Transcultural communication for a polycentric world

In the era of digitized and globalized 24/7 communication, the one-way vertical flow of media and mediated culture from the West to the East has given way to multiple and horizontal flows, in which Asian countries are playing an increasingly significant role. This is having a profound impact on transcultural communication in a polycentric world. Although the United States and some other western countries still maintain their leading position in the field of global media and communication hardware and software. This article suggests that new actors, harnessing the potential of digital globalization, have emerged in the past decade and provide new avenues for transnational communication. Such changes, it argues, warrant 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 other Asian countries, the article suggests that the ascent of Asia contributes to further internationalizing of media and its study.