While some say this happened in tune with the neo-liberal climate of the time (e.g., Curran, 2002, p. 171), the passing of the then prevailing paradigm is also to be attributed to its inability to explain forms of hybrid media systems as it rather focused on the "quantitative supply" as opposed to the particular "use" of media contents (for details see section on ). Thus, scholars argued that the plain notion of Western domination failed to account for the complex and multidirectional nature of mediated cross-border communication (e.g., Sreberny-Mohammadi, 1996). Yet, the paradigm's inherent influence perspective and other central questions of the debate keep re-emerging under different headings and more advanced concepts such as hybridization and glocalisation. From the 1990s on, another shift of paradigm took place with the emergence of globalization as the new key term of the field. Whereas previous decades of research for most of the part followed an influence perspective, the 1990s and especially from 2000 on saw a rise of transnational approaches that applied transgression perspective on mediated cross-border communication. According to Hafez, two different types of globalization theorems can be differentiated, which are coined by the terms of conversion and domestication. The idea of conversion is represented in works such as McLuhan's “global village”-approach, that expects the emergence of a global consciousness. The second type is coined by the term of glocalisation. A third major stimulus to the field of study was set into place in 2004 with the publication of “Comparing media systems” (see . Unlike the “Four theories of the press”, an emphasis was put on the synthesis of empirical findings. Furthermore, the authors tried to avoid the universal approach put forward by Siebert et al., focusing themselves on North America and Western Europe countries. The work has been stimulating a great number of subsequent studies that try to adopt and modify the models and analytical dimensions (e.g., Political parallelism) of “Comparing media systems” to other parts of the world. Research approaches to mediated cross-border communication can be categorized with regard to the respective dimensions of analysis. Wessler and Brüggemann (2012) propose three dimensions of analysis: (1) research perspectives, (2) levels of analysis and (3) objects of analysis. Most entities discussed below are considered to be convergent by nature, thus being open for combination and parallel use.