COMM 122 Lecture 18: Comm. 122, Globalization
6 Dec 2016
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Document Summary
Lm industry used to be more reliant on national markets! Capacity of worldwide communication infrastructure and industries to distribute messages anywhere in the world! Industrial strategy that aims to spread as widely as possible the considerable risks and rewards of commercial media! Factors behind the global expansion of us media industries! Taking advantage of economies of scale and the long tail of media commodities! Efforts of global advertisers to develop markets for their products around the world (given increasing saturation of the national market)! Increasing competition and saturation of us media markets pushes growth in markets around the world! The imposition of western cultural products on the non-west! The potentially homogenizing effects of western culture as it spread across the world! The destruction of indigenous traditions by such cultural ows and the transfer of belief systems from the west to the non-west! Geo-cultural markets: markets constructed based on language and cultural speci cities !
