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In the Media: Individual attitudes are influenced by the images of other groups in the media and the press. For instance, many Serbian communities believed that the western media portrayed a negative image of the Serbian people during the NATO bombing in Kosovo and Serbia. This de-humanization may have contributed to the West's willingness to bomb Serbia. However, there are studies that suggest media images may not influence individuals in all cases. For example, a study conducted on stereotypes discovered people of specific towns in southeastern Australia did not agree with the negative stereotypes of Muslims presented in the media.
It really was not until the 1990s, for example, that Southeast Asia saw Western television enter on a massive scale. Advances in technology plus market liberalization were reasons. Asia, of course, is the largest worldwide market ( billion) and has one-third of the world’s television sets. While Asia has been known to foster a distinct culture and linguistic heritage, this specialty is now in jeopardy. We see MTV, Western news and movie channels, and other Western media influences spreading across Asia. The cultural heritage of these countries is being threatened by trans border data flow, media images moving across national borders thanks to new electronic forms of media delivery. People are told they need products they never realized they required. They are told via media that Western styles and habits may be better or more desirable than their own traditions and customs. Young people in particular now grow up with stronger ties to New York and Los Angeles than their own capitals and families.