New Media Implicated In The Globalization Of Culture Essay

The coeval economics, flori shade and trade is becoming much and much global with each passing year. The potpourri of services, nears and customs that could be spotted solely a couple of decades ago in several(predi guy ropee) countries, and take down in different states endure been becoming little and less noniceable during the last years.The same detergents, cat food, mobile ph hotshots etc. stick out be show either on the shelves of the Canadian shops or on Russian and Indian markets. nearly articulate that the move of globalization gave some of the publics population the chance to function the qualitative and relatively cheesy goods which were previously available solo to the dwellers of the countries were they were produced, nevertheless the others adopt that the process of globalization is damaging for the market, as due to the creation of corporations the little businesses go broke, and frankincense the competition, which leads to the improve ment of feel of the goods produced, disappears.The influence of media on the contemporary culture is enormous. Media is what forms our tastes and preferences, it dictates us what to wear, to buy, and even how should be stomach in different situations. It is the media that turned the Ameri preempt culture into the consumerist bingle, as without delaya daylights it dictates that buying things is the closely convenient and quick modality to use the desired fond attitude. al nigh of the media influences on mountain ar performed finished advertizing, both read and indirect angiotensin-converting enzyme. Media is one of the main means of transferring information among quite a little, and of forming their opinions that is wherefore publicize is so puissant nowadays. The specialists say it is media that substantiates the greatest impact on the globalization of culture and trade on the whole oer the world. It is through the media that the same goods be advertize wholly ove r the world, and, muchover, the same ideas be propagated. Media creates and puzzles the standards that be to be followed to be considered up-to betrothal and deviseable. Of course, different people have versatile opinions on why the effect of announce on globalization is so powerful. For example, Berger, who wrote Ads, Fads, and Consumer finishing states advertising atomic number 18 a tietery, as it is still that nobody knows what advertisement get out be effective and what pull up stakes non. Berger adds that the advertisement executives believe that they waste half of money, worn out(p) on advertisements, moreover no one knows which half it is. (2000, p.2-3). right away media is one of the roughly powerful instruments of forming the opinions of its consumers. Most of the marketing strategies that embody nowadays be make on the influences of the media. It is the irreplaceable instrument for selling things, the process, on which the globalization is based. Decad es ago people bough what they postulate and their needs were dictated by their invigoration conditions and financial stipulation.It is nowadays that at outset media creates the need in the specific crossroad or group of harvestings in people, and than they leverage the publicise thing. Thanks to the media people no longer buy things they need they sort of buy the attri providedes of the desired sociable mass. Hirschman (2003) states that warmness societal values have an grand role on advertising turnout and reception. Thus, to become fashionable, a product has to be promoted emphasizing its contribution to those societal values. now media dictates people not only what they should buy, but in like manner how they should behave, and what should they long for, and those directions argon truly the same tot totallyy over the world. Lindner, the generator of the study, which analyzes the cooking stoves of women in general interest and fashion magazine advertisements, st ates that advertisements often contain genuinely subtle clues closely gender roles and may operate as accessibleizing agents on several levels. Because advertisements ar publicly broadcast, the men and women portrayed are often comprehend to represent the whole population, and men and women in the advertisements sympathisem to accept these portrayed behaviors, thereby logicalating the stereotyped roles. Media encourages contemporary people to build a career, and get tolerable education. It is emphasized in the most contemporary movies, TV shows, and books that to get a right on and well-paid position one has to have all the attributes of the successful psyche, analogous luxurious car, high-ticket(prenominal) costume, and the smallest mobile phone possible. And, as we can note those attributes of wealth and success are the same in the ads and movies that are produced cosmopolitan. In the movies and TV shows all of those accessories protrudem to jet out of nowhere, the y in force(p) indicate the status of the personage portrayed. It is wonderful how the media succeeds in do versatile products fashionable. It creates the impression of the product being fashionable by attaching a set of characteristics to it that are evaluated positively in the society. allows, for example, analyze the phenomenon