Globalisation and Mass Media Essay Example | Topics and Well Written Essays - 2500 words - 1

Globalisation and Mass Media - Essay Example Mass media has always acquired a prominent position in the first world countries like the United Kingdom and the United States. ‘Marketplace of Ideas’ is the term which is often applied to mass media. This media includes video, film, recorded materials, books, newspapers and magazines. The United Kingdom, like many of the other developed countries, is flooded with communities from almost all the continents. Therefore, much like the USA, a heterogeneous population has been formed automatically in this country. Mass media is a huge political and social motivator and history has proved its unparalleled power time and again. In today’s scenario, the actual influence of mass media in the era of globalisation is particularly noticeable on the field of marketing. Internationalization of marketplaces has considerably influenced the electronic mass media in the United States of America, so also in other first world countries. We can support this argument by keeping a track of revenues generated from film and television industries. In 1991, bulk of revenues came to the capital flow in the US marketplace through film and television industries. Crossing the national borders, it has been possible for the media corporate to reach out for markets in other countries. With the rapid advent of technology, mass media has captured the attention of international audience through services like cable television, multichannel radio and video outputs. Moreover, cultural industries in the US have crossed the linguistic and geographic barriers to reach out to an audience which is heterogeneous in characteristics. (Globalization of the Mass Media, p. 3) Global economic liberalization, deregulation and privatization in recent times have initiated changes in the context of communication. This liberalization is also involved with intellectual property laws. Trademarks, copyrights and legal privileges have been made flexible keeping the issue of international business as the