Against a background of rapid technological change, the impact of global communication on national cultures and societies has become a dynamic area of critical enquiry. International Communication and Globalization offers a timely overview of the rapidly expanding area of media and communication studies. Leading contributors offer a range of perspectives on the relationship between the process of globalization and international communication. Individual chapters examine the impact of market relations, deregulation and technology of Third World countries, as well as the ethics of the global communications industry. International Communication and Globalization makes an important intervention in
Chapter 8: International Communication: The Control of Difference and the Global Market
As we are getting near the end of the twentieth century, international media systems are, as we have seen throughout this book becoming increasingly global or transnational in their reach. But the mega corporations require knowledge of local needs and new trends in taste and consumption. As Richard Maxwell puts it, ‘knowledge of local value assessments and how they differ inside and outside national territories is a geo-strategic asset’. In other words, modern global consumption depends on certain cultural conditions; these concern people's desires and identities, which are formed and experienced in particular localities.
Market research is one way in which this dependence on the local is ...