The United States and Cultural Globalization: Power Dynamics in Global Media Flows

Kosidichimma Anyanwu
Additional contact information
Kosidichimma Anyanwu: School of Media, Technological University Dublin (TU Dublin), Ireland

International Journal of Research and Scientific Innovation, 2024, vol. 11, issue 8, 1448-1466

Abstract: This paper explores the contemporary dynamics of global media flows. It emphasizes the power struggles between American film and TV’s global dominance and competing industries using Bollywood as case study. An examination of Bollywood’s rich cultural narratives and strategic engagement with international audiences is presented as a significant force in the global film industry, challenging the traditional dominance of American media. Empirical analysis of viewership trends and market data reveals that while American media continues to exert substantial influence globally, Bollywood’s rise reflects a shift towards a more diversified cultural landscape. The findings highlight the complexities of cultural globalization, illustrating how diverse media products can coexist and thrive in the international arena. Ultimately, this research underscores the importance of recognizing the contributions of non-Western media industries in shaping global cultural consumption patterns and calls for further evaluations of the prevailing narratives surrounding cultural hegemony.

Date: 2024
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.rsisinternational.org/journals/ijrsi/d ... ssue-8/1448-1466.pdf (application/pdf)
https://rsisinternational.org/journals/ijrsi/artic ... -global-media-flows/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bjc:journl:v:11:y:2024:i:8:p:1448-1466

Access Statistics for this article

International Journal of Research and Scientific Innovation is currently edited by Dr. Renu Malsaria

More articles in International Journal of Research and Scientific Innovation from International Journal of Research and Scientific Innovation (IJRSI)
Bibliographic data for series maintained by Dr. Renu Malsaria ().