Globalization can be defined as a force or a process that connects more and more people across heretofore-impermeable economic and social boundaries. This means that people become connected across large distances with the assistance of information technology and human transport.
This process can also be seen as the advancement of human co-operation across national boundaries, therefore making the world ”a global village”. ”Globalization” is a term that is often used to explain today’s world. Its terminology has gradually been accepted by the greater public and various scholarly personalities have integrated it as a vocabulary it into their field of research.
Globalization has also increased the inclusiveness and the unification of economic systematization, global relations, and has led to a trend of doing business in different organizations (Appadurai, 1996, p. 41-55). Proponents of big businesses look at globalization as a blueprint of a straightforward policy agenda that promotes economic growth, increased trade, and integration into the global economy.
Therefore, from this perspective, globalization is viewed as unequivocally benevolent and corporations are seen to be leading the way towards spreading the benefits of globalization around the world. Since the advent of information revolution in the 1950s, the media is one of those industries that has undergone through a radical change so as to meet the current global demands as a result of globalization that increasingly manifests itself through media and its forms of communication.
Globalization has now penetrated and influenced the hegemonies of the media industry towards a massive following of both young and old. Cultural practices have emerged from the globalized media industry to depict social movements and communication in America and the world at large which currently has a youthful population who are spearing this sector.
The relatively youthful American population has greatly affected the supply and demand of media-related products and services with items such as music, videos, and latest films having a strong demand among the young populace. The film industry in the U.S. has a well thought-out release schedules and plots centered on young audiences as they intensely rely young viewers for the high ticket sales.
Through the praxis processes in the globalized media, an audience is able to grasp the daily inklings of a concealed system of solidarity which responds to dominant circulation of convalescent memories, rumors, crafts, humor, dance, song, and recipes that defines and mobilizes popularity.
The globalized media is also a major source of instruction for most Americans who uses the vast wealth of multiple cultures to contest or embrace social experiences in a wider context, since it also redefines the ethical norms in national, international, and regional way of doing business (Lyons, 2005, p. na) Although most governments around the world treats and views the music, film, and broadcasting emanating from the media industry as national heritage and culture, some ‘protectionist’ measures that limits foreign cultural materials have emerged though various promotional measures that are meant to promote ‘home-grown’ products.
However, the globalized American media industry embraces a multicultural society through an open system of information which has eventually led to a surge of entertainment from various cultures and ideologies since globalization basically does not exist with the absence of media and communication. Also since the trends of globalization does not choose on who should be on its receiving end, the U.S media industry and way of doing business has co-opted globalization into commercial Americanization of and by non-American media products.
The effects of globalization has also re-brandished both geographical and cultural variations through language which is a significant aspect that affects consumer love and demand for a media product, as it draws out and relates a global social experience through music videos, dance, and film, to name a few. Although the world has a diverse set of languages, globalization of the media industry continues to perpetuate and draw upon cultural and ideological values in the U.S as people warm up to the idea of other cultures through popular media consumption.