“ Global culture” appears to be just as difficult to define as globalization is. This paper assumes that “ global culture” refers to a two-way flow of communication in an interconnected world where cultures intensely interact with each other where the more widespread culture does not always prevail over local (tribal) cultures. However, no researcher will deny that there is a process of globalization in which the media play a central role and a new globe-sweeping culture is born. Diana Crane's work seems most helpful with its attempt to synthesize cultural media globalization definitions.
The researcher has delineated four basic globalization models: the cultural imperialism thesis; the cultural flows or network model; the reception theory; and a model of national and urban strategies toward cultural globalization (Crane 2). The cultural imperialism model, although the most widely accepted, has many critics and some researchers think it is outdated even in regard to the terminology it uses. With this model, one could perpetually argue that globalization is a conspiracy with the world’ s media conglomerates as actors and with the creation of a homogeneous and Americanised global culture as the ultimate goal.
However, even this model is subject to constant change due to evolving globalization factors as well as socioeconomic factors and their impact on theorists. There are underlying policy mechanisms and socioeconomic conditions which boost this process of interconnectedness, as Kidane Mengisteab writes in “ New Dictionary of the History of Ideas” . Hence, this process of interconnecting encourages access to media and enriches media themselves through new channels like blogs and online discussion forums. The interconnectedness itself is a tool serving a human aspiration for more information, and globalization is the perfect environment for such a tool to flourish as people’ s aide in connecting to and utilizing media.
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