The Quest to Understand the Media Economy

Does the rapid spread of American culture worldwide smother or encourage the growth of social and cultural life?

The spread of American culture throughout the world leads to a type of homogenus culture among various groups around the globe who quickly find that American cultural items including movies, music, and television are both easy to obtain and inexpensive, therefore leading to the Americanization of the globe through a media saturated in American content and influence.

As American culture spreads itself into the many different societies throughout the world, the local groups come to discover the uniqueness of their own cultures and sometimes even flat out reject American goods in order to protect their own cultural identity from the values of foreigners.