Mass communication and Globalisation

Mass Media and Globalization

1. Mass communication and Globalization Dr J Balamurugan

2. Globalization The process by which businesses or other organizations develop international influence or start operating on an international scale . Globalization is a process of interaction and integration among the people, companies, and governments of different nations , a process driven by international trade and investment and aided by informational technology. This process has effects on the environment, on culture, on political systems, on economic development and prosperity, and on human physical well-being in societies around the world.

3. Introduction During 1980s new technologies transformed the world of media. Newspapers were written, edited and printed at distance, allowing for the simultaneous editions of the same newspaper to be published form different parts of the world. Radio became increasingly specialized with thematic and sub-thematic stations. VCRs exploded all over the world and became in many developing countries a major alternative to the official TV broadcasting . Also it provided great deal of flexibility to the use of visual media .

4. Conti.. There has been a decisive change in the nature of mass media with the multiplication of television channels . This process has been facilitated by a worldwide trend toward deregulation and privatization of the mass media , which was till then largely under the control of the State. Development of cable TV technologies, fostered in the 1990s by fiber optics and digitization, and of direct satellite broadcasting dramatically expanded the spectrum of transmission and put pressure on the authorities to deregulate communications in general and television in particular.

5. Conti.. The development of cross border TV stations accelerated powerfully at the end of 1980s due to the globalization trends that was manifested all over the world. The boom in satellites, the proliferation of installed bases of dish antennae over vast regions of the world, progress in the miniaturisation of TV control rooms, cameras and small scale transmission stations that drastically reduced the distance and time in transferring communication widely lead to the success of the cross border TV transmissions. Cross border TV networks reach millions of homes around the world via cable network or collective or individual reception of satellite signals. CNN is a channel which best embodies the instant, global worldwide status of television. The channel today can reach every region around the world via a network of satellites covering the whole planet .

6. Sister channel CNN HLN CNN-News18 CNN-IBN CNN Airport Network CNN en Español CNN Chile IBN-7 n- tv CNNj CNN Indonesia CNN Philippines Chilevisión CNN+ CNN Arabic

7. Cont.. The most significant development of the last two decades in international communication is the increasing concentration of mass media ownership within and across national borders. Concentration of mass media ownership has had two significant implications for the ways news (and other cultural products) is assembled and disseminated world-wide: First , concentration of ownership and privatization of mass media has been accompanied by commercialization of news and other cultural products , a trend that is characterized by aesthetic, technical, and professional standardization at the global level. Second , alliances between the international “media moguls” such as Rupert Murdoch and forces of political conservatism has led to increasingly “soft” media content . These phenomena are part of the process of globalization.

8. STAR India NETWORK ​ HD CHANNELS 1 Star Plus HD 2 STAR BHART HD 3 STAR World HD 4 STAR World Premiere HD 5 STAR Gold HD 6 STAR Gold select : hd 7 STAR Movies HD 8 STAR Movies Selected HD 9 STAR Sports1 HD 10 STAR Sports2 HD 11 STAR Sports1 Hindi HD 12 STAR Sports Select 1 HD 13 STAR Sports Select 2 HD 14 Nat Geo HD 15 Nat Geo Wild HD 16 Nat Geo people HD 17 Fox Life HD 18 Baby TV HD 19 Nat Geo Music HD 20 STAR Vijay HD 21 STAR Maa HD 22 STAR Maa Movies : hd [ 25/06/2017 ] 23 STAR Suvarna : hd [ 15/07/2017 ] 24 STAR Pravah HD 25 STAR Jalsha HD 26 Jalsha Movies HD 27 Asianet HD SD CHANNELS 1 Star Plus 2 Life Ok 3 Channel V 4 Star Utsav 5 Star World 6 Star Gold 7 Movies OK 8 Star Utsav Movies 09 Star Gold select sd 10 Star Movies 11 Star Sports 1 12 Star Sports 2 13 Star Sports 1 hindi 14 Star Sports select 1 15 Star Sports Select 2 16 Star Sports First 17 Nat Geo 18 Nat Geo Wild 19 Nat Geo people 20 Fox Life 21 Baby TV 22 Nat Geo Music 23 Star Vijay 24 Vijay Super 25 Star Sports 1 Tamil 26 STAR Maa TV 27 Star Maa Movies 28 Star Maa Gold 29 Star Maa Music 30 Star Suvarna 31 Star Suvarna Plus 32 Star Pravah 33 Star Jalsha 34 Jalsha Movies 35 Asianet 36 Asianet Plus 37 Asianet Movies

9. ZEE NETWORK ​ HD CHANNELS 1 Zee TV HD 2 & TV HD 3 Zee Cafe HD 4 Zee Cinema HD 5 &picture HD 6 Zee Studio HD 7 & prive HD 8 Living Foodz HD 9 Zee Tamil HD 10 Zee Talkies HD 11 Zee Marathi HD 12 Zee Bangla HD SD CHANNELS 1 Zee TV 2 & TV 3 Zee Anmol 4 Big Magic 5 Zee Cafe 6 Zee Cinema 7 Zee Action 8 Zee Classic 9 &PICTURES 10 Zee Anmol Cinema 11 Zee Studio 12 Zee News 13 Zee Business 14 Zee Wion 15 Living Foodz 16 Zing 17 Zee ETC Bollywood 18 9X Jalwa 19 9xm 20 9XO 21 Zee Bihar/Jharkhand 22 Big Ganga 23 Zee Hindustan 24 Zee MP/CG 25 Zee Rajasthan News 26 Zee Tamil 27 Zee Telugu 28 Zee Cinemalu 29 Zee Kannada 30 Zee Marathi 31 Zee Talkies 32 Zee 24 Taas 33 Zee Yuva 34 9X Jhakaas 35 Zee Bangla 36 Zee Bangla Cinema 37 Zee 24 Ghanta 38 Zee Punjabi HR / HP 39 9X Tashan 40 Zee 24 Kalak 41 Zee Kalinga News 42 Zee Sarthak 43 Zee Salaam

