Here is a real past answer taken from the 2014 exam series. I have highlighted key areas and labelled why those areas have got marks. You will note that the case study of ‘Youtube’ is potentially limiting as it wouldn’t always allow the candidate to discuss how NDM has impacted upon it. That said, the answer is very focussed with a range of examples and sophisticated understanding of globalisation. A few revision suggestions are at the bottom of the answer for you.
Q6 – New and Digital Media have contributed to the process of globalisation: the idea that the world is becoming increasingly interconnected through one global culture. Using your own case study, evaluate the impact that new and digital media have had on globalisation.
= 42 marks
New and digital media has created a big impact on globalisation as my case study on Youtube shows. My case study focuses on the Youtube stars, or ‘Youtubers’ and their use of the platform of Youtube. This is an interesting topic of debate as on the one hand there is more scope for globalisation on Youtube, however this is still only to a certain extent. 80% of Youtube’s traffic comes from outside of the US with 100 hours of content being uploaded each minute, reaching more 18-34 year olds in the US than any cable network. This indicates a more global culture and maybe one not so centered on the American Media conglomerates such as Hollywood.
Clear mention of independent case study
Study of institution and focus on question
The Youtubers who have had the most success and popularity are a lot of the British Youtubers. In Britain our TV screens have been dominated by American imports such as E4 with their constant screenings of ‘The Big Bang Theory’ and ‘How I Met Your Mother’ rather than primarily British comedies such as ‘The Inbetweeners’ which is not as frequently shown. Youtuber ‘Danisnotonfire’ has more than 3 million subscribers and he is a regular British youth figure, he is sarcastic, cynical and socially awkward which sums up British youth comedy culture. Dan Howell, ‘Danisnotonfire’, makes videos mainly about ranking of identifiable British annoyances such as the problems of the London Underground and how annoying people are in the town centre when he is out shopping. His humour brings back a sense of British identity which has been lost with the cultural imperialism of America and even the ‘Disneyfication’ of British shows such as ‘Doctor Who’ whose main writer Moffatt is adding in more and more catchphrases and similar sitcom style comedy to draw in an American audience.
Institution
Example
Theory/issue/debate
McLuhan’s theory of a Global Village is defining what Youtube can provide with its comments sections which enables opinions from everywhere and offers audiences participation. Tim O’Reilly’s theory dubbed ‘Web 2.0’ emphasises the importance of user generated content countering Gauntlett’s ‘old media gods’ and this is what allows Youtube to create a globalised culture. More diversity can be used on Youtube as there is no official use of hegemony from big media institutions.Youtubers have had success from all areas of the globe and all different races and nationalities for instance Caspar Lee is South African, the fanethians and Troyesivanis are all from Australia and the most successful Youtuber ever Pewdiepie, has 27 million subscribers and earns $7 million from Youtube, is Swedish. This shows a global culture being created and Youtube has had a big impact on global culture. Maltby’s celebrity worship has also created more globalisation through Youtube as the celebrity status of Youtubers has meant that there are now conventions and meetups globally to see the ‘Youtubers’, most recently in Italy, Singapore and Sydney, Australia. The Youtube community have also built up a big following in Japan where technology is at its height and the cult following of these stars has risen to celebrity status. 80% of traffic on Youtube that comes from outside of the US congregates around these Youtube stars and then this celebrity culture is taken to Twitter, which most Youtubers use, and the fan base following creates more globalisation as fans from around the world support the same Youtube ‘star’.
Institution
Example
Theory/issue/debate
Focus on question
New Digital Media
However, although Youtube seems to offer a platform for diversity and globalisation which cannot be found in traditional media, how global is it? Although the following of Youtube appears to create companionship as Sherry Turkle states with its social network aspect the content of Youtube itself is not that globalised. 42% of Youtube’s content comes from professional companies and institutions which could indicate hegemonic values and ideology. The Youtube stars themselves, although seem to be diverse coming from different backgrounds and cultures, are primarily westernised. The most successful Youtubers are usually white, middle class, English speakers. Although Pewdiepie is Swedish his videos are all in English to cater for the English speaking audiences. With the exception of Youtube star Kingsley, none of the most successful Youtubers are of a different race, they mainly appear to be white youth. The globalisation only reaches an extent as the most successful Youtubers have expensive cameras editing equipment and Mac Apple laptops, suggesting that only wealthy and countries with advanced technology can become successful andglobalised in the Youtube community. The limits that come with the hegemonic Youtube stars is that their fame limits audience participation and the ‘prosumers’ turn to passive consumers as they begin using Youtube like TV to watch their favourite Youtube personality. Although they can post comments many feel they are not inclined to get into discussion as the successful ‘Youtuber’ won’t see their comment, this creates a passive audience and limits globalisation. The American Youtubers also dominate the rankings for highest earning Youtubers, JennaMarbles earns $3 million and postmodern Youtuber Raywilliamjohnson earns $4 million which indicates there is still cultural imperialism of America. Although Raywilliamjohnson’s videos, an online series titled ‘Equals three’, use the viral videos from around the world in Manovich’s remix culture, he still puts an Americanised commentary after the viral videos that come from across the globe.
Institution
Example
Theory/issue/debate
Focus on question
New Digital Media
In conclusion, the content of Youtube has contributed greatly to the impact new and digital media has had on globalisation as it combines an element of television with social networking. The ‘Youtubers’ have played a part in taking down the Americanised culture, particularly the British Youtubers who seem to have brought back traditional, sarky British humour and identity. Yet Youtube’s success of globalisation is limited, Youtube is owned by Google, an American company, and most of the highest earning Youtubers are American or of white, western culture which suggests an elements of hegemony even on the internet. However, Youtube’s social network aspect cannot be ignored, the comments section and ability to upload your own content and share with the world, as Youtube’s remit states ‘create, connect, inspire,’ which creates Mcluhan’s global village and contributes to globalisation. Overall, Youtube offers a platform for all to contribute and participate which creates the globalisation, however the audiences must enforces their role as the prosumer instead of the passive consumer to do so.
Suggested research for you (click the links below!):
Media Studies A level WBS 