Media And Globalization Essay

The widespread image of American culture is seen to hold a strong base for globalisation. The extensive connectivity of the modern world, confirms Marshal McLuhans prediction of the global village. Globalisation is commonly seen as western culture imputing international cultures. Internet and television have also created transnational media whereas globalisation is commonly seen as a flow of information impending of western culture. Whereas, how will the younger generation will not be able to enjoy immerging products like Apple, Krispy Kreme and Hip-Hop. Hence, the strength globalisation has on the developing world. However, this develops a dispute between globalisation and its effect on international cultures. Early mass media impact on the past has recognized research into the influence of media on society through aspects like “magic bullet” and “hypodermic needle theory”. Nevertheless, researches on new media theories have gone down significantly, focusing mainly on the level of impact of transnational media. Yet, other scholars were drawn to the bases of imperial culture theories where an alternate way of viewing different aspects of culture and society is developed without theoretical evidence.

The study and notion of global interaction claims that imperialism theory has originated from western developed countries, having a strong impact on non-industrialized countries. Cultural imperialism theory mainly focuses on international communication in a social-political view. Social politics emphasizes mostly on aspects of leading states and their effects internationally. Therefore, leading developed countries were seen, as enforcing their principles and beliefs on inferior and less fortunate countries. Unfair analyses were made ...

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...balisation of culture is the merging of culture, hybridity or hybridization. Hybridization of culture is identified as a theory where two different cultures and traditions combine to produce an effect. Though, the understanding does not support the theory of the power of mixing, nor does it support the rejection of local globalisation. By crossing the two boundaries the theory of hybridization created aspects of academic research focusing on intellectual discourse, the daily construct of human interaction and the study of performance. Hybridisation researchers were able to simplify the complicated structure of globalisation of culture in common media and communication, making it easier for researchers to comprehend.

Néstor García Canclini an Argentine-born academic and anthropologist is known to be one of the worlds leading supports of cultural hybridity theory