New media and photography theory – week 3 2013
Globalization was the topic of this weeks lecture and is defined by Anthony Giddens as “the intensification of world-wide social relations, which link distinct localities in such a way that local happenings are shaped by events occurring many miles away and vice-versa” (Giddens, 1990 in Long and Wall 2004:245)
The first point which was outlined was that there is high media usage in the western countries and much less in other countries such as Africa and the Middle East. Factors which could be contributing to this are gender, income, race and location. (Couldry in Long and Wall 2004:190)
In my further reading the same view is explored “we were committed from the start to an exploration of ‘the complex and dominative relationships of Western media systems to those of developing countries. That problem – ‘the West and the Rest’ – remains with us to this day” (Editorial, 1979: 2 in Punathambekar, A 2013:5 ) supporting the conclusion that there is a digital divide in the media behavior in the west, and then the rest.
The link between political economy and globalisation is argued by Punathambekar “Globalization has been articulated in the trajectory traced by Sparks within a political economy frame” (Punathambekar, A 2013:5) “Since the start of this century the focus has again shifted – this time to the internet and its potentialities as a public sphere in light of globalization and accelerating mass access to the internet, cell-phone and social media all over the world” (Punathambekar, A 2013:6).
The media forms, listed here are what make globalisation of new media products/ideas so simple. For example, a member of the public will witness a disaster and is able to take a picture on their phone, uses Twitter and Facebook to document and comment about the issues which are then available on cyber space for the world to view.
The further developments and adaptations of media organisations and their products can help them to become globalised. Actions like becoming active on social media, providing their audience with applications for their phones, having YouTube channel and many more lead them on the path to reaching people around the world.
For further investigation on this topic I would use the methodology of an organisation study to determine the growth and development of a media company to a global level. To do this, I would have to visit their website and any texts that they have produced. To go into strong academic depth, I would contact the company for any contributing factors and analyse the adaptation in their products over a period of time.
Long, P and Wall, T (2012) Media Studies: Texts, Production, Context (2nd Edition), London:Pearson.
Punathambekar, A. (2013). Back to the future: media and communication studies in the 21st century. Media Culture and Society . 35 (1), p3-8.