The debate over American dominance of mass media exports gained new momentum in the late 1980s, when the European Community moved toward restricting the number of television programs imported from non-European countries. Research suggests that Europeans enjoy American television programs such as "Dallas" because the series embody basic myths and let viewers identify with characters. Studies of East Indian viewers appreciation for Hollywood films attribute the films' popularity to their entertainment value, the opportunity to learn about Western life, and the films' superiority to their Indian counterparts. In Britain, the popularity of American movies has been attributed to the American emphasis on the youth and working-class values of courage, cunning, and luck. American domination of the world film industry began in the 1920s, as the American movie outnumbered other imports and domestic films in most countries. Some European countries limited American film imports, citing economic and cultural reasons. American writers explained the popularity of United States films by citing Hollywood's lavish production budgets. Early European critics observed that American filmmakers had a "sense of the film" that was lacking in Europe. Since global mass media studies are burgeoning in higher education, more academic research is needed to define audience appeal, particularly where economic and political influences do not blur the picture. (One hundred twelve notes and references are included.) (SG)