Media

University of Pennsylvania

ScholarlyCommons
Departmental Papers (ASC)

Annenberg School for Communication

2002

Globalization of Culture Through the Media
Marwan M. Kraidy
University of Pennsylvania, [e-mail]

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Recommended Citation
Kraidy, M. (2002). Globalization of culture through the media. In J. R. Schement (Ed.), Encyclopedia of communication and information
(Vol. 2, pp. 359-363). New York, NY: Macmillan Reference USA. Retrieved from http://repository.upenn.edu/asc_papers/325

NOTE: At the time of publication, author Marwan Kraidy was affiliated with American University. Currently (April 2013), he is a faculty member at the Annenberg School for Communication at the University of Pennsylvania.
This paper is posted at ScholarlyCommons. http://repository.upenn.edu/asc_papers/325
For more information, please contact [e-mail].

Globalization of Culture Through the Media
Abstract

The received view about the globalization of culture is one where the entire world has been molded in the image of Western, mainly American, culture. In popular and professional discourses alike, the popularity of
Big Macs, Baywatch, and MTV are touted as unmistakable signs of the fulfillment of Marshall McLuhan 's prophecy of the Global Village. The globalization of culture is often chiefly imputed to international mass media. After all, contemporary media technologies such as satellite television and the Internet have created a steady flow of transnational images that connect audiences worldwide. Without global media, according to the conventional wisdom, how would teenagers in India, Turkey, and Argentina embrace a Western lifestyle of
Nike shoes, Coca-Cola, and rock music? Hence, the putatively strong influence of the mass media on the globalization of culture.
Disciplines

International and Intercultural

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