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This work discusses global television and its role in the process of cultural desensitizatiom. It investigates two famous western TV game shows, "Wheel of fortune" and "who wants to be a millionaire", in spreading western values in non-western cultures, namely in a chosen Muslim community. The work discusses the issue from the perspective of the psychological process of desensitization which posits that continued exposure to a negative stimulus tends to reduce the psychological tensions caused by the contradictions of such stimulus, and results in a gradual process of acceptance of the stimulus. The work is part of a series of research tracing the impact of the new communication technologies in redefining such major communication constructs like audience and mass media and media effects.

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Mahmoud M. Galander is a Sudanese communication educator who has earned his PhD from Howard University, Washington, DC in 1993. His academic career extends from 1994 to current, and includes teaching in such regional and international universities like the International Islamic University Malaysia(1997-2006), Qatar University(2006-2010).

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