The Internet acts as a tool of communication, a disseminator of knowledge and a provider of services. It has proliferated almost every segment of society and is arguably the most powerful catalyst in the globalization process. There is a growing concern that the Internet will bring about or increase the presence of a "McWorld". That is to say a world saturated by U.S. popular culture and marketing strategies where mass entertainment products etc. are leveled to the lowest common denominator in an effort to make them attractive to the broades ....