Rise of Globalisation.

This semester I was part of a group assignment in which we had to invent a digital game, market it and then pitch it to our class. There were few restrictions due to the hypothetical nature of the assignment (the game would not be physically produced) so our group grew excited for the possibilities.

It soon became clear that communication was a huge factor in our concept; that being a location based activity game that allowed player’s to verse nearby people and for the winner to “own” real spaces. After constructing the game itself there was a clear need to create surrounding platforms that would compliment it and give users a larger community in which to feel a part of. We set up a Facebook profile to disseminate and aggregate game and player content and also enabled a chat feature for user’s to utilize whilst playing. This all stemmed from our understanding that “Electronic media facilitate an increased interconnectedness across vast distances and a temporal flexibility in social interaction” (Kaul, Vineet 2011).

Jerry W. Thomas demonstrates this fusion of new and old technologies (specifically in advertising) in his article, ‘Traditional Media vs. New media’. He outlines that ‘Television Advertising’ actually encompasses much more than just television. “Not only does the term ‘television advertising’ refer to a commercial with colour, motion and sound like those you see on television, it also refers to those same types of commercials you might see on the web, in social media, on YouTube, or on Facebook” (2013). Opening definitions to include new media seems to be recurring and will likely rise with media platforms crossing paths more as technology develops.

Referring back to Kaul’s theories of globalization, he also mentions in his article that “the digitalization and convergence of the media offer new possibilities for increasing cultural diversity, such as… the greater possibility for subtitling or dubbing and the new routes for the distribution of contents”. From my point of view, having seen the benefits of new technologies and the way they can impact our global relationships, Globalization is a fantastic prospect. “In sociological and cultural analyses of globalisation, media such as satellite television, the Internet, computers, mobile phones etc. are often thought to be among the primary forces behind current restructurations of social and cultural geography.” (Kaul, 2011).

For something to not only foster global relationships but also cultural understanding, is a very rare thing. In this seemingly materialistic and isolating digital age, I think we can all stand for a little more acceptance and connectedness.



Kaul, Vineet 2011 ‘Globalisation and Media’, Mass Communication and Journalism, Vol 1 Issue 1, p.1-6

Thomas, Jerry W. 2013 ‘Traditional Media vs. New Media: Advertising’, Market Research Bulletin. Accessed at: http://marketresearchbulletin.com/traditional-media-vs-new-media-advertising-research-jerry-w-thomas/


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