Practicing International Management Case essay
MTV is one of the largest networks operating internationally and has a considerable pact on the global culture. At the same time, the impact of the MTV culture on adolescents is so significant that adolescents may change their perception of their traditional culture. However, the MTV culture is based on western standards and these standards refer not only to the cultural domain but also to the material one. This is why teens from other countries, including under-developed countries may be willing to own items, which are unaffordable for their families because of the low level of income. As a result, the MTV culture has a negative impact on the interpersonal relations within families and cultural changes that occur in different countries of the world under the impact of MTV may be negative. These cultural changes widen the gap between the reality teens live in and MTV cultural values and standards, which are unattainable in many countries of the world. therefore, the lack of localization of MTV products and culture leads the gap between the MTV-based culture of teens and the surrounding reality.
The overall success of MTV was not only the cultural success but also the technological one. For instance, the emergence of satellite television and progress of internet were the major contributors that made MTV the global network. These technologies facilitated the global expansion of MTV and MTV culture. Moreover, the current progress of technologies opens wider opportunities for MTV to enhance its position in the global market and increase its cultural impact globally. However, MTV may face the growing opposition from the part of local communities, unless the company changes its cultural policies.
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