ABSTRACT

This chapter discusses media globalization from multiple perspectives. It reviews the conceptualization and measurement of globalization, the studies exploring the impacts of globalization on media economy, and the flows of media products/services across countries. It discusses three major driving forces of media globalization: technological progress, liberalization, and transnational media corporations. The chapter investigates the major issues in media globalization, including localization, digital divide, and the resistance/challenge of American’s cultural hegemony. It also briefly outlines three major applicable theories in the study of media globalization, including diffusion of innovations theory, cultural imperialism, and soft/discursive power. The chapter concludes with an agenda of seven research topics derived from the literature review and discussion of various aspects of media globalization.