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Journal of International Marketing and Marketing Research
2026, Volume 4, Issue 2 : 1-6
Research Article
Global Media Convergence and Cultural Influence
 ,
1
Department of Global Media Systems New York University, USA
2
Centre for Cultural Communication & Digital Societies University of Cape Town, South Africa
Abstract

Global media convergence refers to the integration of communication technologies, cultural content, and digital platforms across borders, resulting in the hybridization of consumption habits, cultural identities, and socio-political narratives. This paper examines how converged media ecosystems—driven by streaming platforms, social media networks, gaming communities, and algorithmic content distribution—reshape cultural exchange, global perception, and soft power. A new analytical model, the Transnational Media Convergence Influence Framework (T-MCIF), is proposed to map four major influence vectors: Technological Integration, Platform Interoperability, Cultural Hybridization, and Political-Economic Governance. The study draws from cultural studies, communication theory, globalization research, and digital anthropology to explain how content flows produce new forms of cultural homogenization, resistance, and localization.

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