The diffusion of media content in global markets. Since the 1970s, the global diffusion of American media content has frequently been seen as a kind of cultural imperialism. It is very much a one-way flow, since only about 2% of US TV programmes are foreign imports (compared to about a third in most countries). Such flows are often more regionalized, based on shared language and cultural affinity. Governments often seek to control media flows as a way of protecting national culture but online media have undermined this cultural gatekeeper role. See also globalization.
Subjects: Media Studies.