ABSTRACT
This chapter explores whether US television specifically and US media generally influences the perception of US social reality on Argentine business men and women. Research in intercultural communication has studied differences in international business communication. North Americans are known to be individualistic, assertive, and informal in dress, gestures, and discussion. Cultivation research focuses on "television as a socializing agent, or a continuing stream of reality". Argentina is one of the most literate countries in South America and supports a wide variety of books, magazines, and newspapers. The most important media development in the last few years is the end of the government monopoly on electronic media, which has resulted in more variety. Research reports from cultivation studies and intercultural business communication were reviewed and resulted in the development of this survey used for this study. The influence of CNN on the development of more negative perceptions about US citizens is interesting.
