New Media and Globalization

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New Media and Globalization


New media as a phenomenon that allows digitalization, interconnectivity, convergence, intertextuality and virtuality is an essential issue in the present world hence its impacts are the important component discussed in this research. Through new media, political domain alters because campaigners, passive activists, and government critics have a platform to air their views and inform citizens about important matters of their nation as has been the case in the US, Pakistan and Egypt. Furthermore, through mass media, it has been possible to transact business; from consumer groups follow up on customers as well as update the public about the new product, promotions and following up on consumers. Similarly, new media offers a chance for interaction among friends and families yet it brings into families inability of one-to-one communication, bedroom confinement, isolation as well as borrowed culture. The study applied a cultural imperialism and critical theory through which the interaction of human beings and inability to control the transformation of culture occurred.

Key terms: New media, social interaction, and cultural imperialism.


  1. Introduction

1.1) Background Information

The term New Media originates from the new roles, which enhance a person’s regulation over messages in relational media, hence allowing the control of the same messages in mass media. Through New media, some protesters purportedly used people have multiple interactions with features such as digitality, interactivity, convergence, and virtuality (Chen 2). To begin with, digitalization is the most seen characteristic of new media. Through digitality, there is the conversion of facts to digital form so that mathematical functionality (data retrieval, manipulation, and storage happen) (Chen 3). Subsequently, convergence act as models and roles of the facts, media, electronic conveyance, and computing allow networking of several companies. Furthermore, there is the interactive role as the users and the system relate to the production and reproduction of information and communication. Moreover, the hypertextuality leads to free and spontaneous interconnections as it generate and reconstructs a new life involvement for humankind. Such lives make altered economic activities, cultural outlines, interaction models styles, and all other features of human civilization. Finally, there is new media cyberspace, which generates generate virtual involvement and genuineness. Reality and virtuality have a gap, and a chance of gender, disposition, appearance, and profession effectuation has expanded as a challenge to the conventional life.

1.2)    Statement of the Purpose

The issue of globalization has had influence from the intensified international communication. The role of global media emerged as soon as the Second World War ended since there have been amplified regional affairs. Social media’s role has advanced covering several actions that promote human interactions. This study describes the impact of the new media in the society. Further, this research examines how new media helps in communication of international affairs and strengthening global cohesion. Moreover, the globalization of the media has achieved introducing new arising matters and agenda subject to public debate to establish the best interests. For instance, Twitter, Wikimedia, FB and online educational sources (Jstor, Ebhost, and J-med) are used to spread trends on topical subjects to public debate. Increased level of social interaction has led to the spread of the new media as a tool that enhances the level of global human interaction. The media addresses key issues such as environmental issues, political issues, social issues, entertainment issues, corporate issues, educational issues and cultural issues. Therefore, the new media development has helped in the production and distribution of information in the universities, business enterprises as well as political arena. It is essential for this research to examine the cultural, political and economic effects of the new media.

1.3)    Significance of Study

Although there have been studies on globalization, few have considered new media. Even where new media has been undertaken the focus has been either shallow or too broad. However, this research addresses the overall effects of media globalization. Media globalization has become powerful in this century, and its role in the society is debatable. International communication has brought increased corporate competition through social interaction. This research focuses on critical issues such as cultural exchange, corporate responsibility, and social welfare used in global media. Sean, et al., indicates that new media, like YouTube, blogs, Facebook, and Twitter, have had a pivotal role in episodes of contentious political action (5). The new media has established democracy and political accommodation for almost every citizen partaking in political matters in nations like Tunisia, Egypt and Iran. For example, the new media are habitually labeled as essential tools for campaigners that seek to replace dictatorial governments and to uphold self-determination and egalitarianism; hence, they have been acclaimed for democratization potential. Socially, the use of mails, wazup and twitters are easy interactions among family members despite the distance as well as ability to call for help related to children welfare, women and general public. The social interactions have also been affected by new media just as education and the commercial world have had to expand through the e-learning. However, with all the prominence there is an issue in the rigorous research, legislative process, and scholarly establishments .The impact of new media can be clearly comprehensible in the detailed analysis of the five analytical levels. These levels comprise of individual alteration, intergroup dealings, collective exploit, regime strategies, and external consideration. The Cultural exchange occurs because the media promotes the different behavior and practice interchange. The new media has led to the creation of new trends, which have changed cultural practices resulting in the spread of foreign cultures. This research, explains why the media brings different cultural effects to the society and how these effects influence the people, either positively or negatively. Students use online platforms to share content from various universities and Amazon online.

