Effect of Globalization on Media Essay Example for Free

Effect of Globalization on Media EssayThe orbiculateization since it took everywhere the whole world in its vintage has given new dimensions and stipulation to varying aspects of Media in its whole vicissitude. As transnational in character, media has crossed all the cultural and policy-making boundaries to reach the world consultation with depth in dimensions in the shape, style and pattern of various programs. These intercontinental and transnational media proscribedlets nominate posed challenges to the boundaries, questioned the territorial integrity and given shape to the media seats. When some of the media markets all over the world got saturated, the media companies began to look at the global market place to earn revenues for their give birth firms and industries and global earreachs atomic number 18 kept in mind while generating media capacitance. As the accounting and regulatory structures differ in different countries and there is no reliable global financi al data, it presented challenge before the media frugal researchers. The companies are competing in the global as well as in the domestic market to gain a maximum share of earshot and advertisers revenue.The whole gamut of programs seems to be seen as the representation of commercial interests of the bureaucratic elite and rich at the expense of public opinion and democracy. Views and opinions of the people to create their influence on the masses fall when large media players do not hold themselves accountable to the state regulations. In other words, globalization has become an issue of privatization. Big market players are victimisation the media to gain their commercial endeavors in the form of advertisements.In his Preface to The Codes of Advertising Sut Jhally said, The symbolic dimensions of needing and culture and the economic dynamic of capital accumulation are symbiotically intertwined in the new communication age of advanced capitalism. (1990) Here the advertisements act as the modern mediators surrounded by the end consumers and big conglomerates. Shoemaker and Mayfield (1987), for instance, downstairslined the view that Sources of finance like advertisers are generally strongly influential on all aspects of News productionion and that a funders ideology is likely to have an ultimate effect on editorials decisions relevant to this ideology.(McQual 1992 113) Most of the media content also depends on the advertisers will, their commercial propositions and their market position. The advertisers offer the contents, which are friendly to the audiences and append to their taste and liking. For e. g. Television soap operas function as advertisements aiming at attracting audiences to stay in tune. The scriptwriters in soaps use the strategies in their writing to keep the viewers on hold.An advertising industry has come under heavy criticism among groups such as Adbursters who acc apply industry of becoming a powered engine of nigh complex economic production system. Suggestions are being forwarded by many public interest groups to tax advertisers for their continuous intrusion in the mental space of audiences. The advertisers too are indirectly dependent on the changes in the demographical set up and golf club in its various shape and magnitude creating tremendous impress on the right smart media industries capture the moods of the their audiences.They have an insatiable appetite for media related content and services and as people live longer and obtain much(prenominal) discretionary income, spending on media will likely rise. These shifts in audience composition and makeup will present new pressures on media firms to develop content that will appeal to these unique and differing audiences. (Downing, McQuail, Wartella Schlesinger 2004 299) Graham Murdock treats advertising more as a cultural and social phenomenon rather than economical. (Jhally, 1990 3).But the social influence is except a smaller stroke in a big ga me of Media players. For the New York Times and other companies associated with Media, as said by Naom Chowsky, the products are audiences, and customers as corporate advertisers. The product of New York Times is the paper itself audiences buy and it becomes an information for advertisers and therefore for them, the audiences that buy the products themselves become products for advertisers and it is the advertisers that bring in revenue for the companies. (Shah 2008 online).It would be some appropriate to mention that advertising is a Superstructural facade (Jenks 2004 299) as they salutary not solitary(prenominal) are the expressions of capitalism but also produces and reproduces it. Advertising has trim the concept of public opinion to cherish the desire of acquiring capital rather than fulfillment of personal desire. In the words of Marx, In bourgeois society the commodity-form of the product of labor or the value-form of the commodity is the economic cell-form. (Jenks 200 4 299) Audiences too reciprocate the same way. A certain kind of close relationship is developed between audiences and advertisers.Advertisers have created an image a global way make social relation, as a form of commodity yet creating an incredible influence on the ideological light of individualism