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Media Globalization and its Effect upon International Communities: Seeking a Communication Theory Perspective

Abstract

There is a growing body of research on the topic of globalization, which seems to be a topic of broad-brush interest to scholars in a variety of fields, such as sociology, political science, ecology, international business, anthropology and communication. This paper focuses on the phenomenon of media globalization and examines a variety of theories that address multinational corporations with media properties. While there are many theories that address mass communication (Gerbner, Gross, Morgan, & Signorielli, 1986; Lazarsfeld, Cantril, & Stanton, 1939; McLuhan & Powers, 1989; Schramm, 1954), this paper highlights the need for new theories which specifically address media globalization and the unique aspects which convergence and new digital technologies offer to the media-user.

Jeffrey K. Lyons

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