cultures do not necessarily always favour American media and products over local media and products.
             Tomlinson makes clear the importance of recognizing "globalisation as a complex de-centered process," (Tomlinson, 1997, p185). This concept follows on from and argues against cultural imperialism. Cultural imperialists believe that globalisation is occurring when there is only one dominant and powerful culture infiltrating and brainwashing the minority cultures. Tomlinson argues this by saying that globalisation is actually a complex process, where any culture can influence another. It is an interlinking and intertwining network, where the dominant powers are changing and unstable. (Tomlinson, 1997, p85) Tomlinson makes a fine point because it seems unreasonable to say that only one culture or one country can influence the world. Only when you recognise the value and importance of the many cultures, not just the USA's or Europe's, do you begin to understand and relate to Tomlinson's words.
             80% of the world's trade in music happens under four
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