Global media studies must remain critical in our modern context as it is more relevant than ever today. Furthermore, the various challenges global media studies is experiencing demand a broadening of the study so that it can address modern phenomenon. Recent trends in the global media landscape such as the emergence of streaming websites such as Netflix may seem superficial. However, the emergence of websites such as Netflix can create important dialogues and engage a wider audience with issues surrounding global inequality. A critical approach to media is important due to the prevalence of misinformation in online spaces and information overload. Diversity in the content that society consumes is essential as our society and global landscape is so diverse. Media and reality must continue to reflect each other in order to highlight relevant issues.
As discussed by Kraidy in Global Media Studies: A Critical Agenda, Kraidy highlights the essentialness of remaining critical “At a time of severe political, economic, environmental, security, technological, and identitarian challenges” (Kraidy 2018, p. 337). Kraidy’s observation here challenges the passive audience that many people in society have become part of, particularly in a complex media landscape (Kraidy 2018). Furthermore, Kraidy calls on recent examples of why remaining critical must be at the forefront of the media agenda (Kraidy 2018, p. 337). For example, Kraidy discusses issues such as “Trumpism, Fake News and sexual predation” which paint a confronting picture of the current media landscape (Kraidy 2018, p. 337). Similarly, Marchi argues that the younger generation are particularly susceptible to becoming passive in their media consumption (Marchi 2012, pp. 246-252). Interestingly, Marchi’s research also shows that the youth demographic prefers “opinionated rather than objective news” (Marchi 2012, p. 246). This trend is concerning because a demand for objective, factual and critical news reporting are central to accuracy and truthfulness from the media. If the world’s citizens no longer demand objective news reporting, the media is free to report misleading and even false news in the name of entertainment. Furthermore, Mindich’s research found that “80% of people below 30 do not read newspapers daily while 70% of older Americans do” (Mindich 2005, cited in Marchi 2014, p. 247). These statistics show that there has been a shift away from traditional media by youth (Mindich 2005). Another study by Patterson also found that young adults and teens which do “engage with the news are unfortunately disproportionately attracted to stories that have little to no public affairs content” (Patterson 2007, p. 16). These statistics show the importance for global media studies to remain critical as increasingly passive audiences and apathetic youth pose a threat to news about inequality being accessed. If news about important issues is ignored or not engaged with in a critical manner, these issues are left unsolved and create larger problems.
Young people are the main audience of the streaming website Netflix (Matrix 2014). Although Netflix features a variety of television programs, films and reality shows; Netflix also has a large selection of documentaries that touch on inequality (Matrix 2014). Netflix documentaries and television series can actually be a powerful tool in engaging audiences with issues around global inequality (Matrix 2014). As discussed by Marchi, the younger generation favours media that is entertaining and engaging (Marchi 2012, pp. 246-250). With this in mind, Netflix seems like an appropriate media that could be used as an education tool that will be readily accepted by society. However, Netflix is a prime example of why remaining critical in the study of global media is essential. Netflix may appear to be an effective solution that allows youth to tap into global media, while this has some truth to it; a critical approach is still demanded. As discussed by Kraidy and Gillespie, “global media studies must examine human interaction and social processes in situ but also engage the big data turn, examining corporations who insist they are mere platforms” (Gillespie 2010, cited in Kraidy 2018, p. 343). The critical examination of Netflix is essential, Netflix is not only a platform but a pervasive social tool (Gillespie 2010). For example, as discussed by Matrix, “When House of Cards and Orange Is the New Black premiered in 2013, huge percentages of Netflix subscribers watched back-to-back episodes, devouring a season of content in just days” demonstrating the powerful hold Netflix has on its users (Matrix 2014, p. 119). This critical observation by Matrix demonstrates that the content that Netflix users are subscribing to is not necessarily about global inequality but rather for pure enjoyment (Matrix 2014, p. 119). Furthermore, studies by Matrix demonstrate that media consumed for leisure such as this is not critically engaged with by audiences (Matrix 2014, p. 119-120). Interestingly, although at first glance Netflix may seem like a viable way to transmit information about global inequality; a critical approach of the website reveals a strikingly different picture. For example, Netflix users have to pay a fee to use the websites streaming services. This means that this technology is not accessible to all people of all socioeconomic backgrounds which in itself is a form of social exclusion (Marchi 2012). This paywall ultimately limits engagement by a wider, global audience (Marchi 2012).
