Media is intrinsic to the debates about the outset and perfusion of globalisation with its different channels acting as primary drivers in transforming the socio-economic cum cultural geography. Its role strengthened with technological advancements altering its character of engagements with different actors in a social setup through its cultural products. This paper attempts to analyse the critique on media in the debates on the globalisation process. Since technological advancements decentralised media by its interactive nature, its role transformed from being a vehicle of globalisation process to being a medium of resistance. This democratising nature of new media channels empowers local cultural communities in their resistance to the negatively perceived characteristics of the globalisation and its forces through what this author calls as ‘cultural reassertion’. Literature on media, globalisation and culture is examined extensively to inform the discussion.

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