By: Group A (15/08/2010)

Prepared by:Siti Normahfuzah Roshimi

Suzana Bt Ahmad

Junaidah Binti Abdul Muait

Nurhidayah Binti Mohd Akil

Sharizan Laily Binti Shaharuddin

introduction Homogenization is a term that define homogenized -

formed by blending unlike elements especially by reducing one element to particles and dispersing them throughout another substance (wordnetweb.princeton)

In explaining homogenization in media, we could define homogenization as a process of making the world to practice the same practical moves made by the better one.

We believe that Globalization is the best tool in shaping this process.

Homogenization = Globalization

Main goals of economic globalization is that every place on earth should be more or less like every other place (meant to develop same way)

Such a model serves the marketing and efficiency needs of the huge global corporations that the system is designed to benefit.

Whether cultural, political, or biological, diversity is a direct threat to the efficiency goals of global corporations, which operate on a scale that requires, as far as possible, similar appeals in every market in the world.

GLOBAL HOMOGENIZATIONGlobal homogenization has impact on cultures in three levels:

1. Production and use of consumer goods2. Social relationships3. Modernity

WHAT IS THEN BEING HOMOGENIZED IN THIS NEW GLOBAL

WORLD?

Electronic media

ADVERTISEMENT Advertisers have strong influence

The printed media is competing with electronic media

STANDARDISATION v/s LOCALISATION

“THINK GLOBALLY, ACT LOCALLY”

Case Study1) McDonald’s

McDonald’s Strange Menu Around the World

So you think you know the McDonald’s menu like the back of your hand? Think again.

From McDonald’s international, here are some menu items you have probably never tried before:

No Big Mac because Hindu people don’t

eat beef

They have Maharaja Mac, which is a Big

Mac made of Lamb or chicken meat

There is also a vegetarian burger,

Mc Aloo Tikki

india

GERMANY

JAPAN

NORWAY

COSTA RICA

CANADA

CHILE

GREECE

HONG KONG

IMPACT OF HOMOGENIZATION

INELECTRONIC MEDIA

Every morning we read the newspapers to get some information about what happen around us with out having any type of criticisms.

Citizens in a society spend hours and hours watching Television to get entertained. And we also use the Internet for the same purpose.

So as it becoming part of our daily life, these

media are definitely have an unconscious effect to our habits.

By the age of 18, the average teenager has spent 11,000 hours in classroom and 22,000 hours

before a TV.

That same person has done approximately 13,000 school lessons and watched more than

75,000 commercials.

By age 35, a person would had less than 20,000 school lessons but watched 45,000 hours of TV

and seen nearly two million commercials

Every the average American sees more than 38,000 TV commercials

The fast food industry is a great example of the influence of advertising in people consuming habits.

Documentary by Morgan Spurlock ‘Supersize me’ only McDonalds itself spend $1.4 Billion US dollar in direct media advertising

LESSON LEARNTGlobalization may be an increasing trend,

but regional identities, customs and tastes are as distinct as ever.

It may be easy for brand managers of global brands to view the world as homogenous, where consumer demands are all the same, but the reality is rather different.

Printedmedia

International Magazines In The Market

Local Magazines In The Market

Magazine homogenization

Global media try to homogenize local culture in strategizing for positioning and marketing their product worldwide.

Read the same kind of magazines (consumer way of life and system value that concentrate on the material world)

Homogenizing media How global and local forces involved in the

production process of a magazine

Publish via licensing agreement with local companies

These ownership pattern allow local editions of international magazine

The magazine “glocalized” media product which carry local content via global format

This important to maintain local readers

Hachette won permission in 1988 to co-publish with the Shanghai Translation Publishing House

Elle is the only Western fashion magazine available on the streets of Shanghai and Beijing. And that has made its publisher, Hachette Filipacchi, a unit of the Lagardere Group, the envy of other Western publishers, who would like a crack at an increasingly lucrative section of the world's largest emerging media market.

Hachette now publishes local editions of Elle in nine Asian countries and territories, including Japan, Hong Kong, Taiwan and South Korea, putting it well ahead of competitors like Conde Nast, which recently announced plans to start publishing a South Korean edition of Vogue next year (1997), only its second magazine in Asia. The other edition of Vogue is published in Singapore.

Case Study- elle

Another example is China Vogue Magazine

Vogue China is the Chineses edition of Vogue magazine. The magazine carries a mixture of foreign and local content.

Vogue China became the sixteenth edition of Vogue when its first issue was released for September 2005, its debut had been in the works for over two years.

The magazine's first cover featured Australian model Gemma Ward alongside Chinese models Du Juan & Liu Dan.

The magazine's first printing of 300,000 copies sold out, requiring a second printing.

Angelica Cheung is the magazine's editorial director.

The magazine is published by Conde Nast in partnership with the state-owned China Pictorial Publishing House

Case Study- vogue

The new trend:from written to motion

There is a new form of entertainment convergence introduced by the Western country i.e. America and it is the trend of filming best seller novels and comics.

Movie industry in America has become highly competitive over times and one of the solution to win this competition is by obtaining special rights from the publication company to turn their best-selling masterpiece into movie or television drama.

These stories will promise them a sound number of viewers from fans of the printed version story.

Have we homogenized?Attracted to the promising high minimum

number of viewers, movie producers from the developing countries somehow do adopt this idea of movie production.

Despite the gap of technologies and penetration parameters, our movie industry had already produced novel-adapted movie

indonesiaIndonesian movie industry have already

had adapted two movies from two nationwide best-seller novels written by the same author: Ayat -Ayat Cinta Ketika Cinta Bertasbih

malaysia A few months ago, a movie called ‘Lagenda

Budak Setan’ had been played in cinemas around Malaysia.

This movie is also adapted from a novel with the same title from Malaysia’s number one young adult novelist- Ahadiat Akashah.

conclusion Homogenization can be seen as a new effect of cultural

imperialism and media is a the center role of it.

Homogenization is possible with help from Globalization where the world become synchronized in every possible aspects and thus eliminating national sovereignty.

In order to adhere to the ideology of globalization, we had proved that we has already embrace a few changes in media trends and making our steps after the Westerners.

Unfortunately, we are actually approving the Westerners’ superiority and capabilities and without we realize, we are hegemonies once again.