other user-generated media.

Considering the advantages and drawbacks of globalisation, there is the need for an appropriate response in a view to understanding the dynamics that will hopefully help to evolve measures that will reduce the destructive effects of globalization .However, perspectives on globalization differ sharply, and these differences have been well defined by numerous analysts. A consideration of the role of media is highly important for the whole concept of globalization, but in theoretical debates these fields are largely ignored. The blindingly obvious point that there is no globalization without media has not been articulated or analysed clearly enough. The role of media is often reduced either to an absolutely and self-evidently technological one or to individuals' experiences that are unconnected to the media industries.

Whatever facts may qualify it, the idea of a single interrelated world has become a necessary article of faith, an uplifting vision. Or, to put it another way, old dreams of a worldwide Utopia seem now to have meshed with opportunistic economic factors and to have been made fully realizable by the new technologies. However, the reality is that, there is little theoretical interaction between globalization and media scholars. On one side, most globalization theorists come outside media and communication studies and have not studied media per se. On the other side, most media scholars themselves have been occupied mainly with media economy and questions of power and inequality, as several books on international communication show globalization theorists have raised many issues which cannot be reduced solely to questions of economy and which most globally communication scholars have ignored.

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