Although the impacts that globalization has on the mass media can be seen positively, it cannot be said that they are all beneficial. Skeptical globalists take a different perspective on globalization, arguing that the process is not as global as we would like to think. They say the phenomenon is a myth that hides the imbalance in the world due to the fact that some people have more control than others. Skeptics insist that globalization's side effects on society are far greater than its positive impacts. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original Essay Globalization has transformed mass media into a vehicle through which cultural imperialism can occur. Through the export of media from dominant states, they have the ability to spread their ideas and agendas to the rest of the world. Cultural imperialism today manifests itself through the media, especially traditional media and the mass media. This is the domination of one culture over another (less powerful society) and some suspect that this will “contribute to a one-way transmission of ideas and values ​​that will result in the displacement of indigenous cultures.” (Santos, 2001, p. 43–48). The rest of the world will abandon its traditional values, fashions, styles and lose its cultural identity when exposed exclusively to Western media. Furthermore, the media acts as socialization agents that help form and transmit social values ​​and norms which, in effect, help to unify society. For example, the spread of Western ideals of beauty, that is, being blonde, light-eyed, tall and thin with long legs, blond hair, large breasts and full lips, has influenced the decline of the local idea of ​​beauty. Utilizing Kenyan beauty ideals, the mass media has proven to be a catalyst in the cause of media imperialism that impedes national growth. Media imperialism goes hand in hand with cultural imperialism, whereby developing nations believe that Western lifestyles and ideas are superior and therefore wish to emulate them. This belief, combined with the excessive concentration of Western media, results in locals consuming the majority of content from the West. As a result they leave out their own artists and programs. Failure to promote its media and minimal support given to local artists hinders the development of the country's film, publishing and music industries. This could also have economic consequences on the country as companies from developed countries receive higher revenues from sales of their media products in developing countries. All while nothing is contributed to their economy. Media imperialism can alter real life and manipulate the image of other countries in the eyes of society. Media imperialism promotes agendas using agenda framing theory, framing certain elements in ways that encourage some interpretations and discourage others. This is applied by constantly and frequently relating specific characteristics, behaviors and stories to certain countries/cultures. For example, let's take Hollywood as the dominant player in the film industry. Films like SALT, Air Force One, and Rocky IV are good examples of how Hollywood often resorts to national stereotypes when portraying villains. All these films have one thing in common: using Russians as villains. Russian figures have been at the forefront of the spotlight of evildoers. Since Hollywood products are watched by millions of people around the world, this persists.