Globalisation, Media Flows and Saturation Coverage – Week 2

Globalisation has become an increasingly important concern among many countries as it encompasses every aspect of the economy and is impacted by media flows and saturation coverage. This had led to the process and involvement of businesses and organisations that have developed international impacts and influences or have international involvement and operations. These issues are discussed in the following sources.

O’Shaughnessy, Michael 2012, ‘Globalisation’, in Media and society, 5th ed, Oxford University Press, South Melbourne, Vic, pp 458-471

This reliable source discusses globalisation and its overall impact on the world through the merits and perspectives of Marshall McLuhan, Benedict Anderson, Manuel Castells and Herbert Schiller. It discusses how globalisation has been shaped with the influence of economic, political and military interests and how continuous developments to communication technologies have led to increasing levels of interrelations between different communities and cultures. Marshall McLuhan’s concept of ‘The Global Village’ discusses his beliefs of globalisation of communications being the medium bringing people closer together across the world, this bringing forward the issues of media flows and saturation coverage. Technologies have allowed all events to be covered almost instantly from any parts of the world and being able to be viewed from a complete other place, this has led to Benedict Anderson’s theory of ‘Imagined Communities’. It is discussed how media flows including music and coverage has led to the depicted perceptions of cultures and communities. This essentially westernising all cultural differences, for example, the popular African and Latin American music which raises the concerns of the possible production and creation of a monoculture. This would mean the overall dismissal of cultural differences and cultural diversity seen so often and becoming something that is overlooked within communities. These concerns raise the questioning of the legitimacy and defensibility of national borders and therefore deem this as a reliable and useful source that relates to globalisation, media flows and saturation coverage.

Collins, Mike 2015, ‘The Pros and Cons of Globalisation’ Forbes

This article primarily focuses on globalisation and its effects on economies such as America and although it can be used as a reliable source with relation to globalisation, media flows and saturation coverage, it does not include all aspects that are covered in weekly discussions. The Washington Post had stated that globalisation was considered and pitched 20 years ago as a strategy to equalise all countries, making them all alike with less of a distinction between ‘poor’ and ‘rich’. It discusses that although there have been many benefits to developing communications and technologies that have encouraged globalisation, including the market shares and exportation of cheap goods, it has also led to the deindustrialisation of many countries, including America. The article covers the pros and cons of globalisation and how it affects the markets, it discusses how the benefits are prominently cheaper trade and manufacturing costs of goods; these however are largely outweighed by the cons. Since the introduction of globalisation, over 1,200 restrictive measures have been developed in relation to importing and exporting goods and how manufacturing competition has led to the manipulation of currency to ensure a price advantage and therefore leading the prices to be driven up. As stated, earlier, this article is reliable and useful as it encompasses an alternative perspective on globalisation that focuses on its effects on the economy in different countries.


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