Global Media, Cultural Change and Global Media, Cultural Change and the Transformation of the Local: The the Transformation of the Local: The Contribution of Cultural Studies to a Contribution of Cultural Studies to a

Sociology of Hybrid FormationSociology of Hybrid Formation

Rainer Winter

In: Global America. The Cultural Consequences

of Globalization (Beck; Sznaider; Winter)

Dott.ssa. Leticia Carro Zanella

Information about authorsInformation about authors Ulrich BeckUlrich Beck: Professor of Sociology at the University of

Munich and Visiting Centennial Professor of the London School of Economics and Political Science. Website: http://www.ulrichbeck.net-build.net/

Natan SznaiderNatan Sznaider: Associate Professor of Sociology at the Academic College of Tel-Aviv in Israel. Website: https://www.mta.ac.il/en/lecturers/259/Pages/default.aspx

Rainer WinterRainer Winter: sociologist, Professor of Media Theory and Cultural Studies and Director of the Institute of Media and Communication Studies at the University of Klagenfurt (Austria). Website: http://www.rainer-winter.net/index.php?option=com_frontpage&Itemid=1

… … Information about authorsInformation about authors

Others contributorsOthers contributors::

Gerard Delanty (University of Liverpool); Eva Illouz (University of

Jerusalem); Yu Keping (China Center for Comparative Politics and

Economics in Beijing); Rob Kroes (University of Amsterdam);

Richard F. Kuisel (Georgetown University); Jan NederveenJan Nederveen

Pieterse (University of Illinois at Urbana-Champaign); Aihwa Ong

(University of California at Berkeley); Motti Regev (The Open

University of Israel); George RitzerGeorge Ritzer (University of Maryland);

Roland RobertsonRoland Robertson (University of Aberdeen, Scotland); Todd

Stillman (University of Maryland); John Tomlinson (Nottingham

Trent University)

Information about the book Information about the book PART IPART I - THEORETICAL PERSPECTIVES: - THEORETICAL PERSPECTIVES:

Cosmopolitanism, McDonaldization, Americanization, Globalization, Culture, Modernity.

PART IIPART II - NATIONAL CASE STUDIES: - NATIONAL CASE STUDIES:

U.S.A, France, Japan, China.

PART IIIPART III - TRANSNATIONAL PROCESSES: - TRANSNATIONAL PROCESSES:

Techno-Migrants in the Network Economy; The Case of the Holocaust; Suffering as Identity in the Era of Globalization; “Rockization”; The Internet: An Instrument of Americanization?

The chapter of Winter belongs to the third partThe chapter of Winter belongs to the third part

Chapter 11 – Global Media, Cultural Chapter 11 – Global Media, Cultural Change and the Transformation of the Change and the Transformation of the

local local SummarySummary: : The aim of Winter is to make a

contribution to a sociology of hybrid formations through cultural studies. Analysis of the impact of mass media in the society and the influence on this phenomena in conformity, passivity, racism, violence and political apathy. What is the impact of globalization in regional cultures? Analysis of American lifestyles and diffusion of mass culture around the world.

ThesisThesis: : “the current global media culture cannot be “the current global media culture cannot be adequately understood within this negative adequately understood within this negative framework. It loses sight of the dynamism, framework. It loses sight of the dynamism,

differentiation and pluralization of popular culture differentiation and pluralization of popular culture spread by the media as well as the practices and spread by the media as well as the practices and

productivity of the consumers”productivity of the consumers” (R. Winter, p. 206). (R. Winter, p. 206).

RamboRambo and the Ideology of “Global America” and the Ideology of “Global America” Difference, Syncretism and Hybridity in Media Difference, Syncretism and Hybridity in Media

Reception (Reception (Dallas and Hip Hop)Dallas and Hip Hop)

* Discussion about de-territorialization, syncretization and

hybridization

* “New regionalism” vs. cultural homogenization

The author proposes:

Show, using a cultural studies approach, Show, using a cultural studies approach, how the reception and appropriation of how the reception and appropriation of global media products in various local global media products in various local

contexts is shaped by difference, contexts is shaped by difference, syncretism and hybridity...syncretism and hybridity...

* Debate Global / Local* Debate Global / Local

* Debate Homogeneity / Heterogeneity* Debate Homogeneity / Heterogeneity

* Globalization / Glocalization / * Globalization / Glocalization / GrobalizationGrobalization

* Differencialism / Convergence / Hybridity* Differencialism / Convergence / Hybridity

RamboRambo In South and East Asia, Rambo has become a popular figure.

Is an example that corroborate the aim of the global cultural industry as the homogenizing culture.