10. SONY NETWORK ​ HD CHANNELS 1 Sony HD 2 SAB HD 3 AXN HD 4 Sony Max HD 5 Sony Pix HD 6 Sony Le Plex HD 7 Sony Six HD 8 Sony ESPN HD 9 Sony Ten1 HD 10 Sony Ten Golf HD 11 Sony Ten2 HD 12 Sony Ten3 HD 13 Sony BBC EARTH HD 14 Sony ROX HD SD CHANNELS 1 Sony 2 Sab 3 Sony Pal 4 AXN 5 Max 6 Max 2 7 Sony Wah 8 Pix 9 Sony Six 10 Sony ESPN 11 Sony Ten1 12 Sony Ten2 13 Sony Ten3 14 Sony YAY 15 Sony bbc earth SD 16 Sony Mix 17 Sony Aath

11. Conti.. Currently there are five major corporate players in international mass communication. These giants are News Corp., Disney/Cap Cities, Time Warner, Viacom, and TCI. In addition, two other “mini-giants,” General Electric and Westinghouse have global ambitions. Of these seven firms, all but Viacom and TCI have major news components. News Corp. is the owner of or significant partner in newspapers, television stations, and satellite broadcasting systems (including STAR TV and Sky TV) around the world.

12. News Corp

13. Time Warner

14. Viacom

15. Conti.. Disney/Cap Cities owns ABC. Time Warner’s recent acquisition of Turner Broadcasting, which created and owns CNN, gives it a major international presence in newsgathering and dissemination. General Electric owns NBC and Westinghouse own CBS. All of these mega-corporations but one are based in the United States; News Corp. is based in Australia

16. Role of Mass Media in diffusing global culture and global consumerism in India.

17. Impact of mass media on diffusion of culture Diffusion describes the spread of cultural trait from the point of origin throughout an area and into the neighbouring regions or to the neighbouring societies. The culture include food habits, dress, religious beliefs, dance, language etc. The spread of habits of soft drinks, having tea or coffee, smoking certain brands of cigarettes, using certain brands of soaps, detergents, hair oil, shampoo, tooth paste, tooth brush and hair dye is decidedly due to the impact of TV in recent times.

18. Conti.. For example, scenes of revelry displayed in small screen in commercial breaks have definitely added to the widespread intake of soft drinks brands (i.e. coca cola, pepsi , frooti etc ) covering almost every walk of life. Idli and dosa , supposed to be a south Indian preparation of light food, have now become almost international, largely because of mass media. Salwr-karmeez , a women’s wear of Punjab and North-West India have spread, every nook and corner of the country.

19. Conti.. During the middle of the last century, cinema played a very significant role in spreading cult associated with the worship of ‘ Santoshi maa ’. In the closing decades of the last century, the small screen played no less significant role in carrying messages of Ramayana and Mahabharata to almost every individual, irrespective of caste, religion, community, age and gender. Immense popularity of two dance forms viz Bharatanatyam and Odissi , beyond the centres of their origion , is definitely an impact firstly of the radio, than the large screen, and ultimately the TV.

20. Conti.. The spread of Hindi language in the length and breadth of the country is mainly due to Hindi cinema, particularly the songs associated with them which are regularly broadcast in the radio in certain specialized programmes like ‘ Vividh Bharati ’, and ‘ Binaca ’. Later, TV influenced deeply the people of all categories. Today, we that, even in our day-to-day activties , certain words of our mother tongue have been replaced by certain linguistic expressions of the TV like ‘break ke baad ’.

21. In summery Our children behave in the same way. Children in TV behave vis-à-vis their parents. These are all case of cultural diffusion, greatly affected and influenced by mass media.

22. Role of Mass Media in diffusing global consumerism The most advertisers, people are not customers or even people but mere ‘consumers’. Advertisers seek to entice target consumers to consume as much as possible and as frequently as possible . If not without significance that we are urged to buy and to consume wherever we are and whenever we switch on the radio, TV, or read newspaper and magazines.

23. Conti.. Day in and day out, we are bombarded with print and electronic messages promising us fun, frolic and happiness if we ‘consume’. If does not matter whether we have the purchasing power to try out ‘impulse products’ like ice-creams, chocolates, cadies, or soft drinks, etc. But, if we do not consume like the rest of the world we are likely to be left behind in the rat-race.

24. Conti… It is not only advertising that directly promotes consumption beyond one’s means , but also ‘sponsored’ programmes and columns and supplements. The subtle messages of soap-operas, quiz and game shows (where expensive prizes are gifted by business and industrial houses), elite-oriented news and current affairs programmes, sports programmes, fashion shows, children’s magazines and programmes, cartoon shows, ‘advertorials’ and almost every programme – all tell one persuasive story: consume or be demand.

25. Conti… The both manufacturing and service industries in developed economies spend more on advertising and media relations than those in developing economies. The world’s biggest markets for consumer product as well as for consumer durable are in the less developed coutries . The past decades or so, growth in advertising expenditure in Asian countries has been steadily rising, while it has been reduced in the United States and other western countries.

26. Conclusion With the proliferation of a variety of channels and programmes in television networks experts opines that there is an evolution from mass society to segmented society because the new communication technologies focus more on diversified, specialised information and hence audience become increasingly segmented by ideologies, tastes and lifestyles

27. Thank you