International media conglomerates shrinking our global village?

The internet has allowed the world to become connected, we are now seen as a global village sharing information and products freely across the world. I would like to concentrate on how globalisation has affected the sharing of political media content and effected political systems.

Many nations have newly undertaken a democratic structure within their political sphere under what Voltmer (2008 p.23) calls the third wave of democratization.  This provides a pre-existing unbiased platform for media conglomerates to utilise and effectively take advantage of where they can now implement political biased. With the implementation of a democracy it is now important that citizens are adequately informed as they now can undertake a democratic role within society. Citizens will now be able to debate important matters in hope that this will inform public policy, therefore, media conglomerates are able to take advantage through biased, non- government regulated media content.

Globalisation has seen cultural differences begin to become a thing of the past (Voltmer 2008 p.25) which has allowed these international conglomerates to distribute their media content around the world without having to alter their content to suit cultural differences. This allows them to infiltrate a new democracy with ease. The media provides the main platform for this debate and with a society lacking prior ideals this provides a blank canvas for global media conglomerates to infiltrate and spread their own propaganda.

Voltmer (2008 p.25) also provides evidence that there has been a convergence between the media system of new and old democracies. Due to globalisation new democracies have access to functional democracies such as in Australia to view “blueprints” and advice on different matters for the legal and electoral systems (Voltmer 2008 p.25).

Nevertheless, with a global media this also means that politician’s gaffes can now go viral and promote a negative image of their country. A prime example are the George. W. Bush gaffes which did not stay within the American political landscape but became viral speeches through video sharing sites.

Globalisation has allowed international media conglomerates to transcend national boundaries and spread to multiple nations. Could this be argued that this infiltration will see our global village become even smaller? Furthermore this globalisation of media content has allowed nations to take ideas from other democracies and attempt to implement these with their own societies.


Volmer, K 2008, ‘Comparing media systems in new democracies: East meets South meets West”, Central European Journal of Communication, vol.1, no. 1, < >


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