2.0 Research Questions

The research will answer the following questions:

  1. Do the new media affect the global cultural phenomenon of states in terms of interaction, relationships, topics they discuss or the value pursuit?
  2. Is there any impact of the new media on Trans -world economic life in the personal, state and big corporates?
  3. Do new media influence the political situation of any nation through the democratization, revolution or making every citizen part and parcel of the political system?

2.1. Research Objectives

The study aims to:

  1. Examine the impact of new media on the global cultural establishment.
  2. Find out the influence of new media on the international economic development.
  3. Examine the effect of new media on the political scenario internationally.

2.2)    Hypothesis

  1. The globalization of the media has widely influenced the spread of foreign cultures. Consequently, the use of the new media has improved the level of human interaction and cohesion through the natural proliferation information.
  2. Media globalization has reduced the level of cultural imperialism. This has reduced the effectiveness of traditional culture in the modern society.
  3. New media impacts on the economic advancement of the global world.
  4. New media influences the political establishments and conduct of nations to the present day.

3.0)    Theoretical Framework

Any research needs a theory so as to have a precise analysis which has focus through the tenets available from the school of thought. Though there are so many methods that can apply to this research, theories used to explain the success of media globalization entail cultural imperialism and critical theory. According to Tomilson, Marxism with the tenets of Cultural Imperialism and Critical response is the theory that has been relevant in this study. This theory originates from, Marxism, who divided the world into the political-economic interaction scuffle between a select presiding class and a bigger waged class. Marxism uses capitalism in making an interpretation as a “standardizing cultural force” and creating cultural divergence (Tomilson 228). In the imperialism argument, people are unable to overcome the cultural expansionism implying the cultural spread in the global consumerism. Besides, it raises arguments on the self. The Critical Theory component was established in 1923 by the Frankfurt School with Marxist traditions (Tomlinson 229). Since this research focuses on the effect of new media on the political, social and economic realm, the cultural imperialism theories will offer an understanding into the alteration of the global cultures, the business boom, and the social interactions.

4.0)    Review of Related Literature

New Media has helped promote social interaction among different people from all over the world. Further, the global media is also used in mass sensitization. However, the role of media globalization raises many debates. Some people support the role of the new media while others do not support the new media. This research provides evidence-based research regarding the key cultural issues surrounding media globalization such as convergence. The new media has developed into such a powerful tool in the current century because of the increased level of convergence from traditional methods to new technologies. Moreover, this research explains the macro and micro effects of media globalization. This provides a broader view of the effects of international communication achieved by the globalization of the new media. According to Sean, et al. (2010), new media matters is significant because of issues such as personal transformation, intergroup dealings, collective accomplishment, regime strategies, and external consideration. Such questions capture different avenues by which change may come out and be measured (13). These levels collectively support one another at the same time when people’s attitudes support the changes in the potentials for mutual exploit and the nature of peripheral consideration.

4.1. Individual Transformation

New media can impact on the combative legislation via their influence on the personalities that either take part in or have exposure to such conveyance flows. Some people might advance in new aptitudes using their exposure to or be partaking in new media, permitting them to play a significant part more readily or efficiently in real-world governments or to progression information in a different way. Sean, et al.,  states that the females might find it easy to be involved in an arbitrated public domain than in practical combative political affairs, offering them the encounters with civic, political assignation, which they would never have reached in the past (14). On the other hand, new media can create the scenario of passivity that might lead to confusing the online oratory with the substantial political exploit that diverts their responsiveness away from dynamic undertakings (Sean, et al. 15). Youtube and Instagram, as well as linking, has played an appropriate role in the expansion of individuals career wise as well pursuing music, writing, talent development and educational forums that are necessary in the modern world. Furthermore; new media can modify or underpin political assertiveness. For instance, acquaintance to jihadist Internet locations might generate radicalization, the same way publicity to profuse or independent animated programs do.  Internet sites might direct a radical Islamist that violence ought not to be considered legitimate.

