National media systems are the central units of analysis in comparative mass
communication research. In times of growing globalization, however, it is
increasingly difficult to treat national media systems as isolated cases — a dilemma
that undermines the traditional logic of comparative research. A careful
examination of the core conceptual challenges leads this article to conclude that
global processes of diffusion do by no means spell the end of the comparative
research of media systems. Global processes of diffusion do however demand for
comparative designs that account for the fact that national media systems are
becoming increasingly interconnected. This article makes three practical
suggestions to tackle these challenges: The first suggestion is to include additional
levels of analysis below and above the nation state level; the second suggestion is
to incorporate theories from the field of International Communications; and the
third is to remain cautious about the extent to which globalization penetrates
national media systems. There is still reason to presume that media systems can be
compared along the lines of national boundaries. We are required to modify and
extent our tools though.