of the popularity of the designers clothes. If we take a D&G dress, worth 10,000$, we will see, it is not much different from one we can buy in the de billetment stemma for 100$.The designer dress is so expensive because media have been popularizing this trademark for some decades. We can read or elate that this or that movie star was wearying an outfit created by D&G, Prada, or Valentino on the Oscar award ceremony, which is broadcasted in most countries of the world, and thus conclude that clothes created by those trademarks are the attributes of rich and successful people, so that its high cost will be notwithstandingified. The advertisements p ublished in the media create the sprightliness of identification. Jackie Stacey in Star Gazing Hollywood picture palace and Female Spectatorship states that the female spectator is address as a consumer of images of feminine beauty, and thus as an observer of other women, but also of herself. (1994, p.5). The advertisements worldwide are built apply the same principle the dominance difference buyer should be able to cogitate himself or herself in the situation where the modelling that births the product that is promoted, is depicted in the advertisement. And it is manifest that this strategy is effective eitherwhere, where it is used. William OBarr, an advertising specialist who wrote Culture and the Ad Exploring otherness in the World of Advertising, presumes that advertising communicates subliminal messages regarding the kindly and economic dominance of its charge audience. In his opinion advertising agencies are not culturally sensitive (1994. p.111). By advertising campaign, the media creates an impression in the potential difference buyer that after purchasing the advertised product he or she will receive the social and economical status higher, than her present one. Media usually positions the advertised products as a compulsory attribute the members of guests present, or target social group possess. In general all the advertising campaign pursue the conclusion of creating the ideal image of the person, who is a part of the target social group potential customers want to belong to. Thus the media portrays the person, victimization the advertised product in various situations and settings that the members of the customers target or present social group visit. The instruments the contemporary media use to make the products enthralling for the customers are much more complicated than they were several decades ago. All of the advertisements that appeared in the newspapers, magazines or on TV xl or fifty years ago displayed the product adver tised, and people who used them. forthwith the situation has changed. Angela Goddard says it is not compulsory for the image to feature people in launch to say something about them (2002, p.81). The advertisements shouldnt feature a human all the cadence. They should quite picture the surroundings and the goals of the person, who is featured. This allows the consumers identification with the one, who uses the product advertised. The mechanism of group identification is one of the most effective instruments media uses in advertising, as people are used to the circumstance that e very social group has its stuff and non moxie attributes, and they often share the thought that it is large to purchase those attributes to gain the membership in the target group.Media promotes this viewpoint by covering distinct differences between the representatives of different social groups. Lets recall how the personages are displayed in the movies and TV shows. After sounding at the hero for f ew legal proceeding we can recognize his/her social status without paying much effort. The differences between social group and classes are hyperbolized by the media, and the fabric attributes are what indicate those differences. Social scientists presume that it is TV that makes one of the most powerful influences on the process of globalization worldwide. nigh every dweller of our country knows, that the TV appeared only several decades ago, and its only for forty or fifty years that almost every American family has a TV set at home. TV has become the greatest entertainment for the children and adults, an speculative world we can drift to without even using the power of our imagination. The statistics says that television is on for almost 7 hours a day in an average American household. No wonder that the air of television changed the world a lot, as the division of time in the global society has changed with the appearance of this lecture hypnotizing box. Except for reading books, passage out or simply talking with the friends and other family members millions of people worldwide save sit and watch TV. The stereotypes, ideals and goals that atr promoted by the TV programs worldwide, are almost the same, as the advertising techniques and goals are. As a result the bread and butter in different countries becomes more and more like the contemporary Western standard. For now television has become a task for the educators, parents, and employers. there is no statistics about the bar of lessons and workdays missed because of the TV, but the numbers are surely, giant. Lets try to see what exactly attracts the American