In the process cultural diversity becomes a victim though the extent to which TMCs can be held responsible for these development depends on a number of endogenous and exogenous factors such the ever increasing influence of TMCs due to their rising revenues and involvement in foreign countries.
On the other hand how best local communities are able to resist these extraneous influences on their cultures is not particularly amenable to a particular interpretation. In the process theoretical and conceptual frameworks of analysis are used to develop contingency models of behavioral impact arising from activities of TMCs and their behemoth-like approach to societal transformation. A critical analysis of the activities of a broader cross section of the key global media corporations would demonstrate the extent and the nature of their influence on local cultures other variables remaining constant. It's in this extended context that an element of threat to these native cultures is seen in their global role.
Neo-liberal ideology has persistently been advocating globalization as the sole solution to all economic problems and the underlying political agenda in this ideological approach is obviously mind-gobbling. TMCs have been in the forefront of this propaganda campaign that supports integration of societies into the global system at each level. However it's not so much the intention of TMCs that has been questioned but its emphasis on a particular practical approach to globalization, viz. the world culture theory. According to this theory globalization is "the compression of the world and the intensification of consciousness of the world as a whole" (Robertson, 1992). In fact those elements in the whole system or consciousness are assumed not to question the motive behind globalization. In other words 'the end justifies the means' approach to globalization and the subsequent TMCs' actions are inseparably interconnected.
The current literature on the subject of TMCs' role in cultural transformation of societies has been intensely focused on the world culture theory of globalization. Analysts and researchers have identified the extent and the manner of TMCs' involvement in these efforts. The threat perception of TMCs' actions has been interpreted in this context as the ultimate outcome of an otherwise elusive set of nuances associated with subterfuge. Communication is part and parcel of the whole culture centric theory of transformation in the globalization process. This is all the more subtle in the third world society context because these societies or polities have much less power to resist TMCs' attempts at integration or transformation. Global culture thus becomes a vehicle for unity.
The evolutionary process of