Media,globalisation and culture: issues and trends

Abstract

This article addresses some of the trends and issues as they relate to media and cultural globalisation. Grounded in a fundamental cultural perspective, the problematic of international communication is framed in different views of ‘local culture’, ‘cultural identity’ and ‘processes of cultural mixing’. In the end, a research framework for the study of cultural globalisation/localisation is outlined. The framework captures the issue of hybridised cultural products from a people centred perspective.