



Construction of national, regional and
diasporic identity
Promotion of Cultural experience and
exchange
Responding to cultural imperialism
Promotion and Defence of rights and citizens
STUDIES SHOW THAT BABIES
GIVEN NO LOVE WILL BE
STUNTED INTELLECTUALLY
BABIES THAT ARE SHOWN
LOVE, SIMPLY BEING PICKED
UP AND CUDDLED, HAVE A
BETTER CHANCE OF
DEVELOPING NORMALLY.
Used to be about using the resources available
to you to grow market share, increase
exports and other measures leading to more
profit
Changed in 1987 with the introduction of
Sustainability popularised by the Brundtland
Report.
Sustainable development is defined as,
"development that meets the needs of the
present without compromising the ability
of future generations to meet their own
needs."
The needs of the world’s poor need to have
overriding priority and the world’s
environment is exhaustible and care
needs to be taken in its use.




Media, as we know it, is based on Communication, the
sending and receiving of meaning through messages.
In ancient Egypt and China, human messenger on foot
or horseback were a common means of
communication.
Technology plays a big part in modern
communication. Innovation, the creation of new
technology and ways of looking at the world, fuels
change.
Communication-based technologies have been
creating changed in the techno-economic paradigm
and affecting how businesses and institutions operate
and how humans across the globe relate to each
other.



The term, ‘mass media’ has had to undergo a
few re-evaluations, particularly since the
explosion of digital communication in the late
20th and 21st centuries.
Mass Media has become classified into 8
distinct areas, with possibilities for more
being added in the future.
They are all characterized by content or
messages being able to reach a wide number
of receivers at the same time.

Print
 Books used to be handwritten by monks until
Gutenberg’s 15th century invention of foundrycast movable metal type , known as the printing
press, which allowed for newspapers and mass
book printing.
 The result was higher literacy rates and the declassification of knowledge, which used to be
strictly for the rich and religious.

Recordings
 These include gramophone records, magnetic tapes,
cassettes, CDs, DVDs

Cinema
 Cinematography, first known as ‘moving pictures’
became available by the turn of the 20th century.

Radio
 In 1835 Samuel Morse invented Morse code which was
followed by the first telegraph line in 1843. Marconi’s
discovery of radio waves in the 19th century allowed
radios to become popular by 1910.

Television
 available from about 1950, became a very popular
medium, allowing visual media content to reach the home
directly.

Internet
 The computer is now one of preferred means of
communication, facilitating the Internet with access to
social media such as Facebook.

Mobile Phones
 As content from the other media types are now available
on cellular phones, and companies are able to utilize them
as an advertising format, phones have been added to the
mass media pantheon.


Cultural imperialism is defined as the cultural
aspects of imperialism. Imperialism, here, is
referring to the creation and maintenance of
unequal relationships between civilizations
favouring the more powerful civilization
Cultural imperialism can refer to either the
forced acculturation of a subject population,
or to the voluntary embracing of a foreign
culture by individuals who do so of their own
free will


In the Caribbean, an example of cultural
imperialism would be Americanization of our
culture (food, dress, speech, music, mores
etc) derived mainly from the processing of
American television accessed through cable,
movies, books and magazines.
In the field of Communications, culture is
seen as a product that is produced and
consumed.


Both cultural and media proponents of the
Caribbean have noted the hegemony of
American media content
The late Professor Rex Nettleford was one such
person who once defined American media as:
 “ the hijacking of the region’s media, the invasion of
the Caribbean people’s intellectual space and the
culural bombardment of the entire region by every
means possible from North America…’. (Nettleford,
Rex . 1993. Inward Stretch Outward Reach: A Voice
from the Caribbean. London: MacMillan.)

A 1995 study by Hilary Brown on the impact
of American media on Jamaican youth
revealed that while exposure to it would
result in a wider and deeper knowledge of
different events and phenomena due to
access to foreign cultures, the exposure is
also more likely to put a higher value on
American living.


The study revealed that the youth
investigated are seeking a better quality of
life and alarmingly one in three believed that
either the U.S or other foreign option were
the means to the self actualization that they
sought.
The study reinforced the need for local
content that would help to preserve culture,
language, religion, kinship patterns, ethnicity
and artistic patterns.
The fight against cultural imperialism



The development of local media
independence and cultural products is
important to the development of identity.
The development of technologies will more
than likely remain in the hands of the Core
countries (First World) and filter to the
periphery nations, as usual.
The place for difference is in content mainly
creative imagination.



The Caribbean region has seen
success in music, particularly in reggae, soca and
calypso.
Poets, novelists and playwrights such as Jamaica
Kincaid, Earl Lovelace, V.S Naipaul and Nobel
Laureate Derek Walcott have received
international success as well.
Filmmakers have also had spurts of success
throughout the years as well but the goal is to
infiltrate as many of the mass media classes as
possible.


The Caribbean is not alone in its goal of
creating identity
India has taken the Hollywood format and
created Bollywood, its own movie making
enterprise that has proliferated Indian
culture and mores and
promoted its own unique
music and dance styles.
Basically means the removal of borders
This mode of development characterizes
international relations at the moment.
 Without borders, different cultures will be
mixing and without knowledge there will be no
tolerance.
 The role of the media is this goal is to facilitate
knowledge of events and people of other
countries so that regardless of religion, skin
colour or values, the common human intricacies
can unite us and make globalization an easier
process.





The mine collapsed on August 5 and until
rescuers made contact on August 22, the
trapped workers struggled to get by on meager
supplies, stretching a food supply meant to last
two days into rations for two weeks.
33 trapped workers became international heroes
as their story of survival captured the world’s
attention
They survived more than two months
underground before rescue. Everything was
televised.

Stations like National Geographic, the Travel
Channel, even the Food Network, help the
consumers of these media contents to know
more about other countries and to appreciate
the differences and similarities.

Human rights are rights inherent to all human
beings, whatever our nationality, place of
residence, sex, national or ethnic origin,
colour, religion, language, or any other
status. We are all equally entitled to our
human rights without discrimination. These
rights are all interrelated, interdependent and
indivisible.

There are many but a few of the main ones
are:
 Adequate housing, Children growing up without
exposure to violence, pornography or sexual
abuse, Civil and Political rights, The right against
Arbitrary Detention, Good governance, No
discrimination (HIV/AIDS, Gay/lesbian, race,
immigrants), to practice your culture, to
education, to food, water and sanitation; Slavery
and human trafficking, torture, terrorism, gender
equality,


When these rights are being attacked or
when one group is impinging on the rights of
another group, the media can help to bring to
light these injustices
The media can also help to mobilise help
through the proliferation of images and even
the help of popular figures such as Hollywood
actors and actresses.
Muammar Gaddafi
Former Libyan
Leader



The Middle East has been a hotbed of
autocratic leadership with a grumbling
population.
The year 2010 marked quite a few changes in
this type of regime either through force or
capitulation.
Tunisia, North Africa, Syria,Yemen, Lybia and
Algeria all face similar problems.



The revolutionists started gaining support
and notice through online newsletters and
Facebook pages
They organised protests through the same
media.
Television, internet and radio reports of what
happened in one country would swiftly go to
another and the movements garnered
support and strength through solidarity.



Media are powerful tools.
In today’s world, it can be negative and
positive, but should be used more in aid of
development and generally bringing critical
issues to light so that life can be made better
for all.
The engagement of media is critical to the
struggle to attain Sustainable Development
in the years to come.