Introduction to Popular Culture Studies

Thinking Transitionally Part 2

Posted by amycorysite on April 24, 2017

The final chapter of Spreadable Media defines the differences between using the word “transnationally” versus “global” in reference to mass media content and niche media content. Simply put, the distinction between the two is defined by the “flow” of media throughout various cultures. The spread of media within the United States for instance can be seen as rather informal, but as a result has allowed our means of mass media to be consistently a step ahead throughout the 20th century. Post 20th century, African cultures are highlighted in this final chapter for having been a part of cultural isolation during this time. Africa’s means of being isolated from the web limited their connections to few transnational interactions with other continents versus the multiple countries with in Africa. Africa’s media outlet is now being introduced to a culture in allowance of participatory interactions via the internet. Producers of transnational, mass media content ultimately hold a set amount of power in the more developed world of internet communication. More recently than not, producers have been progressively losing said “power” to our transnational rise resulting from a modern media environment. Overall, I found the final chapter analyzes the dominance, distinct local cultures tend to have on national economies as well as commercial distribution. The result being that of various new cultures gave me further insight into how global forces shape our understandings among mass media content. Individual empathy influenced by some many of the diverse cultures surrounding us gave me some hope for our future societies both on and off the grid.


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