A new global communication order for a multipolar world

In an increasingly digitised and globalised 24/7 multi-media age, the one-way vertical flow of media and communication - from the West to the Rest - has given way to multiple and horizontal flows, in which Asian countries play an increasingly significant role. While the US domination of the global media - both in entertainment and information - still remains a reality, new actors, harnessing the potential of digital globalisation, have emerged in the past decade to challenge Western or, more accurately, American hegemony in this arena. This warrants a re-evaluation of how we define the global in terms of media and communication. Focusing on the growing global influence and digital presence of China and India the world's two most populous nations with fastest growing economies - this essay suggests that the ascent of Asia could contribute to further internationalising of media and its study.