Global Media Evolution and Internet Influence
Media Imperialism and Western Influence
Media imperialism, a facet of cultural imperialism, is primarily associated with Western media, particularly the U.S., due to its influence and dominance over less developed countries, shaping their cultures. For instance, U.S. Hollywood has historically held significant sway.
However, regional and local media powerhouses like Al Jazeera and Bollywood are now competing with, and contributing to, the decline of Hollywood’s singular dominance.
Shifting Global Media Landscapes
The notion that ‘media were American’ is increasingly outdated. American media’s global dominance is in decline, as many countries now boast their own vibrant media ecosystems. This shift is evident in the robust production of local Brazilian and Mexican telenovelas.
Another significant example is the South Korean K-Pop song Gangnam Style by Psy, released in July 2012 via the internet. By the end of May 2014, its music video had become the most-viewed video on YouTube, surpassing two billion views.
The Rise of New Global Media Corporations
The landscape of new global media is exemplified by platforms such as Facebook, Twitter, and Google. This sector is largely dominated by a small number of corporations aiming to create a non-competitive global environment to maximize profits.
Established giants, like Google, either develop their own successful new media ventures or pursue acquisitions and alliances with other successful companies to maintain their leading position.
Countering Media Imperialism: Indymedia & Hacktivism
Indymedia (Independent Media) actively counters media imperialism. Its journalists often report directly from the streets, uploading videos and insightful reports to the internet, which rapidly spread and influence actions and protests.
This phenomenon highlights the rise of ‘prosumers’ – individuals who are both producers and consumers of media content.
Another significant force opposing dominant global media structures are hacktivists, who infiltrate computer systems to promote various social and political causes.
Key Theories on Global Media
Much of the theoretical understanding of global media stems from Marshall McLuhan’s concept of the Global Village and his famous dictum, ‘The medium is the message‘.
French theorist Guy Debord’s work emphasizes media spectacles and their globalization. He argued that spectacles have become incredibly powerful, disseminating globally with unprecedented speed. The transformation of TV news into entertainment, often by integrating engaging videos or images, exemplifies this.
In contrast, the Frankfurt School shifts the focus from economic factors to the cultural role of media. For their concept of the ‘culture industry,’ shaping culture and achieving social control are considered more paramount than purely economic gains.
The Internet’s Global Transformation
The internet, conceived in the 1960s, saw significant expansion by the late 1980s. It was primarily in the 1990s that most people in the Western world gained access to personal computers and the World Wide Web. Today, despite significant disparities in access between developed and less developed nations, the internet has achieved truly global reach.
Online Social Networking Platforms
The digital landscape is populated by numerous social networking sites, with new platforms constantly emerging while others fade. Among the most popular are Facebook, Twitter, and Instagram. These platforms, integral to Web 2.0 and other applications, empower users to both create and consume content simultaneously, embodying the concept of ‘prosumers’.
Internet Challenges: Spam and Viruses
Spam and viruses represent significant downsides and threats to internet users. Effective cybersecurity measures, such as firewalls, are essential to mitigate these risks.
Internet in China: Control and Resistance
With its rapidly growing number of internet users, China is poised to become the world’s largest internet-using nation. This growth has often been associated with widespread intellectual property rights violations, including pirated films, music, and TV shows.
To control information flow and prevent unauthorized access, the Chinese government has erected robust barriers, famously known as the Great Firewall. This system involves extensive censorship of news, blocking of websites, and constant monitoring of internet users’ activities.
Despite these controls, citizens are actively seeking alternative access methods, such as Virtual Private Networks (VPNs). Software developers create codes designed to circumvent government restrictions, and legal challenges are occasionally mounted against the government’s internet policies.