Although these television shows can increase awareness about inequality, they often focus on local issues that affect Western people as opposed to a larger variety of cultures (Sparks 2013). The homogenization of media poses an issue for global media studies (Sparks 2013). As discussed by Sparks “The experiences and assumptions of scholars located in the ‘advanced global North’ have defined the problems investigated and the methods employed to investigate them” (Sparks 2013, p. 121). This phenomenon in global media studies has overlapped into entertainment media like Netflix with western experiences outnumbering coverage on the experiences of other nations (Matrix 2014, p. 130). For example, documentaries on Netflix such as “Making a Murderer” highlight issues about incarceration and problems with the legal system (Netflix 2018). However, this takes place in a micro/local setting which does not reflect the issue entirely (Marchi 2014, p. 247-248). Considering that this is a global issue and takes place in many nations, it’s coverage should reflect this. However, others such as Matrix argue that showcasing micro experiences in media can convey powerful emotion messages which then allow the audience to reflect on broader issues around global inequality (Matrix 2012, pp. 122-124). Another example is the series “Dear White People” which challenges coverage of solely Eurocentric views (Netflix 2018). However, this show still takes place in an American, western context which limits its ability to engage a global audience (Netflix 2018). Ultimately, the centralisation of media continues to pose an issue to equality in the modern media landscape due to the fact that not all persons are represented equally (Matrix 2012, pp. 120-122). A critical examination of this issue reveals the demand for criticism, particularly with new technologies that are largely under researched.
Capitalism and conflict of interest are also reasons why global media studies must remain critical (Albarran 2017). In recent years, capitalism's influence has become increasingly pervasive in online media (Albarran 2017). Teodoro argues that “the media has never been as pervasive as it is today, it blankets the planet with millions of bits of information and has a profound influence on the consciousness and thinking of billions of people” (Teodoro 2018). This statement highlights the immense influence of media on our global world. Therefore, the producers of our media must be scrutinized (Sparks 2013). The vast majority of the media that is consumed today is produced by large corporations which control a large percentage of media (Albarran 2017). Therefore, finding alternative media and engaging with media from opposite sides of the political spectrum is essential (Albarran 2017). Vice for example embodies the resistance against capitalism in its media production (Vice 2018). The media platform covers issues in a participatory, do-it-yourself media style in which journalists directly speak and live with people who are experiencing inequality (Vice 2018). Vice also covers global issues that are not limited to the Western world (Vice 2018. Some of these issues include the effects of drug cartels in Latin America and sexism in Muslim countries (Vice 2018). Furthermore, “there is a shift in the centre of economic power away from its traditional seat in the advanced global North”, this means that there is a greater demand for coverage of non-western issues (Sparks 2013, p. 121). Unfortunately, society must also remain critical of media such as Vice as ultimately there is a financial benefit for them in covering these global issues. For example, Vice is funded by pro-drug organisations which means there is a bias when they cover issues related to this topic (Vice 2018). Although engaging with alternative media is beneficial in gaining a broader understanding of inequality, it must still be critically examined for biases and conflicts of interest.
Global media studies must continue to remain critical for various reasons as discussed during this essay. Firstly, the emergence of fake news and misinformation in our modern age poses an immense challenge, especially for young people. Secondly, the centralisation and homogenization of media poses an issue to accurate and fair representation of global issues. Thirdly, the rise of capitalism in the 21st century has created a conflict of interest within media organisations. The emergence of this issue must be analysed critically and an awareness of who controls the media is essential. It is now more important than ever to become active participants in media consumption so that audiences remain aware of issues in the increasingly global world.