How morality function affects cosmopolitan communications
The firewall model as postulated by Norris and Inglehart holds that news media impacts on societal values and as such, they can actually initiate value change. Norris and Ingehart have noted that although such a scenario may not occur frequently, nonetheless, there is the risk that it can be mediated by societal factors, in which case individual countries can be affected by the flow of cosmopolitan communication.
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For example, in Chapter 3 of their book, Norris and Ingehart show how the flow of information moves from the global north (especially Germany, the US, the UK, Canada, and France) to the other global countries (Norris and Inglehart 8). Many of these other global countries lack the necessary media freedom and do not easily access foreign news.
In addition, they cannot also easily access foreign communication infrastructures. According to Norris and Inglehart, such a setting acts as a firewall that shields media influences from the society.
What the authors intend to demonstrate is that cultural products, communication and information do not just flow freely, and that their flow could be hindered by ‘firewalls’ or social barriers (specifically isolation, poverty, traditional local socialization processes, and press restrictions).
Many behavioural practices and social values are learned from the ideas and images conveyed by glossy magazines, television entertainment, music videos, internet websites, feature films, consumer advertising, and news reports. As such, the media is regarded as one of the most important tools for socialization.
Therefore, the media can influence the attitudes and moral standards of the society. Although Norris and Ingehart do not object to the claim that the media does exist, nonetheless, its activities are limited by firewalls (15). Due to the existence of various firewalls, the mass media is not in a position to penetrate parochial societies and as a result, it is cannot influence them.
What should be done by politicians about cosmopolitan, what cultural policies should be developed, according to Norris and Inglehart?
Owing to the rapid expansion of global communication, indigenous cultures are at a greater risk of being exposed to a sudden flow of advertising, corporate capitalism, communication, and explicit sexuality and graphical violence on television.
This implies that globalization is a threat to cultural diversity and unless something is done very fast, we are likely to witness the loss of cultural diversity in certain sections of the society. Towards this end, our politicians have an important role to play given that they are the ones charged with the responsibility of implementing policies.
Norris and Inglehart contend that national diversity is faced with the threat of the globalized news media. As such, our politician should be in a position to propose policies for adoption by member countries in order to ensure that they retain their cultural diversity. In addition, there is need to also develop certain cultural policies that can restrict access to phonographic sites for purposes of retaining cultural identity.
We need to encourage the idea of cultural fusion so as to enhance a balanced power dynamic (Norris and Inglehart 19). This way, it becomes easier and faster for members of a society to communicate with each other and in the process, they can help one another in the generation of a global mix that blends programs, connections, and genres derived from various places and times.
Norris, Pippa and Ingehart, Ronald. Cosmopolitan Communications: Cultural Diversity in a Globalized World. New York: Cambridge University Press, 2009. Print.