““RamboRambo is an imperialistic text representing the values and is an imperialistic text representing the values and ideologies of American capitalism, it leads, like Coca-Cola, ideologies of American capitalism, it leads, like Coca-Cola, Donald Duck or Donald Duck or DallasDallas, to the American way of life becoming , to the American way of life becoming the standard throughout the world (…) In this interpretation, the the standard throughout the world (…) In this interpretation, the globalization process leads by and large to a stereotyped, globalization process leads by and large to a stereotyped, common world culture” (R. Winter, p. 207). common world culture” (R. Winter, p. 207).

Sylvester Stallone as John Rambo, a troubled Vietnam War veteran and

former Green Beret who is skilled in many aspects of survival, weaponry, hand to hand combat and guerrilla

warfare.

RAMBORAMBO

VIOLENCE ANDAMERICAN ADVERTISING: IS ANATTRACTIVE FIGURE IN MANY

CULTURES AROUND THE WORLD

STEREOTYPED OF AMERICAN CULTURE.

APPROPIATION BYLOCAL CULTURES

FIGHT FOR IDEALSAND

PRINCIPLES(FEEDOM, JUSTICE)

IS AN EXAMPLE OF “AMERICANIZATION” AND

HYBRIDITY. DEBATEGLOBALIZATION /GLOCALIZATION

INFLUENCE OF MASSMEDIA (FILMS, ANIMATEDSERIES, VIDEO GAMES),

MUSIC, BOOKS, T-SHIRT, DOLLS...

HIP HOP MusicHIP HOP Music Popular music in American ghettos (Bronx) in the 1970s

and 1980s. Afro-American music culture that expressed:

oppression, poverty, humiliating live conditions, racism. Hip Hop has become a global product spread by the

American cultural industry (today this music is very famous around the world and has integrated local rhythms).

The hip hop culture is not only the music: variety of forms of cultural expression (rap music, breakdance, graffiti, DJ club, wild-style...).

Has become popular in the world by CDs, music videos, regular programme on MTV, films (Wild Style).

Stylistic Stylistic originsorigins

Cultural Cultural originsorigins

Typical Typical instrumentsinstruments

Derivative Derivative formsforms

SubgenresSubgenres Fusion Fusion genresgenres

Regional Regional scenesscenes

Funk, disco, dub,

rhythm and blues,

reggae, toasting, perfor-mance poetry, spoken word,

signifyin,The

Dozens, scat

singing, talking blues

1970s, the Bronx,

New York City

Turntable, synthesizer,

DAW, rapping, drum machine,

sampler, drums, guitar, bass, piano, beatboxing,

vocals

Electro, breakbeat, oldschool

jungle, drum and bass, trip hop, grime,

breakbeat hardcore,

neo soul, big beat

Alternative hip hop –

Turntablism – Christian hip hop – Conscious hip

hop – Experimental hip hop – Freestyle rap – Gangsta

rap – Homo hop – Hardcore hip

hop – Instrumental hip hop – Mafioso

rap – Political hip hop – Chicano

rap – Native American hip hop

Country rap – Australian

hip hop – Hip hop

soul – Hip house – Crunk – Hyphy –

Jazz rap– Merenrap – Neo soul –

Ragga– Reggaeton

– Rap opera –

Rap rock– Rapcore –

Rap metal – Cumbia rap – Merenrap –Wonky...

Atlanta hip hop –

Bangladeshi hip hop – East Coast hip hop – West Coast

hip hop – Southern hip

hop – Midwest hip

hop – Southwest hip hop – British

hip hop – French hip

hop – Kenyan hip hop –

Japanese hip hop – Korean

hip hop...

HIP HOPHIP HOP

RECYCLING OF “TRADITION”

LYRICS ABOUT SOCIAL PROBLEMS,

CRITICAL

CONSTRUCTION OF IDENTITY:IDENTITY MODELS BECOME

GLOBALLY SIGNIFICANT

CONSUMER GLOBALMERCHANDISE:

Cds, XXL clothing, baseballcaps, trainers, chains.

(Importance of Nike, Adidas,Reebok...)

YOUNG PEOPLE VS. OLD PEOPLE

GLOBAL COMMUNITIES, GLOBALIDENTITIES AND SOCIAL

COHESION

““Telenovelas” and Soap Operas: Telenovelas” and Soap Operas: U.S.A and Brazil / MexicoU.S.A and Brazil / Mexico

R. Winter: Dallas (U.S.A soap opera).

T. Tufte (UNESCO; University of Copenhagen, Denmark): Telenovelas in Brazil and Mexico.

Important role in the popular education, social development and strategic communication (associated to political power).

Spaces of identity: producing meanings in hybrid spheres of signification.

Global identity (homogenization) Vs. Local identity (heterogenization). Creation of hybrid identity with the appropiation by local cultures (names and characters of actors, identification with the situations...).

