The essential aim of this article is to present the mechanism of changes in the contemporary culture dependent on global media. The media international corporations control a vast network of production and distribution of goods and services connected especially with the American entertainment industry. As consumption of cultural goods and services spreads all over the world, the production itself tends to concentrate. These processes have significant impact on the development of domestic cultural industries. We can observe a creation of a 'global culture' with its own distinctive features. The culture is global and local simultaneously, diverse and uniform, ethnic and international at the same time. Simulation, virtual reality and spectacular events belong to specific elements of the global culture.