Global Media and

Its Politics
Priyanka Suryawanshi
Roll no. B20144009
PG - 1

THE GLOCAL STRATEGY OF

GLOBAL BRANDS

Glocalization encourages companies to think

global, act local, and they could do so by using the
global brand, while localizing certain elements of
that brand in order to suit a particular country.

THE GLOCAL STRATEGY OF

GLOBAL BRANDS

In 1983, Theodore Levitt published a provocative Harvard

Business Review article entitled The Globalization of Markets,
in which he stated that a new global market, based on uniform
products and services, had emerged.

Global corporations adopted strategies that operated as if the

entire world were a single entity; such an organization sells the
same things in the same way everywhere.

The next big evolutionary step of going global now has to be

going local.

THE GLOCAL STRATEGY OF

GLOBAL BRANDS
COMMUNICATION STRATEGY
PRODUCT
STRATEGY

Standardized
Product

Localized Product

STANDARDIZED
COMMUNICATION

LOCALIZED
COMMUNICATION

Global Strategy:
Uniform product /
Uniform message

Glocal Strategy:
Uniform product /
Customized
Message

Glocal Stategy
Customized Product / Customized
Message

Framework for Alternative Global Marketing

Strategies

THE GLOCAL STRATEGY OF

GLOBAL BRANDS

The term glocalization first appeared in the late 1980s in

Harvard Business Review articles, written by Japanese
economists, and comes from the Japanese word dochakuka.

The Japanese ideographs do, chaku an d ka means

respectively land, arrive and process of in English.

Glocalization, seems to be the art of attaining a fine balance of

assimilating foreign influences into a society that add to its
diversity without overwhelming it.

The concept prescribes that in order to be successful globally,

marketing managers must act locally in the different markets
they choose to enter.

THE GLOCAL STRATEGY OF

GLOBAL BRANDS

Phillip Kotler elaborated certain advantages of glocal marketing

(Kotler, 2009), as follows:
Consumers feel that the brand is relevant to them and is
tailored to their needs and wants.
There is harmony and balance between the different levels
of marketing activity: strategic, tactical and operative.
Brands gain greater market share.
Today, two-thirds of Coca-Colas sales in Japan are from
local beverage brands, and the company now owns more
than 100 local beverage brands worldwide.

THE GLOCAL STRATEGY OF

GLOBAL BRANDS
Glocal tactics, of glocal strategies, developed in connection with
the four variables from the marketing mix (Product, Price,
Promotion, Distribution)
Product

Nokia, a global telephone brand, due to the fact that there is a

lot of dust in India that damages the phones, adapted its offers
with an anti-dust keypad specially made for that market.

There is now a Volswagen car with a compass for pointing

towards Mecca and a shelf for the Koran; thus Volswagen is a
very popular market within the muslim community, because it
acknowledged their culture

THE GLOCAL STRATEGY OF

GLOBAL BRANDS
Glocal tactics, of glocal strategies, developed in connection with
the four variables from the marketing mix (Product, Price,
Promotion, Distribution)
Price

The Spar uses a glocal strategy involving positioning through

price. This brand is positioned as a low-cost supermarket in
Germany, whereas in United Kingdom and Ireland it provides
greater service and store design, and it is positioned as a small,
high-cost convenience store.

THE GLOCAL STRATEGY OF

GLOBAL BRANDS
Glocal tactics, of glocal strategies, developed in connection with
the four variables from the marketing mix (Product, Price,
Promotion, Distribution)
Promotion

McDonalds had to change its promotion/communications

campaign and replace Ronald McDonald clown, because his
white face denotes death in China and thus was not a good
image to inspire lunch.

THE GLOCAL STRATEGY OF

GLOBAL BRANDS
Glocal tactics, of glocal strategies, developed in connection with
the four variables from the marketing mix (Product, Price,
Promotion, Distribution)
Distribution

French Louis Vuitton bags are sold from stands in shopping

centers in Hong Kong, United Arab Emirates and lately in
Romania, because these markets accept this as a valid method
of distribution. But, if Louis Vuitton did this in countries such as
United Kingdom and continental Europe it could damage the
brands luxury status.

