n the services sector, where economic transactions are more
directly related to interpersonal relations and commllnicative practices;
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r-
I 54 Understanding Global Media
l
l 3. the rise of the cultural or creative industries, and the adoption of practices
throughout the economy that have their genesis in these industries, such as
the role of cultural intermediaries in articulating design and production to
the desires and values of consumers, or the role of networks in time-based
and project-based forms of production.
Academic work derived from cultural and economic geography can lead to
quite divergent conclusions on the nature and significance of globalization.
While some geographers have drawn attention to the centrality of globalizing
forces to reconstructing the geography of cities and regions (Dicken, 2003a,
2003b), others have used a geographical understanding to draw attention to
the spatial limits of globalization theories (Cox, 1997; Yeung, 2002). Amin
has argued that 'the distinctive contribution of ... [geography] within the
congested study of globalization [lies] in the study of the spatiality - social,
economic, cultural and political -of what is increasingly being seen as a single
and interdependent world' (Amin, 2001, p. 6276). In particular, both cultural
and economic geography question theories of globalization in their strong
form - to be discussed below - by drawing attention to the ongoing significance
of i~zterscalarr elationships, or the mutual interaction between the local,
the national, the regional and the global (Peck, 2002). Amin has questioned
the idea that globalization involves, for better or worse, a 'shift in the balance
of power between different spatial scales' (Aniin, 2002, p. 395), questioning
claims that globalization marks the triumph of global networks over local
places, or globalizing capitalism over nation-states, or the source of a conflict
between global cosmopolitanism and local identities, but rather proposing
that the forces of globalization point towards 'a combination of multiple
spatialities of organization and praxis as action and belonging at a distance
become possible' (Amin, 2002, p. 395).
Theories of 'Strong Globalization' and their Critics
I
The final theoretical perspectives to be considered in relation to global media
are theories of strorzg globalization. By this, I refer to those theories which
argue that the process of globalization has marked a shift in the economic,
political and cultural dynamics of societies that is of such a scale that the
analytical tools by which we understand social processes in the 21st century
are fundamentally different to those which were applicable to 20th-century
societies. I have elsewhere (Flew and McElhinney, 2005) referred to these
as theories which propose that the interrelated trends associated with
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Theories of Global Media 55
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