In your own opinion do these connections have a negative or positive effect on global media?

Globalisation generally refers to " the process where by capitalism is increasingly constituted on a transnational basis, not only in trade of goods and services, but even more important in the flow of capital and the trade in currencies and financial systems" (Robert W.McChesney). In this essay I will explain how the media economy has direct connections with this process of "Globalisation". Due to such technological developments, as digital and satellite television and the fact that commercial media, advertising and telecommunication markets themselves are rapidly becoming globalized, global media and communications are in some respects the advancing armies of global capitalism as they "march to the beat of commercialism, autocracy and low grade sensuality." (Ralph Nader 1995).

There is considerable debate across the political spectrum about just how advanced this Globalisation process is, or is likely to become, as well as its political implications. Some, even go as far as to say that information has replaced manufacturing as the foundation of the economy evalu

In addition to this centralisation of media power, the major feature of the global media order is its increasing interest in commercialism and an associated marked decline in the relative importance of public broadcasting. With the increased globalisation of the world economy, advertising has come to play a crucial role in the few hundred firms that dominate it. The spending on advertisements per capita is increasing at a rate well above GDP growth rates almost everywhere in the world. Moreover, the global advertising agency market has undergone a wave of consolidation every bit a striking as that in the media industry. In the late 1990's three enormous firms, WPP group, Omnicom group and Inter-public, came to dominate the industry, along with another half dozen or so agencies, based mostly in New York, but also in London, Paris, Chicago and Tokyo. Edward S Herman states that " such a concentration of media power in organisations dependant on advertisers support and responsibility to the share holders, is a clear and present danger to the citizens participation in public affairs." (Edward S Hermen 1997). Even the BBC has acknowledged that its survival as a public service institution depends upon it becoming a significant commercial media force globally. As with globalisation were it is argued that such a process favours big business and the wealthy, while it undermines, the capacity of labour, environmentalists, the poor and just about everybody else right to control their own destiny and in this case effect the workings of democracy.

ating the changing natures of both communication and capital and the nature of their relationship.

So it would seem that the connections draw between that of the media economy and globalisation were inevitable in any respect. The short-term effects of this process at a local and national level have been complex, variable and in my opinion not totally negative. Among the positive effects is the pressure such a media network puts on such state controlled broadcasting, which can sometimes lack energy and entertainment. It opens up the world of competition with in the media and crafts a challenge and calls for new and innovative ideas, meaning that although high barriers to entry, there is a certain standard being created, and only the great will endure. A global media

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