Globalisation, media hegemony, and political power: a study on the cross-cultural impacts of global media systems

Globalisation and media systems can influence political power, cultural exchange and social cooperation. This study analyses, in a quantitative manner, how global media systems disseminate political power and their impact on intercultural communication and social cooperation. A quantitative research design was conducted through a survey-based interview among 637 participants. Using Statistical Package for Social Sciences (SPSS) 22.0 and Analysis of Moment Structures (AMOS), along with Structural Equation Modelling (SEM), the statistically significant criteria were identified at the p < 0.05 and p < 0.01 levels. The results indicated the different ways that political power is defined and represented in and by global media, supported by multiple uses. The research indicated that hegemonic discourse allows cross-cultural forms of information sharing and higher levels of cross-cultural knowledge acquired through media engagement. The novelty involves examining the formation of power hierarchies and cross-cultural discourses within comparable international media systems. It also demonstrated the link between hegemonic discourse and different cultural backgrounds using quantitative tools. Global media encompasses diverse forms of multiculturalism that influence societal norms and reach broad audiences. The importance of intercultural communication includes promoting mutual understanding, tolerance, innovative ideas and social values among different cultures.