Postmodernists view media globalisation in ways that are more similar to the pluralist than the Marxist view. They regard the diversity of the globalised media as offering the worldâ€™s population more choices in terms of their consumption patterns and lifestyles, opening up a greater global awareness and access to a diversity of cultures, bringing them more opportunities to form their identities unconstrained by the limited horizons of local cultures.
Baudrillard (1988, 2001) argues that we now live in a media-saturated society, in which media images dominate and distort the way we see the world. For example, media images replace reality to such an extent that laser ...view middle of the document...
The final reason is a revitalising democracy. New media technologies may offer opportunities for people to acquire the education and information required to play an active role in democratic societies and to make politicians more accountable to the people. Some media sociologists have suggested that the internet can revitalise democracy because it gives a voice to those who would otherwise go unheard.
Cultural pessimists believe that the revolution in new media technology has been exaggerated by Neophiliacs. Cornford and Robins (1999) criticise the idea that new media are increasing the potential for ordinary people to participate more fully in the democratic process and cultural life. The internet is actually dominated by a small number of media corporations. Over 75% of the 31 most visited news and entertainment websites are affiliated with the largest media corportations.
Cohen and Kennedy (2000) suggest that cultural pessimists like, Cornford and Robbins, under-estimate the strength of local cultures- they note that people donâ€™t generally abandon their cultural traditions, family duties, religious beliefs and national identities because they listen to Madonna or watch a Disney film. Rather, they appropriate elements of global culture, and mix and match with elements of local culture.
Strinati (1995) on the other hand emphasises the importance and power of the mass media in shaping consumer choices. Popular culture, such as the culture of celebrity , and media...