Some important aspects of Global Communication

Diffusion of innovation: It is a process where an innovation/technology/theory, will be spread among people through a communication channel (way of diffusion), domestication of technology (adoption), time, and social system.

Hegemony: It is associated to the Italian marxist Gramsci. It is defined as the fact that the dominant social group in a soceity has the capacity to intellectual and moral leadership. It is especially impacting three areas, being the education schools, religion, and Mass Media.
The US hegemony is defined as a cultural invasion. An example can be that 85% of cinema tickets are for American/Hollywood movies.

The strategies used in order to protect a cultural product (hegemony vs. autonomy) are quotas, subsidies and grants, reglional alliances, and resistance.

The three dimensions of Media:

- International Media Coverage: Media are reporting events.
- Comparative Media: comparison between media systems.
- Communication for development: ICTs for Development.

Commodification: Commercialization of cultures. Cultures are becoming products to be sell.
Hibridity: mixture of cultures.

Public Sphere: Developped by Jugen Habermas in 1962. It is the transformation of public opinion. It emerged in France and United Kingdom when starting to discuss political and economical issues. Public Spheres should be independent from two institutions, the state and the church.

CNN Effect: It is the impact on media agenda and the effect on political agenda. It is the agenda setter for the media.

Reaganomics: An economical philosophy used in order to reduce taxes and minimize state power. The government should not interfere or regulate.

Policy: A policy is a plan of action for treating political and economical issues like telecommunication, intellectual property rights and mass media.