Theory

As you go through the coursework process each time you've noted a theory relevant to this note it here, including how/where you've APPLIED it (such a key term in the assessment criteria) where appropriate. This includes those we go over in lessons, and keeps going through the critical reflection essay process. Explain the theory. This is generally useful for exam preparation too.

GLOBALISATION - Digitisation and disruption can only fully be understood through the linked concept of globalisation. Online distribution has accelerated the development of a genuine global marketplace. Previously, the US dominated the global cultural sphere with their music, TV, film (etc) exports, as we can see with the conglomerate grip exemplified by the 'big 3' (music) and 'big 5' (film) for example, with US TV drama in huge demand globally. No other nation could compete with the budget levels (thus spectacle: TV, film, music video) OR global distribution networks (and the power of English compared to any other language for exportability).

Web 2.0 (O'Reilly) has made global markets available to the micro-budget Indie as well as the global conglomerates, though, as McMuria pointed out in his critique of web 2.0, the 'old media' dinosaurs continue to roar, having asserted their power online too.

So, globalisation did refer to the idea of a global monoculture, largely but not exclusively a reflection of American economic and cultural power: go travelling and eat exotic foods (Le Big Mac!) and enjoy exotic beverages (Starsucks!) on high streets that feature recognisable brands the world over. Or pop into a local cinema and watch some dreadful Michael Bay explosion-fest overdubbed/subtitled!

That idea hasn't disappeared, but the likes of Spotify and Netflix, and their combined global/local approach is enabling non-American culture to break through worldwide on a truly global platform.

You can read more in this post which particularly focuses on the rise of China; look for the especially useful (on this concept) link with the 'China had 4 of...' update!