Globalization and culture - Research Paper Example

Anglo-American producers still comprise an absolute majority in the field of TV and film-making. In comparison with European and Asian countries, US fashion, media trends and cultural patterns dominate in international communications. “Syn-fin” rules and deregulation policies of 1980th – 1990th promoted quick growth and strengthening of national media market. Merge of CBS Corporation and Viacom in 2004 was the result long-term favorable atmosphere on the US domestic market. Newly created media giant owns a wide range of services such as television broadcast networks and stations, radio, film and TV production, publishing, news etc.

Media globalization results into misbalance of international communications flows, because, for example, Turkish or Danish television viewers subject to Americanization. Although they come across cross-cultural variety and partial glocalization on MTV, MTV2, the majority of foreign songs and clips bear Anglo-American patterns. Such a large media conglomerates as Viacom monopolize international market and hinder activity of smaller national companies. English still remains a dominant international language, but Showtime en Espanol, MTV Spain, MTV Brazil/Latin America, Spanish-speaking broadcasting network and other projects approve redirection of Viacom media infrastructure towards preferences of multinational audience.

Hispanic population is steadily growing in the USA and other countries and their culture (music, dancing, festivals) also is a source of revenue for the media giant. Thus, Viacom appeals to its consumers through variety of provided services and glocalization. The 1996 Telecommunications Act broadened rights and terms of simultaneous ownership for different kinds of media, i.e. local TV stations, radio stations. Both abovementioned companies advantageously supplement each other. CBS news serve as basic instrument of Viacom products and programs propagation. For