GLOBAL MEDIA FLOWS: UNDERSTANDING THE DYNAMICS OF MEDIA GLOBALISATION

Abstract

This study explores the complex dynamics of global media flows and their impact on marginalized communities. By analyzing secondary data from existing literature, the research delves into how media globalization influences cultural identity, public discourse, social movements, representation, and economic opportunities. The findings indicate that while global media flows provide new platforms for marginalized groups to express themselves and participate in global movements, they also reinforce existing inequalities and cultural homogenization. Cultural hybridization emerges as a coping mechanism, with communities blending global and local influences to form new identities. However, access to digital technologies remains unequal, and the representation of marginalized communities in global media is often stereotypical and inadequate. The study emphasizes the need for inclusive media policies that promote equitable access, diverse representation, and active participation for marginalized groups in the global media landscape. By addressing these challenges, global media can become a more empowering tool for fostering diversity and inclusivity.