Inter-connect what?

Globalisation, according to O’shaughnessy and Stadler’s, ‘Media and Society’ reading is truely based on ‘interconnectedness’ of media communication systems within the forever converging media landscape. Are we truly ‘connected’ by communication though? I mean sure, we can communicate easier, through multimedia to distant family, friends and even business’s such as using Skype and Facetime. Texting while sat across from each other however, is a whole different story. Which begs me to question, is globalisation effecting the way we communicate thus making us disconnected as a society?

Marshall McLuhan suggests ‘people of the world can be brought closer together by the globalisation of communication,’ as well as giving people a voice and adding to the large scope of information on the web, globalisation therefore creating and encouraging content creators with independent voices. News and television however thrive on Global content in order to converge ownership and control of media avenues reducing the voices of a society or community. The mass media control the public sphere, creating a narrow minded society who have become dependent on spoon fed information and technology, creating a mediated sphere.

Take marketing for instance, a huge part of connecting networking societies. Marketing matches culture and with more mobile devices than people on the planet it is no wonder brands are becoming personal with consumers through mobile phones, giving consumers a voice on how brands should be marketed, adding to the idea of Castells 2000,p.370; Emphasis in original that we are now ‘living in customized cottages globally produced and locally distributed.’ Yet as consumers we are molded into a global network constructed by the mass media.

With utopian views of coming together such as Hurricane sandy in 2012 and the accounts of what followed from the support of a global network using Facebook and Twitter, truely defines a ‘global village.’ A dystopian view however named by Castells as a ‘network society,’ looks at for example the way in which there is a huge gap between the rich and the poor as a community, is social exclusion due to the poor not having internet, therefore not being connected, broadening the financial gap?

There are many Pros and Cons associated to the way Globalisation affects Australia as a whole, for instance the Cultural aspects of Australia such as food, marketing, music and brands etc are described by many theorists as ‘americanised’. This means that many countries are saturated by the flow of mass media and the way in which different cultural aspects effect another countries. Many suggest that through the ‘Americanisation’ a countries original culture many by lost, an easy example of this would be to take the iconic Australian brand Vegemite, now owned by America and removed of its Kraft logo. Many were outraged stating America was flat out stealing, yet Vegemite and Marmite (a English brand of Vegemite and made before Vegemite in 1902) are relatively, if not the same. The only reason Vegemite is so ‘Australian’ is because of the recognized brand name and perhaps not of the content which is similar to Marmite.

Australia wouldn’t be where is is today without all major exports of resources, either way, Australia calls itself Multicultural, a country accepting of all nationalities and races. This is apart of Australia, a nation that completely accepts globalisation, Australia is extremely connected to the rest of the world but are we truly connected to one another as a society?


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