As the marketization and privatization of media cultures have been intensifying, the notion of publicness gains a renewed significance in the study of media culture globalization. It is imperative to put to the fore a normative research question of critically appraising the publicness of media culture connections and their uses for democratic purposes. This is especially pressing now that marketized inter-nationalism is also actively moved forward by the states’ cultural policy to promote the production and export of national media cultures. Culture has extended its role to other spheres and become a useful resource for various social actors, including marginalized people and NGOs, to pursue their own political and economic interests, but what is even more salient is the alliance of the states and transnational media culture industries. For the states, media culture has come to be regarded as important politically to enhance soft power and cultural diplomacy, and economically for attracting global capital and developing creative industries.
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