MEDIA AND GLOBALIZATION OF CULTURE ON THE EXAMPLE OF JAMAICAN MUSIC

Abstract

The text explores the impact of media and globalization on culture, using Jamaican music as an example. It begins by emphasizing the role of media in disseminating culture globally, leading to the emergence of the concept of globalization in the 1990s. The author discusses how globalization involves not only "McDonalization" but also various reactions to new cultures, ranging from complete acceptance to partial adaptation. In the context of Jamaica, a colonial country, cultural conflict arose as patterns imposed by colonizers clashed with local values. The text delves into the historical background, mentioning the importation of African slaves and subsequent cultural mixing. It introduces the concept of globalization, emphasizing its impact on interpersonal relationships, cultural exchange, and the formation of a universal culture. The text presents different models of globalization, highlighting its multidimensional nature. It explores the disappearance of cultural boundaries due to technological advancements and increased intercultural exchange. The emergence of new cultural combinations, hybridization, and creolization are discussed in the context of historical processes. The section on the globalization of culture explains its three models: extending social dependencies, compressing sociological and cultural processes, and increasing interdependence across various levels of social life. The text argues that economic power, particularly from North America, influences the direction of cultural flow, with media playing a key role. The concept of glocalization is introduced, emphasizing the adaptation of global ideas, values, goods, and services to local habits and needs. The text touches on cultural ecumenes, distinguishing between traditional and modern cultures, and discusses the global dissemination of cultural goods. The last section focuses on media globalization and its impact on cultural homogenization. It mentions the influence of popular TV shows, movies, and music in shaping global cultural standards. The text acknowledges the potential loss of local cultural nuances and context due to media's generalization for a mass audience. The summary concludes by emphasizing the complex relationship between cultural globalization and the media. It acknowledges both opportunities for cultural exchange and understanding, as well as concerns about the loss of cultural identity. The text underscores the importance of appreciating the authenticity and cultural roots of Jamaican music in the face of globalization.