Global Communication. Chapter 10. Denis McQuail.
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Transcript of Global Communication. Chapter 10. Denis McQuail.
LOGO
Denis McQuail
Chapter 10.
Global Mass Communication
Contents
Driving Forces: Technology and Money
Global Media Structure
Multinational Media Ownership and Control
Varieties of Global Mass Media
International Media Dependency
Origins of Globalization
International News Flow
The Global Trade in media Culture
Towards a Global Media Culture
Global Media Governance
The Media Transnationalization Process
Cultural Imperialism
Contents cont…
Origins of GlobalizationBooks and printing were international:
translated and widely circulated..
Early 19th century: newspapers and radio stations were recognizable in the world.
Diffusion of films, esp. Hollywood.
Early recorded music of quasi-international character.
Television is the most influential in the media globalization process.
Technology
Late 1970s: arrival of satellites.
Cable connection.Transporting CDs and
DVDs
Broadcasting cost exceeded the capacity
1980s: low-cost transmission technologies
Main exporter - USA
EconomicsEconomics
Important component of international mass comm.
Same message appears in different countries
Indirect internationalizing effect
AdvertisingAdvertising
Driving Forces:Technology and Money
Global Media StructureMany separate sovereign states that interact with each other.
Territory and population. Population is an economic base for domestic production or target market for other countries’ exports.
Encourage flows between countries of mutual aspects.Set limits to what is possible.
The main determinant of dominance in the overall set of relationships
FACTORSof
participation
Size
Language&
Culture
Economicdevelopment
Multinational Media Ownership and ControlMedia content that lend themselves to
globalization of ownership: news, feature films, popular music recordings, TV serials and books. – ‘One-off’ media.
Easily designed for an international market
‘Cash-flow’ media: newspapers, TV stations – resist multinational ownership
‘World news duopoly’: the US Associated Press vs. the British Reuters
Varieties of Global Mass Media
Direct transmission/distribution of media channels or complete publications from one country to audiences in another country.
Certain specifically international mass media plus the international news agencies.
Certain items that are important to make up part of domestic media output.
Foreign content adapted or remade to suit domestic audiences.
Varieties of Global Mass Media
International news items: about a foreign country or made in a foreign country
Other content that has a foreign reference or origin
The World Wide Web
InternationalMedia Dependency
Sender production distribution Receiver
Mowlana (1985): in international communication 4 stages can be spatially, organizationally and culturally separated from each other.
Hardwear: cameras, studios, computers, printing plants, etc.
Softwear: content items, performance rights, , management, know-how, etc.
The flow of communication from more to less developed countries.
LOGO