896 Economics, Management, and Financial Markets Volume 6(2), 2011, pp. 896–900, ISSN 1842-3191 CULTURE AND TELEVISION. THE TELEVISUAL GLOBALIZATION BIANCA-MARINA MITU [email protected] Spiru Haret University, Bucharest ABSTRACT . Globalization is an issue extensively discussed in recent years, many researchers bringing out all the harmful effects this phenomenon can have – especially the danger of cultural uniformity. In a provocative rethinking of the medium and its ensuring effects this scientific approach argues that we have misunderstood television and have thus contributed to a distorted view of art and culture in the 20 th century. This paper aims to find the answer to a few issues: Is culture a priority for tele- vision? What is the impact of the televisual globalization? Keywords: culture, television, media effects, globalization, society 1. Introduction Media system evolution over time led to major changes of both individual and contemporary world. Human life has changed. But the media suffers a constant change, because it must meet the public expectations. Television, which has an enormous influence on the audience, bears a great responsibility for the education of the people, especially for the younger generation. Glob- alization became one of the key debates of the 1990s, producing a body of criticism within, and between, the fields of sociology, economics, international relations, communications theory, cultural studies, as well as business studies. But as Tomlinson asserts, “the huge transformative processes of our time that globalization describes cannot be properly understood until they are grasped through the conceptual vocabulary of culture.” 1 Television has the greatest influence on the general public. Globalization is now widely discussed, but the debates often focus on economic issues. We must begin this ambitious project by studying the relationship between globalization and contemporary culture, explaining the importance of time and space concerns, cultural
897 imperialism, “deterritorialization,” the impact of the media and communication technologies, and the possible growth of more cosmopolitan culture. 2. Globalization, Culture and Television After 20 years of continuous development of the audiovisual, the cultural landscape of television is discouragingly dull. When speaking about the relationship between culture and television researchers often mix two different meanings: 1. the televisual culture, television seen as a form of art, and 2. the television seen as a way of displaying culture. In the last twenty years the phenomenon has grown so much that we practically have one TV program for everything. In addition to generalist TV channels, (such as: Antena 1, ProTV, etc.) we have niche TV channels (Discovery, MTV, Animal Planet).
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