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The Asian Media & Mass Communication Conference 2010 Osaka, Japan the world into many blocs with extremely distinct civilizations. However, at the same cultural differences are reaching to the point of extinction. For instance, ways of doing things at home and life styles in Far East, Gulf, Latin America and most part of Asia are consonant to what Europeans do at their homelands, while the realization of being ‘different’, ‘white and non-white’, ‘us and them’ and other racial connotations are on the rise. Due to increased mass media role in the contemporary societies, the vehicles of communication operate in and propagate ‘virtual or symbolic culture’ which is more often dissimilar to the cultural environment in which the media are operating. It seems like a constant cultural conflict that the developing and under-developed nations are undergoing. Thus, it is high time for the developing nations to understand and extrapolate the potential dangers of cultural domination, effects on their cultural policies, cultural industries (film, drama, poetry etc.) and other cultural spheres of their life. References Alvarado, Manuel & Oliver, Boyd-Barrett (1992). Media Education: An Introduction. London: BFI/Open University. Andrew, Milner (1989). Contemporary Cultural Theory: An Introduction. London: Ucl Press Limited. Baran, Stanley J. (2004). Introduction to Mass Communication: Media Literacy and Culture. New York: McGram-Hill. Bennett, Tony (1982). ‘Theories of the Media, Theories of Society’ in Gurevitch, M.; Bennett, T.; Curran, J. & Woollacott, J. (1982). Culture, Society and the Media. London: Methuen. Carey, J.W. (1975). ‘A Cultural Approach to Communication’. Communication, 2. Curran, James; Gurevitch, Michael; Woollacott, Janet (1982). ‘The study of the media: theoretical approaches’ (Part I, ‘Class, Ideology and the Media’) in Gurevitch, Michael; Bennett, T; Curran, J; & Woollacott, J (1982). Culture, Society and Media. London: Methuen. Dahal, Madan K. (2005). Impact of Globalization in Nepal. Kathmandu: NEFAS & FES. Dhal, Stephen (2000). Communications and Cultural Transformation: Cultural Diversity, Globalization and Cultural Convergence. London: ECE. Fisk, John (1992). ‘British Cultural Studies and Television’ in Allen, Robert (1992). Channels of Discourse, Reassembled. London: Routledge. Griffin, E. (2003). Communication: A First Look at Communication Theory. Boston: McGraw Hill. Hess, Beth; Marleson, Elizabeth W. & Peler, Stein J. (1988). Sociology. New York: MacMillan Publishing Company. 237
The Asian Media & Mass Communication Conference 2010 Osaka, Japan Horkheimer, Max; Adorno, Theodor W.; Noerr, Gunzelin Schmid; Jephcott, Edmund (2002). Dialectic of Enlightenment:: Philosophical Fragments. Stanford: Stanford University Press. Huntington, Samuel P. (1998). The Clash of Civilizations and the Remaking of World Order. New York: Simon and Schuster. Jalibi, Jamil (1984). Pakistan: The Identity of Culture. Karachi: Royal Book Company. Jerzy, Wojciechowski (1977). ‘Cultural Pluralism and National Identity’, Cultures. Paris: The UNESCO Press and La Baconniere. Kellner, Douglas M. & Durham, Meenakshi G. (2001). Adventures in Culture and Media Studies: Keyworks. Malden MA: Blackwell Publishing Layer, Muller (1978). Introduction to Sociology. New York: MacMillan Publishing Company. Lechner, Frank J. & Boli, John (2001). The Globalization Reader. Oxford: Blackwell. Marcuse, Herbert (1970). One-Dimensional Man. London: Abacus. McQuail, D. (1994). Mass Communication Theory: An Introduction. California: Sage. Menzies, Ken. (1982). The Sociological Theory In Use. London: Routlege And Kegan Paul. Moragas Spa, Miquel De (1983). ‘Mass Communication And Political Change In Spain, 1975-80’ in Mass Communication Review Yearbook. California: Sage Publications, Vol.4. Neuman, R.W.; Just, M.R. & Crigler, A.N. (1992). Common Knowledge: News and the Construction of Political Meaning. Chicago: University of Chicago Press. Popenoe, David (1980). Sociology. New Jersey: Englewood Cliffs Publishing. Postman (1992 Postman, Neil (1992). Technopoly. New York: Knopf Red, R. Michael (1977). Mass Mediated Culture. New Jersey: Prentice Hall Inc. Reddi, Usha (1989). ‘Media And Culture In Indian Society: Conflict Or Co-operation?’ in Media, Culture And Society. London: Sage Publications, Vol.11. Rosengren, Karl E. (1983). ‘Time and Cultural Development in a Swedish Literary Frame of Reference’ in Mass Communication Review Yearbook. California: Sage Publications, Vol.4. Said, Edward (1997). Covering Islam: How the Media and the Experts Determine How We See the Rest of the World. London: Vintage. Schirato, Tony & Jean, Webb. (2003). Understanding Globalization. London: Sage. Stark, Rodney (1987). Sociology. California: Wordsworth Publishing Company. Stevenson, Nick (1995). Understanding Media Cultures: Social Theory and Mass Communication. London: Sage. 238
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