THE INFLUENCE OF GLOBALISATION ON MEDIA AUDIENCE:UNILAG UNDERGRADUATE STUDENT
1.1 BACKGROUND OF STUDY
Globalization is just to see the world with one eye and the apartheid of the privileged. It is the supreme myth of all that people invested their hopes and dreams in the expectation that the world would come together that was never been (Hirst and Thompson, 1996). Probably this is the view of the skeptic.
However, the globalizers like Giddens (1990) and Castells (1996) considered globalization as a central driving force behind the rapid social, political factors that are reshaping modern societies and world order. Although media and globalization are not always connected mutually, however, both are related.Marshall McLuhan made a connection by combining the medium is the message’ with his global village’. Globalization has spread all over the world through media and communication which is
referred to as mediated globalization’ by Rantanen (2005:8). In order to connect media and communication together, Tomlinson defines globalization in the following way:―Globalization refers to the rapidly developing process of complex interactions between societies,cultures, institutions and individuals world-wide. It is a social process which involves a compression of time and space, shrinking distances through a dramatic reduction in the time taken-either physically or representational- to cross them, so making the world seem smaller and in a certain sense bringing human being closer’ to one another Globalization or (Globalization) refers to the increasingly global relationships of culture, people and economic activity. Most often, it refers to economics: the global distribution of the production of goods and services, through reduction of barriers to international trade such as tariffs, export fees, and import quotas. Globalization accompanied and allegedly contributed to economic growth in developed and developing countries through increased specialization and the principle of comparative advantage. The term can also refer to the transnational circulation of ideas, languages, and popular culture.Opponents of globalization alleged that globalization’s benefits have been overstated and its costs underestimated. Among other points, they argued that it decreased inter-cultural contact while increasing the possibility of international and intra-national conflict.