Is TV part of Culture? Is "TV culture", global or local? Who produces/owns TV programmes/networks? How "free" and "competent" are we to interpret TV messages? Are TV programmes totally dependent on the ability of audience interpretation for its influence?

Yes, TV causes cultural globalisation. Internationally consumer brands, the global popular cultural icons and the communication of events by satellite broadcasts to hundreds of millions of people at a time are visible marks of globalisation invading the cultural area. Some feel that the most public symbols of globalisation consist of Coca-cola, Madonna and the news on CNN. The most directly and easily perceived and experienced forms of globalisation is the cultural form.



"This is about globalisation, MTV and global youth culture."

Based on my knowledge, MTV is an American cable television network. The original purpose of the channel was to show music videos. Today, MTV broadcasts a variety of music, pop culture, youth culture, and reality television shows aimed at young adults. Since its premiere, MTV has revolutionized the music industry. However, after watching this video, I realise that MTV is actually owned by Viacom. Viacom is an very big American media conglomerate with various worldwide interests, thus its major impact internationally.

Since they can be so powerful, are we free to interpret these programmes? People are wondering now if the media are offering a clear analysis of voices of the media. Not only on TV, what you see on the frontpage of your newspapers may be different from what you really see on the streets. (i.e. Protests, riots). Media tends to give one-sided reports and misrepresents what is really going on. Footages are often flawed. Yet, not many will question what is portrayed by the media. We do not have the ability to do that. TV programmes are not dependent on the ability of audience interpretation for its influence. In fact, it is the opposite. We, the audiences, are dependent on the media and it influences us.