average of 20,000 TV commercials a year, and 2-yaer – old toddlers have already developed brand loyalties.
หน้า81
The values disseminated by transnational media enterprises secure not only the undisputed cultural hegemony of popular culture, but also lead to the depoliticization of social reality and the weakening of civic bonds. One of the most glaring developments of the last two decades has been the transformation of news broadcasts and educational programmes into shallow entertainment shows. Given that news is less than half as profitable as entertainment , media firms are increasingly tempted to pursue higher profits by ignoring journalism’s much vaunted separation of newsroom practices and business decisions. Partnerships and alliances between news and entertainment companies are fast becoming the norm , making It more common for publishing executives to press journalists to cooperate with their newspaper business operations. A sustained attack on the professional autonomy of journalism is, therefore, also part of cultural globalization.
The globalization of languages
One direct method of measuring and evaluating cultural changes brought about by globalization is to study the shifting global patterns of languages use .the globalization of languages can be viewed as a process by which some languages are increasingly used in international communication while others lose their prominence and even disappear for lack of speakers. Researchers at the globalization
Research center at the University of Hawai’ I have identified five key variables that influence the globalization of languages:
83
Given these highly complex interaction, research in this area frequently yields contradictory conclusions. The figure above represents only one possible conceptualization of the meaning and effects of languages globalization. Unable to search a general agreement , experts in the flied have developed several different hypotheses. One model posits a clear correlation between the growing global significance of a few languages – particularly English, Chinese , Spanish, and French – and the declining number of other languages around the world. Another model suggest that the globalization of languages does not necessarily mean that our descendants are destined to utilize only a few tongues. Still another thesis emphasizes the power of the Anglo- American culture industry to make English the global lingua franca of the 21st century.
To be sure, the rising significance of the English languages has the long history , research back to the birth of British colonialism in the late 16th century. At that time , only approximately 7 million people used English as their mother tongue. by the 1990s, this number had swollen to over 350 million native speakers , with 400 million more using English as a second languages. Today, more than 80% of the content posted on the internet is in English. Almost half of the world’s growing population of foreign students are enrolled at institutions in Anglo-American countries.
At the same time , however, the number of spoken languages in the world has dropped from about 14,500 in 1500 to less than 7,000 in 2000. Given the current rate of decline , some linguists predict that 50-90% on the currently existing languages will have disappeared by the end of the 21st century
average of 20,000 TV commercials a year, and 2-yaer – old toddlers have already developed brand loyalties.
หน้า81
The values disseminated by transnational media enterprises secure not only the undisputed cultural hegemony of popular culture, but also lead to the depoliticization of social reality and the weakening of civic bonds. One of the most glaring developments of the last two decades has been the transformation of news broadcasts and educational programmes into shallow entertainment shows. Given that news is less than half as profitable as entertainment , media firms are increasingly tempted to pursue higher profits by ignoring journalism’s much vaunted separation of newsroom practices and business decisions. Partnerships and alliances between news and entertainment companies are fast becoming the norm , making It more common for publishing executives to press journalists to cooperate with their newspaper business operations. A sustained attack on the professional autonomy of journalism is, therefore, also part of cultural globalization.
The globalization of languages
One direct method of measuring and evaluating cultural changes brought about by globalization is to study the shifting global patterns of languages use .the globalization of languages can be viewed as a process by which some languages are increasingly used in international communication while others lose their prominence and even disappear for lack of speakers. Researchers at the globalization
Research center at the University of Hawai’ I have identified five key variables that influence the globalization of languages:
83
Given these highly complex interaction, research in this area frequently yields contradictory conclusions. The figure above represents only one possible conceptualization of the meaning and effects of languages globalization. Unable to search a general agreement , experts in the flied have developed several different hypotheses. One model posits a clear correlation between the growing global significance of a few languages – particularly English, Chinese , Spanish, and French – and the declining number of other languages around the world. Another model suggest that the globalization of languages does not necessarily mean that our descendants are destined to utilize only a few tongues. Still another thesis emphasizes the power of the Anglo- American culture industry to make English the global lingua franca of the 21st century.
To be sure, the rising significance of the English languages has the long history , research back to the birth of British colonialism in the late 16th century. At that time , only approximately 7 million people used English as their mother tongue. by the 1990s, this number had swollen to over 350 million native speakers , with 400 million more using English as a second languages. Today, more than 80% of the content posted on the internet is in English. Almost half of the world’s growing population of foreign students are enrolled at institutions in Anglo-American countries.
At the same time , however, the number of spoken languages in the world has dropped from about 14,500 in 1500 to less than 7,000 in 2000. Given the current rate of decline , some linguists predict that 50-90% on the currently existing languages will have disappeared by the end of the 21st century
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