From Cultural Imperialism to Transnational Commercialization: Shifting Paradigms in International Media Studies

The idea for this paper emerged from a presentation at the International Communication Association (ICA) Conference held in Acapulco, Mexico in June of 2000. As a popular tourist destination, Acapulco represented a mix of “global” commerce familiar to world travelers. The conference hotel, owned by the Fairmont Hotel chain headquartered in New York, was one of several luxury resorts that stretched along the beach between the airport and the city. Travelling along the Costera Miguel Aleman, the main commercial thoroughfare, a parade of transnational corporate logos flashed by the windows of the cab: Hyatt, Hilton, and Radisson hotels, Wal Mart, Costco, and Woolworth’s retail stores, McDonalds, Burger King, and Dominos’ Pizza fast-food chains, Walt Disney and Warner Bros. novelty/theme stores, Nestle and Baskin-Robbins ice cream shops, a Nike shoe and apparel store, a Ralph Lauren boutique, Eastman Kodak photo shops, an American Express service center, Planet Hollywood, Hooters, and the Hard Rock Cafe.