Theories

Postmodernism - The world is becoming more fragmented....more choices as we are bombarded with images in the media from other cultures and countries.

Advancing technology has allowed media to expand to a global scale e.g. Internet, satellite TV, international news, TNCs.

Global business- merging markets have led to a global economy

Global transport- improved transport links have enabled the world to     

                     move at a faster pace

 

Theory: Marxists vs. Pluralists

•          MARXISM- Capitalist owners control cultural images that influence the public. Ruling class can promote their norms and values.

•          PLURALISM- Argues against Marxism and claims the                     

                     audience are in control of media- due to increased   

                      interactivity and attention to ratings.