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Chapter 18: global communications media (acting globally, regionally, and…
Chapter 18: global communications media
acting globally, regionally, and nationally
cultural imperialism occurs when some countries dominate others through the media
global media are far from a Hollywood monopoly (e.g. Sony-> Japan; Warner Records -> Canada)
Globalization is reducing differences that existed between nations in time, space and culture
Globalization of media is probably most pervasive at the level of technology and media industry models-ways or organizing and creating media
most countries produce increasing amounts of their own television, music, Internet content and magazines
Glocal is local productions done with global forms and ideas
the other major aspect of globalization is the increasingly worldwide penetration of media technology but it coexists with a global digital divide
regionalization
regionalization of media is growing as well
regionalization links nations together based on geographic, cultural, linguistic, and historical commonalisties
cultural proximity
cultural proximity is the preference of audiences for media in their own language and culture-> cultural-linguistic markets (smaller than global, but bigger than national)
language is a crucial divider of media markets
other aspects of culture are also important: slang, jokes, references etc.
localization refers to a global company adapting its programming to local markets to make them more attractive
national production
the majority of media companies have been structured, at least at first, to serve national markets, even though transnational and global companies are on the rise
the global media
film
Hollywood itself became globalized- e.g. Sony
challenge from Bollywood and Nollywood
most globalized and the most difficult to produce on a sustained national basis
reasons why US dominates the film industry
WW1 &2
expensive to produce & promote
risky investment
distribution channels are very globalized
few countries are currently producing many feature films, and even less get distributed globally
reasons why the US can dominate in a variety of markets
enormous size of the US market for movies-> safe to produce
heterogeneous nature of US audience-> more entertainment-oriented, universal films
MPAA (Hollywood studios) work together to promote exports and control overseas distribution networks
US studios have come to depend on overseas markets for profits
countries like Mexico and Egypt show that film industries can be maintained, even in some developing countries, if the domestic market is large or if the film companies produce for a multicountry audience and market
many international producers have started working with Hollywood in financing, distribution, or even broader coproduction
radio broadcasting
still the main mass medium in poorer countries
international radio
national radio-> much more widespread than international radio
the urge for cultural proximity by audiences and market segmentation by advertisers often favors the very local, although people still want to hear national and global music and news
news agencies
by the 1970's newswire services were criticised for reflecting Western values of what counted as news
social media like Twitter allows for better insight on what is going on in other parts of the world
music
both the most globalized and the most localized form of media
nearly all cultures have a musical tradition (and a market niche for it)
globalized music industry, based primarily in the US and Europe, which speaks to a globalized youth culture
changes in technology have increased appeal of both global and more localized music
music is cheaper to produce than much media-> it serves a wide variety of subcultures within and across nations
many global firms end up selling both global and local music
global media (cont.)
video
US production largely dominates video rentals as well, but are a bit more diverse (immigrants partly)
television
television broadcasting in many countries is divided among public, governmental and private ownership
expensive for private media to control, especially in poor countries
satellite and cable television after 1990 brought in new forms of competition in much of the world, which forced broadcast television to change
access to television is still somewhat unequal around the globe
public broadcasting (mainly used for education and culture) & commercial television
state broadcasters are usually supported by government funds; public television networks are often supported by audience license fees
broadcasting has mostly been privately owned in Canada,Central America and South America-> strong US commercial influence
since 1990, European, Asian and other countries have increased private commercial broadcasting and reduced government and public ownership
television flows
American television programs are very common and visible globally, but many other producers sell programs to national and trans-national cultural linguistic markets as well
quotas on US programming
global companies that stream television content between nations, other legally or illegally
more countries are producing their own programming-> production costs are going down; YouTube; low-cost type or programming like talk shows
format shows like American idol which can be reproduced across nations
cable, satellite and Internet TV
cable tv has been expanding in most countries of the world
Direct broadcast satellite (DBS) or direct-to-home (DTH) has also rapidly spread, often spanning the borders of neighboring countries
a number of channels quickly became global in reach (MTV, Disney)