Thus, globalization through the media leads the company to “think globally, program locally” (Waisbord, 378). It also allows businesses to demonstrate what is known as “glocalization.” The concept of glocalization represents “the merits of a “multicultural” and “sensitive” business strategy to cultural diversity. Such sensitivity is not motivated by respect for or interest in preserving “multiculturalism,” but rather by maximizing opportunities for commercial gain” (Waisbord, 378). To further explain this concept, McDonald's success as a company is based on its adaptation to local and cultural markets. In doing so, the company presents an image of itself to the world: it is a company that expresses traditional and local ways of life in many aspects of contemporary culture. Elites, in this case McDonald's, use their power to develop dominant ideas that control the way society interacts. These specific ideas are communicated to a mass audience through the use of media and technology. Perspectives on false consciousness, dominant ideology, and a terrain of struggle illustrate capitalist effects on how society is impacted and regulated. Social reality is controlled through the use of specific ideologies shared through the media by