Media, Globalisation, and Popular Culture: An Overview

The provided text explores the multifaceted impact of globalisation on popular culture and the pivotal role of media in this transformation. It examines how increased global interconnectedness, driven by communication advancements and transnational corporations, fosters both the homogenisation of culture, particularly through American influence, and the emergence of cultural hybridity. The discussion highlights the postmodernist view, which often perceives globalisation as beneficial, leading to greater consumer choice, a more critical audience, and participatory culture. Conversely, the cultural imperialist argument critiques this, suggesting that global media promotes capitalist ideology and erodes diverse local cultures, despite evidence of resistance and reverse cultural flows. ‘RSSVERIFY’