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Lecture 12 - Globalisation, Sustainability & The Media

Market is more powerful in influencing decisions of the globe.
Market expand outside of just a country. desirable idea. share the wealth of the world.

Definitions of Globalisation


The process of transformation of local or regional phenomena into global ones. It can be described as a process by which the people of the world are unified into a single society and function together. This process is a combination of economic, technological, sociocultural and political forces.


The elimination of state-enforced restrictions on exchanges across borders and the increasingly integrated and complex global system of production and exchange that has emerged as a result

Markets become more powerful in influencing decisions about the future of the globe rather than governments...

Markets expand outside of countries to ll over the globe.

revolutionaries wanted globalization to happen ... spread capitalism to other countries. They believed that it would mean that everyone has a fair share of the worlds resources.

The recent recession shows that no one can actually control the market we are in.

‘Covering a wide range of distinct political, economic, and cultural trends,
the term “globalization” has quickly become one of the most fashionable
buzzwords of contemporary political and academic debate. In popular
discourse, globalization often functions as little more than a synonym for
one or more of the following phenomena: the pursuit of classical liberal
(or “free market”) policies in the world economy (“economic
liberalization”), the growing dominance of western (or even American)
forms of political, economic, and cultural life (“westernization” or
“Americanization”), the proliferation of new information technologies (the
“Internet Revolution”), as well as the notion that humanity stands at the
threshold of realizing one single unified community in which major
sources of social conflict have vanished (“global integration”)’

Stanford Encyclopedia of Philosophy,

Because of globalization the world becomes Americanized.
We are all now conntected via communication devices which makes globalization easier.


‘American sociologist George Ritzer coined the
term “McDonaldization” to describe the wide-
ranging sociocultural processes by which the
principles of the fast-food restaurant are coming to
dominate more and more sectors of American
society as well as the rest of the world’

Manfred B. Steger, Globalization: A very Short Introduction, page 71

Brings American principles to other societies...

Marshall McLuhan

Talks about the radio and invention of TV. Technology extends the capabilities of people. You can now see right around the globe. We can experience our effects on every other people in the world...
Experiencing effects of our behaviour in a global scale. 

Should make us more aware of our responsibilities."Globe no bigger than a village."

Nothing is hidden and news is everywhere.

But the problem is it kind of hasn't brought us together and maybe in fact segregated the world and communities even more.

Hatred can be spread from behind a screen without any obvious personal ramifications of your actions.

The Internet 

We live mythically and integrally... In the electric age ,when our central nervous system is technologically extended to involve in the whole of mankind and to incorporate the whole of mankind in us, we necessarily participate... in the consequences of our every action. (1964: p.4)
‘Electric technology... would seem to render individualism obsolete and... corporate interdependence mandatory’ (1962: p.1)

Through economic means and through land grabbing and war capitalism swallows up the rest of the world..

Because the market is expanding globally and they are multinational they are unaccounted for by any government. Starbucks is an example of this as they said they are 'based' in another country so don't need to pay taxes.

‘Does globalization make people around the world
more alike or more different? … A group of
commentators we might call “pessimistic
hyperglobalizers” argue in favour of the former.
They suggest that we are not moving towards a
cultural rainbow that reflects the diversity of the
world’s existing cultures. Rather, we are
witnessing the rise of an increasingly homogenized
popular culture underwritten by a Western “culture
industry” based in New York, Hollywood, London
and Milan’

Manfred B. Steger, Globalization: A very Short Introduction, page 70

Cultural Imperialism

If the 'global village' is run with a certain set of values then it would not be so much an integrated community as an assimilated one.
Key thinkers-

Another form of imperialism - creating an empire. Taking over empires and controlling them.

In the modern era imperialism is not for traditional means but actually for changing the way people think so the become more like your own culture... Western America culture mind set spreading over the world.

Time Warner

All the subsidiaries that Time Warner owns.
Most multi media companies come from North America.
Theyre being constantly bombarded with Western ideas, it is natural that it will begin to change the people in the rest of the world.
US media power thought of as a new form of imperialism.

An American way of thinking and American ideas of consuming things.

Big Brother has spread from western culture to the rest of the world.
You create a product in the rest, re-package it and send it round the rest of the world.

Murdoch controls a third of the market. He boasts that whoever the Sun says the people should vote for will win the election. Murdoch is explicit about having the power to control the way people thinks.

You can only report what you are aloud to report. If you accuse Barack Obama of war crimes you would have to be very nice to him otherwise you would never get an interview with him again. Covering things up like this. 

US-based Global Climate Coalition (GCC)

comprising fossil fuel and automobile companies such as Exxon, Texaco and Ford. The GCC was started up by Burson-Marsteller, one of the world's largest public relations companies, to rubbish the credibility of climate scientists and 'scare stories' about global warming.
flak is characterized by concerted and intentional efforts to manage public information.

This company brought out loads of positive stories to make their companies look like they are not harming the planet.

Inconvenient truth

Release less CO2
Plant more vegetation
Try to be CO2 neutral
Buy a hybrid vehicle
Encourage everyone you know to watch

Flat Earthers
Jim Inhofe ‘Global warming is one of the biggest hoaxes ever perpetuated on the American public.’

Nigel Lawson ‘It is a propagandist’s term. It trips off the tongue nicely’
Competitive Enterprise Institute

Erin Balser, 'Capital Accumulation, Sustainability and Hamilton, Ontario: How Technology and Capitalism can Misappropriate the Idea of Sustainability'

BIOX Biofuel plant, Canada
Alternative ‘clean’ fuel
More expensive to produce

It is more expensive to produce bio fuel plant in Canada so people are not prepared to buy it. When they built the new factory to make bio-fuel they built it in the cheapest part of Ontario, causing a lot of noise pollution.

Shepheard Fairy work in the sun newspaper

He tried using his work to try and spread the need of sustainability to a much wider audience..

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