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New Media in Culture

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Defining Culture

Culture (Latin: cultura, lit. "cultivation") is a modern concept based on a term first used in classical antiquity by the Roman orator Cicero: "cultura animi" (cultivation of the soul). This non-agricultural use of the term "culture" re-appeared in modern Europe in the 17th century referring to the betterment or refinement of individuals, especially through education. According to anthropologist and Professor at Baruch College Kenneth J. Guest, culture is a "system of knowledge, beliefs, patterns of behavior,artifacts, and institutions that are created, learned and shared by a group of people." This includes norms, values, and symbols that shape people's understanding of the world around them.[1] During the 18th and 19th century it came to refer more frequently to the common reference points of whole peoples, and discussion of the term was often connected to national aspirations or ideals. Some scientists such as Edward Tylor used the term "culture" to refer to a universal human capacity.

Culture and Globalization

The emergence of new media has led to increased globalization throughout the world. Globalization is the concept of societies and cultures across the world progressively becoming closer in contact, especially at a faster rate in the past few decades.[2] Technology is integrating various cultures together by giving us the ability to learn about different cultures through many media outlets. With all the innovations in technology now, it is making it easier for faster communication between two or more parties. Communication between foreign countries has now been made more convenient and cheaper. Popular American entertainment such as TV shows, have expanded beyond its borders to foreign lands through satellite television. However, new media in globalization has faced roadblocks as well. An example of a country in which the Internet makes resistance to globalization increasingly difficult is China. China's censorship of many Internet sites such as Google, has led to tension between their censorship policies and Google's core values, and ultimately Google's withdrawal from one of the largest expanding markets in the world. Culture can be a huge deciding factor on the norms of New Media in respective countries. [3] Today the world is turning into a global village where technology has made long distances feel shorter. We live in a world where technology simultaneously broadcasts new information on us. While sitting on the West coast, a person can learn and gain knowledge about the culture of the East coast without even having to go there. This has allowed us to broaden our mindset and ideas of how other cultures actually are. New Media has made us more inclusive and diversified by knowing now how other people in various cultures are accustomed to different things than us. Culture can be defined as a set of values and attitudes that are characteristics of a particular society. Humans today are interconnected like never before in a very complex way. Rapidly expanding new media has accelerated the trend of globalization today. One of the great influence that New Media has created today is on intercultural relationships. With the use of Facebook, Instagram, Snapchat, YouTube, and Twitter, people in every corner of the world can represent themselves and stay connected in the cyberspace. If a person is interested to know about Chinese or Japanese culture, one does not need to be in those foreign countries physically. People can learn about how different cultures work with the use of YouTube videos, blogs, documentaries, and various other New Media techniques.

Culture and Communication

The fact the new media has emerged as a tool for people to exchange messages across different platforms to understand each other it has also become a source for people to communicate with friends, classmates, relatives or family members in local and foreign languages. It has also opened more doors for people looking to learn foreign languages. For people living in a foreign country, social media provides an environment to connect with both their home and host countries. It is also a great tool for businesses working in a collaborative environment. Today, we work in business environments which are filled with people from different backgrounds and cultures. It is very important for our success that we understand different cultures and acknowledge working with people from different background. [4]

Rosetta Stone

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One way to learn more about other kinds of people and their corresponding cultures is by eliminating the language barrier. A form of new media that has effectively done that and benefitted many across the globe is Rosetta Stone. Rosetta Stone is a computer-assisted language learning platform (CALL) focused on helping its users master languages that they didn’t study when they were at a young age. It was developed in 1992 and since then it has been the leading platform in its designated industry. One technique the language learning platform practices is Dynamic Immersion. This method not only incorporates terms and its meanings, but also visual representations, sounds, and sample conversations that accelerate the education process. Currently Rosetta Stone is compatible with Apple, Windows, and Android and it holds upwards of 25 languages on its roster. The program isn’t free as it offers several different prices to its consumers based on the package plan they choose to acquire. Rosetta Stone has adapted as the years have elapsed, since it has switched from distributing physical CDs to making mobile downloads of its software available to its customers. This makes it easier for individuals as they can feel free to learn whatever language they want to while on-the-go using any kind of handheld device. [5]

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One major campaign Rosetta Stone launched included the American swimming gold-medalist Michael Phelps. During this campaign Rosetta Stone broadcasted several commercials featuring the Olympian who voiced how glad he had been because of how easy the program made the language learning process. In a particular advertisement, Phelps stressed how he values quickness and speed in everything he does. Later in the commercial he introduced Rosetta Stone as the best possible program available for learning a language quickly. Michael Phelps was required to visit many places overseas because of his job. Trying to learn various languages helped him acclimate to the different cultures he was exposed to. Also, the reason Phelps is an Olympian is because of the speed he has over his competitors. The commercials that released likened the speed the Olympian showcased in his competitions to the rapid progression one would have learning a new language if they were to use the program. Rosetta Stone made a wise choice making Phelps the face of their business. [6]

Culture and Entertainment

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New media are known to bring people together. This can include people that live in close proximity, or those that live hundreds of thousands of miles away. One platform that does this, whether intentionally or unintentionally is the movie/television industry. With Old Media, in order to watch movies or television shows, people had to either actually watch television or go to the movie theater. Nowadays, although they are still known as television shows, many of the shows and movies that come out can be streamed online. These might include Amazon Prime Video, Netflix and Hulu. With a monthly subscription, these streaming services allow anyone with an internet connection and an electronic device to watch their movies/shows. How this contributes to culture is by the fact that they are available internationally, and although there are variations of the type of movies/shows that are available based on country, most are available internationally. This means that people who live continents apart, who might have had absolutely nothing in common before, now "binge-watch" the same exact series, perhaps in different languages. Binge-watching is the act of spending long periods of time watching shows or movies, in this case through the entertainment service's platform. A binge-watching culture has been created thanks to streaming services like Netflix, Amazon Prime Video and Hulu, it has become a global phenomenon; a culture that most cultures share. The power of new media also generates a set of popular titles that gain a lot of traction with a global presence. This allows the average individual to follow the current trend in movies and shows. [7] By watching the same movies/shows, cultures are not only becoming part of the globalization process, but are also learning about other cultures through New Media, based on the international movies and shows that are being broadcast.


Social Media connects people around the world.


A big part of New Media is the process and platforms of social networks. These include platforms such as Facebook, Instagram, Snapchat, YouTube, Tumblr, Pinterest and many more. Social media platforms have more than one purpose, but if there is one thing they succeed at, it is to connect people. The success of social media platforms is based upon whether or not people are engaging in its services. People tend to use it to connect with others. If someone creates a social networking account on a platform and does not follow or get followed by anyone, there is not much they can do with the platform. Therefore, it is clear that social networking has implications on culture, as people from all around the world use it to stay connected. By connecting with others on the other side of the world, users don't only share their ideas, thoughts, and opinions, but also their culture, norms, traditions, and values. Through this, people all over the world, whether intentionally or unintentionally, get exposed to other cultures and learn about them. Another important contribution that social media make to diversity and culture is introducing people to different perspectives that are carried by people that are different from them around the world. By being connected to different individuals, users become more knowledgable and accepting of other cultures. [8]

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