THE GLOCAL STRATEGY OF

GLOBAL BRANDS
Conclusion

Glocal marketing attempts to fill the gap between local culture,

preference and the globalization of marketing activities, and
tries to re-establish the connection between global brands and
different cultures.

In the end people want both global and local brands brands
that make them feel part of a broader international community,
but also brands that root them in their home culture, respect and
represent their tastes. Hence, a glocal strategy seems to be the
answer.

Media Ecology

Media Ecology" can be defined as the study of media

environments, the idea that technology and techniques, modes
of information and codes of communication play a leading role
in human affairs.

It is a study of how media and communication processes affect

human perception and understanding.

It is the media of the epoch that defines the essence of the

society by presenting four epochs, inclusive of Tribal Era,
Literate Era, Print Era and Electronic Era.

Media Ecology

To understand how media affect large structural changes in

human outlook, McLuhan classified media as either hot or cool.

Hot media refers to a high-definition communication that

demands little involvement from audience whereas cool media
describes media that demands active involvement from audience.

. The North American definition refers to an interdisciplinary field

of media theory and media design involving the study of media
environments.

The European version of media ecology is a materialist

investigation of media systems as complex dynamic systems.

Media Ecology
Background
In 1977, Marshall McLuhan said that media ecology:
...means arranging various media to help each other so they
won't cancel each other out, to buttress one medium with
another.
Neil Postman founded the Pro-gram in Media Ecology, and
described it as:
Media ecology looks into the matter of how media of
communication aects human perception, understanding,
feeling, and value, as well as how our interaction with media
facilitates or impedes our chances of survival. The word ecology
implies the study of environments: their structure, content, and
impact on people.

Media Ecology
Background
Media ecology is concerned with understanding how technologies
and techniques of communication control the form, quantity, speed,
distribution, and direction of information; and how, in turn, such
informational configurations or biases aect peoples perceptions,
values, and attitudes.
Corey Anton, Editor of Explorations in Media Ecology, defines
media ecology as:
A broad based scholarly tradition and social practice. It is both
historical and contemporary, as it slides between and incorporates the
ancient, the modern, and the post-modern. More precisely, media
ecology understands the on-going history of humanity and the
dynamics of culture and personhood to be intricately intertwined with
communication and communication technologies .

Media Ecology
Core Concepts

Assumptions of the theory

Media is infused in every act and action in society.
Media fixes our perceptions and organize our experiences.
Media ties the world together.

Marshall McLuhan used the phrase Global village to describe

that humans can no longer live in isolation, but rather will always be connected by continuous and instantaneous electronic
media .
This global village let mankind step into a new information age
in which human communication is growing so fast as to be in
fact immeasurable,

Media Ecology
Core Concepts

McLuhans media history

McLuhan believed there are three inventions that trans-formed
the world: the phonetic alphabet, the printing press, and the
telegraph.

In order to understand the effects of symbolic environment,

McLuhan split history into four periods: the tribal age, the literate
age, the print age, and the electronic age.

Throughout the structure of their distinctive methods of

communication (e.g., oral, written, printed, electronic), different
media arouse patterns in the brain that are distinctive to each
and every particular form of communication.

Media Ecology
Core Concepts

McLuhans media history

1. Tribal Age

Tribal Age, a time of community because the ear is the dominant

sense organ. This is also known as an acoustic era because the
senses of hearing, touch, taste, and smell were far more
strongly developed than the ability to visualize.
Hearing was more valuable because it allowed you to be more
immediately aware of your surroundings.
In this world of surround sound, everything is more immediate,
more present, and fosters more passion and spontaneity.
During the Tribal Age, hearing was believing.

Media Ecology
Core Concepts

McLuhans media history

2. Literary Age

The second stage is the Literary Stage, a time of private

detachment because the eyes is a dominant sense organ; also
known as the visual era.
This is when the invention of the alphabet came about. During
this time, when people learned to read, they became
independent thinkers.

Media Ecology
Core Concepts

McLuhans media history

3. Print Age

The third stage is the Print Age, mass production of indi-vidual

products due to the invention of the printing press.
With printing came a new visual stress, the portable book. It
allowed men to carry books, so men could read in privacy and
isolated from others.
Libraries were created to hold these books and also gave
freedom to be alienated from others and from immediacy of their
surroundings.

