The Media of Power, the Power of Media

Abstract

This essay combines international political economy with a critical political economy of media perspective that recognizes the crucial role of transnational media corporations (tnmc) in building consent for neoliberal globalization. Media are found to be instrumental for consolidating transnational capitalist hegemony—creating a popular culture based on individualism, deference to authority, and consumerism. tnmcs consolidate diverse national media for the production of hybrid programming that features multiple local images and symbols wrapped in consumerist ideology and narratives. Examples from animation reveal consistent themes in tnmc content that entertain and appeal to diverse audiences, illustrating media’s persuasive messages essential to the cultural hegemony of transnational capitalist leadership.