Globalisation, Globalisation is fuelled by technological development, the global

Globalisation, according to sociologists, is an ongoing
process that involves interconnected changes in the economic, cultural, social,
and political spheres of society (Nicki Lisa Cole Ph.D. , 2017). As a process,
it involves the ever-increasing integration of these aspects between nations,
regions, communities, and even seemingly isolated places. When discussing
globalisation many think of the political and economical aspects however what I
am focusing on in this project is the cultural aspects of globalisation. A
person’s culture consists of the beliefs, behaviours, and other characteristics
common to the members of a particular group or society, it is through this that
people and groups define themselves, it is how they conform to society’s shared
values and it is how they define their beliefs. A person’s culture provides the
basic building blocks of who they are. Globalisation is a form of secondary
socialisation, a process of learning which continues through your entire life
teaching you about the wider society, shaping your opinion from what you have
witnessed over the years and crafting your identity (Walter Smith , 2017). It
refers to the global spread and integration of: ideas, values, norms,
behaviours, and ways of life. Globalisation is fuelled by technological
development, the global integration of communication technologies, and the
global distribution of media provides a medium which is used to inform people
of the wider society which provides a continuous process of learning. (Nicki
Lisa Cole Ph.D. , 2017).


For this project I have been researching the effect the mass
media has had on different cultures through the process of globalisation.
Whilst undergoing this research project I found many ways in which
globalisation has changed the norms and values of various cultures and the way
they have advanced over the years. Even though there are a number of different
ways this has occurred through extensive analysis of my initial research I
managed to conclude the largest impact of globalisation has occurred through
the Mass Media.

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In the new millennium, we are seeing a need to redefine some
of our most basic communication formats, this due to the rise of technological
development and is redefining the media industry. “At one time, media and mass
media were terms that could be broken down into a small group of outlets:
newspapers, magazines, radio. Nowadays, with the advance of modern technology,
media and mass media encompass a much broader spectrum of outlets. The mass
media is a means of communication that is spread globally. Additionally,
included in this group are such media as advertising, the Internet, social
media and television” 1. The mass media can be accessed worldwide and has influenced11 
millions of people by broadcasting messages from one hemisphere to another (Eugenia
Siapera , 2012). This process has encouraged globalisation as every day we are
witnessing what is happening around the world, absorbing information of one
culture and adding it to our own lives. However, the Mass Media derives from a
global scale and I therefore cannot describe how all parts of the Mass Media
has influenced globalisation however over recent years I have noticed the two
largest impacts of globalisation to be the internet and television.


330 million people in the US alone, that amounts to
billions of decisions everyday: what jeans to wear, what bank to trust, what
coffee to order or even what phone to buy, globalisation has a hand in all of
it, everywhere we look, every day that goes by billions of people witness an
advertisement or even simply talk to a friend or colleague and have
subconsciously been influenced to commit an action or make a simple decision
that could change everything. To expand on this, I will be using a book written
in 1977 by Jerry Mander an American activist and author who worked in the media
industry for 15 years and in his book Four arguments for Eliminating Television
described the mass media as: “hypnotizing, energy sucking, brain-washing,
vegetative, concentration-killing, addictive, zombie-like, mind destroying… and
yet somehow a relaxing activity, and so we like it.” 2 Similarly

In 1977, Marie Winn wrote a book with anecdotal evidence of
TV’s effects called “The Plug-In Drug.” It asserted that TV viewing by children
was addictive, turning them into passive, incommunicative “zombies” who couldn’t
play, couldn’t create, and couldn’t think clearly; they couldn’t solve problems
and couldn’t fill their free time. It broke down family communication, and
filtered even direct affection through the TV, to everyone’s harm. It is an
instrument of “fixation technology,” and it aids in implanting imagery in the
viewer.” I will expand on this point further on in my investigation and
identify and explain sociological theories proving this effect has been taking
place in our society’s, however I will also argue other factors responsible for
the shift in values in our cultures and explore in detail whether this truly
does exist in our society today and if we are really being manipulated by the


The difference in cultures around the world is phenomenal,
when looking at the US and its states you would assume there not to be much of
a difference in their norms and values, wouldn’t you? If you think the answer to
this question is yes you would be incorrect, as even neighbouring states such
as New York and New Jersey share different values, one of the most
controversial being incest. Even though incest is considered to be disgusting in
New York and illegal it is considered normal in New Jersey and is completely
legal. When considering cultures many would think of eastern and western
civilisations, if even neighbouring sates can have such vast differences in
values how different could the norms and values of different hemispheres be. The
western civilisation has always drawn controversy towards its influence on the
rest of the world, any music, fashion or movie that has been produced in the
west always manages to spread globally and influence cultures around the world.
Eastern hemisphere consists of many countries, the entirety of Asia, a
continent larger than the US but still seems to have less influence then the western
hemisphere. Throughout this research project I will identify how much of an
impact western civilisation has had on the east and will identify why this has
occurred and what effect this might have on the future.


Mander “four arguments for the elimination of television”