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The United States and Cultural Globalization: Power Dynamics in Global Media Flows

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  • Kosidichimma Anyanwu

    (School of Media, Technological University Dublin (TU Dublin), Ireland)

Abstract

This paper explores the contemporary dynamics of global media flows. It emphasizes the power struggles between American film and TV’s global dominance and competing industries using Bollywood as case study. An examination of Bollywood’s rich cultural narratives and strategic engagement with international audiences is presented as a significant force in the global film industry, challenging the traditional dominance of American media. Empirical analysis of viewership trends and market data reveals that while American media continues to exert substantial influence globally, Bollywood’s rise reflects a shift towards a more diversified cultural landscape. The findings highlight the complexities of cultural globalization, illustrating how diverse media products can coexist and thrive in the international arena. Ultimately, this research underscores the importance of recognizing the contributions of non-Western media industries in shaping global cultural consumption patterns and calls for further evaluations of the prevailing narratives surrounding cultural hegemony.

Suggested Citation

  • Kosidichimma Anyanwu, 2024. "The United States and Cultural Globalization: Power Dynamics in Global Media Flows," International Journal of Research and Scientific Innovation, International Journal of Research and Scientific Innovation (IJRSI), vol. 11(8), pages 1448-1466, August.
    • Handle: RePEc:bjc:journl:v:11:y:2024:i:8:p:1448-1466
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