“if more people are exposed to more similar sounds and images, or experience many of the same events at the same time, such mass media may dissolve cultural differences into a dull colorless homogeneity”. this profound statement encompasses what is taking place in the media world. however, we realize that, a huge percentage of media corporations belong to the United States. The globalization that is supposed to be taking place seems to be just an integration of the US media and ideologies into other countries. As Tomlinson said, “cultural imperialism is… seen as an ideological property of the text itself”
On the other hand, just like many other things in globalization, people try to localize the global. Therefore, even if there seems to be a certain format and genre created by western countries, different nations adjust the content, format, etc, in order to accommodate their own culture. It makes it seem that hegemony doesn’t exist as counties seem to be in control of their own media industries. Lechner calls this “indigenization”.
The sad part of the situation is that, even in the countries that set-up their own media corporations, the standards that are expected of them are supposed to match US standards. In essence, US standards, and the American way of controlling the media seem to be the new normal, and the “global” standard. Although it is argued that Hollywood movies cater to “the demands of the world consumer more than they peddle a specifically American message”, i would argue that, the american perspective has become the normal, and the global in terms of media.
Regardless of the fact that different cultures will interpret the content of movies, series amongst others, based on their cultural background, it is obvious that, we are all following a pattern that was created by USA.
Whether or not a series is called “This Life” as in Nigeria or “Cantata” as in Ghana, the fact remains that, these are all copies of “Dallas”, which have been tuned to accommodate the different audiences.