ABSTRACT
This chapter focuses on Greek adolescent's television viewing in terms of its relationship to their perception of foreign influence on Greek culture and to their consumption of foreign products. The influence of foreign television content has been discussed for over three decades now, usually in the context of the cultural/media imperialism debates. The views on this issue represent the old paradigm of the cultural imperialism scholarship. The era of globalization and media privatization has complicated this issue even further. In a study of foreign mass communication in Greece, Zaharopoulos found that Greek cultural traits do play a role in mediating the influence of foreign media. A further refinement of traditional cultivation research is the attention to the respondent's motivation to watch. However, the concept of culture is such a multifaceted concept that quantitative methodological tools may not be enough to empirically determine foreign influence over local culture.
