International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss


Abida Eijaz, Rana Eijaz Ahmad

Since the invention of the printing press in 1450, people have acknowledged the potential influence of mass media messages. Technology facilitated to „remote control? people and things turned the world into a „global village?. The very concept of media globalization reenacts debates that often took place long ago in communication research. However, media globalization challenges the concept of „Normative Theories? of media. With the expansion and extension of media, the debates of impacts, effects and influences of globalization inevitably divide the world into centers and peripheries (Wallerstein, 1974). Though debates of NWICO and MacBride report suggested measures to overcome disparities but the impact of media globalization is very complex as replicated by „CNN Effect? theory. Developing countries are more vulnerable. Schramm (1963) suggested six “essential functions” of communication in developing countries. This paper addresses the challenges posed by media globalization in the backdrop of these assumed functions of media in developing countries.

Full Text: PDF