Multimedia and culture: Globalization vs. localization of world music videos in the internet age

This paper examines how world music artists globalize or localize multimedia in order to target world audiences. Some world music artists use exotic images in their music videos to market their work across cultures with the hope of the ldquootherrdquo being the key appeal. Other artists use international images to target a global market. In both cases, these music artists make only one product with the goal of targeting a global audience; they do not make localized versions of their videos for different markets. Such an approach may provide an alternative view for technical communicators who might maintain that products should be localized in order to meet the needs of specific audiences.