9. Global Media Bazaar (Part 2)

Decades later, communication was mainly used for war and later, trade purposes but nowadays, we notice that communication and media are mainly here to influence people, reshape their ideas, commercialize their goods and homogenize the communities into one huge society that consumes and produces the same kind of content because, psychologically speaking, it’s more assuring to have the same big group’s culture than being different or authentic. While numerous industries are based in the Western World, it’s still reaching the developing countries and making them influenced by their internal culture and traditions. Disney World is one of the most obvious examples of this theory.

Since media became more a space for commercialization and entertainment, the big companies that rely on the modernity approach are working on making their businesses more developed so they can reach more and more audience across the globe. They seek not only to influence the communities in one level or one aspect of the culture, however, they’re trying to tackle as many areas of interest as possible so they can monopolize the market and be the dominant element in the whole network of exchanging information. Indeed, the Western countries are trying to have power over distance by influencing the developing communities ideologically, socially, economically, politically and so on.

As mentioned in the previous paragraph, Disney is relying on media conglomeration so they can be everywhere in the products the person consumes in the daily life on a regular frequency. We can find them in books, clothes, toys etc.

The immersion of the Disney culture is being done in a very clever way. Indeed, these companies are trying to reach the empathy of the consumers/audience across the world so they can spread their own culture without engendering political conflicts or disagreements between the countries. The relationships that are being created between both environments are very important that each step is taken in the process of hegemony has to be very well studied.

Additionally, these media conglomerates are based on diversity and making the business specialized in more fields so those who are benefiting from this business can save time and money in their other activities. Indeed, these kinds of approaches are very beneficial in the fact of not having to deal with too many partners and the products are very well assisted in its creation process. A book publishing is a good example to illustrate this. When a book is written, it has to be printed so the big company tries to find a partnership with a printing company then buys it and that’s how the process of publishing a book becomes easier and cheaper and more likely to succeed in the market since the concurrence is decreasing.