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Globalization, Culture and Message Bazaar

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Abstract

"Cultural Imperialism" was a term to be used to explain the relationship between the culture and the media in the Third World, before the “global village” and “globalization” terms became popular in the world. Later on, Americanization, denationalization, center-periphery, glocalization, and finally cultural invasion were added into the dictionary of communication. But perhaps none of the above terminologies represent the phenomenon which will happen in the world of communication in the future. There are certain evidences which indicate that in the future the concept of mass audience would be replaced by a new one, which can be called numerous communicators (numerous senders and numerous receivers). The popularity of Internet chat rooms and web sites throughout the world along with the usage of DV cameras in the movie industries especially in the African countries are the best example for the argument that I am presenting in this paper. This article explains how the "mass media" system would change its structure to include numerous "communicators," similar to the traditional market space that can be called Global Message Bazaar. This space is similar to the Old Persian market or oriental Bazaars which were used to sell, buy, and trade goods. The traditional market, in terms of communication, represents the largest pluralistic and diversified media space in the human history. The system is such that it allows audiences to participate in the communication processes as individuals rather than a faceless “mass.” These individuals share some characteristics with some minorities and majorities in the society, but remain independent and choose to receive only specified messages. Therefore, there will be numerous representations and message that would serve the needs of individuals. Just similar to the oriental bazaar, which this paper presents in the “Message Bazaar Model,” the mass media must fulfill their increasingly diverse audience needs. Introduction

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