Media is a very important aspect in today’s society. It has a distinctive role in society which can change the views of an individual whenever and is now needed to help society function. Globalisation is also more relevant in today’s society then in the past, globalisation is when an institution develops internationally. Almost anything can become global businesses to culture. However the one major institute that is most definitely global is the media. Global media is a major topic of debate many sociologists have different arguments and views about global media many perceive is in a positive way and others a negative.
There are two main types of approaches to globalised media, micro and the other macro. Micro means looking at the smaller picture, in terms of looking at the global media the approaches that are micro look at the individuals (the public) and the effects of globalised media towards them. Macro is the opposite of micro it involves looking at the bigger picture, theoretical approaches which are macro tend to look at how the media influences society and the world as a whole.
One approach to globalised media is of Marshall McLuhan, he’s view takes up the macro approach towards examining globalised media. McLuhan discussed the benefits of the media he alleged that media is increasing globalisation which consecutively produces a ‘global village’ (Branston and Stafford, 2010: 144). A global village is when the world and people around the world are all part of one community, and according to McLuhan it is the media that is producing this, the media has so many features a story from one country can be told to the whole world by the next day, certain aspect like the news are very good at connecting the world and creating a global village. The media is producing products and services which are all over the world, the public is ‘sharing the same imagery and products’ it is bringing people together creating a form of connection, all countries are very different and the people who live within those countries are also very different to each other, thus causing separation, which therefore means divisions in the world, but the media reduces this by providing such products which allow this barrier between people to dissolve. In the text it is stated that McLuhan’s argument suggests that ‘global is the same as universal’ (Branston and Stafford, 2010: 144) the media is everywhere, in all countries in all languages, there are media owners of all kinds. The problem with McLuhan’s approach is he fails to see that the main providers of the media is from the western world so everything that people are sharing is more likely to be something popular amongst the western world. Global media is encouraging westernisation and is leading to destroy traditional beliefs.
On the other hand there many negative effects of globalised media, another perspective which too adopts the macro approach is by Herbert Schiller, he argued on the basis of cultural...