Effect of Globalization on Media Essay

The globalization since it in like mannerk over the whole world in its vintage has given upstart dimensions and shape to varying aspects of Media in its whole vicissitude. As transnational in character, media has crossed all the ethnic and political boundaries to reach the world reference with depth in dimensions in the shape, saying and pattern of various programs. These intercontinental and transnational media outlets pay back posed challenges to the boundaries, questioned the territorial integrity and given shape to the media spaces.When m any 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 own firms and industries and global references be kept in mind while gene military rank media content. As the accounting and regulative structures differ in different countries and there is no reliable global financial data, it presented challenge before the media sparing researchers. The c ompanies argon competing in the global as well as in the domestic market to gain a maximum sh atomic number 18 of audience and advertisers revenue.The whole gamut of programs seems to be seen as the representation of commercial message-grade interests of the bureaucratic elite and rich at the expense of general opinion and democracy. Views and opinions of the people to create their settle on the masses diminish when large media fermenters do not hold themselves accountable to the state regulations. In other words, globalization has become an issue of privatization. Big market players are using 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 sparing dynamic of capital accumulation are symbiotically intertwined in the new communication age of advanced capitalism. (1990) Here the advertisements act as the modern mediators between the end c onsumers and big conglomerates. Shoe taker and Mayfield (1987), for instance, underlined the view that Sources of finance like advertisers are generally strongly influential on all aspects of crudes returnion and that a funders ideology is likely to cook 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 cater to their taste and liking. For e. g. tv set 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 diligence has come under heavy criticism among groups such as Adbursters who accused industry of becoming a powered engine of intimately complex economic production system. Suggestions are macrocosm forwarde d 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 society in its various shape and magnitude creating tremendous impact on the focal point 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 more discretionary income, outlay on media will likely rise. These shifts in audience composition and makeup will present new pressures on media firms to develop content that will compendium to these unique and differing audiences. (Downing, McQuail, Wartella & Schlesinger 2004 299) Graham Murdock treats advertising more as a cultural and tender phenomenon rather than economical. (Jhally, 1990 3). alone the social influence is only a little stroke in a big game 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 discipline 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 most appropriate to reference point that advertising is a Superstructural facade (Jenks 2004 299) as they just not only are the expressions of capitalism but also produces and reproduces it. Advertising has reduced 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 attention or the value-form of the commodity is the economic cell-form. (Jenks 2004 299) Audiences too reciprocate the same fashion. A certain kind of close relationship is developed between audiences and advertisers.Advertisers have created an count on a global way making social relation, as a form of commodity yet creating an incredible influence on the ideological light of someoneism and consumerism. And in this atmo playing field, political economy too is opening only a new door on the old platform- a typical property 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 political platforms 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 restrainling the mass communications. Audience ratings are merged with research and also used by advertisers as tools to identify their targe t 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 faceless masses.(Puustinen 2006 Online edition). Number of theories, like audience loose 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 assume 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 Culmination theory too deepens down the audience approach on the sensitivity of the programs. If they watch too much of the vehemence, 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 then 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 the ories are only base on their preconceived notions and assumptions. For example in 1930s one of the advertising executive said some radio audiences The typical listening 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 realize the right audience at the right time, right moment and right situation is the motive of media players ar ound 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 Fuller 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 melodic device of new generation and a complete new innovation being carried by the young and old alike in Shanghai 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 wherefore it shouldnt reach the other continents? Well, it has reached the ho mes 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 lyrical 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 heart of audiences.capital of Minnesota 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 associates. In 2002, Anthony Giddens, a sociologis t in the radio national broadcast made the people feel the essence of Globalization.He said, Globalization is like a code-word standing for the reconstruction 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 politics since last 2300 years have been influencing the communication processes in the state. But since last few centuries, the relationship between politics 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 M arx who said that media is a product of notion 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 further 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 superior 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 on e 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 out 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 LISTChandler, D. 2000.Media as means of production in Marxist Media Theory. Online forthcoming 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 SAGE enchiridion 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. 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