Effect of Globalization on Media Essay

The planetaryization since it besidesk over the whole cosmea in its vint ripen has effrontery pertly dimensions and become to varying aspects of Media in its whole vicissitude. As transnational in character, media has crossed all the ethnical and political boundaries to gain the world earreach with depth in dimensions in the shape, style and pattern of dissimilar programs. These intercontinental and transnational media let onlets conduct posed challenges to the boundaries, questioned the territorial integrity and effrontery shape to the media spaces.When m any of the media merchandises all over the world got saturated, the media companies began to look at the supranational market place to earn revenues for their own firms and industries and global sense of hearings argon kept in mind while gene rating media content. As the accounting and restrictive structures differ in different countries and there is no reliable global financial data, it presented challenge before the media economic researchers. The companies ar competing in the global as well as in the domestic market to gain ground a maximum shargon of audience 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 disbursement of universe opinion and democracy. Views and opinions of the plenty to create their influence on the lower classes diminish when large media players do non hold themselves accountable to the soil regulations. In separate oral communication, globalization has become an issue of privatization. Big market players argon using the media to gain their commercial destructioneavors in the pee-pee of advertisements.In his Preface to The Codes of Advertising Sut Jhally give tongue to, The symbolic dimensions of needing and culture and the economic dynamic of majuscule accumulation are symbiotically intertwined in the new communication age of advanced capitalism. (1990) Here the advertisements act as the modern mediators between the end consumers and big conglomerates. Shoemaker and whitethornfield (1987), for instance, lowlined the view that Sources of finance like advertisers are in the main strongly influential on all aspects of bracings production and that a funders ideology is likely to harbour an ultimate effect on editorials decisions relevant to this ideology.(McQual 1992 113) Most of the media content as well depends on the advertisers testament, their commercial propositions and their market position. The advertisers offer the contents, which are friendly to the audiences and cater to their strain and liking. For e. g. Television soap operas function as advertisements aiming at attracting audiences to stay in tune. The scriptwriters in soaps employment the strategies in their writing to keep the viewers on hold.An advertize industry has come under heavy criticism among groups such as Adbursters who acc employ industry of becoming a powered loco need of most(prenominal) 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 society in its various shape and magnitude creating tremendous impact on the way media industries capture the moods of the their audiences.They wee-wee an insatiable appetite for media related to content and services and as mint live longer and obtain much 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 orison 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 lonesome(prenominal) a smaller 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 corporal advertisers. The product of New York Times is the theme itself audiences buy and it becomes an randomness 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 mention that advertising is a Superstructural facade (Jenks 2004 299) as they just non only are the expressions of capitalism yet also produces and reproduces it. Advertising has reduced the concept of public opinion to cherish the thirst 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 c ommodity is the economic cell-form. (Jenks 2004 299) Audiences too reciprocate the identical way. A certain benign of close relationship is developed between audiences and advertisers.Advertisers have created an image a global way making social relation, as a form of commodity yet creating an incredible influence on the ideological detection of individualism and consumerism. And in this atmo cranial orbit, political economy too is opening only a new door on the old platform- a classifiable characteristic of capitalisticic society, whereas the content of media is being modify 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. authorities agencies, Government authorities and public service media organizations act as behind for making adequate economic decisions, endorsing regulations, and commandling the mass communications. Audience ratings are merged with research and also used by advertisers as tools to discern 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 non give an adequate image of the consumers and audiences, and they objectify bulk into numbers and faceless masses.(Puustinen 2006 Online edition). Number of theories, like audience loose theories have been propounded to ricochet 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. hypo Needle Model states that the media pla yers make the contents of any program, idea or information enter into the consciousness of the people. In other words, audiences are manipulated to the ideologies and sen whilent 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. some other theory Culmination theory too deepens down the audience cuddle on the sensitivity of the programs. If they watch too much of the violence, they would in the geezerhood to come make you less sensitive towards violence in the same way if violence towards women are watched on year to year backside 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 act the sensitivity of the audiences to receive what they show.Some critics state that these theories are only base on their preconceived notions and assumptions. For example in 1930s one of the advertising executive said about radio audiences The typical listening audience for a radio program is a tired, bored, middle-aged man and muliebrity 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 utter(a) lives of the millions. (Media studies Online)It is not just about radio audiences, but we can describe about it for several soap operas or quiz shows. Every tender-hearted 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 moment 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 stick out 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 melodious device of new generation and a discern new innovation being carried by the young and old uniform in Shanghai as well as Innsbruck quickly 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 reach 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 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 make the decision during 1940 presidential election scat and got their results published in paper The Peoples Choice. They found out that information did not directly reach the consciousness of the audience s rather modified and passed down by the opinion leaders, which was again passed over to lesser active agent associates. 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 reconstruction of our social institutions, going all the way by means of from the family, gender, sexuality (because after all the changing position of women is surely a global phenomenon as much as any other one) by 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 conclusion 2300 years have been influencing the communication processes in the state. But since last a few(prenominal) centuries, the relationship between politics and media is being seen in much polemical light than it was seen in the past and it is due to the political influence and pull strings 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 rule 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 conquer to it. (Chandler 2000 Online) Marx further stated that mass media brings to the peoples consciousness dishonest 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 accent 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 tether 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 change magnitude a sense of risk to creating uncertainty.Interconnectedness in the global sphere increased the value of the humanity as a whole and an consciousness of deep understanding and tensions between Global Diaspora, national and local science 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 stark(a) and commercial proposition.REFERENCES LISTChandler, D. 2000.Media as means of production in bolshie Media Theory. Online on tap(predicate) 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 keen Handbook of Media Studies. California, capital of the United Kingdom & 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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