Active learning ideas
This topic explores the global flow of media and the power dynamics between different cultures. Students investigate the theory of cultural imperialism, the idea that Western (largely American) media dominates and homogenises global culture, and contrast it with cultural hybridity, where local and global influences merge to create something new. This unit is particularly significant in the UK context, as it requires students to consider Britain's role as both a global media exporter and a site of diverse cultural influences shaped by its colonial history.
Activity 01
Groups choose a global franchise (e.g., 'The Voice', 'MasterChef', or a Marvel film). They must research how the product is marketed and adapted in three different countries, identifying elements of 'cultural imperialism' and 'cultural hybridity' in each version.
Does global media promote a homogenised Western culture?
Activity 02
Students list five media brands they used today. They pair up to identify the origin of each brand and discuss whether their own cultural identity is being 'eroded' or 'enriched' by these global influences before sharing with the class.
How do local audiences negotiate global media texts?
Activity 03
Display posters and trailers for films or shows co-produced by multiple countries (e.g., 'Narcos' or 'Parasite'). Students move around and note how these texts appeal to multiple audiences simultaneously and whether they challenge Western dominance.
What is the significance of transnational co-productions?
A few notes on teaching this unit
Watch Out for These Misconceptions
Globalisation is just another word for Americanisation.
While the US is a major player, globalisation also involves the rise of 'media capitals' like Mumbai (Bollywood), Lagos (Nollywood), and Seoul (K-Pop). Active mapping of these hubs helps students see a more multi-polar media world.
Audiences in other countries are 'passive victims' of Western media.
Audiences are active and often 're-read' global texts through their own cultural lens. Using case studies of local adaptations helps students understand the concept of 'negotiated readings' on a global scale.
Methods used in this brief
Ownership, Power, and Media Conglomerates
Analysing the political economy of the media using Curran and Seaton's theories to understand how ownership shapes media content.
8 methodologies
Regulation in the Digital Age
Evaluating the challenges of regulating global, digital media platforms, referencing Livingstone and Lunt's theories on regulation.
8 methodologies