Coca-Colonization of Hungary since 1989

Abstract

On Hungarian schedules there are a great amount of American soap operas, reality shows, comedies and films. These programs present images of American people, habits, behaviors or values. Most of the programs are popular because they satisfy the audience’s needs. Viewers can identify with the characters and be involved in the story. Identification leads to the export of other popular mass cultural products. The identification process contains buying and using the same products, clothes, shoes, etc. as the viewers’ favorite characters.