Media platforms, online content and globalisation: European perspective in the shifting information environment

Abstract

The digital age has transformed media consumption and production, leading to a profound shift in the information environment. Media platforms—ranging from social networks to streaming services—have become central to this transformation, playing a pivotal role in globalization. This article explores the European perspective on these changes, focusing on how online content and media platforms influence and are influenced by globalization. Drawing on data and outcomes from the EUMEPLAT project (a comprehensive digital platforms research initiative conducted between 2020 and 2024 across 10 European universities), the study examines how global giants like Facebook, X (formerly Twitter), Instagram, TikTok, YouTube, HBO, and Netflix have rapidly transcended national borders. It analyzes the resulting dual dynamics: the acceleration of cultural exchange and the rise of homogenized global culture, balanced against the curation of content for local tastes. Additionally, the paper highlights how AI-driven algorithms dictate modern consumption patterns, warning that while they offer highly personalized user experiences, they simultaneously trap users within echo chambers and restrict free choice. Ultimately, the article addresses the regulatory, political, and social complexities facing Europe, advocating for a balanced policy framework that embraces technological innovation while vigorously protecting local cultural diversity, interests, and values.