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SCLY3 MASS MEDIA: Globalisation and Mcdonaldisation lesson 3

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Amanda Lane

on 17 September 2013

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Transcript of SCLY3 MASS MEDIA: Globalisation and Mcdonaldisation lesson 3

SCLY3 MASS MEDIA The spread of capitalism and mcdonaldisation Lesson Objective: To understand how capitalism is spread globally through the mass media and to understand how Mcdonaldisation has aided this process. Task: Key term challenge! Using your trusty text book, identify the definition of the term 'CULTURAL IMPERIALISM' How does this term link to mass media?
How does this term link to other perspectives? Globalisation The idea that the world and the people within it are being incorporated into one global society. This is achieved through certain 'TRANSFORMATIONS' of the modern world. Transformation of the concept of time and space. Development of mobile technology, satellite tv, air travel, and the internet has meant that global communication is instantaneous. We have access to many different types of culture all of the time. Economic markets and production in different countries International trade has become commonplace with the rise of TNC's and the global dominance of organisations such as coca cola and mcdonalds Increasing cultural interaction Through mass media we can consume many aspects of different cultures such as fashion, literature, food etc. Increasing shared problems Such as economic problems, environmental disasters and terrorism. Theories of Globalisation Globalists
Transformationalists Globalists argue that globalisation is real and has real consequences for local cultures and nation-states as these are being replaced by global culture and the economy. Hyperglobalists Pessimistic globalists See this as a good thing See this a bad thing will produce tolerance and responsibility amongst a global community Cultural imperialism and the spread of mass culture and consumption. Traditionalists argue that globalisation does not exist. It is purely the spread of capitalism. Transformationalists argue that globalisation does exist but is based more on complex relationships of power and how this is exercised. McDonaldisation Efficiency – The fastest possible method of achieving a goal or target by the minimising of time.

Calculability - Quantity over quality. Delivery of the most amount of product from the least amount of expense in order to satisfy consumer need.

Predictability – Standardisation of the product and service that consumers receive.

Control – The removal of human intervention with the replacement of technology. McDonaldisation... It's ECPC! According to Ritzer 2004, McDonaldisation has lead to The Globalisation of ‘Nothing’ Mass production Bland, lacks distinction and content Lack of value Lack of personal attachment Methodical standardisation Consumed in ‘Non-Places’. Task: How does Mcdonaldisation link to Postmodernism? The media giants often support and promote each others ventures. This in turn optimises global coverage as the companies utilise
each others media vessels.

Can you think of any examples?
Only the massive have access to:

Access to levels of investment
Access to promotional products
Merchandise 1. Levels of expenditure 2. Synergy Separate entities work together by pulling together resources.

Cross-promotion: The Sun newspaper will promote Sky TV as Rupert Murdock has a vested interest in both.

Each entity will boost the other until the whole is greater than the sum of its parts. Eg: TV series of films. Branding Mass media empires flex their financial muscles an create brands and logos that carry certain meanings to particular social groups. For example:

Mothers Practice exam questions Identify and briefly explain three ways in which globalisation has changed the role of the
media over the past 20 years or so. (9 marks) Q1 Assess postmodernist contributions to our understanding of the role of the mass media
in society today. (33 marks) Q2
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