This text explores the theoretical and methodological threats that are defining global media studies as a discipline. Emphasizing the connection of globalization to local culture, this collection considers the diversity of modes of reception, reception contexts, uses of media content, and the performative and creative relationships that audiences develop with and through the media. Through ethnographic case studies from Brazil, Denmark, the UK, Japan, Lebanon, Mexico, South Africa, Turkey and the United States, the contributors address such questions as what links media consumption to a lived...