4.2. Intergroup Relations                

According to Chen, New media can restructure the negotiations and arguments within and diagonally among the societal clusters, altering intergroup interactions and assertiveness (13). Idealists consider the Internet as a mechanism of engendering positive contacts, dissemination of facts, and bourgeoning contact theme transversely among the political, religious, or topographical boundaries. Cynics like Cass Sunstein, dread its capability to diverge, as persons pursue the amiable dealings and bias-confirming evidence.

It is a fact that the varying configurations among the intergroup outlooks, associations, and networks in the new models of combative political action occur in the new media world. For example, environmental substantiation advocates that in the Middle East SMS and the Internet-circulated videos, through the phones about the homicide of Saddam Hussein in the Shi’a militia, have dispersed virally all through the state and generated real atrocity that has intensified “Sunni” proof of identity amongst several Arabs. Now in almost every nation, people who intend to join the militia group find it easy to do so through the new media as well as carry out the Sunni missions. Lessons can even be done online in the indoctrination process.

4.3. Collective Action

New media has another impact the prospects for peoples and societal groups to unite, hold demonstrations, or take part in collective action. One such example is the ethnic ferocity once in elections that happened in 2008 in Kenya with the collective action taking place and whether misquoted or correctly reported as having been driven by new media. Before and after the release of results Eldoret, Naivasha and Kisumu areas experienced a weighty spread of opinions and messages on the blogs, phones, and the internet. Such messages as the spread on Twitter, Facebook, and Instagram had attitudes as well as emails aim to express the injustices, and the action party supporters should take. Beforehand, there had been SMS campaigns that promoted violence, blogs to challenge the mainstream media narratives, and online crusades to encourage cognizance of human rights abuses. According to  Goldstein and Rotich, Majimboism politics were spread by the mainstream tribes as Kikuyus, Luo’s and Kalenjins who failed one should settle in a place where they were born hence as the conflict intensified those who were in regions that they did not belong to ethically were killed (3). The viral hatred spread emphasizing on the need to revenge or the political loss as well a loss of tribesmen (Goldstein and Rotich 4).It had to take Safaricom to shut SMS which is multi-directional power so as to calm and create a peaceful Kenya. Further, collective action was handled by the crowdsourcing of human rights on Mzalendo blog that helped to hold accountable the Members of Parliament for the destructions within their regions (Goldstein and Rotich 6). Hence, the Google Earth had to display Google Maps details of the reality of violence for it to stop this insanity.

4.4. Regime Policies and External Attention

There are several new media and argumentative politics that have come up so as to assist activists against present regimes. The new media activism co-opts, shut down, or overwhelm activists (Sean, et al. 20). Such regimes might acquire knowledge from other nations based on preemptive in contradiction of certain new media arrangements once conflict brews.

New media might bring in consideration from external actors, marshaling political understanding or resentment and crafting new prospects to engender power from within. For example, The Iranian Twitterers framed the skirmishes around images and schedules that fascinated Western devotion. The Save Darfur crusade has debatably attracted a lot of attention and compassion as millions of Twitterers made a profile of green supporting the Iranian demonstrators yet the Iranian regime went on to attack the protestors. The populations have been facing dictatorial leadership; there are several arguments that state that Internet freedom is going to instigate regime alteration in Iran. The change could be through accessibility to the Green Movement as it will inspire the understanding of policy, incite need for a changed political unrest, revolutionized nation that does not support violence and civil war as well as sensitize citizens on the global on goings. The regime, as well as citizens, may find it easy to identify a disaster early as well as create mild ways of handling challenges. The policy making will also be easily enhanced.

4.5. Cultural Impact

Robert indicates that the mixing of different cultures in the global communities influences globalization (220). The level of immigration has increased the standard of global interaction. The modern is characterized by global assimilation of different cultures. This has created hybrid cultures, which have improved globalization. According to Robert research studies, globalization was influenced by the colonization of minor states by major states (221). Globalization led to the creation of transnational media services. The existence of international communication was boosted by the growth of transnational media services. For example, the most popular television programs are available for international distribution. Technology has improved access to information, thus, uniting people from different parts of the world. The use of innovative technology has also revolutionized the role of the media.

