Globalization the process of change, exchange and integration, is some thing, which describes the political, economic, and cultural atmosphere of today. People around the globe are more connected to each other than ever before. Information and money flow more quickly than ever. Goods and services produced in one part of the world are increasingly available in all parts of the world. International travel is more frequent. International communication is commonplace. . Due to the advancement of transportation and communications technology, the world seems to have shrunk, with geographic distances, time zones and diversity of culture becoming less and less of a barrier to interaction between people in far-flung corners of the earth. As a result of globalization, mass media, commerce and tourism has grown explosively on a global scale, leading to the increasingly strong concept and perception of a global culture that has subsumed all those before it. But the question to ask is, does this global culture really exist and how widespread is it? Two key characteristics define the present epoch of globalism. One refe

The Mass Media is a unique feature of modern society; its development has accompanied an increase in the magnitude and complexity of societal actions and engagements, rapid social change, technological innovation, rising personal income and standard of life and the decline of some traditional forms of control and authority. The media does influence, but using more diverse and subtle roles of impact. Some theorists suggest that it is even a case of society influencing the media and not the more widespread and presumed version. Media is a major piece within society that is often linked to the notion of social influence. Society understands the notion or concept of being influenced as an “external force” (the media) linking itself or connecting with a personal action or viewpoint of the recipient.

The world they say is perceived not by the way it is but by the way its been presented to us by the media. Media has a major role in wide spread acceptance of globalized cultures breaking the boundaries of distance, time and space. As the globalization and virtualization of new media sunder meaning from conventional mooring and set information adrift as it moves with alacrity and celerity form phenomenal to virtual form, one searches for new modes of understanding. As people move to the global age, our requirement for connectivity and the quest to understand others has increased many folds, and that is why the very nature of media is changing its shape drastically and it is distributed differently in different eras, Earlier the media was limited to only local spaces and activities but as the interaction between people has now reached a place where it is not at all confined to any sort of limitations and hence the media too is becoming more and more robust establishing a link between local communities to the global world.

Well the primary task of media is to carry information and when the whole definition of information has seen a revolutionary change, the channels of enterprise too have to mend accordingly,

Ø New patterns of information traffic

Media – measured by cost and consumption

New technology and media: convergence and fragmentation

Ø Convergence of technology and distribution media

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