Globalization, New Media, and Audience Power

The influence of globalization on media and technology is most apparent when analyzing the relationship between social media and our ever-expanding music industry. It has re-shaped the music industry through the dissemination of local media products, allowing for local artists to gain more exposure and popularity with audiences around the world (Chen, 2016). This is exemplified in the recent popularity of transnational and foreign language music in America's mainstream music industry, brought about through collaborations with popular American musicians. This has been achieved through new media platforms, with heavy audience participation as the main driving force (Yong, 2017). These new media platforms have taken precedence over traditional mass media, and have granted the audience significant power in consuming, producing, and disseminating media products. It has also led to an emerging pattern with media owners, sponsors, and advertisers taking to social media platforms to gauge the popularity and profitability of potential collaborations (Ferencak, 2012). An example being the recent attention that BTS, a pop group from Korea, has been receiving from American audiences, media, and artists.

With these patterns and media events occurring more frequently, it brings to question if we are experiencing the emergence of a truly global media industry and to whom is it catering to. I do think it will be the new norm, especially with the current social climate (mostly) being focused on diversity and inclusion. I think the power of new media is unquestionable across any market. However, the popularity of foreign language and transnational music will mostly depend on the acceptance of certain markets. Though it may not appeal to very localized markets, audiences with “cosmopolitan” or “modern” cultural tastes are more prevalent than the former and are the focus of this analysis (Jenkins et al, 2013).

Sources:

   •Ferenčak, I., & ukić, M. (2012). ECONOMIC INFLUENCES ON MEDIA NEWS PRODUCTION - NEWS AS A MARKET GOOD. Interdisciplinary Management Research, 81035-1042.

  •Steven Chen, (2016) "Cultural technology: A framework for marketing cultural exports – analysis of Hallyu (the Korean wave)", International Marketing Review, Vol. 33 Issue: 1, pp.25-50, https://doi.org/10.1108/IMR-07-2014-0219
   •Yong, Jin. (2017) New Korean Wave: Transnational Cultural Power in the Age of Social Media. Urbana, IL: University of Illinois Press, 2016. Media, Culture & Society, 39(5), 773-777. doi:10.1177/0163443717707344
 •Straubhaar and LaRose, (2016) Media Now, Tenth Edition, Wadsworth.
•Jenkins, H., Greene, J., & Ford, S. (2013). Spreadable media: Creating value and meaning in a networked culture. New York, NY: New York University Press.