The American animation The Simpsons is now in its 10th season as a show in its own right. It was created by Matt Groening as shorts for the Tracy Ullman Show and was bought by the Fox Network, which began screening it as half-hour shows in 1989. Initially its success was restricted to the 9-16 year old age group, and for animation there is nothing remarkable about this. Its success grew quickly and it is now popular in many countries with many different audiences. "In the 1990s we are seeing dramatic transformations in media industries and media cultures. In geographical terms, these transformations may be seen in the shift from national