In the advent of the 1990's linguistic, social and cultural borders have progressively become blurred due to globalization of business and technological advances have diminished cultural constrictions.
The process of globalization was not limited to the corporate or social sector but the entertainment industry went a step further and instead of only selling their mere products in the foreign industry a completely new trade was developed.
With the advent of television, dubbing of TV programs also became popular, so that by the late 1970s, most major European and Latin American markets were watching television and cinema productions made in Hollywood in their local languages. Today, in Austria, France, Germany, Italy, Spain, Switzerland and Turkey-and increasingly in the major East European nations-audiences see Hollywood productions in their local languages, rather than subtitles, as a result of concern for audience size and linguistic purity.1
As Ramez Maluf the director of the Beirut Institute for Media Arts at the Lebanese American University comments that subtitling required readers to read and gave them a feeling that they were watching a foreign production and could not attract a huge market. Dubbing was used sufficiently and persuasively in this regard.
The revival period of the Disney animations resulted in production of all time hit genres like the Beauty and the Beast, The Alladin, The Simpsons and the Lion King. ...