Drawing on work in media studies, diplomatic history, and science and technology studies, Schwoch analyzes the way in which global media has been characterized, emphasizing a discursive shift away from a framework of east-west security and, by the 1960s, toward a framework of world citizenship and globalization. The global growth of television and other new electronic media occurred in conjunction with the ongoing tensions of the Cold War, as superpowers searched for ways to extend their influence beyond traditional borders of nation-states and into the extraterritorialities of planet Earth.