Media Ecology
Core Concepts

McLuhans media history

4. Electronic Age

Lastly, the Electronic Age, an era of instant communication and

a return to an environment with simultaneous sounds and touch.
It started with a device created by Samuel Morses invention of
the telegraph and led to the telephone, the cell phone,
television, internet, DVD, video games, etc.
Being able to be in constant contact with the world becomes a
nosy generation where everyone knows every-ones business
and everyones business is everyone elses.
This phenomenon is called the global village.

Media Ecology
Core Concepts

The Medium is the message

McLuhan highlighted the importance of medium characteristics

which can influence and even decide the content. He proposed
that it is the media format that affects and changes on people
and society.
The emergence of new media will change the equilibrium
between human sensual organs and affect human psychology
and society.
The new form of communication brings in itself a force that
causes social transformation.

Media Ecology
Core Concepts

Hot v/s Cool Media

Hot media requires very little participation from the audience. It

concentrates on one sensory organ at a time.
This type of media requires no interpretation because it gives all
the information necessary to comprehend.
Some examples of hot media include radio, books, and lectures.

Cool media requires the audience to be ac-tive and fill in

information by mentally participating.
This is multi-sensory participation.
Some examples of cool media are TV, seminars, and cartoons.

Media Ecology
Critics

Technological Determinism

The majority of criticism of this theory is a result of the

deterministic approach. Determinism insist that all of society is
a result of or effected by one central condition.
In some cases the condition can be language (linguistic
determinism), religion (theological determinism), financial
(economic determinism).

Postman has also stated that a medium is a technology within

which a culture grows; that is to say, it gives form to a cultures
politics, social organization, and habitual ways of thinking .

Media Ecology
Critics

Technological Determinism

John Fekete who believes that McLuhan is oversimplifying the

world by denying that human action is itself responsible for the
changes that our socio-cultural world is undergoing and will
undergo, McLuhan necessarily denies that a critical attitude is
morally significant or practically important.

Lance Strate, on the other hand, argues that McLuhans

theories are in no way deterministic and McLuhan in fact never
uses the word determinism or eludes to the idea that human
agency is removed.

Media Ecology
Critics

Technological Determinism

This statement from Strate would define McLuhan and Media

Ecology as "soft determinism" opposed to " hard determinism"
with the difference being that hard determinism indicates that
changes to society happen with no input or control from the
members of that society, whereas soft determinism would
argue that the changes are pushed by technology but free will
and agency of the members of society ultimately have a chance
to influence the outcome.

Media Ecology
Critics

The Great Divide

A Great Divide theory, exaggerating the difference between

orality and literacy, for example.
And a great divide between word and image. And a great divide
between the alphabet, on the one hand, and pictographic and
ideographic writing, on the other.
And a great divide between scribal copying and the printing
press. And a great divide between typography and the electronic
media.
but the point is that there are many divides, which suggests that
no single one of them is all that great after all.

Media Ecology
Recent Research and Apllications

New Media

The new media is characterised by the idea of web 2.0.

He argues that a particular assemblage of soft-ware, hardware

and sociality have brought about 'the widespread sense that
theres something qualitatively different about todays Web.

The interactive and user oriented nature of these technologies

have transformed the global culture into a participatory culture.

Media Ecology
Recent Research and Apllications
Education
How Media Ecologies Can Address Diverse Student Needs
named study was conducted to determine which media is
perceived as the most useful as an instructional tool in postsecondary education.
Ultimately comparing hot and cold media at todays standard
of the terms.
The result of the study, which included student surveys,
indicated that a mixture of media was the most valued method
of instruction, however more interactive media enhanced student
learning.

Media Ecology
Recent Research and Apllications
International Application and Social Media

Social media extends the " grapevine" network and that social media,
despite the result of the uprising, completely changes the " mediascape"
of Egypt.

At times newly introduced mass media have produced revolutionary

effects in the societal management of time and energy as they forged
new spaces for themselves. Thus media are cultural forces as well as
cultural objects. In operation, they produce specific cultural effects that
cannot be easily predicted.

Peterson the role of social media in Egypt is also evolving the political
culture as even state figures are beginning to make announcements
using social media rather than more traditional forms of media

The New World Information and

Communication Order (NWICO)

Thirty-four countries of the world have no television sets.

