Globalisation has become arguably the core

concept that sociologists and others use in order to

explain the experience of living in modernity or
postmodernity. There is no one agreed definition of
globalisation (Devereux, 2006, p. 29) but it helps us
to explain a lot of processes.
One theory of globalisation is Media globalisation.
This examines the pivotal role that the media play
in the more general globalisation
process. (Devereux, 2006, p. 33) Countries are
worried that because America can produce films and
gain the costs back so easily, being able to then give
these to 3rd world countries for free may force these
countries into an American way of living, therefore
losing their individuality and culture. France now
makes sure that at least 20% of their films shown in
cinemas are French to keep their culture living on.
Media globalisation has been made possible by the
ongoing changes and developments in information
and communications technology. (Devereux, 2006,
p. 35) Even if films from America are not showing in
a local cinema it is now possible to download them
from anywhere in the world. More than half of all

movies shown on European television are made in

the United States. (Croteau & Hoynes, 2003, p.
260) Advertising by major American companies are
now all over the internet, including MacDonalds,
Burger King and Subway. Mass media plays a
pivotal role in the continued spread of a consumer
culture that drives and perpetuate global capitalism.
We can find very obvious examples of consumerism
within the advertising across the mass media but at
a more general level the mass media promote
certain kinds of lifestyles and taste
cultures. (Devereux, 2006, p. 9)
A good example of media globalisation is when
Burger King recently took their burger to 3rd world
countries that had neither tasted a Whopper, or a
Big Mac. They made them try both types and say
which they preferred. This was meant as research
into their main competitors but ended up causing a
massive disturbance. People were annoyed that
Americas biggest fast food companies were
introducing their food into countries that already had
a sustainable way of living without Americanised
food.

Stereotyping an audience has become a key part of

marketing. If a company can stereotype their audience then
it can know how best to target them. Some of the main
stereotypes are gender, age, race and culture. If Nike
wanted to advertise their products they would most likely
advertise during a big football match or in sports magazines.
Mainly with a sleek sports style and sporting a healthy
athlete, suggesting that if you buy their product you could be
like them. This can be incredibly effective. Although they are
categorising and grasping key features of the stereotype to
improve their target audience, it can also be derogatory and
insulting. The current idea of globalization would like to
define the earth as one huge market which should be as
uniform as possible. The mass media, which because of
extensive privatization, has itself become part of the
economy, has ever more refined means of influencing its
customers and normally joins in strongly with this
process. (Time For Change) [Online]
Media globalisation has played a major part in cultural
imperialism. Without the media, information would not
have reached the far corners of the globe. The main
mediums for this are the newspapers, television, radio and
the internet. The internet is one of the fastest spreading
technologies to date. It took 10 years for the television to
reach 50million people, it took Facebook 1 year to reach 50
million people. This is a tide that isnt stopping. (BBC,
2009) Most of Americas products and advertisements are
now taken for granted in places like Great Britain. We no

longer think of them as foreign produce, because of this it is

difficult to think that media globalisation and cultural
imperialism as separate factors.