One of the major cultural effects of new media is the spread of foreign cultures. For instance, Chinese Confucianism has increased due to the development of hybrid cultures. Most African countries now entail Chinese Confucianism studies in their Universities. And the society takes to television drama that teaches on the political and legal principles based on the Confucian. The teachings are always against rampant political dishonesty and the civilization’s loss of ethical grounding. The teachings bear the respective outlooks, standards, goalmouths, and performs, which feature the perceptions of the Chinese. According to Cheok, et. al., there is also the Confucius Computer as an illogical computing grounded on the Eastern models of equilibrium and harmony and aims at facilitating inter-generational culture interchange among different Asian ages in reaching the old culture (1). The system comprises of historical viewpoints and wisdom, on the online social chat, music, and food. For instance, Confucius Computer presents procedures to filter and convert any music into “positive” melody that could promote personality growth (Cheok, et. al. 1).The system screens the timbre, cadences and music gauge of the music and yields the “positive” music.

Correspondingly, there us new media that has created a rise in demand for international television programs. In the traditional system, there was high level of audience resistance towards foreign media services because of the low level of cultural imperialism and reduced intercommunity interaction. However, the modern era has improved overall market efficiency in the media industry. Thus, the market demand for foreign television programs has improved vastly. Media investments have also increased vastly due to the rise in international communication. Capitalistic maneuvers have promoted the impact of new media in the society. Corporate competition is high in the current business environment. This has created chances for capitalistic maneuvers in the corporate market such as advertisements and other marketing strategies. Media intervention is necessary to avoid exploitative measures by capitalists. In the case of Congo, Frère informs the public that at least the journalists access huge news stories and scenarios within a short time (n.p.). They also obtain details of every other event and report them in time. However, media intervention has been blamed for the reduction the efficiency of international communication. The reason for this is the exposure of the phones to the politicians who threaten and silence journalists about exposing the minutest details about them to the public (Frère; n.p.). Some even have to escape from Congo and hide in other countries after such threats. Media independence has remained high because of the freedom of speech in democratic countries.

The globalization of the media did not begin in the modern era. The need for improvement in communication led to the creation of the new media. For example, the demand for communication resulted in the invention of the telephone and the telegraph. These technologies dissemination to different parts of the world leading to increased efficiency in the spread of information. This has evolved to the globalization of the media. Creation of information distribution channels has played a significant role in the growth of international communication. The success of media channels such as television and communication has fuelled the growth of the global media. For example, the radio is intended to reach everyone. Thus, even illiterate people can listen to the radio. As McGrath indicates, new technologies have forced families into spending a lot of time in the bedrooms watching, surfing and checking the internet sites (16). The children are at the risk of failing to develop socially because of increased social isolation when youngsters play by themselves and their linguistic scholarly and imagination development are also at risk. Additionally, their safety is at risk as children are spending greater duration in the house, and are in danger of being obese. The social interaction is curtailed because of an individualized and restricted relation. Social isolation is the typical scenario with weak family bonds and declined communication networks. However, the use of televisions, computers and games comforts” (McGrath 17).

4.6. Political Influence

Media globalization has helped in promoting political agendas that improve the welfare of the society. The media is used to explain the current condition of a society addressing problems affecting the community. Thus, one of the key policies of the press is a promotion of social welfare. Media globalization has been used to explain various political events in Africa such as dictatorship, civil wars, and poor government performance. Therefore, the new media is used to describe the socio-political condition of a country. According to Marcus the political revolts in Tunisia and Egypt have strengthened considerations on the political perspective of internet communication (56). Such conveyance has had a closer tie to the global broadening of the new information and communication technologies that facilitate a quite exposed information exchange, the establishment of other political thoughts, and the mobilization of social actors that had been sidelined from political participation.

