Beyond media globalization: A look at cultural integrity from a policy perspective

Abstract

The development of satellite and computer technologies have allowed audiences around the world easier access to large volumes of foreign media content. But unlike what was anticipated, the homogenizing effect of media globalization has remained rather limited, and when it occurs, it often does with a particularizing effect by embracing differences in the audiences. Policy-wise, in contrast to the defensive measures many decision makers adopted when global and regional media made their first appearances, we have witnessed a change to a more pragmatic approach, especially in Asia, as more nations seek to export as well as import cultural products. The emphasis on “Asian values” and the waning desire of formulating a common culture in Europe are indications of the complexities involved in the integration and disintegration of cultures. What theories of cultural imperialism and post modernism failed to take into account, is that media, whether global, regional, national or local, are but one of the many factors involved in this process.