`This is a necessary and very original book that really does address the lack of attention to media in previous discussions about globalization' - James Lull, San Jose State UniversityThere is practically no globalization without media and communications. Yet this relationship is so obvious it is often overlooked. Rantanen challenges conventional ways of thinking about globalization and shows it cannot be understood without studying the role of the media.This book offers:- a clear and accessible overview of globalization and the pivotal role of the media- an introduction to the concepts and theories of globalization- empirical data on the production and consumption of media- a methodology for relating individual, local experiences to the global pictureRantanen has made this complex and huge subject very accessible by using personal histories and pictures to engage the reader. It will be invaluable to students in international media, cultural studies, communications and international relations.
Chapter 5: Heterogenization
Whilst Sreberny's (1996) second-generation media and communication theorists talked about homogenization as globalization's main (if not only) consequence, the next generation of culture, media and globalization theorists argue for different outcomes, using such concepts as heterogenization, hybridization, fuzziness, mélange, cut-and-mix, criss-cross and crossover. For example, for Pieterse (1995: 49) and Rowe and Schelling (1991: 231), globalization is hybridization, ‘the way in which forms become separated from existing practices and recombine with new forms in new practice’. (Rowe and Schelling, 1991:231). The third-generation globalization theorists were not economists or political scientists, but anthropologists or scholars in the newly emerging field of cultural studies who had done their fieldwork and interviews. They were not interested in the politics or economics of media, but in how people ...