Rise and Impact of Global Media in Australia

Running head: Rise and impact of global media in Australia

Rise and impact of global media in Australia 1
“Rise and impact of global media in Australia “
Global media and communication are utilized to explain the methods for connecting,
sharing, correlating and mobilizing beyond various political, economic, social geographical and
cultural divisions. It redefines the concept of hard and soft power along with the power of
information and diplomacy in the modern scenario.
So, the influence of global media on the society is considered to be of utmost importance.
In the context of the sociological and cultural evaluation of globalization, media like television,
internet, computer and mobile phones are considered to be amongst the main reasons for the
present restructuration of the cultural and social geography (Kraidy, 2017).
Media is often described as an ‘institution ‘. It provides a platform for public debate. It
provides the essential reporting, analysis and opinions for the citizens in order to make informed
decisions. It helps in supporting investigative journalism thereby holding powerful people and
institutions accountable on the behalf of public.
So this essay describes global media and explains the various reasons for its formation
and influence in Australia.Furthermore, the attributes of The Sydney Morning Herald would be
explained and compared with its contemporary newspapers. The impact which it has created on
Australia would also be explained with the help of some examples.
Lastly, some theories illustrating the development of global media would also be stated in
this regard.

Rise and impact of global media in Australia 2
Global media analyses the field of media in the global scenario. It deals with the content,
impact and history of media. The progress of global media and technology has played an
important role in the process of global communication and globalization.
ISDN, digitalization, direct broadcast satellites, television and the internet has played a
crucial role in creating situations where information can be transferred around the globe in
seconds. So, mass media has a global availability and it has transformed the world into a global
village.
The systems of global media are thought to be a form of cultural imperialism. Cultural
imperialism occurs when a country controls the other regions through media exports comprising
of advertising messages, televisions, radio programming and films.
In this context, the media scene of Australia is creative, technically and economically
effective .Media plays an effective role in influencing and formation of the attitudes and
behaviors’ of people in Australian.
The factors which led to the development and progress of global media in Australia can
be that it increases the awareness of the society and encourages it to respond to the problems of
child abuse and neglect (Flew, Iosifidis & Steemers, 2016).
It is important to note here that the part played by the news to gain the attention of the
masses to address these issues have increased the popularity of global media in Australia. Thus
understanding the influence of media and how to use it in a constructive manner can be an
essential tool for advocating for children, families and young people.

Rise and impact of global media in Australia 3
Global media has given an opportunity of communication to a large number of people
and for targeting a particular group of people. It has the capability to reach many people who are
not associated with the sender (Esser & Pfetsch, 2013).
Global media is completely dependent upon technical devices or machines for the
dissemination of messages to a diversified audience who are not related to each other. The
strength of global media lies in putting the issues faced by the public in agenda and in
reinforcing the local efforts so that consciousness can be raised about them. These factors help
the global media to gain influence in Australia (Weaver, & Willnat, 2012).
Global media also helps in the democratization of information for the business so that it
can access the people easily. It can have fewer barriers to reaching people. It is also linked to a
series of platforms which regulate the distribution.
Global media has provided the platform for new ecosystems for entrepreneurs to build
off. So, the global media is able to influence the decision making power along with the values
and beliefs of Australian people.
One such famous global media outlet in Australia is The Sydney Morning Herald. It is a
newspaper which is published by Fairfax Media in Sydney, New South Wales, Australia. It was
founded in 1831 and is amongst the oldest published paper being published continuously in
Australia. It has become a national online brand.
It comprises of a variety of supplements along with magazines known as Good Weekend
and Sunday Life. There are a variety of other supplements which are co-branded with the online
advertisement sites of Fairfax Media.