After, what has been a `very long, uneven and complicated process and is currently called globalisation′, world capitalism and the underlying system of sovereign states have become `the first historical system to include the entire globe within its geography′. The brands, images, and the cultural output of transnational companies of mainly North American origin are flooding almost every part of the world. What George Ritzer has called McDonaldization, `the rationalization of everyday interaction and individual identity′ - the principles of a fast food restaurant that `more and more sectors of society are adopting transforms national economies into one global, interdependent economy′. As a consequence, activities, which were previously carried out within a national or regulated international framework, will from now on be carried out globally, in accordance with the needs of the global marketplace, which is steadily growing. By 1980, it was estimated that there were over 10.000 transnational corporations of all national origins, and by the early 1990s more than three times as many.
In the media sector the vision or the nightmare of a global business would look like this: one single mega-corp, which delivers down its cable, to our homes, every intellectual morsel (it thinks) we need. The films, sit-coms and documentaries it has made; the news it makes; the information and e-mail services it controls; the chat-rooms it monitors and the celebrities it has made famous.
In the following this essay will examine how true this fantasy of total control is in reality by looking at two German conglomerates, KirchGruppe and Bertelsmann AG, which are currently expanding in Europe and the United States. Furthermore, the cultural effetcs of globalisation will be looked at in this context.
Table of Contents
- Introduction
- Globalisation and Media Conglomerates
- KirchGruppe and Bertelsmann AG: A German Case Study
- The Impact of Globalisation on Media Diversity and Competition
- Conclusion (Not Summarized)
Objectives and Key Themes
This essay examines the cultural effects of globalization, focusing on the media industry. It uses a case study of two German media conglomerates, KirchGruppe and Bertelsmann AG, to illustrate how globalization impacts media diversity, competition, and the formation of public opinion.
- The impact of globalization on media industries.
- The role of media conglomerates in shaping cultural landscapes.
- The relationship between globalization, media concentration, and competition.
- The influence of media on public opinion formation.
- The effects of globalization on cultural diversity.
Chapter Summaries
Introduction: This introductory section sets the stage by defining globalization as a "very long, uneven, and complicated process" and establishing its impact on world capitalism and the system of sovereign states. It introduces the concept of McDonaldization, highlighting the increasing rationalization of everyday interactions and the transformation of national economies into a global, interdependent system. The rapid growth of transnational corporations and their influence on global media are also mentioned. The essay then outlines its focus on examining the reality of total control in the media sector through a case study of KirchGruppe and Bertelsmann AG in Germany, with an emphasis on the cultural effects of globalization.
Globalisation and Media Conglomerates: This section describes a vision of a global media business dominated by a single mega-corporation controlling the flow of information and entertainment. It discusses the significant presence of KirchGruppe and Bertelsmann AG in the European and US media markets, controlling a large percentage of German commercial TV stations and holding substantial influence across various media sectors. The section analyzes their expansion strategies and market dominance.
KirchGruppe and Bertelsmann AG: A German Case Study: This section delves into a detailed analysis of KirchGruppe and Bertelsmann AG, examining their extensive holdings in various media sectors, including book publishing, music, broadcasting, and online services. It explores their strategic investments, mergers, and collaborations, emphasizing their significant influence on the German and international media landscape. It describes the "cosy duopoly" they have created in the German TV market.
The Impact of Globalisation on Media Diversity and Competition: This section analyzes the consequences of media concentration and the resulting impact on competition and diversity. It points out how the dominance of Kirch and Bertelsmann has limited opportunities for smaller players, leading to a more homogenous media landscape. The section further discusses concerns about increased costs for consumers, reduced access to diverse programming, and the compromised objectivity in opinion formation due to the power of these media giants. The growing power of these conglomerates is linked to the deregulation of the media market and the willingness of governments to accommodate their interests. The essay also discusses the homogenizing impact of globalization on cultural diversity, referencing the example of KirchGruppe's d-box and the transition to digital television in Germany. This transition is identified as a potential means for Kirch to further solidify their dominance and control over the market, negatively affecting competition and access to media for various segments of society.
Keywords
Globalization, media conglomerates, media concentration, cultural homogenization, competition, media diversity, public opinion, KirchGruppe, Bertelsmann AG, Germany, McDonaldization, digital television.
FAQ: A Comprehensive Language Preview: Globalization, Media Conglomerates, and Cultural Homogenization
What is the main focus of this essay?
This essay examines the cultural effects of globalization, specifically focusing on the media industry and the impact of media conglomerates on media diversity, competition, and public opinion formation.
What case studies are used in the essay?
The essay uses KirchGruppe and Bertelsmann AG, two major German media conglomerates, as case studies to illustrate the impact of globalization on the media landscape.
What are the key themes explored in the essay?
Key themes include the impact of globalization on media industries, the role of media conglomerates in shaping cultural landscapes, the relationship between globalization, media concentration, and competition, the influence of media on public opinion formation, and the effects of globalization on cultural diversity.
What is the significance of the KirchGruppe and Bertelsmann AG case study?
The case study of KirchGruppe and Bertelsmann AG demonstrates how these conglomerates, through strategic investments, mergers, and collaborations, achieved significant influence in the German and international media markets, potentially leading to reduced competition and a more homogenous media landscape.
How does the essay define globalization?
The essay defines globalization as a "very long, uneven, and complicated process" impacting world capitalism and the system of sovereign states. The concept of McDonaldization is introduced to highlight the increasing rationalization of everyday interactions and the transformation of national economies into a global, interdependent system.
What are the concerns regarding media concentration discussed in the essay?
Concerns include reduced competition for smaller media players, increased costs for consumers, reduced access to diverse programming, and compromised objectivity in opinion formation due to the power of large media conglomerates. The homogenizing impact of globalization on cultural diversity is also a central concern.
What role does deregulation play in the essay's analysis?
The essay links the growing power of media conglomerates to the deregulation of the media market and the willingness of governments to accommodate their interests.
What is the significance of the transition to digital television in the context of the essay?
The transition to digital television, particularly KirchGruppe's d-box, is highlighted as a potential means for Kirch to further solidify their dominance and control over the market, negatively affecting competition and access to media for various segments of society.
What are the key words associated with this essay?
Key words include Globalization, media conglomerates, media concentration, cultural homogenization, competition, media diversity, public opinion, KirchGruppe, Bertelsmann AG, Germany, McDonaldization, and digital television.
What is included in the provided language preview?
The preview includes the title, table of contents, objectives and key themes, chapter summaries, and key words.
- Arbeit zitieren
- Florian Mayer (Autor:in), 2001, Examination of the cultural effects of globalisation, München, GRIN Verlag, https://www.grin.com/document/9034