According to Michaelsen, there were Twitter messages involving Iranian protestor voters against the alteration of June 2009 presidential elections mobilized global attention that led to the declaration of the internet freedom by the American State Secretary Hillary Clinton (40). In addition, in Egypt, there were protesters who purportedly used the Facebook to organize their immense manifestation in the central Tahrir Square, Cairo hence people learned that democracy could come through the New Media. Consequently, the new medium progressively fascinates the attentiveness of civil society advocates, legislators, and development organizations. According to Storck the continuing Arab Spring uprisings of 2011 have nurtured a burgeoning the new media usage in the political action. Egyptian Google executive Wael Ghonim has indicated that the internet can quickly revolutionize a nation because even the weak apply it against the dictators in the “quintessential 21st-c conflict (Stork 19). The ordinary citizens fire the tweets as the autocratic nation fired the bullets but at the end of the day, the tweets win through organizational strategy, sending awareness to help parties and offering alternative press that the official manipulated government one. The dictatorial Egypt faced a challenge in 2008, as the Esraa Abdel Fattah of age 27 human resources manager, who has from the time then been nicknamed the “Facebook Girl,” established an assemblage on the social interacting website. The website was urging for involvement in the 6th April employee strike that had been prearranged in New Delta alMahalla al-Kubra fabric mill. As Stork indicates, the group propagated affiliates who were more that seventy thousand in a short while and ten percent of the Egyptians joined the civil engineer and Kefaya member, Ahmed Maher. The strike was protesting the rise in the charges on primary goods, deteriorating salaries, and the element that even as the rise was growing to a critical epidemic, the Egyptian regime sustained its package of neoliberal privatization (Stork 21). By 6th April the cluster of tweeters had been voluminous in organizing a Youth Movement that was fundamental in the 2011 boycotts. In 2010 the movement grew even after the Twitter pioneer was killed brutally.

4.7. Global Presentation and New Trends

The utilization of new media platforms like twitter and Facebook has enables companies to reach out to a global audience. It is a common trend for firms to advertise and market their products using the social media. The new media has provided increased level of global social interaction improving the level of global presentations. For instance, YouTube issued to discover talents from different countries. People just post their videos to the world and anyone can access these videos.

The new media is used to influence popular culture. Individuals link the success of the new media to the provision of efficient communication services such as real-time engagement from different geographical locations. Further, effective communication is achieved by new media services such as online streaming. People can subscribe to their local television channels to get timely updates. In the traditional era, it was hard accessing information regarding international programs such as live football games. The new media engages the whole world as a virtual community. This has improved the global audience towards local channels.

4.9. Economic Impact

Globalization has increased due to the creation of strong market factors, which are supported by multinational establishments of the likes of such as the International Monetary Fund and the World Trade Organization. These two organizations are the major international organizations that deal with multinational trade rules. However, various economic interests fuel globalization. The increased levels of capitalism and investments in the global market have promoted globalization. For instance, the globalization of the media has occurred because of the need for advertisement and marketing.

Technology has also improved the efficiency of international communication. This has catapulted the role of the new media in addressing global issues. Globalization has enhanced the sharing of ideas and new technologies from among states. Further, globalization has helped cement the level of peaceful relationships and international cohesion by promoting critical agendas such as human rights considerations. Nonetheless, critics argue that media globalization has reduced the level of sovereignty, especially for developing countries. This is because globalization had led to the spread of popular culture, reducing the effectiveness of traditional cultures.

There has been corporate expansion in the international market has led to media globalization. The privatization of media companies started gaining popularity in Europe during the mid-1980’s. Most cable and telephone firms were created using foreign direct investments. However, some countries were reluctant in accepting foreign direct investment in the national telecommunications infrastructure. For example, China is known for its high level of sovereignty (Chaoya 13). Corporate expansion in the international market and the increased level of cultural imperialism has led to the critical evaluation of the role of media globalization. Cultural imperialism is where a foreign culture becomes dominant than the native culture. Firms from different countries have increased their participation in international communication. Thus, the efficiency of international markets has led to the demand for global investments such as corporate media investments.

Further, the modern era has led to high practices of market deregulations. Legal regulations about media ownership were complicated in the traditional settings. Nevertheless, the role of international communication and improvements in technology has boosted the corporate expansion in the global media industry. New media platforms are on the rise, and there is also a subsequent increase in social interaction.