There are more telephones in Tokyo than on the entire African
continent.
Fewer than half the worlds population has ever made a
telephone call; more than two-thirds of the households still have
no phone.

These are the harsh figures on the state of world

communication.

The New World Information and Communication Order

(NWICO) attempts to provide answers to how communications
inequities could be resolved.

The New World Information and

Communication Order (NWICO)

Communication Access As Justice And The Gods of Equity

According to principles of humanist liberalism, basic rights and

liberties are inalienable.

When basic rights are not guaranteed, says Johnson, people

lack a means that is essential for them to be effective agents in
their societies, and participants in the processes of political
deliberation and decision making.

The New World Information and

Communication Order (NWICO)
Communication Access As Justice And The Gods of Equity
Another contributor Rawls argues for equal opportunities and a
social contract conceptually more general. He says there are two
principles of justice:
a. Each person has an equal right to a fully adequate scheme of
equal basic liberties which is compatible with a similar scheme of
liberties for all.
b. Social and economic inequities are to satisfy two conditions.
First, they must be attached to offices and positions open to all
under conditions of fair equality of opportunity; and second, they
must be to the greatest benefit of the last advantaged members
of society

The New World Information and

Communication Order (NWICO)

Communication Access As Justice And The Gods of Equity

The centrality of electronic media to effective participation in

modern societies and international relations, they can be
defined as a necessary aspect of basic human rights and
fundamental to determinations of what is just and unjust.

When we start to think about communication within the

framework of basic rights and justice, it immediately becomes
apparent that communication equity becomes a prerequisite of
modern society.

The New World Information and

Communication Order (NWICO)

Communication Access As Justice And The Gods of Equity

The formulation of the UN in 1948 and its early efforts to situate

communication as a fundamental aspect of universal human
rights. As Article 19 of the Universal Declaration of Human
Rights put the issue:
Every individual has the right to freedom of opinion and of
expression, which entails the right to be free from harassment
for his opinions and the right to seek out, to receive and to
communicate, regardless of frontiers and ideas, by whatever
means of expression he may choose.

The New World Information and

Communication Order (NWICO)
Communication Access As Justice And The Gods of Equity

The expansion of activities and research within UNESCO began to produce findings
and conclusions that were not always welcomed by all of the organizations members.
In particular, three broad conclusions coming out of UNESCO-supported research
located at the center of future debates about international communication and
ultimately lead to efforts to severely curtail UNESCOs role in international information
and communication issues.
Contemporary individual[s] were becoming . . . prisoner[s] of foreign concepts of the
world for they are being incessantly and systematically forced upon [them]. Another
conclusion stemming from these observations was that information media are treated
as a privilege of the ruling elite, ...a power which is out of the influential sphere of the
public. The ultimate conclusion stemming from these observations was that it might be
necessary to find ways to protect the concepts of independence and freedom of
information.
They marked the beginning of a loosely organized discourse that linked communication
issues of international political and economic power. On the other hand, they raised the
claims that UNESCO had far over-stepped its mandate and became politicized.

The New World Information and

Communication Order (NWICO)

What is NWICO

While NWICO obviously involves concerns with journalism and

particular communication technologies, it can be more properly
thought of as an effort to locate communication and issues of
equity, human rights and justice within the context of global
history and political economy.

For technological determinists the emphasis of NWICO

challenges their assumptions about the link between technology
and human progress, the role of the market and the
determinacy of politics, economics and history over the
innovation, deployment and uses of communications
technology.

The New World Information and

Communication Order (NWICO)
The Challenge to Power: Autonomy, Critique and Alternative
Proposals for the Future
Historically, as part of the efforts to redefine the terms of participation
in the world system, developing countries have established formal
alliances to lobby for their mutual interests in the world community and
to avoid slavish alignments with either of the superpowers. The most
important of such alliances has been the Non-Aligned Movement
(NAM).
A set of non-binding principles to guide the operations of the
international media and journalists. Such efforts later came to be
known as the Mass Media Declaration.
UNESCO to construct communication systems that would help free
"developing countries from the state of dependence.

The New World Information and

Communication Order (NWICO)
The MacBride Commission
The newly formed Commission was headed by the Irish Ambassador,
Sean MacBride. His task was to study the existing state of affairs in
international communication and to make recommendations that might
form the basis of a new communication order.
In 1978, the Commission submitted interim report focused on the
nature and organization of the Western press, especially the
transnational wire services (TNNAs).
"free and balanced flow" to the goal of a "free flow and a wider and
better balanced dissemination of information.

