ISSN: 1550-7521

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Research Article Open Access

Global or Local Identity? A theoretical analysis of the role of Viacom on identity formation among children in an international context


Children around the world are growing up in a globalized environment influenced by many factors such as the internet, cell phones, and pop culture. One significant influence is the internationalization of television programming and as children’s exposure to programs that originate in the United States increases it will undoubtedly impact how they understand themselves and their environment. The purpose of this essay is to explore the intersection among identity, globalization, and television. A case study into the internationalization of global media companies is Viacom Inc., which can be seen as a dominant source of global value orientation and a powerful contributor to the formation of an ambiguous identity among children and teenagers. We argue that new generations of children are developing a third identity – a fusion of local and global – an identity that transcends traditional ethnic and cultural boundaries.

Kristin C. Moran, Leeva C. Chung

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