Social commerce is a new trend influenced by the growth of the new media channels such as Facebook, Twitter, MySpace and wazup. Corporations can now interact with their customers through the social media. This has helped firms understand the tastes and preferences of different customers towards their products. Moreover, the social media is also useful in understanding customers’ attitudes towards various products. The use of the new media enhances effective critical evaluation of demand factors such as age, economic condition, and preference. Besides, the new media such as eBay, Amazon, MySpace, TripAdvisor, and YouTube have promoted the digital creations as a proactive scheme (Deighton and Kornfeld 4). Such offers help the states to have promotional and distribution of goods and services as well as sell their products rapidly and globally. According to Hennig-Thurau, the digital allows anyone who is accessible to the internet connect to the blogs, write reviews, report big or small occurrences or share songs, videos or even novels globally (312). Besides, there are visible purchasers’ new media actions for everyone through forums, social communities, and blogs. These new media platforms offer the generation of location-sensitive communications, proposals, and market diversity that is up to date and reminiscence essential in monogramming future connections. Consumers also connect on the handsets hence broaden relationships and identify qualities and costs of products in various firms.

Additionally, since mobile phones are portable, they help the consumers able to access text, emails, videos, navigations, and cameras that enhance the publicizing of services and products. Mobile marketing must establish accompaniments, or surrogates for, their traditional promotion packages to manage the promotions (Shankar et al. 34).The usage of handsets of has revolutionized the role of communication. It is easy for people to engage in effective communication through mobile phones. Therefore, mobile phones have improved the level of human interaction across the world. According to research studies, most internet users own a smartphone. Further, the research also indicates that more than two billion consumers will own smartphones by the end of 2016. The adoption of new technological gadgets is on the rise because of efficient communication services offered. The use of technology devices such as smartphones has revolutionized the level of communication through promoting natural and efficient channels of communication among people from different parts of the world.

5.0. Research Methodology

The study applied both qualitative and quantities research methods because of the need for a detailed new media understanding among the present generation. The methods to be used include questionnaire, interviews as well as internet searches for relevant data.


To evaluate the cultural effect of the new media, the study engaged in a personal research. This questionnaire research was conducted in my school, and a total of 50 people were participating in this research. Further, the randomly sampled groups diverse genders and ages were interviewed. Thus, the information is from different age groups. The research entailed asking questionnaires, which provided respondents with single answer choices. The aim of the research was to evaluate the level of cultural influences created by the new media on a local scale. Findings from my research questionnaires are used to explain the prevalence of new media according to social trends.  The research considered a study population of 50 who were between the ages of 28-15. In the study population, 20 were male while ten were female. Since the research was conducted in school and respondents came from different ethnic communities.

The aim of the questionnaire was to evaluate the level of new media influence of culture. Furthermore, the questionnaires were intended to establishing the relevance of media globalization through the use of social media. Most of the students engaged in the questionnaires came from different backgrounds. Thus, this showed socio-cultural implications of the media towards different students. The questionnaires answers indicated a high preference towards various social media channels.

5.1)    Scope and Limitations

This research is limited to research studies from different parts of the world. Therefore, the evidence gathered is collected from different locations to reduce the level of research bias. In addition, the research theories are limited sociological concepts and some may differ from research findings or statistics.

6.0. Presentation and Analysis of Data

Findings and Statistical Evaluation of the Effect of the New Media on Globalization

According to statistical observations, the German media industry has grown substantially over the last decade. Annual media revenues increased from $49,000 in 2003 to $69,000 in 2015. The media has increased earnings from digital sources (Bond n.p.). Further, according to annual statistics, 60% of revenues earned through games were from digital sources. This detail explains the increasing level of global consumerism, which is promoted by new media globalization. The growth of global media entertainment revenues is evidence for the increase in new media globalization. Further, the increased growth of global music sales shows the improvement of cultural globalization. The success of the new media is supported by an oligopoly market structure as well as the advanced ICT that nearly everyone is opting for in social relations, business, and political discussions. In this market structure, large media companies dictate the market and small conglomerates help in the spread of media information to different countries.

The role of the new media has helped shape the access of information in developing countries. Most people can access vital information regarding different areas of expertise through the Internet. For example, Julius Yego the current Olympic Javelin champion learned Javelin skills through YouTube, which is a new media channel (Alipour n.p.). Therefore, the new media has helped to improve the access to information bettering the overall social welfare of the global community. New media offers educative information, thus, improving the literacy levels of new media users.

