Glocalization and Counterflows Paper

Transnational Media Practices

Glocalization and Counterflows Assignment


DUE: 6/24 at 18:00 EST


Proposed length of assignment: 5 pages single spaced, not including the title and the works cited page in Times New Roman 12 point font. NO PLAIGARISM



Each student will write a paper analyzing how a contemporary media franchise (Barbie) has either been adapted/marketed internationally.



Each student will select a global franchise/format/genre/icon (Barbie) and analyze how it has been localized in three different markets.




Attempted localization in the below three regions:

  1. China
  2. The Middle East
  3. Latin America



Using theories of glocalization and hybridity, as well as provocative metaphors like cultural imperialism and dependency, students will situate these local adaptations within their political-economic, legal, social and cultural contexts in order to explain how and why global formula are embraced and engaged with within these particular environments.


Make sure to include any challenges that it has encountered along the way and how those challenges have been met.



Please include anything from the below class readings that would be considered relevant to the paper. (a username and login password will be provided for access to the readings)


05/28: Complicating Development: Dependency and Cultural Imperialism


  • Briggs, John and Joanne Sharp. “Indigenous Knowledges and Development: A Postcolonial Caution” Third World Quarterly, 25:4, 2004. 661-676.
  • Wilkins, Karin Gwinn. “Accounting for Power in Development Communication” Redeveloping Communication for Social Change: Theory, Practice and Power. Ed. Karin Gwinn Wilkins. Lanham: Rowman and Littlefield, 2000. 197-210.
  • Steeves, H. Leslie. “Development Communication as Marketing… A Feminist Critique” International and Development Communication: A 21st Century Perspective. Ed Bella Mody. London: Sage, 2003. 227-244.
  • Sarti, Ingrid. “Communication and Cultural Dependency: A Misconception”. Communication and Social Structure. Ed: James McAnany. Praeger, 1981. 317-333.
  • Schiller, Herb. “Not Yet the Post-Imperialist Era.” Critical –Studies in Mass Communication.   8 (1), 1991. 13-28.
  • Ritzer, George. The McDonaldization of Society 5. Los Angeles: Pine Forge Press, 2008. 163-185.


06/02: Complicating Cultural Imperialism


  • Tomlinson, John. Globalization and Culture. 1991.
  • Straubhaar, Joseph. “Beyond Media Imperialism: Asymmetrical Interdependence and Cultural Proximity,”Critical Studies in Mass Communication 8 (1991), 1-11.
  • Larkin, Brian Larkin. “Indian films and Nigerian lovers: media and the creation of parallel modernities”.Africa, 67:3, 1997. 406-440.
  • Couldry, Nick. Passing Ethnographies: Rethinking the Sites of Agency and Reflexivity in a Mediated World.”Global Media Studies: Ethnographic Perspectives. Ed. Patrick Murphy and Marwan Kraidy. 2003. 40-56.


06/04: Globalization, Glocalization, Hybridity, Transnationalism



  • Tomlinson, John. Globalization and Culture. 1-31; 106-149; 181-207.
  • Appadurai, Arjun. “Disjuncture and Difference in the Global Cultural Economy” Planet TV: A Global Television Reader. Ed. Lisa Parks and Shanti Kumar. New York: NYUP, 2003.  40-52.
  • Robertson, Roland. “Glocalization: Time-Space and Homogeneity-Heterogeneity”. Global Modernities. Ed. Mike Featherstone et al. London: Sage Publications, 1995. 25-43.
  • Kraidy, Marwan. “From Imperialism to Glocalization: A Theoretical Framework for the Information Age”Cyberimperialism: Global Relations in the New Electronic Frontier. Ed. Bosah Ebo. New York: Greenwood Publishing, 2001. 27-42.
  • Piertese, Nestor. “Globalization as Hybridization” Global Modernities. Ed. Mike Featherstone et al. London: Sage Publications, 1995. 45-68.
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