MMC304 SOCIOLOGY OF COMMUNICATION

MEDIA MOBILITY AND IDENTITY

What this lecture is about

• media in the context of globalization and transformations going on at the present time,

• media as being one of the key factors in contemporary society promoting transnationalism

Lecture outline

• Broadcasting up until the mid ’80s

• Broadcasting in the post mid ‘80s

– The corporate discourse on globalization

– the realities of globalization• geopolitical realities

• cultural diversity

• global-local terminology

• still centrality of national broadcasting

Broadcasting up until the mid ’80s

• Broadcasting up until the mid ‘80s is a point very widely discussed in media studies as a broadcasting system which has been very central to the development of national societies and national communities within

Europe and around the world.

• The media have been implicated in producing and

reproducing the national imaginary.

• This is the kind of topic that often gets linked to the theme from Benedict Anderson about the imagined community, and it is often said that earlier media publishing newspapers were linked to the creation of an imagined community and broadcasting in the 20th century radio and then television have been central in the creation

of modern imagined communities

• The argument has been that television, has made visible to us, all of those people who we feel are part of the same national community, but whom we would never otherwise generally have seen.

• The point that is made quite rightly in relation to broadcasting is that it doesn’t simply reflect the nation, it isn’t as if there is a pre-given national community which

television simply reflects.

• Television has been central in actually producing that community, in instituting that community.

• This was apparent from the very early days when it was a very conscious strategy of John Reith in that period of the formation of the BBC in the 1920s to create a culture in common.

• The objective was to create a common unified culture within Britain and also to use broadcasting as a means to create a political public space as well.

• The same can be said for the early days of Turkish broadcasting. First print, respectively followed by radio and television, have been used to create a national consciousness.

• In many respects we have often come to feel that broadcasting is somehow in its nature a national medium, a national institution.

• The objective, of course, was to promote a national coherence and this led to the attempt to block all sorts of signals coming from outside.

• there was an attempt to create a kind of audio-visual sovereignty within the national culture, and signals from outside were seen as a threat to the integrity of the national cultural life.

• Television, or broadcasting, came into existence as an imaginary institution articulating a national culture and serving as the communications medium for a national public sphere.

• This is what we mean by the phrase “public service broadcasting” which has been the model and the ideal of what broadcasting strived to achieve in Europe, and Turkey through most of the century.

• A model rooted in the national imaginary.

Broadcasting in the post mid ‘80s

• What has become clear since the mid-80sreally is that this model has increasingly come to be undermined

– National governments came to recognize the inevitability of transnational broadcasting, thus, competition within the broadcasting industry as a consequence of regulatory transformations emerged.

– Technological developments, and particularly the development

of satellite and cable television played an important role.

• So transnationalisation appeared to begin, in the 80s as a strategy being brought about by the profit and the competitive interests of large media conglomerates.

• Companies like Time Warner, News Corporation, Sony soon have become the figureheads of this agenda

• Their strategy became to try and get their products to the largest number of consumers that are possible.

• The imperative has become to break down what are now perceived as the anachronistic boundaries and frontiers of national communities.

• These boundaries are now ones which are seen to impose an anachronistic limitation on the expansion of markets.

• They are seen as being arbitrary and unreasonable obstacles to the overall objective, which is for these companies to rationalize their business strategies.

• What we have then in this corporate agenda is a particular model of transnationalism being developed in the 80's

• it’s a model which has a particular resonance, which has actually captured certain people's imagination

• it is also a deeply problematical vision which is being

sold to people.

• It is problematic because it promotes this idea of a global conversation, this notion that we are all sitting around on an equal basis with shared ideas and values and so on.

• It is problematic because it expresses a certain aspiration, for creating what might be called a kind of post-national ecuminicism, an new cosmopolitanism,

• In many respects this rhetoric doesn't really correspond with the reality of contemporary developments.

• There are 3 key issues (themes) that run through this kind of discourse.

• The first theme that is very prevalent is the idea of a community – new transnationalism is about building something called a

transnational community – New transnational media is about building a global media

community

– These are communities where we can all take part in a single

conversation.

• What we are being offered through this idea of community is really the national imaginary

• The way of thinking about a national community, simply scaled up, as if its not possible to think about transnationalism other than in terms of this big version of a national imaginary with its shared values, its common culture, its common objectives.

• The second theme is the idea that this technology will promote communication and that the promotion of more

efficient communication, greater social harmony.

