Yet, the synthesis between the local and the global in content has become the order of the day as it is successfully adopted and implemented by the United States based media conglomerates.
Since media plays a vital role in the cultural lives of millions of people and the fact that media sector is by and large controlled by American interests, there have been arguments in favour of the idea 'cultural imperialism'. Although the central postulate of cultural imperialism thesis remains valid due to the lopsidedness in the global media market, the so-called cultural imperialism through the American cultural products cannot be seen as one sided as the theorists of cultural imperialism perspective understood it to be. In the light of the recent developments taking place in the media sector, especially the regional media in the developing countries and the changes bought by the new media technologies, this paper intends to examine the case of United States based media conglomerates and their role in what is happening around us. ...
The term global media denotes the collective of big media players and multinationals working in the integrated global media environment. They spread around the globe and significant share of the national markets and have the ability to pace up the opening up of new markets or even invent emergent markets. However, both global and local media organisations represent the characteristics of each other. Thussu (2007) has asserted that the development of regional media such as Al-Jazeera is a substantial role in 'reversing' and 'facilitating contra-flows.
In an increasingly globalized world, the processes and patterns of cultural interactions and integration are not linear or one-dimensional. The fact is that the cultural production even in the United States is not a monolithic process but plural.
The characteristics of media have changed profoundly in the last two to three decades. They are not merely technological advancements. The social, political, economic and cultural aspects of such changes are important to take account of when a critical understanding of the American media supremacy is attempted. The times of mass society as well as mass media have faded away. Therefore, it is necessary to examine the historical conditions in which the new media domination proliferates. It is to say that the defining characteristics of the global media industry have changed in an unprecedented way so that the contemporary global media organisation have become more postmodern.
The contemporary era of globalization has marked by the emergence of a global market for what is commonly known as cultural commodities. However, this global market of cultural commodities too is characterized by unevenness and lopsidedness. "All the