and consumerism. And in this atmosphere, political economy too is opening only a new door on the old platform- a typical characteristic of capitalistic society, whereas the content of media is being modified to keep to the capitalist standard. There is a whole new concept of audience ratings, used by the media companies to make the plans of their programs schedule and for studying the success rate of programs and media products.Government agencies, Government authorities and public service media organizations act as basis for making adequate economic decisions, endorsing regulations, and harborling the mass communications. Audience ratings are merged with research and also used by ad vertisers as tools to identify their target audience and prepare media plan accordingly. But these rating systems are being criticized on the ground as said by Liina Puustinen in her working paper on The Age of Consumer audience that they do not give an adequate image of the consumers and audiences, and they objectify people into numbers and face little(prenominal) masses.(Puustinen 2006 Online edition). Number of theories, like audience receptive theories have been propounded to reflect the attitude and perceiving nature of mass audiences, which are contradictory to the rating systems. The rating system only give information of how many people have watched any particular program or advertisement but not how they perceived the program and what value they give to it, therefore the theories rightly said that the rating systems do not accurately represent audience satisfaction.Hypodermic Needle Model states that the media players make the contents of any program, idea or information e nter into the consciousness of the people. In other words, audiences are manipulated to the ideologies and thinking of the creator of media product. Hans Robert Jauss and Wolfgang Iser developed the Reception theory by studying the peoples attitude and their receptive tendencies toward programs. The theory delves on the way people adapt to various programs and play their role in actual analyzing of the text.Another theory conclusion theory too deepens down the audience approach on the sensitivity of the programs. If they watch too much of the violence, they would in the years to come make you less sensitive towards violence in the same way if violence towards women are watched on year to year basis thusly it would make you ultimately less insensitive towards the issue. The audience receptive theory deepens down to the study of the psychological patterns of the audiences and how they reciprocate and adopt the programs and how the media players mould the sensitivity of the audiences to receive what they show.Some critics state that these theories are only based on their preconceived notions and assumptions. For example in 1930s one of the advertising executive said about radio audiences The typical hearing audience for a radio program is a tired, bored, middle-aged man and woman whose lives are empty and who have exhausted their sources of outside amusement when they have taken a quick look at an evening paper. Radio provides a vast source of delight and entertainment for the barren lives of the millions. (Media studies Online)It is not just about radio audiences, but we can hear about it for several soap operas or quiz shows. Every human being has his tastes, liking and his own way of perceiving the things. Some may be critical and some may be appreciative. In this scenario, it is the way media players reach their target audience becomes the whole crux of their strategies and plans of their programs. To hit the right audience at the right time, right momen t and right situation is the motive of media players around which the whole of media content depends.And it is the only way advertisers are attracted to use the media content for their valuable business propositions for these right audiences. Number of programs like Pop Idol created by impressionist music maestro Simon gas-filled became the most popular format for the first show on the European TV and also reached the other continents as well. The craze of the Pop idol carried Americans, Canadians and Australians as American Idol, Canadian Idol and Australian Idol followed by Spanish bonanzaOperacion Triunfo, making the Latin and South Americans also to come under their sway. Ipod, a melodious device of new generation and a complete new innovation being carried by the young and old alike in instill as well as Innsbruck rapidly transferred to the new generations across the borders. It is quite true that if digital home cinema has gained so popularity in Japan then why it shouldnt r each the other continents? Well, it has reached the homes of other continents. (Reding 2005 Online Edition)More than the spread of news, the world of music has imbibed in itself international facets in its thematic expression and melodious notes. Music has reached new dimensions in the technological advancement. According to Steiner, The totally new fact is that today any music can be heard at any time and as domestic background music. (Nesbitt 2006 103). The other programs are now more of sensational, individualist and reductionist in nature as these programs touches the watch of audiences.Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet studied how the voters made the decision during 1940 presidential election campaign and got their results published in paper The Peoples Choice. They found out that information did not directly reach the consciousness of the audiences rather modified and passed down by the opinion leaders, which was again passed over to lesser active associate s. In 2002, Anthony Giddens, a sociologist in the radio national broadcast made the people feel the essence of Globalization.He said, Globalization is like a code-word standing for the reconstructive memory of our social institutions, going all the way through from the family, gender, sexuality (because after all the changing position of women is surely a global phenomenon as much as any other one) through the economy, the restructuring of business organizations, a restructuring of the nation and government, through the restructuring of international organizations. (ORegan 2002 Online edition)The political relation since last 2300 years have been influencing the communication processes in the state. But since last few centuries, the relationship between government activity and media is being seen in much controversial light than it was seen in the past and it is due to the political influence and control over the content of media and thereby their indirectly control over the public opinion. The political control over media reciprocates the views of Marx who said that media is a product of ruling elite wherein there is no scope of any alternative ideas.In Marxs own words, The class, which has the means of material production at its disposal, has control at the same time over the means of mental production, so that thereby, generally speaking, the ideas of those who lack the means of mental production are subject to it. (Chandler 2000 Online) Marx except stated that mass media brings to the peoples consciousness false notions and ideas making media as a product of expressions of the ruling class. Graham Murdock too emphasized that economic factors play a determining role in the domination of ruling elite over media messages.The political economists look at ideological messages as A-one to the economic criteria. (Chandler 2000 Online). In the 1966 article, Stein Rokkan brought into focus the two ways of decision making in the media circle corporate system and numerical. In 1996, the whole of media was under the control of one or the other political party. But in the last two to three decades, we have seen number of changes in the way politics is being related to Media. Globalization has touched every sphere of human commodity from increasing a sense of risk to creating uncertainty.Interconnectedness in the global sphere increased the value of the humanity as a whole and an awareness of deep understanding and tensions between Global Diaspora, national and local perception of shared identities. (Gillespie, 1995 3). It is no doubt a global village and we are all now a part of this global village where not only individuals perception is taken into account but the perceptions of the whole in all its shades and dimensions is considered as the most virtuous and commercial proposition.REFERENCES rockChandler, D. 2000.Media as means of production in Marxist Media Theory. Online Available http//www. aber. ac. uk/media/Documents/marxism/marxism03. html 13 May 2008 Chandler, D. 2000. Media as amplifiers in Marxist Media Theory. Online Available http//www. aber. ac. uk/media/Documents/marxism/marxism05. html 13 May 2008 Downing, J. , McQuail, D. , Wartella, E. Schlesinger P. 2004. The shrewd Handbook of Media Studies. California, London New Delhi SAGE Gillespie, Marie. 1995. Television, Ethnicity and Cultural Change. Routledge. Hjarvard, S.2003. News Media and the Globalization of the Public Sphere. Online Available http//www. kommunikationsforum. dk/default. asp? articleid=10761 13 May 2008 Jhally Sut, P. 1990. The Codes of Advertising. Routledge. Jenks Chris, P. 2004. Urban Culture. Routledge. Johnson, P. 2004. Are the media playing politics? USATODAY. com. Online Available http//www. usatoday. com/life/columnist/mediamix/2004-10-10-media-mix_x. htm Media Studies. Audience (Adapted from Steve Bakers Media Studies website) Online Available http//www.northallertoncoll. org. uk/media/audience. htm McQuail, D. 1992. Media Per formance Mass Communication and the Public Interest. California, London New Delhi SAGE Nesbitt, T. 2006. Global Media and cultural change. mainland China Media Research, Chang, et, al, Intercultural Symposium on Cultural Globalization, 2(3) 103. O Regan, Mick. 2002. Media and globalisation. The Media Report. Online Available http//www. abc. net. au/rn/talks/8. 30/mediarpt/stories/s678261. htm 13 May 2008 Puustinen L. 2006. The Age of Consumer-Audience.Online Available http//209. 85. 175. 104/search? q=cacheFsxLpxbPeeQJwww. valt. helsinki. fi/comm/fi/english/WP5. pdf+The+audience+reception+theories+on+ratings+systemhl=enct=clnkcd=5gl=inie=UTF-8 16 May 2008 Rantanen T. 2005. The Media and Globalization. 1st Edition. California, London New Delhi SAGE Reding, V. 2005. The Media and Globalisation. European Forum Alpbach Online Available http//europa. eu/rapid/pressReleasesAction. do? reference= rescue/05/469format=HTMLaged=0language=ENguiLanguage=en