The New World Information and

Communication Order (NWICO)
The MacBride Commission
Commissions final report was presented to the 21st General
Conference in Belgrade, nestled within the report were 82
recommendations, including proposals related to telecommunications
tariffs, administration procedures, technological implementation and
uses, and training and research in the media.
It also resolved to deal with "professional integrity and standards. .
including a concern for professional ethics" although it eliminated any
suggestions about the licensing of journalists.

The New World Information and

Communication Order (NWICO)
The MacBride Commission
Despite the conciliatory approach adopted in the final report, the document
was still criticized widely. Many faulted it for being too philosophical and for
trying to seek consensus where the divisions were simply too deep to
overcome.
It also failed to adequately address issues of telecommunication
infrastructure and the socio-cultural effects of technology, existing tariff
structures and the distribution of the spectrum resources.
one significant outcome of the Belgrade Conference was the creation of the
International Program for Development Communication (IPDC), which was
designed to implement many of the objectives of the NWICO in a practical
manner.

The New World Information and

Communication Order (NWICO)

The US Withdrawal from UNESCO

In late December 1983, Secretary of State George Schultz sent a

letter to UNESCO Director-General M'Bow, informing him of the US
intent to withdraw its membership at the end of 1984. In the letter,
Schultz further charged that UNESCO had drifted from "the original
principles of its Constitution," leading to a situation which now "served
the political purposes of member states.

The consequence of the US departure was an immediate loss of $43

million from its general budget. The subsequent withdrawal of the UK
and Singapore in 1985 reduced the agencys budget even further.

The New World Information and

Communication Order (NWICO)

The Future of NWICO

UNESCO efforts are now directed toward the development of

infrastructures and capacities, personnel training, and media
education. While these initiatives are designed to help ensure "a
balance in regard to the flow of information.

Visions of an Information Super Highway

And Global Information Infrastructure

The Information Super Highway and GII involve the possibility of the
world being linked together through a web of digital
telecommunications technology, fiber optic cables, and high-capacity
satellite systems capable of high speed and superior quality voice and
data transmission.

This convergence of wire, wireless, broadcast, cable and satellite

communication technologies into a global information network is at the
heart of the Information Super Highway project.

The Information Super Highway is not only a technological project, but

also an initiative that links governments and major communication
corporations at the highest levels.

Visions of an Information Super Highway

And Global Information Infrastructure

Highways which would serve as networks of distributed intelligence,

enabling all to share information, to connect, and to communicate as a
global community.

System of highways would lead to robust and sustainable economic

progress, strong democracies, better solutions to global and local
environmental challenges, improved health care, and ultimately a
greater sense of shared stewardship of our small planet.

Key aspects of this program, as Group of 7 countries noted, is the

adoption of an agenda to liberalize regulations for information technology
and a series of technology projects designed to promote the objectives of
the Information Super Highway and to garnet support for the initiative by
eliminating public scepticism and ambivalence towards the new
information machines.

Visions of an Information Super Highway

And Global Information Infrastructure
What will Result in the Development of an Information Super
Highway

The most appealing route for many countries wishing to develop their domestic
telecommunication systems, and given the deterioration in developing countries
economies and the severity of the debt crisis, has been privatization.

Vice President Gore has strongly promoted privatization, arguing that it is an

integral component of the broader project of creating the Information Super
Highway, economic growth and, perhaps most importantly, stronger
democracies.

While privatization may raise capital in the short-term, it has to be noted that
telecom operators have almost always contributed to the public purse, not drained
them, and there are enormous difficulties in getting private corporations to serve
publicly-determined social policy objectives.

Conclusion
The possible links among communication, technology, and
democracy on a global scale cannot be considered outside the
more general political and economic context in which they are
situated.
The previous sections describing contemporary developments
affecting the relations between developed and developing countries,
and the increased tendency to locate communication policy within
the context of trade policy, suggests that programs such as the
information superhighway and the Global Information Infrastructure
will serve little more than narrowly defined instruments rather than
the much larger and more encompassing goals of NWICO.

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