M
Globalisation has led large corporations to operate on a global scale and have consumers around the world. Many of these consumers now have more choice than in the past when they were limited to what was produced locally.
Globalisation has affected the relationship between the media and their audiences.20 Applying material from Item M, analyse two ways that globalisation may have affected the relationship between the media and their audiences.
AQA
A Level
2024
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Globalisation and the Media-Audience Relationship: An Analysis
Introduction
This essay will analyse two ways in which globalisation has impacted the relationship between the media and their audiences, utilising the provided information from Item M. Globalisation has fundamentally altered the media landscape, creating a more interconnected and diverse environment. This essay will explore the concept of media convergence and cultural homogenisation, examining how these processes have shaped the relationship between media producers and consumers.
Body Paragraph 1: Media Convergence and Audience Fragmentation
Theme: Globalisation has led to media convergence, increasing audience choice but also fragmenting audiences.
Drawing on the information in Item M, this paragraph will discuss how globalisation has accelerated the process of media convergence. Explain how various forms of media (e.g., print, television, internet) have merged into a single digital platform. This has contributed to an increase in media choices for audiences, as they are now exposed to a wider range of content from around the world.
However, this convergence can also lead to audience fragmentation. Explain how audiences are now more likely to consume content that aligns with their specific interests and beliefs, leading to the formation of "niche" audiences. This fragmentation can make it more difficult for traditional media outlets to reach a mass audience.
Body Paragraph 2: Cultural Homogenisation and the Rise of Global Media Corporations
Theme: Globalisation has led to cultural homogenisation through the influence of global media corporations
This paragraph will examine the role of global media corporations in shaping the media landscape. Reference Item M to discuss how large corporations have come to dominate the media industry, often exporting Western values and cultural products to other countries. Explain the concept of cultural imperialism and how it can homogenize cultures, reducing diversity and undermining local media traditions.
Explain how this homogenisation can affect the relationship between the media and audiences, leading to a sense of cultural displacement. Consider the impact on local cultures and the potential for resistance to these homogenizing forces.
Conclusion
Reiterate the main points of the essay, emphasizing the dual nature of globalisation's impact on the media-audience relationship. Acknowledge the increased choices and access to diverse content that globalisation has brought, but also highlight the concerns surrounding cultural homogenisation and the dominance of global media corporations. Conclude with a brief discussion of potential implications for the future of media and its relationship with audiences in a globalised world.
Bibliography
List relevant sources, including those cited in Item M and any other sources used in your research.
This essay outline provides a framework for your A-Level essay on globalisation's impact on the media-audience relationship. Remember to adapt and expand upon this outline using specific examples and evidence from your research to support your analysis. Always ensure that your essay addresses the key concepts and theories relevant to the topic, providing a clear and well-structured argument.Globalisation and the Media-Audience Relationship
Globalisation, the increasing interconnectedness of societies worldwide, has profoundly impacted the relationship between the media and their audiences. Item M highlights one such impact, stating that globalisation has led to large corporations operating on a global scale, providing consumers with more choice than ever before. This essay will analyse two key ways in which globalisation has affected this relationship: by fostering a more fragmented and diverse media landscape, and by contributing to the rise of global media conglomerates and their influence.
A Fragmented and Diverse Media Landscape
Globalisation has facilitated the flow of information, ideas, and cultural products across borders, leading to a more diverse media landscape. This increased choice empowers audiences, allowing them to access content that aligns with their specific interests and identities. McLuhan's concept of the "global village" becomes relevant here, as individuals can now connect with like-minded individuals and communities across geographical boundaries. For instance, the rise of streaming platforms like Netflix and Amazon Prime Video offers viewers a vast library of content from different countries and cultures. This dismantles traditional geographical barriers and allows audiences to curate their media consumption based on personal preferences rather than geographical limitations.
However, this increased choice can also lead to audience fragmentation. As individuals gravitate towards niche content and platforms, the shared experience of consuming a limited pool of media, as described by Baudrillard in his analysis of simulacra and hyperreality, diminishes. This fragmentation can have implications for social cohesion and the formation of a collective identity, as different groups within society may consume significantly different media diets, potentially leading to divergent understandings of the world.
The Rise of Global Media Conglomerates
Globalisation has also facilitated the growth of large media conglomerates like Disney and Time Warner. These corporations often own a diverse portfolio of media outlets across different platforms and countries, giving them significant power and influence. This concentration of ownership, as explored by Bagdikian, raises concerns about media plurality and the potential for these conglomerates to promote specific ideologies or agendas. Critics like Herman and Chomsky argue that these conglomerates, driven by profit and influenced by powerful political and economic interests, act as gatekeepers of information, shaping public opinion in ways that benefit the ruling elite.
However, it's also important to acknowledge that global media conglomerates can contribute to cultural exchange and understanding. By distributing content globally, they expose audiences to diverse perspectives and narratives. For example, the global popularity of Korean pop music (K-pop) can be attributed, in part, to the reach of these conglomerates. This cross-cultural exchange, facilitated by globalised media, can challenge cultural stereotypes and foster a sense of interconnectedness.
Conclusion
In conclusion, globalisation has had a multifaceted impact on the relationship between the media and their audiences. While it has fostered a more diverse and accessible media landscape, empowering audiences with greater choice, it has also contributed to audience fragmentation and the rise of powerful global media conglomerates. As we navigate an increasingly globalised world, it is crucial to critically examine the power dynamics at play within the media landscape and to ensure that access to diverse and independent media remains a priority. Only then can we harness the positive potential of globalisation while mitigating its potential pitfalls.