This article examines the development of multimedia and asks the question: ‘can new media be used to preserve the diversity of cultural identities in an increasingly global media environment?’ Given the embryonic state of the multimedia industry the answer must be tentative. Yet if we examine empirically what is happening from a social shaping perspective we can attempt to identify the factors which have shaped current developments and suggest possible alternative paths (Edge 1988; Wajcman 1991; Williams 1992; Williams 1996; Winston 1996). The article draws upon four case studies conducted during 1997 & 1998 in multimedia production companies in Ireland who were producing both offline and online content aimed at domestic and foreign markets. Based on this work it is proposed that while new media have the potential to democratise media production these case studies illustrate that for both multinational and indigenous companies particular economic, political, cultural and technological factors act to limit this potential and intervene directly in the content innovation process.