ABSTRACT

The spectrum of globalisation theories spans two poles: 'pessimistic' and 'optimistic'. In relation to media studies, the 'pessimistic' pole is represented by theories of media imperialism, the 'free flow of information' and the 'dangers of what used to be described as Americanization' (Morley 2006, p. 31). At the other end of the spectrum, there are reception theories which claim that the 'postmodern world of active audiences' constitutes a 'semiotic democracy' (Fiske 1986, p. 3).