Globalization can generically refer to the broad political and financial interactions that take place on a global scale, with these interactions tending to take place on an international level. For the sake of this essay, we will refer to globalization as being defined as: ; “…a lot of different things, or perhaps multiple manifestations of a dominant tendency. It has become a buzzword that some will use to describe everything that is happening in the world today. » Simon Jeffrey, (guardian.co.uk) In this essay we will examine the media's response to growing cultures, attitudes and perspectives. . With the rise of media technologies there has been a huge influx of choices, we will look at the factors that determined these choices (and try to see if there are any particular differences). The increase in the use of digital and interactive media has led to a phenomenon of “consumer control” with regard to the provision of elements such as information or news sources. Media sources have strived to be ever more easily accessible. We can even go as far as to say that mobile communication networks have also played a tremendous role in the accessibility of available media. The mobile Internet has triggered another phenomenon related to available media: the establishment of social networking sites like YouTube has facilitated the distribution of media and allowed the concept of "consumer control" to further develop. The consumer is able to assign the media they want to consume as well as stream on other topics that interest them. Millions of videos have been uploaded to sites like YouTube, where the consumer can simply type in the specified field they are interested in and a huge (usually) comprehensive list of videos and...... middle of paper ... ...07)…Cambridge University Press• Hirst, Thompson & Bromley; “Globalization in Question” (2009)… Polity Press• Lash, Scott and Lury, Celia; “Global cultural industry” (British Journal of Sociology) (2008)… London School of Economics and Political Science, Polity Press• Laughey, Dan; Key Themes in Media Theory (2010)….MacMillan• Marx, Karl; “The Communist Manifesto” and “A Contribution to a Critique of Political Economy (1859)….(1978)Oxford University PressWebsites;• www.guardian.co.uk/world/globalisation• http://www.guardian .co. uk/world/2002/oct/31/globalisation.simonjeffery• http://www.kaltoons.com/wordpress/wp-content/uploads/2009/06/biz-in-usa-cover-web.jpg• http: //www.trendquarters.com/images/trends/body/soft-mohican/body-softmohican-lg1.jpg• http://walmartwatch.com/img/blog/china.jpg• http://www.worldmag . com/images/content/radicalism.jpg