Transnational Media Theory

Transnational media often impose different cultural and social consequences, especially in underdeveloped nations. Transnational media effect may not seem obvious, or intentional, but there is no doubt that transnational media and the capitalist elites in any nation are cooperating to achieve certain agenda to expand their dominance, and increase their profit. Such results are reached by multiple approaches that disguise the true intent of the existing of transnational media in any nation. To better understand how transnational media operates, and disseminate media content, numerous communication scholars developed theories that discuss the flow of media into and out of the non-dominant nations. Cultural imperialism and cultural dominance

Contraflow claims that there is an equal flow of media content between developed and underdeveloped nations. Nations that subjected to cultural dominance are in fact producing their content, and they are exporting it to Westerns nations. The central claim of contraflow theory is to dismiss cultural imperialism, and that other nations are free and independent from transnational media domination, as they are generating programs that reflect the working classes, and providing alternatives to Western programming is the existing of Hindi movies in American movies theaters, it may seems that as if India is exporting their culture in a different nation, but in reality the movies are being produced by the same transnational media company that disseminate American programs in India. Contraflow cannot occur unless the programs are generated by subordinate 's nations, which represent their voices, and different perspectives with an independent media outlet that is not controlled by transnational media companies. Cultural proximity theory claim 's that audiences usually prefer what is relevant to their culture, what represent their lives and speak their language, over imported programs. Transnational media were able to achieve proximity, and close the gap of creating local programs that mimic local culture, and speak their languages, with a content that impose the dominant commercial

It degraded and marginalized democracy, buried the chance for any voice of different perspectives that could march the nations to a better standards of living, civil liberties, and eliminating discrimination. The nation 's cultural identities are lost, important national and international matters are being viewed from a mere entertainment lenses. Values and norms are no longer pillars that impeded in nations, but rather changeable to serve the interests of transnational corporations, and the capitalist elites. Transnational structures, means of production, and programs content is nothing more than a medium to control the lives of the working classes, to turns them into consumerist 's moppets to sell their products, speared their ideologies, and increase their financial