Globalisation and localisation - Dynamic processes of cultural change

Debates on media globalisation and its cultural implications have taken on a new significance in the face of vast changes in communication technology and easy accessibility to diverse information channels. This article sketches some of the major theoretical perspectives on the study of media globalisation and its consequences on national cultures, and provides a critique of the major weaknesses and problems of these conceptual models. It concludes with a discussion of frameworks, especially that of intercultural communication which the author contends is perhaps most suitable to understand the process of cultural integration and disintegration.