It seems the authors, Lustyik and Strelitz, can both see the positives and negatives of media globalization. They worry about the everlasting effects of homogenization on cultural diversity in smaller nations. Both authors seem to agree that the best transnational programs are ones that have made efforts to assimilate their programs to align with local attitudes and practices of the nations they are reproduced for. Producers must understand the disparity between Western values and many Asian and African values.
Even other American industries alter their business to suit international consumers. In England, Starbucks Coffee offers traditional British faire like prawn sandwiches in their cafes. The McDonalds menu in India respects Hindi belief that the cow is a sacred animal and is not to be consumed and therefore does not include hamburgers or any beef on the menu. Now, the consumption of food is clearly different than consumption of media since media can be consumed passively. Showcasing sexually explicit content in a nation where sex is taboo can be negotiated in the minds of American media producers. Preserving the cultural autonomy of individual nations is important and it seems the best way to do that is to create media subsidiaries, in nations that can support them, to serve as ambassadors for the major media conglomerates.
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