• The third theme which runs throughout the whole agenda is something to do with the overcoming of distance

• These new technologies it is assumed, both media and internet technologies, will bring people closer together

and create this global village.

• Now we come to the second thing: realities of what is actually going on.

• To what extent is this idea of one global conversation a reality?

• We have t recognize that the process is much more complex

• And actually it is in the complexities of this new order that is emerging, that certain possibilities exist.

• It’s the realities of what we might call actual globalization as opposed to corporate project of globalization that may

allow certain possibilities to emerge. • We will talk about these ‘realities of actual globalization’

under 4 themes• geopolitical realities • cultural diversity• global-local terminology • still centrality of national broadcasting

• We have to recognize the realities of geo-cultural and geo-political borders.

• Many cultures, many national cultures throughout the world are extremely defensive with respect to trans-border broadcasting.

• We are referring to countries like Indonesia or Iran

• The most obvious example is Iran with its strategy of self-reliance in relation to broadcasting.

• But there are also other countries which are seeking to negotiate this order in some way rather than simply resisting seeking some kind of domestication of the international satellite order.

• Countries like Malaysia, Singapore and China.

• Another obvious and clear reality for most observers is the issue of cultural diversity, a resistance on the basis of culture.

• the factors of cultural difference in the world clearly make global marketing strategies difficult.

• The fact of religious difference, ethnic and cultural identity issues, the problems particularly of language, the problems of historically evolved taste and sensibility in certain parts of the world is another factor which inhibits the marketing strategy

• Companies in the 90s have come to recognize this and a whole new kind of corporate speak has begun to emerge about global and local

• This discourse has been taken over by companies to recognize that they have to make some kind of adjustment between their attempts to achieve economies of scale and the need to recognize cultural borderlines

and frontiers.

• We have organizations like CNN having to recognize that once you go down the socio economic scale it becomes much more difficult to reach audiences unless you take account of their cultural differences.

• Similarly Murdock's strategies in Asia with Star Television have had to recognize regional differences and MTV has had to recognize that it needs to adjust and tailor its programs for European, Latino and Asian markets.

• A third reality is that in many parts of the world, in Europe for example, corporates have used this global-local terminology for their own objectives.

• For example, within Europe initial attempts in the 80s to create a pan European space, to create a common market across Europe in broadcasting has faced resistance

• Within certain regions of Europe and within certain Directorates within the European Commission there has been and emphasis on trying to see Europe in terms of a mosaic rather than a melting pot

• Finally, there is the reality of resistance from the continuing importance and perhaps even still centrality of national broadcasting systems.

• National broadcasting in terms of consumer interest is still extremely important and perhaps in the short to middle term inescapable

• If some kind of new media order is being brought into existence it’s the case also that the old order is not disappearing

• The new order is simply building across the old order and the national order remains very significant

• So far then in terms of the realities of broadcasting developments we might say that there are certain factors which inhibit the corporate logic.

• They slow it down and make it more complicated it has

to negotiate a complexity.

• There are developments occurring in broadcasting on a global basis now,

• Often as a consequence of commercial developments which are not bringing about a new order in some sort of automatic sense but are creating a new disorder

• This disorder may be a productive disorder when thinking about some of the issues which we have been stuck on in the 80s with our very exclusively national perspective about public service versus the market in relation to broadcasting.

• there is now an interestingly new global media map coming into place which the big corporate actors like Time Warner and Sony are part of it but it’s a great deal more complex.

• we have a whole set of developments linked to channels that are targeting particular ethnic, national or religious communities around the world

• Organizations like MBC reaching the Arab world, Med TV which is broadcasting to Kurdish communities across Europe, Zee Television which is reaching Indian communities in Europe, North America South Africa, West Asia and so on.

• So you have a whole new set of voices that are finding expression through television, a new diversity, what three writers Sinclair, Jacka and Cunningham describe in a book called 'New patterns in global television'.

• Global, regional, national and even local circuits of program now overlap and interact in a multifaceted way, no doubt with a great variety of cultural effects which are impossible to concept ualise within the more concentric perspective appropriate to the previous decades.

• This is leading to a new transnational ethnic space, which I think is quite an interesting development, where communities in different parts of Europe are now connecting back to their homeland and potentially also connecting horizontally amongst each other.

• What they are effectively doing is simply targeting their ethnic and linguistic market wherever they can find it

across the globe.