children, teenager and adults to the TV screen. Jerzy Kosinski in his book Being at that place provided a great interpretation for the facts listed. In his book he described the emotions of the person who had seen the outside world only through the glass of the TV screen. By ever-changing the channel he could change himself -the source n otes. He could go through phases as garden plants went through phases, but he could change as rapidly, as he wished by twisting the dial rearwards and forward. In some cases he could pass on out into the screen without stopping. By spell the dial Chance could bring others inwardly his eyelids. Thus he cam to believe that it was he, Chance, who do himself be. (p.5-6) As you can note, switching on the TV set for Chance gave him the sense of power he didnt have in his real deportment. Chance, like the millions of people worldwide identified himself with the moving figures on the screen, and he felt like he was capable to do something brave and smart, like the TV show and movie heroes did. There were times when people worked hard just for to feel themselves satisfied and valuable in any field they chose, but the TV screen brought an opportunity to get all the set of the positive emotions like love, affection, misgiving and satisfaction for the price of one TV set. The time that w as spent before wad on working, studying, doing something for to provide positive emotions and the pinch of social realization is now spent in front of TV. The emotions, whether positive or negative brought by it became a dose for most of us, as we have congenital to put the efforts for reaching those conditions and getting those emotions without the assistant of the blue screen. People have continuously had the archetypes inside their mind, on the subconscious levels, which had been dictating their view on the world and things and people that dwell in it. With the appearance of the TV those archetypes had with child(p) and enhanced, as we see a lot of examples of them there, much more than the average 19 century American would see during all of his life. The same thing is with stereotyping. Lets recall the reasons for popularity of Chance, the protagonist of Being There. It was just the stereotype millions of Americans shared that the person who negotiation metaphors (and they took the Chances talking about his garden for metaphors) is clever, and hi/her wrangling are worthy of being noticed. It is the phenomena we can see on the TV screen every day.People there are not very clever, not very attractive or intelligent, at least most of them, but we still take their words for granted they have the authority that makes us listen them and hear what they are saying. immediately there are persons that are prize all over the world, and their words are able to change the lives of people in many countries. It became possible only with the information of the contemporary media, as without TV or the Web such a direct and unaffected spread of information would not have been possible. The purpose of this paper is not only examining the advertising techniques the big companies use for to lure more customers to their products. It is rather examining the influences media makes on the globalization of culture and trade that is winning place worldwide.The adverti sing techniques and strategies employed by the media can be used not only for promoting some products, but also for promoting the specific political regime, the specific lifestyles etc. Media is a very powerful instrument. Nowadays it forms the tastes and opinions of its consumers concerning the clothes, gadgetry, or food they buy, but using it much more meaningful and sober things can be promoted. This is a valid reason to put little more attention to the notional filling of the media images and slogans alternatively of consuming them irrecusably. There is no enquiry that the new media have a very powerful influence on globalization nowadays. Thanks to the TV and the Web the life of people in different separate of the world becomes more and more likewise with each passing year. People larn same ideals, principles and norms, guided by TV shows, movies and ads, while the Internet lets them forget about the thousands of kilometers that separate New-York, Paris, Moscow and Deli. Pe ople worldwide become more and more like in all the senses of this word. There is no univocal answer for the question whether it is good or bad, as there are both positive and negative aspects of globalization. Nevertheless, this process is continuing, and it is enhancing with thee development of media.BibliographyKOSINSKI, J. Being There. Grove Press, 1999QUART, A. brand The Buying and Selling of Teenagers. Basic Books, 2004GODDARD, A. The run-in of Advertising, London Routledge, 1998BERGER A.S.A. Ads, Fads and consumer culture advertisings impact on American character and society, Oxford Roman and Littlefield, 2004STACEY, J. Star-Gazing Hollywood Cinema and female Spectatorship. London Routledge, 1993OBARR, W. Culture and the ad exploring otherness in the world of advertising. Oxford Westview Press, 1994LINDNER, K. Images of Women in General have-to doe with and Fashion Magazine Advertisements from 1955 to 2002. Sex Roles A Journal of Research. 2004, p.409 421