Globalizationrefers to the merging of different world economies to form a globalvillage. It is the growth of a progressively cohesive worldwideeconomy market, especially by free trade, tapping of low-priced labormarkets and unrestricted flow of capital. Global media, on the otherhand, is a universal one. This concept paper will generally focus onglobalization and its various elements.
TheCoca Cola Company, instituted in the 1880s and developed by JohnPemberton, has a perfect combination of economic, political, andcultural globalization with its aim and commitment to deliverquality, refreshing, and substantial products to its customers. Beingone of the most well-known beverage brands in the world, it hascontinued to gain speed and growth as well as capitalizing on itsproduct. An example of the commercial globalization of this companyis the fact that it has been able to win the hearts and attention ofconsumers internationally thus making it a multi-million dollarindustry. Success in the economic sector has been effected by themarketing tactics that include attractive jingles, sporting occasionsponsorships, and creative marketing slogans. Product diversity suchas offering different beverages in supple packaging options enabledthe company to customize the product for various market sections. Thecorporation has managed to preserve its image while not stepping onany cultural toes, by doing the best to ensure that their product isnot only associated with America [ CITATION Tan13 l 1033 ].This is through performing short plays, which are culturally andsocially relevant after exploring the social, and cultural customsand taboos in the designated areas. Prompting this move was the trendthat whenever coca cola expanded a new territory, the nativepopulation associated them with America hence, viewing the brand asattempted ‘westernization’ that caused resentment. Theculmination of World War I and II, as well as the ending of the coldwar, manifested the signature period in which coca cola foundeditself as a true global firm known for its competence and worldwideproficiencies. The universal expansion of the product through brandmarketing and assurance that the beverage would taste the same in allcountries has created a sense of confidence to consumers in differentplaces and regions. This has led to increase in demand and creationof a center for global operations, thus improvement of foreignrelationships and plants around the world. Through technologicaladvancements, product transference became cheaper and more effectualwith increase of bigger and faster semi-tracks, trains, consignmentships and aircrafts [CITATION jam12 l 1033 ].
CulturalImperialism vs. Cultural Globalization
Culturalglobalization provides a standard of understanding the world as asingle abode. Cultural imperialism describes the United States’role as a culture superpower worldwide. It is a way in which onecountry rules other countries’ imperialism in a forceful leeway ofthe power of one culture over another whereas cultural globalizationis people from different cultures merge and form values that aresimilar instead of having different ones. Culture domination looksat the world through different groupings in terms of gender, race,class, and ethnicity while cultural media structure consumption andconsequently dominates their values and ideologies. Ponder on thenumber of television programmers and films created in the USA thatare shown throughout the world. A political-economy viewpoint arguesthat the homogenization of culture and communication leads to sharedprinciples and ideologies. The USA takes over world media with 85% ofthe global film market and 68 % of the television market. A culturalimperialism viewpoint argues therefore, that American values andideologies are forced upon the rest of the world, through media textsThe American broadcasting is portrayed as generally more popular thanthe foreign counterparts due to the idea of Hollywood and theircommercial models. Western media Globalization sees the entire worldas molded in the image of western, mainly the American culture. Theuniversal sales of film, TV and media products, along with theInternet bring people in developing nations into direct contact withproducts [ CITATION Nan02 l 1033 ].Theglobal reach of enterprises such as Disney, News Conglomerate, andTime Warner. Their producers can be seen worldwide enabled bysatellite and the Internet. . It has been argued that in a globalizedworld there is a risk that local values became eroded and substitutedwith an imperialism question whether they have thriving movieproductions of their own. Other criticizers also point sole,‘standard’ culture. – This is called Cultural Homogenizationhowever, many critics of cultural out that onlookers have ahomogenizing effect in other states. India, Nigeria, and Japan amongothers are inactive observers, and they are skilled to make their owndecisions and assigning their own sense to media texts. A nation is agroup of people sharing common history while the state is bodies thatgovern the internal affairs of a country and are recognized byinternational boundaries [ CITATION Wil16 l 1033 ].Culturalimperialism separates citizens of different states within establishedboundaries of a country who are members of a nation that transcendsthose borders and who have different traditional values. On the otherhand, cultural globalization tends to put people of different nationstates and cultures together as one sharing same equal rights andnorms. Globalizationof media not only boosts the current media strengths, but alsopermits new media groups to develop and mature. Imperialism seesinternational communications as a vehicle which purposes to control,overrun or undermine other cultures. Americanization is the conceptof following the American ideologies whereas westernization isfollowing both the American and European beliefs [ CITATION San14 l 1033 ].
Culturalimperialism, Asymmetrical interdependence, and Globalization
Accordingto Schiller, there exists a hierarchy in every sphere of lifeincluding, educational settings, in the family relationship withfriends, in religion, cultural systems and the army long as thereare domination and subordination of any kind. All societies havepeople in leadership who may make decisions that favor them withoutconsidering the subjects. For a society to be modern, it has toundergo certain processes. The superior people who constitute acertain community, have considerable power over the others [ CITATION Her91 l 1033 ].
AsymmetricalInterdependence is well portrayed in our world today. Countries havevaried relationships with other nations which result inco-dependence, but at the same time, each country strives to becomeindependent by safeguarding their sovereign authority. Some countriesare superior to others, for example, the USA which is the onlyremaining sole superpower has a lot of influence which they exert toother nations so that it can attain superiority in economic andpolitical power. This interdependence affects the media community.People will always prefer to watch a local program which they caneasily relate to that taking keen interest in international contentshown on television. Therefore, an international media house will tryto provide information that is more relevant to a particular group orcountry [ CITATION Jos91 l 1033 ].
Sincethe 1800s when big corporations formed, people came together as aunit for economic gains and created a single business unit. The termglobalization has been used in the past to refer to the accumulationof resources for a single entity or production purposes. This has ledto international networks. Globalization is concerned with theinteractions between economic and social networks, thereby resultingin wider international relations. As a result of this interactions,the world has become a small place because people are now able tosocialize and widen their business ventures to a global scale [CITATION jam12 l 1033 ].
Iprefer asymmetrical interdependence because it provides a systemwhere every region in the world has a chance of dominating the socialand economic settings of the world. Therefore, people within acountry can work hard raise the status of their country. This is whatis happening with African countries which previously were silent andhad no stake in both political and economic decisions. Media housesproduce content that is relevant to a particular country this isbeneficial to an ordinary person because information dissemination isdone in a fair and reasonable way. Schiller’s theory on thehierarchy is biased because the superior people will always undermineothers.
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