This paper sees globalization as the emergence of multiple logics of production, flow and audience reception, based on identity. They are very unequal or asymmetric in their reach and power, but they are also dynamic, changing along with both structural and cultural forces, as an examination of the viewing and broadcast time for television from various countries in Denmark, 1993-2007, shows. As channels have multiplied over time, the proportion of Danish content has gone down, but viewing of Danish content remains high. U.S. content has increased but viewing of it has not. Both screening and viewing of other Anglophone content has gone up considerably, while screening and viewing of Nordic and European content remains low. So while Danish viewers focus in viewing (and arguably in identity) is still on Danish culture, their secondary interest (and identity?) has become more Anglophone, not Nordic or European, from 1993-2007. This study reviews language impact studies and other cultural theories to consider reasons for that.
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Keywords in Communication. 59th Annual Conference of ICA., 2009