UNICEF, UNESCO: Entertainment-Education project (E-E).

DALLASDALLAS 1978–1991 American

television series

BRASILIAN TELENOVELASBRASILIAN TELENOVELAS 2009 Caminho das Indias:

India a Love Story by Gloria Perez

MEXICAN TELENOVELASMEXICAN TELENOVELAS 1975-1977-1979 Triology of telenovelas by Irene Sabido

CBS Broadcasting Inc.(principal US commercial broadcasting television network corporation)

REDE GLOBO (principal Brazilian television

network corporation)

TELEVISA(principal Mexican multimedia

mass media company, the largest in Latin America and in the Spanish-speaking world)

Consumption of american culture (center ---> world).

Americanization, homogenization

Consumption of “world culture”, transnational

processes. Hybridization

Consumption of local culture by the local society in a global

context.Glocalization,

heterogenization

Exporting american culture in the world. Dallas was a

synonym of cultural imperialism in the 1980s: presentation of riches and

luxury, expensive clothes and automobiles. It was one of the first series distributed

around the world (90 countries). Dallas is

considered an unrealistic representation of American

society

Mixing the global and the local world and proposes an

hybrid world: brasilian telenovela about the love

story between an indian girl belongs to higher caste and a

“untouchable” boy (without caste). The story has a range of 20 years and characters must adapt to a new culture and religion in the context of

globalization

Entertainment-Education: process of implementing a

media message to entertain and educate the audience

with educational issues and favourable attitudes in order

to contribute to directed social change. United Nations

recognizes the important role of these telenovelas because show social problems to the

audience (street children, violence, illiteracy...)

Conclusions and QuestionsConclusions and Questions Films, soap opera (Telenovelas) and Music are global media Films, soap opera (Telenovelas) and Music are global media

products. These are locally re-expressed through processes products. These are locally re-expressed through processes of de-territorialization and hybridization.of de-territorialization and hybridization.

Simbols and ideologies are re-interpreted: local meanings Simbols and ideologies are re-interpreted: local meanings and global flows of signs, information and images (but this and global flows of signs, information and images (but this do not produce a standardized culture). Hybrid culture.do not produce a standardized culture). Hybrid culture.

This situation help us to consider the following questions:

1. What is the role of civil society in the social and global change if telenovelas or films have the power to manipulate us and are an instrument of social, political and economical control?

2. What is the role of social networks (facebook, twitter...) in the transformation of the “local” and the construction of “new regionalism” and transnationalism?

Possible answers....Possible answers.... Mass media and social networks have an important role in

the social change because they have the principal control of public opinion in the global world.

Experiences such as Entertainment Education in Mexico show us the recognition of them which a socio-cultural force.

They are also an important agent to solve development problems in Latin America or Africa (E-E in South Africa).

There are many problems: Is possible for “Rede Globo”, “Televisa” or “CBS” to serve the public interest of social development without sacrificing commercial objectives? What happen with political objectives? (In Brazil, Rede Globo became the principal partner of the ex-president Da Silva and supported his election campaign).

J. Nederveen Pieterse – Handbook: Globalization as Hybridization, p. 326-333

Asymmetry and inequality in global relations.

Hybridity is syncretism (mimicry), hybridity as migration mélange (mixed cultural patterns), construction of a continuum of hybridities.

“Relations of power and hegemony are inscribed and reproduced within hybridity” (p. 328).

“Hybridization is the making of global culture as a global mélange” (p. 330).

The analysis dipends of assumptions about culture concept (territorial culture vs. translocal culture) and cultural relations (static vs. fluid).

Discussion about globalization/homogenization vs. globalization/heterogenization.

M. M. Kraidy – Handbook: The Global, the Local, and the Hybrid: a Native Ethnography of Glocalization, p. 351-356.

Hybridity as:

consumption (appropiation by the local culture),

mimicry (dissimulate vs. simulate)

nomadism (media audiences as nomadic communities of “impossible subjects”; migrant vs. nomad).

Hybridity is not a negation of identity: is an inevitable and quotidian condition.

Hybridity as glocalization: intersection of globalization and localization (p. 355).

Articulation of hybridity with hegemony.

Local/Global interactions are dialetical.

“The global postmodern era is marked by erosion and the diminishing significance of

the nation state. Because this is not determined by cultural coherence, the global village is shaped by a 'realm of

uncertainty' (…) on one hand, an expression of consumer freedom (….) [and] an

expression of individuality (…) On the other hand (…) these uses and interpretations can be seen as contingent creations of

meaning dynamic, conflict-rich and contradictory everyday life which is

shaped by globalization”

(Rainer Winter, p. 219)