Week 6- Barker, Chapter 11

Television audiences are active creators of the meanings they receive, and meanings are polysemic (they carry multiple meanings). Television helps to shape cultural identity by providing spaces for ritual as well as for providing room for globalization of cultures. The globalization of television means that there is synergy in television ownership by multi- media giants who bring together multiple elements of television so that they complement each other. Globalization also means that programming has become more regional.

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