1) The first main feature of media globalization that I think effects us on a global level is, the globalization of media content has resulted in a greater amount of homogenization and standardization in certain media products produced and distributed by the global media industries. Basically, as a result of the media globalization that is occurring, places that would normally not be as in touch with the world are. Since more places are connected then usual, when a product is marketed, everyone sees it. This means that someone in India can see the same McDonald's commercial as someone in the United States resulting in the fact that now they both want to eat McDonald's. There is little difference in their wants which leads us to this "homogenization and standardization." Another possibility is a singer, who was based primarily in Ireland, songs are leaked onto the Internet. Before you know it she has listeners in 20 different countries and there are 100,000 fans from all over the world who want to hear this same singer. Globalization is creating a "sameness" among many cultures from all over the world. The always available Internet enables this constant connection with people from all over the place and starts this homogenization process. Also, because it is so readily available their is no time for each country to try to make it their own, instead this person, or product becomes the same one that is known in every other country.
2) The next feature that I think effects us on a global level is, the uneven flow of information and communication products within the global system and the different levels of access that global citizens have to global networks of communication. I think this feature is extremely important. Growing up at this time in the United States has proved to be full of technology, communication products and easy access to this networks of communication. For example, right now there are about 20 students in the room, each with their own computers, all connected to the Internet. I think we take for granted what we have and may not realize that it is not like this all over the world. While most of us have access to the Internet whenever we please, and constant flow of information and news, some do not have this opportunity. There are other places in the world that do not have this level of access to these global networks. While we are so used to up to date, constantly changing news and information, many places are still using old media techniques, such as the television and radio. To them, that may not be old media like it is to us. We can compare this to McLuhan's idea of the global village, where he says that anyone can participate. However, this idea may not really hold true, as in some areas of the world they do not have this access to the global world like we do. We can describe these areas as information-poor, and the areas that have this ability to participate in the global village, information-rich, like the book does.
3) The last feature that I think can effect us on the global level is, media globalization is inextricably linked with the promotion of the ideology of consumerism and is therefore bound up with the capitalist project. This is saying that this whole globalization process is being pushed by capitalism. This feature is based on the idea that many of the large,wealthy, powerful conglomerates are using globalization to promote consumerism. The companies are able to do this by pushing the idea of the "ideal life." They use television, commercials, and advertising in general to accomplish this. For example, the axe commercials often show a normal man, but then he uses axe and the girls are unable to stay away from him. They refer to this as the "axe effect." There are many other instances where advertising uses these opportunities to promote this "lifestyle."
While some of these features can be a positive, there are also concerns and worries that are forming. In the global society approach, they explain how this global village is becoming a huge part of how we are informed on many issues that effect the world. Many are using the global village to raise consciousness on different topics effecting us, such as global warming. While this can be a great way to do this, the concerns that arise are the fact that only the information-rich are able to have access to this and not the information-poor. It is also being said that no one is using this global village to show people about third world poverty. This is a problem also because people in third world countries do not have access like we do, so while our stories are flying around in seconds, their stories and issues remain in the dark.
Another issue concerning media globalization is in the world system approach. In this approach the world is broken up into different parts; core, semi-peripheral, and peripheral societies. It is argued that the parts needed to run the global village in the core societies are all being manufactured in the semi and peripheral societies who do not even have access to this village yet are making these parts. I do think that this is unfair to those societies.
Another concern is the issue of this homogenization occurring in the world. Many cultures are unable to stop this phenomenon. Cultures and societies that used to be extremely different, are beginning to become one in the same based on the easy access to this global village. This is obviously an issue as we all come from different backgrounds and have different beliefs which I think is eventually going to cause a problem.
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