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The Globalisation of the Media: Towards Cultural Homogeneity?

The Globalisation of the Media: Towards Cultural Homogeneity?

Shefali Virkar
Copyright: © 2015 |Pages: 17
ISBN13: 9781466682627|ISBN10: 1466682620|EISBN13: 9781466682634
DOI: 10.4018/978-1-4666-8262-7.ch002
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MLA

Virkar, Shefali. "The Globalisation of the Media: Towards Cultural Homogeneity?." Analyzing the Cultural Diversity of Consumers in the Global Marketplace, edited by Juan Miguel Alcántara-Pilar, et al., IGI Global, 2015, pp. 20-36. https://doi.org/10.4018/978-1-4666-8262-7.ch002

APA

Virkar, S. (2015). The Globalisation of the Media: Towards Cultural Homogeneity?. In J. Alcántara-Pilar, S. del Barrio-García, E. Crespo-Almendros, & L. Porcu (Eds.), Analyzing the Cultural Diversity of Consumers in the Global Marketplace (pp. 20-36). IGI Global. https://doi.org/10.4018/978-1-4666-8262-7.ch002

Chicago

Virkar, Shefali. "The Globalisation of the Media: Towards Cultural Homogeneity?." In Analyzing the Cultural Diversity of Consumers in the Global Marketplace, edited by Juan Miguel Alcántara-Pilar, et al., 20-36. Hershey, PA: IGI Global, 2015. https://doi.org/10.4018/978-1-4666-8262-7.ch002

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Abstract

In every sphere of human endeavour, human behaviour and interactions are becoming increasingly interrelated and mutually interdependent. The 1990s witnessed the emergence of a pan-global commercial- and mass-media market, and the rise of a handful of mammoth commercial media organisations; which today have established vast international media empires, particularly through the innovative use of technology and the cultivation of global distribution and production networks. As media conglomerates spread their tentacles, anxiety is rife that they will encourage a global convergence in popular tastes and trends, to the detriment of national and local cultures. This book chapter aims to explore the claim that the continuous globalisation of the media and entertainment industries is leading unrelentingly towards a hegemony of global cultural homogeneity. Through a discussion of the phenomenon that is globalisation, and the theoretical background against which the cultural effects of the global media might be studied, the chapter critically examines the role of pan-global commercial broadcasting in the creation of a so-called global culture and in the engendering of global cultural convergence.

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