MIL for Teachers Module 11: Media, Technology and the Global Village 2023 UNITED NATIONS ALLIANCE OF CIVILIZATIONS (UNAOC) and UNITED NATIONS EDUCATIONAL, SCIENTIFIC AND CULTURAL ORGANIZATION (UNESCO) Source URL: http://unesco.mil-for-teachers.unaoc.org/modules/module-11/

1. 6/10/23, 7:53 AM Module 11: Media, Technology and the Global Village
unesco.mil-for-teachers.unaoc.org/modules/module-11/ 1/6
LANGUAGES
Home / Modules / Module 11: Media, Technology and the Global Village
Module 11: Media, Technology and the Global Village
BACKGROUND AND RATIONALE
The question of the ownership and control of communication media is crucial as it defines media content and processes. Even as
journalists promote democracy in the exercise of free speech and a free press, this freedom and journalists’ independence are,
according to some critics, in some ways impacted by the financial or political concerns of media owners or employers – subtle in
some cases and more blatant in others. Such control, including its pattern and structure, is shaped mainly by pervasive political
(and geopolitical) realities and the potential for ownership concentration. This is why both the editorial independence and pluralism
of media at local and global levels are important. Due to the increasing geographical complexity of the media, media flows are no
longer just from North to South but also South to North and South to South. Some influential regional media are increasingly
changing the configuration of the international media system.
In a majority of countries around the world, mass media organizations are private commercial companies. Others are privately
owned but non-commercial, such as those operated by non-governmental organizations, while some are government-owned and
controlled. In broadcasting, the public service broadcasting model provides an alternative to both commercial and government-
English
Home Introduction Modules Resources Submit a Resource

2. 6/10/23, 7:53 AM Module 11: Media, Technology and the Global Village
unesco.mil-for-teachers.unaoc.org/modules/module-11/ 2/6
owned media. A positive development is the growing popularity of community-owned media, which involve local residents in
content development and give a voice to marginalized sectors of society.
Technological advances in a worldwide market economy have encouraged the growth of global media companies, referred to as
transnational media conglomerates. Their power and influence extend over geographic, economic, and political barriers. Global
media companies include those that operate at the regional level. Convergence, despite antitrust regulations, has also facilitated
media mergers and acquisitions at the national and global level. Many mass media organizations are establishing alliances with
companies doing business in telecommunications, web applications and entertainment (movies and video games), etc. The new
companies created by these coalitions have become more powerful as their messages, images and voices can now be transmitted
globally and reach even the remotest villages through diverse platforms – print, broadcast and digital.
The emergence of global media presents both challenges and opportunities. Some communication scholars have warned of
threats of cultural homogeneity, but the same media tools offer opportunities for cultural diversity and pluralism (i.e. it is now
easier to produce, share, and exchange local media content). The global media also have the capability and resources to set higher
standards of professionalism. Consequently many local media outlets are forced to become more competitive by improving the
quality of their programming. Moreover, development issues that have a worldwide impact, such as climate change, pandemics or
threats to biodiversity, can be effectively communicated by the global media. It is also acknowledged that many stories hidden
from local and national audiences due to politico-economic constraints, are revealed to a worldwide audience by independent
global media.
The impact of media industries on the political setting is also changing. With new media technologies, there is now a greater two-
way flow of information within and outside national boundaries, as well as broader platforms for public discourse. All these
cultivate tolerance and understanding. The paramount issue is: How can the media help promote a wider range of options, choices
and freedom?
The prevailing commercial media system deserves particular attention because advertising remains its main source of revenue.
How can media organizations keep their independence and the public’s trust, while remaining viable (profitable) and sustainable (in
terms of operations)? The impact of overemphasizing either factor should be considered.
This module ends on an optimistic note, with a discussion on alternative media, especially those in small communities, operating
in today’s global media landscape. The increasing number of news media channels is also discussed, as these offer alternatives to

3. 6/10/23, 7:53 AM Module 11: Media, Technology and the Global Village
unesco.mil-for-teachers.unaoc.org/modules/module-11/ 3/6
Unit 1: Media Ownership in
Unit 1: Media Ownership in
Today’s Global Village
Today’s Global Village
Unit 2: Socio-Cultural and
Unit 2: Socio-Cultural and
Political Dimensions of
Political Dimensions of
Globalized Media
Globalized Media
Unit 3: Commoditization of
Unit 3: Commoditization of
Information
Information
Unit 4: The Rise of
Unit 4: The Rise of
Alternative Media
Alternative Media
the dominance of a few, including online news sites. Community media can be set up in schools, communities, workplaces, etc.
and are alternative to larger media outlets. These ‘small’ media channels promote the right to information and offer local people a
voice of their own.
RESOURCES FOR THIS MODULE
Birdsall, W. F. (N.D.), The Internet and the Ideology of Information Technology. (Accessed 2 september 2009.)
Fidler, R. 1997. Media Morphosis: Understanding New Media. California. Pine Forge Press.
Green, L. 2002. Communication, Technology, and Society. London, Sage Publications;
Habermas, J. 1989. The Structural Transformation of the Public Sphere, trans. Thomas MacCarthy. Cambridge, Polity
Press.
Habermas, J. 1994. Citizenship and National Identity. Steenbergen, B.V. (Ed.). The Condition of Citizenship. London,
Sage Publications.
Littlejohn, S. W. and Foss, K.A., 2008. Theories of Human Communication (9th ed). Belmont, California; Thomson
Wadsworth.
Marris, P. and Thornham S. (Eds.). 2002. Media Studies: A Reader (2nd ed.). New York, New York University Press.
Pavlik, J. V. 1998. New Media Technology: Cultural and Commercial Perspectives (2nd ed.). Boston, MA; Allyn and
Bacon.
Servaes, J. 2003. Approaches to Development. Studies on Communication for Development. Paris, Communication and
Information Sector – UNESCO.
Stevenson, N. 1995. Understanding Media Cultures: Social Theory and Mass Communication. London, Sage
Publications.
Sussman, G. and Lent, J. (Eds.). 1991. Transnational Communications Wiring the Third World. Newbury Park, California;
Sage Publications.
RESOURCES FOR THIS MODULE
