MASS MEDIA EDUCATION AN AGENT AND REACTORTO GLOBALIZATION

Abstract

With reference to Mass Media, globalization is the flow of technology, economy, knowledge, people,
values, and ideas across borders and these are changing very fast. Globalization affects each country in a
different way due to a nation’s individual history, traditions, culture and priorities. Internationalization of
higher education is one of the ways a country responds to the impact of globalization yet, at the same time,
respects the individuality of the nation. The concept of internationalization differs dialectically from that of
globalization because it refers to the relationship between nation-states, which promotes recognition of and
respect for their own differences and traditions. By contrast, the phenomenon of globalization does not tend
to respect differences and borders, thus undermining the bases of the very same nation-states, and leading to
homogenization. In this sense, internationalization can be understood as complementary or compensatory to
globalizing tendencies, given that it allows for a resistance to the latter’s denationalizing and homogenizing
effects. In context of higher education, the process of integrating an international/intercultural dimension
into the teaching, research and service functions of the institution. Any systematic, sustained efforts aimed at
making higher education responsive to the requirements and challenges related to the globalization of
societies, economy and labor markets. Internationalization of Mass Media not merely an aim itself, but an
important resource in the development of finer channel systems towards: 1) a system in line with
international standards; and, 2) one open and responsive to its global environment. Internationalization is
seen as one of the ways a country responds to the impact of globalization, yet at the same time respects the
individuality of the nation (Qiang, 2003).