Globalisation is referred to as the emergence of other, (generally Western) norms and influences into non-Western societies and cultures. The effects of globalisation can be found in anyone’s day-to-day life, as it has spread so broadly over the centuries and in many different forms. Without realising, your everyday activities may be a result of the emergence of globalisation and other cultures’ influences. (M O’Shaunessy, 2008) What is the issue? According to some, globalisation is a good thing that unites many different cultures and demographics together through ‘new’ aspects of globalisation such as technology – this is called the ‘Utopian’ view of globalisation. The ‘Dystopian’ view as the opposition decides that globalisation is not necessarily a good thing, as it represents the idea that it can be a strong method of social exclusion (M O’Shaunessy, 2008)
Many journalist sources and mediums of social media utilise globalisation, almost depending on it. In the utopian sense, globalisation is seen as a positive emergence into society as it allows individuals to join forces and become closer due to sharing an online presence and exchanging opinions online – undoubtedly in a much faster way than they would without the internet – a media globalisation influence. With globalisation allowing the majority of society to access the Internet in some way or other, it allows people to have an opinion where they otherwise would not. (M O’Shaunessy, 2008)
Utopian viewers also see positive change following the emergence of Globalisation as it connects cultures following worldwide issues that wouldn’t be as recognised without social media, such as natural disasters wiping out cities and countries who require outside help. (M O’Shaunessy, 2008) This help is achieved much simpler due to these places being able to reach out online to the mass media and enhance awareness. This movement has been shown more predominantly over the years, such as the Tsunami in Japan in 2011, where it was broadcasted over the Internet and more and more people were able to donate money and help out with funds to aid injuries, food and water. (M O’Shaunessy, 2008) It is also believed that if the whole world were to agree upon globalisation as a positive form, that everyone could band together to fight against much more prevalent issues in the world such as global warming. (M O’Shaunessy, 2008)
The Dystopian view presents somewhat theories of warning about the effects Globalisation may have on the world. Dystopian are concerned about homogenisation and mass production as a result of globalisation in society, they are concerned about the economy and how it has altered following more emergence of globalisation influences. (M O’Shaunessy, 2008)Marketing relies on the forces of globalisation and the world becoming aware of mass production; therefore it causes a strong rift between the different ‘classes’ of society and creates somewhat social exclusion. (M O’Shaunessy, 2008)
According to research (M O’Shaunessy, 2008) the gap between the wealthy and the not so wealthy has increased over the years following globalisation’s growing influence. This contradicts the idea that globalisation allows people to become much more connected and knowledgeable. Due to this split, there has been several movements against the frightening effects of globalisation. (M O’Shaunessy, 2008)These movements target bigger businesses that take away from the less fortunate individuals, such as businesses like McDonalds, Nike, L’Oreal. (M O’Shaunessy, 2008)Though it has become apparent that these movements need technology to bring their voice to be heard, which contradicts the idea that the Internet and other mediums brought about by globalisation, is a bad thing. (M O’Shaunessy, 2008)
There are two different views of globalisation; one is hopeful about the future of the mass media and new, emerging technologies. The other is less hopeful and more concerned about the issues these technologies and new marketing strategies through the media will bring. (M O’Shaunessy, 2008)
- O’Shaughnessy, M and Stadler, J (2008) ‘Globalisation’, Media and Society (fifth edition) Oxford: Oxford University Press, pp. 458-471.
- WordPress,. Effects Of Globalisation. 2015. Web. 13 Aug. 2015.