Critically evaluate the contribution of the mass media to th

For Marx, globalization referred to the domination of capitalism, which has and continues to, play a leading role in the creation of a global culture. Sklair (1991) viewed globalization as being prevalent on three levels:

'globalization refers to all those processes by which the peoples of the world are incorporated into a single, global society'. Globalization is a relativity new process, in terms of the existence of human societies, and one that is the topic of many debates in the context of politics, economics, right through to the state of the environment, although these and many other social issues and institutes are inextricably intertwined.

James Lull (1993) views this nightmare to be impossible since culture is dependant on history, and ultimately its involvement of the current culture. So since the history any society is different this globalization seems unlikely.

Such occurrences have made new places are become new targets in the war of consumerism. Vast numbers of people are being introduced to new adverts willing the spending of money, and brand loyalty. Globally, we are a consumer-based culture probably more than anything else. Due to our relative economic wealth we quickly integrate into the ways of fast food outlets and chasing logos.

The bringing about of globalization is along process, that imposes with high degrees of variability on all parts of the world. It can be viewed in conjunction with the development of capitalism that various cultural aspects are shaped, manipulated, introduced and possibly even eliminated.

the various interpretations of how the mass media influences the minds and attitudes of the public is what will be presented below. The first approach is titled the 'Hypodermic Syringe model', which is quite basic in its theory. This says whatever is portrayed in the media can be shown to have a direct effect on the behaviour of those who indulged in the media medium, in short it was proposed that people would mirror what they saw. Although this is true to an extent, it was assumed that audiences were passive receptors of the media, however this suggested that the media had enormous control, however this approach was proven not to be all incorporating.

With regards hegemony and ideology, where the dominant perspective is presented, usually on behalf of the 'ruling class'. The nature of this is to promote the status quo, and convince the audience of its natural origin. The power of the content of the media lies in the hands of conglomerates and boards of committee members, usually who have not only invested in the media but also other commercial interests. Since this crossing over of interests exists and the power that these multi- and transnational companies exert, leads some sociologists to have a grim outlook about cultures. Mainly if they, various unique cultures, will be able to exert themselves against the oncoming tidal wave of cultural imperiali

Some topics in this essay:
, BskyB Asian, James Lull, Murdock's Corporation, global culture, opinion leaders, consumption media, television set, media viewed, mass media, soap operas, 'couch potatoes', people life, bring people,