7.0. Recommendation and Conclusion

In conclusion, new media has both negative and positive impacts ion the social, political and economic scenario of the nation. Politically, citizens learn the realities about their leaders as well as their actions in the day to day operation of events. Socially, the family interaction is both degraded and promoted, some children keep watching events and become isolated to real relationships and the bond is stronger. Finally, the economic impact happens in the co-corporate works as business move closer to users as well suppliers, check consumers behavior and expectations. With the growth of new media, the world should be informed on its impacts on the social, political and economic phenomena of the state so as to be successful in the positive manifestations. Furthermore, there is a fact that new media affects homes and families negatives as well as the media it is for the crews to learn tactics that could cover them as they seek compromising news. Besides, instead of blaming the hew media individuals have to generate innovative means through which the new media shall be of help to them.


Works Cited

Alipour, Sam. “Will you still medal in the morning?” 2013.

Bond, Paul. “Study: Global Media Industry Poised to Top $2 Trillion in 2016.” 2013, n.p.

Chaoya, Sun. “New Media in the New China.” 2013.1-128.

Chen, Guo-Ming. “The Impact of New Media on Intercultural Communication in Global Contexts.” China Media Research (University of Rhode Island). 8 (2)2012. 1-10.

Cheok, Adrian David, et al. ” Transforming the Future through Ancient Philosophy.” Mixed Reality Lab .2008, 1.

Deighton, John A. “Dove: Evolution of a Brand.” Harvard Business School Press, 2007.

Frère, Marie-Soleil. “How The Internet and Mobile Help Journalists in the Democratic Republic of Congo.” Open Society Foundation Voices, 2013: n.p.

Goldstein, Joshua and Rotich, Juliana. “Digitally Networked Technology in Kenya’s 2007–2008 Post-Election Crisis Joshua Goldstein and Juliana Rotich.” Internet and Democracy Case Study Series .2008,1-10.

Hennig-Thurau, Thorsten et. al. “The Impact of New Media on Customer.” Journal of Service Research (Sage Publishers) 13( 3) .2012. 311-330.

Marcus, Michaelsen. “The Internet, Social Media, and Democratisation in Pakistan.” New Media vs. Old Politics (Fesmedia), 2011: 1-39.

McGrath, Sioban. “The Impact of New Media Technologies.” Electronic Culture and Social Change, 2012.1-47.

Robert, Shuter. “Intercultural New Media Studies: The Next Frontier in Intercultural Communication.” Journal of Intercultural Communication Research (Taylor & Francis) 41(3) .2012. 219-237.

Sean, Aday, Farrell Henry, Marc Lynch, Sides John, Kelly John, and & Zuckerman Ethan. “New media in contentious politics.” Blogs and Bullets (United States Institute of Peace), 2010. 1-28.

Shankar, Venkatesh, Alladi Venkatesh, Charles Hofacker, and Prasad Naik .(2010).Mobile Marketing in the Retailing Environment: Current Insights and Future Research Avenues.” Journal of Interactive Marketing forthcoming. 24(2) 2010.

Storck, Madeline. “The Role of Social Media in Political Mobilisation:a Case Study of the January 2011 Egyptian Uprising.” (2011): 1-47.

Tomlinson, J. “The discourse of cultural imperialism.” Edited by In D. McQuail. Mcquail’s reader in mass, 2002.


Appendix 1


  1. i) Which is your favorite television channel?
  2. ii) Is it a local television channel?

(Yes) (No)

iii)   What is special about this channel?

  1. iv) Which is your favorite television program?
  2. v) Why is it your favorite social media platform?
  3. vi) Which music do you listen to?

Local music, Foreign music, Both.

vii)    Where do you get music from international artists?

Through the

  1. a) Television
  2. b) YouTube
  3. c) Through the Social Media
  4. d) All of the above.

viii)    Which are your favorite social media interactions?

  1. ix) Do you have any foreign friends on your social media accounts?
  2. x) Where do you get the latest fashion trends?
  3. a) From the television
  4. b) From the Internet
  5. c) From the social media
  6. d) None
  7. xi) Do you watch games on television?

xii)    Which is your best team/player?

xiii)    Is this team/player

  1. a) Local
  2. b) International

xiv)    Do you know LeBron James?

  1. xv) Do you follow LeBron James on Instagram?

xvi)    How many social media accounts do you have?

xvii)    How often do you interact with friends on social media?

xviii)    Has social media improved your social circle through increased communication?

(Yes) (No)

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